Success Stories

Florrie Purcell of The Scullery in Nenagh creates the finest food in traditional hand made fashion, using only the best ingredients sourced in Ireland. Florrie’s company was one of 50 companies which attended the recent MicroTrade Food & Beverage Power House in Limerick (see www.powerhouse08.com for presentations & attendees). The event was aimed at small businesses producing dairy, meat, specialty goods, artisan products, seafood, organic and pre-packaged foods who wanted to learn about all-island business to business opportunities.

Founded in 2003 by Florrie Purcell, The Scullery produces 21 handmade products using quality ingredients in a HACCP Compliant production unit. The company already had a niche presence in the UK with a listing in the prestigious store Harvey Nichols. They also sell to a number of retailers and distributors including O’Brien’s Sandwich Bars, Pallas Foods, Kerry Foods and Superquinn. The Scullery has recently secured a distribution deal with Lynas Foods in Northern Ireland which commenced in February 2009.

Breanndan Casey, MicroTrade programme manager, said: “Micro-enterprises in the food and beverage sector have a tough job to get their products on the shelves of multiples, and on distributors’ lists.  Our event gave them the inside track on what multiples are looking for, and how to get their distribution right, as well as learning from other companies which have been in their shoes.”

Although The Scullery has had initial success in the UK market, Florrie felt that the Northern Ireland market, with its close proximity, and sophisticated food sector, should have been a bigger market. “I had attended the IFEX Food Trade Show in Belfast and approached a number of distributors in Northern Ireland, but as a small company it was difficult to commit the manpower and financial resources necessary to fully target the market. Rita Guinan of North Tipperary County Enterprise Board contacted me in relation to the MicroTrade event, and I immediately saw that it would be a great opportunity to meet potential customers and distributors, and to network with similar companies from both sides of the border”.

The speakers at the PowerHouse conference included John Hickey of Musgraves, Sean Hannifin of Irish Food Export Consultancy, Michael Carey of Jacob Fruitfield, and Una Fitzgibbon of Bord Bia.

An additional speaker, Michael Keogh of The Bite Group was of particular interest to The Scullery as he was speaking about the developing of his company over nine years, from a one man operation to a company that recently moved into a new £2.5million 18,000 sq ft facility in Enniskillen. The bite group is a sandwich and fresh food manufacturer and distributor who produce fresh sandwiches, wraps, baguettes, toasties, Paninis and sandwich fillers along with a number of third party items such as pastry products and smoothies.

Florrie continues “MicroTrade had organized a ‘Suppliers Showcase’ as part of the day, and I had my full range of products on display. Michael Keogh of Bite gave a great presentation, but, equally as important, he was very forthcoming on practical advice that was specifically relevant to my company. He had the opportunity to sample my products and was immediately impressed with a number of relishes. We organized a follow-up meeting in Enniskillen, and bite agreed to purchase our Ham Glaze for use in their sandwich range. The initial contract was for €1500, but I expect it to reach circa €30,000 per annum, and as such, marks a considerable entry into the Northern market. The PowerHouse event highlighted the All-Island opportunities available to the Scullery and I have continued to target the market by securing a distribution agreement with Lynas Food services of Coleraine”.

Purcell says her attitude to food is simple: good ingredients, small batches and attention to detail. The Scullery is justifiably proud of the reputation gained as a purveyor of sauces, pickles, relishes, compotes and Christmas plum puddings on the Island of Ireland, and it’s success is evident from the number of awards it has received including Great taste Awards Gold 2007 and 2008, bringing the number in total of GTA awards to 5 over the last 3 years. Other accolades include 3 Blas na hEireann awards in 2008 and Bridgestone Awards 2004 -2008.

 

The Scullery Fine Foods

Unit 2 Riverside Business Park

Old Birr Road, Nenagh, Co.Tipperary

Telephone:  +353 86 1844402      

email:  florrie@thescullery.ie