FW Awards 2011: Local Food Farmer of the Year finalist – Will Simkin
Knowing your market has proved the key to building a large and loyal local customer base at Essington Fruit Farm, just a few miles north of Wolverhampton in Staffordshire. The business was established by Richard and Mary Simkin in 1978 with a PYO strawberry crop. Their first farm shop and tea room followed in 1990. In 2005, son Will became a partner in this innovative and strongly customer-led business. Two years later, more frequent opening and longer hours had already been established when the shop size was doubled, the kitchen extended and the butchery and delicatessen opened. The passion, leadership and vision of the Simkin family are clear. “Farm yards, not food miles” is one of their mottoes, “home-made to take home” is another. Retailing 100% of the produce from this 73ha mixed farm is a challenge, with 35 horticultural crops, outdoor pig finishing and pedigree Hereford beef production. However, with 3,500 customers a week through busy times, 99% of them regulars, falling to about 1,200 a week in winter, the right formula seems to be in place. “The thing that I’m most proud of is that we can do the whole thing, from start to finish, and add value at every stage,” says Richard. That value is added on many levels, from sales of raw produce through the shop to meals in the restaurant and a huge variety of delicatessen products. Customers can speak to those who bred, butchered and cooked the meat and grew the produce. “We try to maximise profit by adding value and minimising waste by processing produce for sale in different forms – for example, soups, frozen meals, pies and so on,” says Will. “Every aspect and enterprise of our business has been customer-led, involving constant monitoring of their needs by listening, feedback from till staff and market research.” Enormous attention to detail is paid to costing processes so that known margins can be achieved across all produce. Net profit is consistently 10 to 15% of turnover, which is also growing consistently. “We are competitive with the supermarkets on vegetable prices, especially where they are home-grown. Our meat is slightly dearer than in the supermarkets,” says Richard. Weekly meetings with managers of departments ensure performance is carefully monitored and that any issues can be quickly addressed. Performance is also benchmarked against other farm shops of a similar size, while conferences, training and visits to other farm shops provide further inspiration for the management team. Marketing is mainly through local radio and newspaper advertising, newsletters to regular customers and in 12 parish magazines. Events such as tasting days and an annual craft fair increase footfall, while a series of awards has also gained profile and recognition for the business. Essington’s loyal staff of 40 includes a mixture of youth and experience, both of which receive great encouragement from their employers. Planning labour in a business that has a large seasonal element is tricky – staff costs account for about a third of turnover and managing staff provided the biggest challenge in the most recent expansion. As the business and its demands on their time have grown, the Simkins have brought in outside help with personnel management. Involvement with the local community includes supporting the local primary school’s gardening club, as well as an environmental group, church events, charities such as the air ambulance, and offering the farm’s bluebell wood for a charity walk every year. Plans for the future include an outdoor play area, a passenger trailer for rides, extension of the cold store to give more beef hanging area and more catered events. Farm facts What the judges liked 2011 Farmers Weekly Awards
Will Simkin, Essington Fruit Farm, Wolverhampton