Touchdown for gourmet pie business in Britain

Artisan gourmet pie maker Jolly Pies has won business in Britain on the back of the outstanding success of the Ulster rugby team in European tournaments.

The popularity of the small company's 10-strong range of handmade gourmet pies with visiting fans to Ulster rugby games in Belfast has led to orders from caterers at grounds in Britain including London Irish Rugby Football Club in Reading.

Based in Belfast, Jolly Pies began providing its savoury pies at Ulster rugby games in competitions such as the Heineken European Rugby Cup last year as part of a street food operation to raise awareness of its quality products.

The pies have been developed with assistance from chefs in one of the oldest bar/restaurants in Belfast city centre, The Morning Star, a traditional Victorian pub that now includes an award-winning restaurant.

Jolly Pies, formed in 2013 by business partners James McAllister and Stephen McComb, also started selling pies last year from a stall at Saint George's Market, the city's historic food and flower market. It has now expanded into both foodservice, supplying cafes and 'food to go' outlets, and independent grocery stores in Northern Ireland.

Encouraged by the successful launch of the range of 220g single-serve pies in both Northern Ireland and the London area, Jolly Pies is now actively seeking to expand sales in Britain and the Republic of Ireland.

James McAllister, managing director of Jolly Pies, whose parents own The Morning Star, says: "We've created a range of savoury pies which use only the best local ingredients, such as premium beef from grass-fed animals and free-range poultry, to meet a market opportunity from the growing demand from consumers seeking quality and safe products with heritage and provenance.

"The business benefits from a longstanding family heritage in farming, food production and catering. The flavours have also been influenced by my mother's family roots in Australia where pies are still immensely popular. In addition, we've drawn advice and guidance from the experienced chefs in the Morning Star.

"Extremely encouraging feedback from our participation at markets and outdoor events such as Ulster Rugby matches and the Giants ice hockey games led us to approach retailers especially in delis, independents and farm shops across Northern Ireland.

"We've now developed a range of different flavoured pies and a very strong and contemporary branding that is proving attractive to both retailers and consumer. Handmade pies are now popular again.

"Our aim is to build on this high level of interest and to expand sales that we've already developed in Northern Ireland, to exploit further opportunities in Northern Ireland and to explore the market in the Republic of Ireland. We believe that we can certainly compete successfully and profitably there."

The partners are looking forward eagerly to the forthcoming European Cup quarter final in which Ulster will host Saracens from London in Belfast.

"We've got our fingers and toes crossed that Ulster will make it all the way to the final because that could mean even greater business for us," he adds.

The range of pies includes traditional favourites such as steak and Guinness with a porridge topping, steak and Cashel Blue with poppy seeds, steak and red wine with breadcrumb topping, and pork and Armagh bramley apple with innovative offerings such as butternut squash, red pepper and goats' cheese with pumpkin seed topping.