Case Studies

... of just a few of the many businesses of excellence from within the region.

Westaways

Westaways are the leading brand of premium sausages in the West Country. The award winning hand made sausages are made from low fat cuts of prime British pork that is reared on UK-grown grain on British Quality Assured Pork and Freedom Food accredited farms.  
 
Managing Director Steve Turton - accredited as one Britain's top butchers, found his high street butchers shop in Exeter coming under pressure from not one, but two supermarkets opening on his doorstep. On the advice of his accountant he focused on what he did best - which was make sausages. This led him to buy Newton Abbot based Westaways four years ago when it was a small cottage industry. The name Westaways was continued as it was recognised locally and the turnover of the company has risen dramatically from £90,000 in the first year to a staggering £3.5 million today. To match this demand a bespoke new factory has been built which is 8 times bigger than the original premises with a capacity of 100 tonnes of finished sausages per week, & 20 new jobs have been created. This is the equivalent of over 1700 pigs a week or nearly 2% of all British Pork. 
 
In its early stages, Westaways supplied the local Co-op and Somerfield with its premium hand-made sausages. Three years later their Honey Roast and West Country Pork Sausages are sold to Tesco, Sainsburys, Asda, The Co-op and Safeway throughout the South West and the Channel Islands. 
 
Following an inspection by The European Food Safety Inspection Service (EFSIS), Westaways has now been awarded their much-respected Higher Level Accreditation. As a result further growth is now expected as their products are sold into food service, exported to "Ex pat" communities around the world, and their award winning breakfast sausages are delivered into the leading Hotels throughout the South of England. 
 
Westaways offer a blend of traditionally made products using the finest locally reared meat, coupled with modern service levels of 7 day delivery nationwide, EDI order/invoice processing, and SSCC pallet identification. 
 
For more information on Westaways Sausages please go to their website: www.westawaysausages.com

The Dorset Blueberry Company

The Dorset Blueberry Company is the largest producer of blueberries in the UK. This family business has routes back to 1949, when the present owner's grandfather planted the very first blueberries in the UK. They flourished and 1000 more plants were added in 1959. The eventual 8 acres of planting was retained until 1998 when the present family owners of the business, Jennifer and David Trehane took over 5 acres of the original plantation. 
 
The couple immediately put into action forward thinking business development plans, including new acreage and a packhouse acceptable to their major supermarket customers, through which the bulk of their fruit is now distributed. 
 
2000 brought a strange twist of fate, when a freak hailstorm damaged the near ripe crop, reducing the quality of 60% of the fruit. Not accepting the loss, the couple sold the fruit at Farmer's Markets and soon realised that there was an opportunity to add value with the development of a range of prepared products, including juice, jam and sauces and baked goods. They were awarded an Innovation Grant from the DTI, which helped fund this development process including professional branding and labelling. This advancement has also enabled the business to successfully target mail order and other direct sales methods. 
 
For more information on The Dorset Blueberry Company please go to their website: www.dorset-blueberry.com

Purbeck Ice Cream

A passion for pure excellence sums up the ethos behind Purbeck Ice Cream. It all started 15 years ago, when milk quotas were introduced. The Hartle family were running a 126 acre dairy farm on lush hillside in the heart of Dorset. With a herd of 60 Friesans, the ensuing difficulty of maintaining the farm as a viable enterprise resulted in an urgent realisation that diversification was essential. With ice cream having become something of a family passion it seemed a natural progression to create their own brand.  
 
They were adamant from the start that their ice cream should be utterly natural with nothing artificial added and most definitely not any colourings. Whilst reading up on everything they could find on the subject, a building adjacent to the dairy was converted and production got underway with small tubs of Purbeck Ice Cream being sent off in their small van complete with chest freezer. 
 
Now 15 years later, this tiny cottage industry has become what they like to describe as a "large, small business" now moving towards a "medium, big business". The business operates as a closely-knit team divided into manufacture, production and development, sales force, distribution, design and administration. The product range now comprises 20 varieties of quality real dairy ice cream and spring water sorbets. Product innovation has more recently brought Purbeck Ice Cream much positive media coverage; their unique wow factor Chilli Red ice cream, containing minced red chillis having caused a real buzz. This was joined in 2002 by their bold Cream Breeze brand of fabulous ice cream combined with alcohol. Again, this award winning range has created huge market interest. Flavours such as rum and blackcurrant, tequila and lemon are now even being served as 'shots' in trendy London bars.  
 
