TYRRELLS POTATO CHIPS TAKES A BITE INTO THREE NEW MARKETS
TYRRELLS POTATO CHIPS TAKES A BITE INTO THREE NEW MARKETSHerefordshire firm Tyrrells Potato Chips has clinched a deal to reach
three new European markets - with help from UK Trade & Investment.
The Leominster company, which is the only chip maker in the UK to grow
its own potatoes and turn them into chips on the home farm, has signed
a major agreement with leading Belgian wholesalers Pietercil Delby's.
Tyrrells' Lightly Sea Salted, Cider Vinegar & Sea Salt, Mature Cheddar
& Chives and Sea Salt & Crushed Black Pepper Potato Chips are now being
sold in Belgium, the Netherlands and Luxembourg.
The company secured the contract following a Meet the Buyer event
organised by UK Trade & Investment and funded by Advantage West Midlands
last autumn, in which three Belgian buyers in the food and drink sector
visited the region.
The buyers spent one day meeting 14 West Midlands food and drink
companies and another day visiting stores ranging from delicatessens to large
superstores, to help them understand the retail structure of the
British food industry as well as the products on offer.
The visit has been hailed as a huge success, with Tyrrells being the
fourth company to win business after taking part.
Rachel Owens, sales manager at Tyrrells, held a teleconference meeting
with Pietercil during the event, and subsequently worked with UK Trade
& Investment regional international trade adviser - food and drink,
Helen Bethell, and commercial officer Nadine Vandenbroucke from the
British Embassy in Belgium, on the formulation of the agreement.
She said: "We are delighted with the new contract to supply Tyrrells to
three of our neighbouring European countries. As export sales continue
to grow steadily, we are grateful for the advice and practical support
we have received from UK Trade & Investment."
Tyrrells also exports to France, Germany, Sweden and Norway, and
overseas business now accounts for eight per cent of its sales. The company
won Food from Britain's New Exporter of the Year award in 2005.
Regional international trade adviser - food and drink, Helen Bethell,
based at Herefordshire and Worcestershire Chamber of Commerce, manages
the international trade element of Advantage West Midlands' food and
drink cluster.
She said: "I'm delighted that the Meet the Buyer event has led to
business for four West Midlands firms.
"It's been a pleasure to assist Tyrrells in securing this contract, and
we look forward to continuing to work with the team in the future.
"We are now planning similar Meet the Buyer events for other markets
later this year."
Commercial officer Nadine Vandenbroucke said: "The agreement reached
between Tyrrells and Pietercil Delby's is a good example of how the
knowledge and understanding of the local market, held by overseas staff
within the UK Trade & Investment network, can help British companies
succeed abroad, especially in mature markets."
Tyrrells Potato Chips was established in 2002 by potato farmer William
Chase, who has been potato farming at Tyrrells Court, Stretford Bridge,
for over 20 years. The company now has 45 staff and distributes its
potato chips direct to quality independent retailers throughout the UK.
For more information about how UK Trade & Investment can help your
business expand into new markets abroad, contact the international trade
team at Herefordshire and Worcestershire Chamber of Commerce on 0845 641
1613.
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