The London Deli Company eyes export growth
The firm saw exports rise by a third in 2018, resulting in 80% of its total revenue coming from overseas sales. It is now planning to increase sales in Germany, the Netherlands and the Nordic countries in 2019.
Since launching in 2011, the company has supplied its products to distributors and retailers in the US, Canada, China, Hong Kong and across the Middle East.
The London Deli Company employs 10 staff and its products include premium crisps, chocolates, biscuits and jams.
The London Deli Company received support for its exporting from International Trade Advisers (ITAs) as part of the Food is GREAT campaign, the cross-departmental initiative between the Department for Environment and Rural Affairs (Defra) and Department for International Trade (DIT).
Craig Benton, managing director at The London Deli Company, said: “We wanted to launch a food company that could be instantly recognised internationally as a premium brand. By using ‘London’ in our brand name, we are able to instantly embody the prestige and quality associated with the UK.
“British manufactured food products are already known for excellence in overseas markets, which is an added bonus when speaking to potential customers.”
Benton explained the challenges behind exporting a British food brand.
“It’s these perceptions of Britishness that helped us to launch The London Deli Company as an internationally-focused brand. But while we’ve enjoyed significant export growth, it hasn’t been without its complexities. Language barriers, logistics and international law each presented challenges for us, but with support from organisations like DIT and Defra we’ve managed to overcome these and successfully grow our exports.
“There isn’t anything stopping other Yorkshire producers, whether they’ve just launched or are long-established, from selling overseas too. Carefully researching markets and doing the due diligence on buyers are the key starting points for success.”
Mark Robson, head of Yorkshire and the Humber at DIT, said: “The international mindset of firms like The London Deli Company has led to exports of Yorkshire and the Humber food and drink rising 4.6% to £1.17bn in the year to September 2018.
“Food and drink producers across the region should recognise the power the British brand has overseas, offering firms a head-start when it comes to attracting buyers.”