Purbeck Ice Cream is sold by regional branches of Tesco, Asda, Somerfield and Co-op, as well as the National Trust and Selfridges. Also numerous prestigious hotels, wine bars, independent retailers and numerous other outlets. Links with a London based specialist food wholesaler is now increasing distribution inside the M25. With mail order ice cream now being possible, packed into dry ice, products ordered via the website or by phone have been sent as far as Aberdeen. They always arrive in perfect condition and have even been sent as a wedding present. 
 
For more information on Purbeck Ice Cream please go to their website: www.purbeckicecream.co.uk

The Pertwood Organic Cereal Company

The Pertwood Organic Cereal Company was set up in 1999 as a new activity based at Lower Pertwood Farm in Wiltshire. 
 
Lower Pertwood is a completely organic mixed farm of 1850 acres on the West Wiltshire Downs. Conversion to organic husbandry commenced in 1985 when a change of management presented the opportunity to adapt. Certification developed in stages until the farm was fully organic by 1996. The farm is certified by the Soil Association, and grows wheat, oats, rye, barley, triticale, oil seed rape, and fodder crops for the stock - beef (mainly Welsh Blacks), sheep (Wiltshire Horns and Lleyns); more recently pigs and egg-laying chickens have been added. 
 
The Cereal company was set up to convert some of the crops we grow into organic retail products, and to establish and develop our own farm-based brand. We develop new products in collaboration with organically certified manufacturing contractors using our crops as ingredients, and we market and distribute them. 
 
Our first range of products was launched in 2000, a range of five oat-based cereals comprising Porridge Oats, two varieties of wheat-free muesli and two varieties of Crunchy cereal. We have had selected lines listed by Sainsbury's, Tesco, Somerfield, CRTG and E H Booth, as well as extensive independent distribution. 
 
The following year we added a range of seven stoneground organic flours including rye flour, mainly sold in the South East and South West through independent health food wholesalers. 
 
In 2002 we introduced a range of three varieties of a novel type of barley flake made with a special variety of barley which can be processed to yield a crisp golden toasted flake which is delicious, high in soluble fibre, and a slow-release carbohydrate. 
 
For more information on Pertwood Organics please go to their website: www.pertwood.co.uk

Bottlegreen Drinks Co

Bottlegreen Drinks Co. has been producing a range of naturally flavoured soft drinks since 1989 and is now recognised as one of the leading manufacturers in the adult lifestyle drinks sector. A rural economy success story, Bottlegreen Drinks Co. currently has a turnover of £4.6 million and a staff of 35.  
 
Supplying multiple and independent retailers, as well as a diversity of catering and on-trade customers, Bottlegreen is dedicated to maintaining traditional drink making techniques using natural ingredients from around the world. 
 
Based in the picturesque Gloucestershire village of South Woodchester, the inspiration for the company's success has come from the surrounding hedgerows and local spring water. English elderflowers grow in abundance in this area and when Kit and Shireen Morris wanted to transfer their wine-making expertise into non and low-alcoholic beverages, the local flora and pure water offered delicious raw materials. 
 
Bottlegreen's Elderflower cordial and ready-to-drink Elderflower pressé were the company's first successes and remain at the heart of the business. However, as Bottlegreen expanded, so did the range of drinks on offer and new varieties of cordial and pressé were developed by successfully marrying traditional recipes with worldwide influences. The company now offers a range of five classic cordials, seven pressés and three Wellbeing cordials, all carefully cold-filtered to deliver natural taste and refreshment and without the need for artificial sweeteners, flavours or colours. 
 
In addition to UK distribution, Bottlegreen's range of cordials and pressés are also exported to Canada, Saudi Arabia, Japan and across Europe. 
 
For more information on Bottlegreen Drinks Co please go to their website: www.bottlegreen.co.uk

Dartmouth Smokehouse

Dartmouth Smokehouse is a family run business founded just over seven years ago producing award-winning smoked foods including haddock, duck breast and turkey, as well as more unusual smoked vegetables such as tomatoes and mushrooms.  
 
Employing a total of 20 staff, the business has grown rapidly over the last few years, but Nick Obolensky, one of the partners of Dartmouth Smokehouse, was determined to grow the business even further and see it fulfil its whole potential. However, as with many small regional businesses, introductions to major buyers were difficult to achieve, but with the help of South West Food & Drink, Nick has managed to secure a new customer, First Railways, that has effectively doubled his business. 
 
