The English Cream Tea Company (ECTC) worked with the Essex Innovation Programme (EIP) to develop the company’s growth. EIP worked with ECTC and helped them to identify market opportunities to enable them to diversify into new markets and strengthen their business model and strategies. ECTC is now exporting their products globally, as well as stocking independent retailers in the UK.
Background
About the company
The English Cream Tea Company began by producing fresh, chilled afternoon tea hampers for doorstep deliveries, picnics and festivals UK-wide. This is still part of their service but the challenges of scaling up a business based on a short shelf life range led them to develop shelf-stable, unique preserves, fine teas and gift packs.
The problem
ECTC had been approached by a number of large chains of supermarkets and restaurants to use their brand. The margins however, were too restricting for a small business and ECTC had to turn them down. The company were seeking clarity over which direction to focus on for ideal growth. They contacted the Essex Innovation Programme looking for some input and professional advice.
How EIP helped English Tea
EIP began working with ECTC assigning a private sector business professional experienced in their sector, together with one of their partner programmes, the Ford Mentoring Programme (see below), who worked closely with the company on brand development through best practice examples, cost estimating, and profitability aspects.
“How lucky that we’re based in Essex! The English Cream Tea Company has so many exciting opportunities and avenues open to it (from development of the delicious retail brand, the e-commerce gift and hamper site or the numerous export opportunities), it’s easy to be overwhelmed!”
Jane Malyon, Founder, the English Cream Tea Company
The result
ECTC signed a deal with Budgens to stock their jams and teas and to take orders for their afternoon tea hampers in store. At the end of the programme, ECTC were looking to increase their sales and marketing and to employ another person. EIP has introduced ECTC to local universities to find out about apprenticeships and food testing so that ECTC can apply for BRC accreditation, the globally recognised food safety standard. EIP has also recommended funding for ECTC to purchase new packaging equipment and they will continue to work with the company whilst they develop their brand within the domestic and export market.
About the Ford Mentoring Programme
The mentoring programme was a joint project between Ford Motor Company and EIP. The aim was to offer early stage, developing and established businesses access to Ford mentors free of charge. The programme disseminated Ford’s knowledge and expertise in areas such as purchasing, finance, cost estimating, cost reduction, lean manufacturing and marketing. communications to a wider business audience.
Mark Lawson, Buyer, Ford Motor Company Ltd
“Working with the Ford Motor Company has given us the ability to have a wise sounding board and to focus on the next priority, enabling us to build on solid foundations. It’s also inspiring to witness the vast scale of Ford’s and how it operates on transparency, processes, communication and excellence. Making afternoon tea hampers or gift packs of preserves is a little different from making cars, but we too want to only create the very best for our customers and to represent ‘the best of British’!”
Jane Malyon, Founder, the English Cream Tea Company
This project was undertaken as part of the Essex Innovation Programme (EIP), funded by Essex County Council. Case Study is published by permission of Essex County Council.