Podcast Summary: James Reed: All About Business
Episode 38: The Chemistry of Growth: Turning a Mold Problem into a Thriving Business | Byron Dixon, OBE
Release Date: July 28, 2025
Host: James Reed, Chairman and CEO of Reed Group
Guest: Byron Dixon, OBE, Founder and CEO of Microfresh
Introduction
In Episode 38 of "James Reed: All About Business," host James Reed engages in an insightful conversation with Byron Dixon, OBE, the innovative founder and CEO of Microfresh. The episode delves into Byron's journey from his early career in chemistry to establishing a global brand that addresses the pervasive issue of mold in textiles and other materials. The discussion highlights the challenges Byron faced, the strategic decisions that led to Microfresh's success, and his vision for future growth.
Understanding Microfresh and Its Mission
[00:00] James Reed:
"Welcome to All About Business with me, James Reed... joining me today on All About Business is Byron Dixon, OBE..."
Byron Dixon:
"Microfresh stops the growth of microbes. Any microfreshed surface means microbes can't grow."
Microfresh is an innovative technology designed to prevent the growth of microbes, including fungi, bacteria, and viruses, on various surfaces such as clothes and furniture. Byron emphasizes that Microfresh doesn't kill microbes but prevents their proliferation, offering a non-hazardous solution compared to traditional chemical cleaners.
Byron Dixon’s Journey and Inspiration
[05:10] Byron Dixon:
"I thought, why don't I make a product that stops the shoes going moldy in transit..."
Byron's inspiration for Microfresh stemmed from his experience at Echo, a Danish shoe company, where he observed the challenges of moldy shoes during transit from Asia to the West. Returning to Leicester, life was financially challenging, which propelled him to create a solution that would prevent shoes from developing mold, leading to the inception of Microfresh.
Product Development and Sustainability Impact
[06:00] James Reed:
"And you can use it for longer and..."
[07:37] Byron Dixon:
"It's a proven, tangible sustainability bin benefit that's easily understood by the consumer."
Microfresh offers multiple forms—liquid, concentrated liquid, powder, and pellets—tailored for different manufacturing processes. For textiles, applying Microfresh allows for lower-temperature washes, reducing energy consumption and extending the lifespan of fabrics. This innovation not only aligns with sustainability goals by decreasing water and detergent usage but also minimizes textile waste and associated landfill contributions.
Overcoming Early Challenges and Achieving Breakthroughs
[24:04] Byron Dixon:
"I fell flat on my face for the first few years because nobody bought Microfresh..."
After founding Microfresh, Byron faced significant challenges, including five years of no turnover as retailers were initially reluctant to adopt a sustainability-focused product. Persistence paid off when Next approached him in 2011, leading to the successful integration of Microfresh technology into their back-to-school shoe lines. This partnership acted as a catalyst, prompting other major retailers like Tesco, Debenhams, and Sainsbury's to adopt Microfresh, thereby accelerating the company's growth.
Expanding Applications and Global Reach
[12:01] Byron Dixon:
"An application for Microfresh was on bed linen and towels where it just couldn't, couldn't reproduce."
Microfresh's versatility extends beyond shoes to bedding, towels, and even healthcare products aimed at reducing hospital-acquired infections. With approximately 200-250 global customers, the company's largest market currently lies in bedding, with significant strides made in collaborations with retailers like John Lewis. Additionally, increased demand is emerging in social housing to combat widespread mold issues, particularly in deteriorating and densely populated housing areas.
Strategic Expansion into the US Market
[32:35] Byron Dixon:
"Why isn't my plane seat be microfreshed?"
After securing the trademark in the US following a six-year effort overcoming naming conflicts, Microfresh is set to expand its presence with plans to establish offices in New York and focus on the Boston area and Portland, Oregon. Byron anticipates rapid adoption in the US market due to the competitive nature and fear of missing out (FOMO) driving retailers and consumers to follow Microfresh's lead in sustainability and product freshness.
