He cites China – a market where the local outlets ofUK coffee-shop chain Costa has replaced Tyrrellswith Fairfields Farm –as an example of where the two new stablemates could prosper. Potato grower Fairfields Farm has taken over crisps and popcorn manufacturer Ten Acre as it plans to ramp up expansion overseas. The two brands have a similar presence internationally, selling into around 20 markets, and Glennansays the geographic overlap is limited.“There issome cross-over, some synergies, but, in other areas, it’s just new markets. That was part of the excitement as well,” he insists. As well as making a range of hand-cooked crisps, Ten Acre has also expanded into popcorn with flavours including wasabi, fennel and lemon, cappuccino, and strawberries and cream. When it comes to a 150g bag of potato crisps, there’s very little you can do to justify a premium for that bag over a bag of Tyrrells or Kettle or anybody else’s. If you’re adding an element of theatre, an element of preparation, there’s an opportunity there for you to add value.”

Fairfields is now a whole 10 acres larger following the recent acquisition of another great like minded crisp brand called... Ten acre crisps!” A key proponent of exporting, the Ten Acre brand was created three years ago and now exports to more than 45 countries across Europe, the Middle East, Asia and North America. In recent months they have been working with the UK government’s Department of International Trade to support their business development, and secured an additional listing with a Canadian wholesaler towards the end of last year. We’re looking at [the] convenience [channel]with Spar andThe East of England Co-operative Society. We’ve got a listing in McColl’s. There’s lots we can do with this,” Glennan says.Export is to be a focus at Fairfields, which is great for Ten Acre, as we recently received the award for Export Champion from the Department for International Trade,” Goodman said. The markets we’re uncovering in export, there’s still the desire to take English, premium products and there’s an opportunity to sell them at a price where everybody can make a little bit of money. It’s becauseof the pound but also because they’ve not gone down the route we have over the last four or five years. These export markets are still premium.” The deal was announced in late January, with Robert Stratherndescribing the acquisition as “an exciting step” for Fairfields Farm Produce. “Ten Acre has the same values as Fairfields, so we felt they were a good fit. Plus, their experience and rapid growth in export, opens-up opportunities for us,” he said at the time. Nevertheless, for all Glennan’s optimism about the prospects for the two brands internationally, it will be imperative for a company the size of Fairfields Farm Produce to be selective about where they put their investment. Exporting is, of course, an expensive business for an SME.

This is an exciting step for us. Ten Acre has the same values as Fairfields, so we felt they were a good fit.” Fairfields Farm founder Robert Strathern added: “This is an exciting step for us. Ten Acre has the same values as Fairfields, so we felt they were a good fit. Plus, their experience and rapid growth in export opens up opportunities for us. Joining forces means taking the best attributes of both brands and growing the Ten Acre and Fairfields brand together, for continued success.” Fairfields founder Robert Strathern said: “This is an exciting step for us. Ten Acre has the same values as Fairfields, so we felt they were a good fit. However, Glennan argues that, even where the brands are both already present in the same country, there are could be opportunities to market both to different customers. Tony Goodman, co-founder and chief eating officer of Ten Acre says; "We have a synergy with Fairfields Farm; both believing in great taste and premium quality.

Firefox

It is said only one in five UK food companies export but supplying international markets has become relatively more attractive since the country’s vote to leave the EU hit the value of sterling. The business has pushed exports hard in recent years and its products are now sold in more than 40 countries, including the US, Canada, the Middle East and Europe, with a third of revenues generated abroad. In April, the Strathernsmade another significant announcement, naming Richard Glennan as FairfieldsFarm Produce’s new managing director. Joining forces means taking the best attributes of both brands and growing the Ten Acre and Fairfields brand together, for continued success.”