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| About Us |
| Company History |
| Fiddes Payne was purchased by Chris White and friends in 1993 and started on 1st May of that year. Originally the business had very basic herb and spice products selling for the most part, to the Health Food, Independent, and Delicatessen trades plus limited wholesale sales. Sales levels to the above customer base trebled in 1993–1997. Notwithstanding this uplift, it was considered that a long-term strategy of sales to independent retailers was unlikely to succeed due to the ever-increasing strength of the multiple retailers. Accordingly company marketing strategy was re-focused on the multiples/supermarkets and the first major multiple sales were achieved with spice mills bearing the Mosimann label (The renowned Swiss Chef) to Waitrose in September 1998. Since then, the company growth has been very rapid and now covers all major multiples in the UK. |
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| Products |
• Brand and Private Label. Both and target 65% and 35% respectively.
• Main customers in domestic market, Tesco, Sainsburys, Asda, Waitrose, Morrisons plus leading Gourmet Houses, Harrods, Fortnum & Mason, Harvey Nichols, Selfridges (and extensive exports).
• Ambient products only.
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| Fiddes Payne Brand/Own Label |
| During the period 1998-2002, marketing emphasis was directed towards building the Fiddes Payne brand. However, in recognition of the strong growth of Own Label and the high quality accreditations now attained by Fiddes Payne, the company has increasingly turned its attention to Own Label manufacture. The ultimate objective is to divide sales 65% Fiddes Payne brand and 35% Own Label. |
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| Licensed Products |
| Fiddes Payne worked with Anton Mosimann, the renowned Swiss chef in conjunction with its herb and spice products commencing in 1998. This strategy was furthered by the acquisition of the Mr Men Home Bake License Agreement for Great Britain and Ireland with effect from the 1st January 2004. Great success was achieved with Mr Men Home Bake listings and these products were successfully sold to all major multiples. |
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| Product Strategy/Innovation/Packaging |
| It was perceived by Fiddes Payne management that they could never approach the multiple buyers in their two product sectors until they had products that were demonstrably superior to those of the dominant suppliers in their respective fields, Schwartz - 60% market share Herbs & Spices and Renshaw Scott/Greens/McDougalls with a combined share of perhaps 75% of the market. Accordingly Fiddes Payne set out to raise the bar in terms of ongoing product innovation and to achieve packaging quality levels that were of a World Class standard. Thus the clear cut point of difference has been constructed by Fiddes Payne with its competitors and the growth of the business in consequence continues to accelerate towards £10 Million, which figure will be closely approached in the year to end June 2007. |
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| Export |
Why Fiddes Payne? - Produce product sufficiently unique to create demand on a Global basis. Export also represents an important balance for sales generated through the increasingly competitive and aggressive multiple trade in UK.
• Long term commitment and strategy - see Company History
• Resources and investment - more than adequate
• Target Export turnover - 30%
• Euro ready - Yes
Why should a foreign retailer work with you? - Because our product range shows a demonstrable point of difference (and good value) as compared with almost all indigenous brand leaders. |
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| Strategy: High end of market |
Special Technologies - High efficient modern factories servicing the Home Bake and Herb & Spice industries. Accreditations - BRC Grade 1, HACCP
• Production Capacity - depends on product
• Training of staff - comprehensive
• Awards received - Sial Innovation Award in 2004 and 2002
• Target Public - ABC 1
• USP differs from product to product. Mainly genuinely unique products.
• Price Level - middle/high (but certainly value for money)
• Position of the competition - middle to mass market |
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| Other Projects |
| Disney is by no means the only source of future growth prospects for Fiddes Payne. Many exciting new projects will come to fruition within the next 6 months, which may match in size the turnover prospects of Disney and which are approximately equally divided as between the Herb & Spice and Home Bake market sector. |
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| © Fiddes Payne 2006 |
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