South West Food & Drink represented Dartmouth Smokehouse during this year's Catering Forum. Its products sufficiently impressed the buyers who attended to register an interest. South West Food & Drink then passed the leads they had created back to Nick to follow up. 
 
Richard Hunter, managing director of South West Food & Drink explains: "Dartmouth Smokehouse has such a fantastic range of products that we were convinced majors buyers would be interested. We represented the company at the Catering Forum and facilitated introductions which have already borne fruit. This is what South West Food & Drink is all about - helping companies to realise their true potential." 
 
Having secured the First Railways account, Nick now has plans to start an export service, taking Dartmouth Smokehouse products worldwide. Ten new employees have been taken on to keep up with the demand for Dartmouth Smokehouse products and an adjacent property has been renovated to expand the business premises. 
 
Nick comments: 
"The future looks very bright and we are looking forward to really fulfilling our potential as a business. However, without South West Food & Drink we would not be where we are now. They afforded us opportunities that would otherwise have been out of our reach." 
 
For more information on Dartmouth Smokehouse please visit: www.dartmouthsmokehouse.co.uk

Marshfield Bakery

Marshfield Bakery was established in 1983 in Marshfield, Wiltshire, by Paul White and his wife Lynne and has produced gourmet flapjacks, shortbreads and seasonal baked goods for the last two decades. Starting out originally with just the two of them on the payroll, Marshfield Bakery now has a further ten employees and is a great success story.  
 
This business has recently been boosted with the help of South West Food & Drink, which through a combination of advice and networking has helped Marshfield Bakery become a supplier to 16 Sainsbury's stores in the region. 
 
South West Food & Drink sponsored a Supplier Development Programme run by Sainsbury's, designed to help producers prepare to supply to major retailers like themselves. Here, regional suppliers could learn exactly what their customers required in order to improve their business. 
 
Along with 12 other regional food suppliers, Marshfield Bakery was guided through the process of dealing with the multiples. South West Food & Drink coached each company through the process of establishing listings including minimum orders, bar-coding, hygiene requirements, deliveries and marketing. 
 
Richard Hunter, managing director of South West Food & Drink explains: 
"It can be difficult for regional producers, whatever their size, to understand the basics of dealing with major buyers. This prevents them from fostering relationships with the major multiples. South West Food & Drink is able to identify problem areas for small businesses striving for enhanced distribution and help to put the right infrastructure in place so that they can achieve their goals." 
 
Paul comments: 
"We learnt from South West Food & Drink that supermarkets are not the same as when we started up over 20 years ago. They now want to work hand in hand with smaller suppliers, and are much more flexible in their demands. I believe that Foot & Mouth and the issue of GM crops have made consumers think much more about where their food comes from. Instead of mass produced imported goods, consumers now want local, wholesome, natural products. And that is what the South West has to offer."  
 
South West Food & Drink helped Marshfield Bakery to negotiate with Sainsbury's and it is now preparing to supply its products to 16 of the region's regional stores. Not only has the business grown by taking on more staff to help with the demand, but Paul White predicts that this deal alone will increase Marshfield Bakery's turnover by 15-20%. 
 
Paul adds: 
"Without South West Food & Drink we wouldn't be where we are now. They offer small regional companies like us opportunities that would otherwise be impossible or unaffordable, such as introductions to major buyers or subsidised entry into industry shows. Our business has already grown thanks to South West Food & Drink and I'm really looking forward to working with them again in the very near future." 
 
For more information about Marshfield Bakery please visit: www.marshfieldbakery.co.uk

Proper Cornish

Proper Cornish was established in 1989 when the three founders, Dave and Chris Pauling and Phil Ugalde, who still run the company, became increasingly disappointed with the standard of Cornish pasties that were available locally. What was on offer was, in their words, 'not a proper Cornish pasty', and so they decided to start the company to produce top quality, authentic products that could rival the substandard offerings that were already on the market. Fourteen years later with a turnover of £6m, Proper Cornish proudly produces 'Cornwall's favourite pasty', as well as a range of slices, rolls and bites.  
 
The Company was approached by South West Food & Drink which proposed that it took part in last year's Catering Forum, where the organisation represented Proper Cornish and six other producers in an intense series of introductions. During 50 meetings over two days South West Food & Drink showcased and demonstrated Proper Cornish's products to many major caterers. 
 
