Farm food business aims to break into GB marketplace
Award winning Cloughbane Farm Foods is aiming to win its first business in Great Britain for its handmade meat and chicken pies, lasagnes and bakes as well as gluten-free steak burgers and beef sausages.
The company, a family farming and agri-food business, which is based in County Tyrone, Northern Ireland, is launching its range of quality products that have won a string of UK Great Taste Awards, as part of a growth strategy to develop sales in Great Britain. The first stage in Cloughbane Farm's marketing strategy in Britain is participation in Food and Drink Expo at the NEC, Birmingham.
Cloughbane Farm will be showcasing its gluten-free steak burgers and gluten-free beef sausages which were recently shortlisted in the annual 'Free From Food Awards'. The awards are organised by Food Matters to showcase products for people with allergies.
The company will be showing its products on the Northern Ireland Naturally stand (F140)at the show and also using the event to launch a new e-commerce website to drive internet sales in Britain and other target markets, as well as launching their gluten free range.
Cloughbane Farm, recently shortlisted in the 'Small Processing Business of the Year' category in the UK Meat and Poultry Processing Awards, is already talking to several major retailers in Britain.
Lorna Robinson, Cloughbane Farm's managing director, says: "Expanding into the GB market is the logical next step for products which are successful in Northern Ireland and in parts of the Republic of Ireland, including the Dublin area, where our business increased by50 per cent last year.
"We believe there is significant scope in Britain for our existing products as well as the 'free from' options that we are now developing. 'Free from' is now among the fastest growing sectors in the food industry," she adds.
The company, established in 2002, is now among the most successful and progressive farm diversification businesses in Northern Ireland. It draws its meat, mostly from Aberdeen Angus and Limousin cattle, raised on 180 acres of rich pasture in County Tyrone.
As well as beef, the farm raises lamb and free-range eggs. In addition to its own beef, the company sources supplies of high quality meat from other local farmers. Mrs Robinson adds: "Provenance is a key marketing feature for us. Customers know that the products use ingredients from our farm and surrounding farms and that they are processed to the highest hygiene standards. Our farm shop provides essential first hand feedback from shoppers and will remain an important part of the business.
"Taking part in Food Expo enables us to increase awareness of our brand in Britain and to showcase the high quality food that we produce and market at affordable prices.
"Our investment in e-commerce will also enable us to take advantage of the opportunities now developing for sales and marketing through the internet and launch our award winning gluten free range."