When building a business, leverage is king, and success is never just about innovation. Graham Bloxham understood this better than most. He didn’t start out as a chef, nor did he have a background in the food industry, but what he did have was an instinct for opportunity and an unparalleled ability to leverage trends, partnerships, and timing to build an empire.

The Spark of an Idea

In 2011, cooking shows were taking over the world. MasterChef ignited a passion for food in people of all ages, turning everyday cooking into an interactive and social experience. Graham saw the wave and decided to ride it. He created Social Cooking, an interactive cooking brand that brought people together to cook, compete, and connect. But instead of starting from scratch, he leveraged the power of an already growing trend.

Strategic Partnerships & the Power of Influence

Knowing that a great idea wasn’t enough, Graham sought out the best partners. He approached Electrolux Group, a globally recognized appliance firm, and found an ally in its CEO, Malcolm Bain—a leader whose courage and strategic vision transformed the industry. By aligning with a powerful brand, Social Cooking gained immediate credibility and access to high-quality kitchen appliances, setting the foundation for expansion.

Expanding Beyond the Kitchen

With public cooking classes gaining popularity, Graham didn’t stop there. He saw another leveraging opportunity: corporate team-building experiences. If individuals loved cooking classes, why wouldn’t companies? By tapping into the corporate world, Social Cooking not only doubled its rate card but also tripled its EBITDA.

The Big Fish—Supermarkets & Brand Access

Before Social Cooking even took off, Graham played an even bolder hand. He approached Foodstuffs North Island Limited and New World supermarkets, offering them exposure for free. Leveraging his experience from tobacco sales, he knew that supermarkets loved anything that didn’t cost them a dime. This gave him access to powerhouse food brands like Tegal, DB, and Fonterra, who in turn saw value in partnering with Social Cooking. The results? Over $700,000 worth of supplied goods over a decade, significantly cutting costs while boosting profit margins.

Turning No into Yes with Leverage

Initially, major brands like Goodman Fielder rejected his pitch. But weeks later, with New World backing his initiative, he went back with the same proposal. This time, the answer was a resounding YES. The credibility of his partnership with a major supermarket chain transformed his pitch from an idea into an undeniable opportunity.

The Grand Scale of Social Cooking

Over the next ten years, Social Cooking hosted over 4,000 events and entertained more than 100,000 people. It was a decade filled with food, wine, laughter, and even some “MasterChef-style” tough love. The brand became a household name in interactive cooking experiences. And then, in a stroke of impeccable timing, Graham sold Social Cooking just five months before COVID—not leverage, but sheer brilliance.

The Ultimate Leverage Move

But perhaps the greatest example of leverage in this journey was when a major setback threatened to derail everything. Fisher & Paykel, a leading NZ brand, backed out of a deal to supply ten ovens and cooktops. With only eight weeks left and no equipment, Social Cooking was on the brink of disaster.

Rather than panic, Graham leveraged his mentor’s network to secure a meeting with Electrolux. The result? A ten-year partnership that not only saved the business but propelled it to greater heights.

The Legacy of Leverage

Today, Social Cooking remains operational, a testament to Graham Bloxham’s vision and strategic use of leverage. His story isn’t just about cooking; it’s about recognizing opportunities, aligning with the right partners, and using leverage to build a dynasty.

Because in business, as in life, the sky isn’t the limit—as Bloxham said, it’s just another thing to leverage.