Managing Director of South West Food & Drink, Richard Hunter comments; 
"When it comes to dealing with national catering accounts it is important to understand the infrastructure of the industry and know what buyers are looking for. Although the manufacturer may have a fantastic product, this alone is not enough to secure a national listing. Proper Cornish is a good example of a business that needed a boost and happily we were able to offer that by representing them at the Catering Forum and tutoring them through the experience." 
 
The Proper Cornish products, along with South West Food & Drink's strategic approach, impressed a number of the buyers at the forum. The organisation then gave these leads back to Richard Lawrie, commercial manager of Proper Cornish to follow up. They have now secured two significant new listings, and are negotiating with a further four major buyers. 
 
Richard Lawrie comments: "We are very pleased by the amount of difference this one event has had on our business. South West Food & Drink supplied us with 30% of the new business leads generated last year. I strongly believe that this is the best initiative that anyone has come up with for generating new business within the food and drink industry in the South West." 
 
Proper Cornish currently employs 165 staff and South West Food & Drink's involvement in the Catering Forum has helped them along with their three-year expansion plan, and the business is hoping not only to take on more staff, but also increase capacity. 
 
For more information about Proper Cornish please visit their website at www.propercornish.co.uk

Paramount 21

West Country food producer Paramount 21 doubled its turnover from £2.2m to £4m in just over 5 years when it joined the Industry of Grocery Distribution 'Adopt A Company' scheme in 1997. 
 
Paramount 21 produces value added frozen products for the food service and catering industries, including fish and vegetarian starters and main courses. Founded in 1988, it currently employs around 50 staff. According to managing director, Ali Hannaford, the key to its success is communication within the industry, and its employees, through a structured, dedicated and motivated team. 
 
Having seen an advert in the Western Morning News in early 1997 offering smaller food and drink producers the chance to be mentored by a larger company in the same field, Ali decided that Paramount 21 could benefit enormously from such an initiative. The company was involved from the very beginning, taking part in the initial trial scheme that proved to be a huge success. 
 
Paramount 21 was linked with Unigate St Ivel, a company that could offer valuable advice and support without any conflict of interest. Bill Haywood, managing director of Unigate, paid Paramount 21 a visit to assess exactly how his company could help it best. 
 
What followed was series of meetings between the two companies. Paramount 21 was invited to visit a number of Unigate St Ivel's factories to get a better idea of how processes worked on a larger scale. The mentor also provided Paramount 21 with access to its marketing concepts, and both companies attended a Management Development Scheme together. 
 
Paramount 21 learnt a great deal about the food service industry from Unigate St Ivel but Bill Haywood also commented that his team had been able to see the industry in a new light, through the eyes of a smaller company, proving that mentoring is mutually beneficial for both companies. 
 
Commenting on the 'Adopt A Company' scheme, Ali Hannaford said: "This was such a fantastic opportunity for us. It really helped to know that we had the ongoing support of Unigate St Ivel, and I am still in contact with Bill now. Sometimes it can get a bit lonely running a business - often you just need someone to confirm that you are doing the right thing, or someone to bounce ideas off. 
 
Our success is down to our own hard work, but it would have been a lot harder without the help of the mentoring scheme. One of the things that Bill suggested to me early on was that I shouldn't try and do everything. Over the last 5 years I have built a structured management team around me, which has worked wonderfully and enabled the business to grow - I could not have managed without them. 
 
Since taking part in the initial scheme and achieving a massive growth in the business, Ali has offered her advice and expertise to numerous small food and drink producers. The company has formally mentored another smaller company, Lynher Dairies, producers of Cornish Yarg. It has passed on invaluable information and knowledge to the smaller company, and given Lynher Dairies the ongoing support and encouragement it needs to grow, whatever problems may arise. 
 
Richard Hunter, managing director of South West Food & Drink, comments: "The success of this kind of initiative is very positive for food and drink companies such as those involved in this case study. One of South West Food & Drink's key projects is to implement mentoring schemes like this across the South West region in order to facilitate networking within the region to achieve greater success for everyone in the food and drink industry. We are in the process of compiling a list of companies who would like to participate in similar schemes so would welcome approaches from potential mentors and mentorees." 
 
For more information about Paramount 21 please visit their website at www.paramount21.co.uk