FW Awards 2009: Local Food Farmer of the Year finalist – Ian Jalland
Many local food producers try to build brands based on quality, heritage and provenance, but few do it as well as Ian Jalland.
Situated less than two miles from the centre of Melton Mowbray – a town famous for its pork pies – Brockleby’s farm shop has made the most of its location since opening in 2005. The shop sells a range of pies, hand-made on site using locally-produced meat, including lamb from Ian’s flock of 600 Hebridean and Jacob sheep, which he looks after with his wife.
Brockleby’s is the only producer of organic Melton Mowbray pork pies and has won several prestigious food awards.
“We are farmers, pie makers and butchers,” Ian said. “My family has been farming in this area since 1603. I started buying a few acres and finishing some Jacob sheep to sell through farmers markets. I now have about 200 acres at Wymeswold, Kirby Bellars and Widmerpool. All our fields are traditional grassland, including ancient meadows and flood plains, and the Jacob and Hebridean sheep are excellent for conservation grazing and are low maintenance.
“Leicestershire and Nottinghamshire Wildlife Trusts have large flocks of Hebridean sheep they use to manage their grass and heathland sites, so we have a ready supply of ewe replacements on our doorstep.”
While the local meat and pies are a key feature of the shop, there is a range of other products – more than 1000, from about 40 local suppliers. “Our sourcing policy is Leicestershire first, regional second and supplement that with a range of organic and speciality foods,” Ian said. “We tell our customers who raised the pigs in our sausages, the beef in our pies.”
The policy has clearly worked. The shop attracts about 1000-1500 visitors a week, of which about half are classed as “spending customers”, with a typical average basket spend of about £10. “The pies and meat are the main reason a lot of people come to us. They like the fact they can see pies being made, and we also run a number of demonstrations and taste sessions.”
But Ian acknowledged the nature of the business is changing – a process that has been exacerbated by the recession, which has caused the shop’s annual turnover to fall 25% from about £200,000 in the first two years after opening, to nearer £150,000 this year. “The shop’s still a showcase for our products. But whereas, in 2006, 60% of our revenue came from the shop and the rest from attending farmers markets and events, now about 70% comes from outside the shop.” Of that outside income, about three-quarters is from farmers markets, shows and events and 25% is from wholesale supply to a number of companies, including Daylesford organics and Abel & Cole.
A new supply deal with Waitrose is also on the cards and Ian is considering investing in a new brownfield site, where production can be scaled up to enable the business to fulfil larger supply contracts.
“We have built a brand with a strong, contemporary image and our mission is to expand the business into the wholesale market, while staying true to our principles. Our aim is to make Brockleby’s a household name in pies and one that, most importantly, carries the message of food with provenance. That will bring with it not only prosperity for us, but greater awareness among consumers of the enormous, unsung, contribution made by the British farming community.”
Farm facts
- 80ha (200 acres) permanent pasture
- 600 Hebridean sheep
- Recently accepted into Higher Level Stewardship scheme
- Farm shop opened 2005
What the judges liked:
Lee Woodger, head of food chain unit, NFU:
- “Ian showed strong branding of his main product, with clear provenance. He’s producing the world’s only organic pork pie and the production process itself is a tourist attraction.”
Doug Wanstall, FW Local Food Farmer of the Year 2008:
- “Ian had a great product and excellent provenance for his pies.”
Three achievements:
- Quality products – won several awards
- Preserving market for rare breeds
- Ambitious expansion plans