Personal Insights on Strategy and Leadership
[36:10] Byron Dixon:
"I put everything on the table and they say, you can do that or you can do that..."
Byron discusses the importance of having an advisory board to guide strategic decisions, ensuring focus and preventing distractions from chasing too many ideas. He emphasizes the necessity of strategic planning to prioritize initiatives effectively, highlighting his experience with obtaining the US trademark as a lesson in the importance of strategic foresight.
Balancing Work and Personal Life: Lessons from Scandinavia
[47:35] Byron Dixon:
"Be yourself and feel that you can be yourself."
Influenced by his time in Denmark, Byron adopts Scandinavian principles of community, family, and humility within his business culture. He advocates for employees to be authentic and open, fostering a supportive and efficient work environment. Byron personally practices a disciplined approach to technology use, such as switching his phone to black and white to minimize distractions, enabling him to focus on his entrepreneurial endeavors without the constant pull of social media.
Commitment to Mentoring and Giving Back
[43:14] Byron Dixon:
"Anybody can do what I do... I'm from a background that means if you pull yourself up, you can do it."
As Chancellor of DMU and an active mentor, Byron dedicates time to inspiring young people, especially those from underprivileged backgrounds. He believes in the potential within everyone and uses his platform to encourage others to pursue their entrepreneurial aspirations, emphasizing that success is attainable regardless of one’s origins.
Future Plans and Vision
[31:19] Byron Dixon:
"Some quite chunky stuff that we're working on... Home Fresh... the US... automotive..."
Looking ahead, Byron outlines significant growth strategies, including launching Home Fresh—a retail product aimed at preventing mold in homes—expanding Microfresh's presence in the US market, and venturing into the automotive industry by integrating Microfresh technology into car interiors. These initiatives reflect his commitment to broadening Microfresh’s impact on sustainability and product longevity across various sectors.
[59:54] Byron Dixon:
"Still heading at Microfresh Home Fresh. I'm hoping we'll have a much larger US presence at the time."
Byron envisions Microfresh becoming a global ingredient brand, akin to household names like Hoover, with aspirations of reaching infinite growth and maintaining high energy levels driven by his passion for the business.
Conclusion
Episode 38 of "James Reed: All About Business" offers a comprehensive look into Byron Dixon's entrepreneurial journey, illustrating how persistence, strategic partnerships, and a commitment to sustainability can transform a simple idea into a globally recognized brand. Byron's insights on balancing work with personal life, fostering an inclusive and humble company culture, and giving back to the community provide valuable lessons for aspiring business leaders. As Microfresh continues to innovate and expand, Byron Dixon's story serves as an inspiring testament to the power of determination and visionary leadership in overcoming challenges and driving meaningful change.
Notable Quotes:
- Byron Dixon [05:10]: "I thought, why don't I make a product that stops the shoes going moldy in transit..."
- Byron Dixon [07:37]: "It's a proven, tangible sustainability bin benefit that's easily understood by the consumer."
- Byron Dixon [24:04]: "I fell flat on my face for the first few years because nobody bought Microfresh..."
- Byron Dixon [36:10]: "I put everything on the table and they say, you can do that or you can do that..."
- Byron Dixon [43:14]: "Anybody can do what I do... I'm from a background that means if you pull yourself up, you can do it."
- Byron Dixon [47:35]: "Be yourself and feel that you can be yourself."
Additional Resources:
- Microfresh Website: [Link in Show Notes]
- Home Fresh Product Launch: Available through Travis Perkins starting July 2025
- Book Recommendation: Shoe Dog by Phil Knight
Note: For listeners interested in reducing their phone usage and increasing productivity, James Reed provided a quick guide at the end of the episode on switching your iPhone to black and white:
- Go to Settings
- Select Accessibility
- Choose Display & Text Size
- Switch Color Filters to On
Challenge yourself to navigate the black and white world and share your experience in the comments!