Listen to part one of Andrew Keeble's podcast
Andrew on getting into farming...
"My wife Debbie and I have been farming since the age of 17 together, and we decided to change our life around 10 years ago.
"We started producing sausages because the pig-farming industry was in such a terrible crisis, so we had to diversify and we moved into sausages."
We paid a lot of attention to designing the packaging, the way we market and the way we speak to our audience, and that’s been the key to our success
On how he got a foothold in the food manufacturing industry...
"We’ve always been very good at selling and marketing. Firstly, we had to come up with some great tasting food and we produce great sausages.
"But that isn’t enough, so we paid a lot of attention to designing the packaging, the way we market and the way we speak to our audience, and that’s been the key to our success.
"With the premium sausages we actually have 35% of that market and our competitors are waning at the moment."
On the importance of having a unique selling point...
"We always keep a real point of difference to everything we do and we never take ourselves too seriously; we’re quite a fun brand really.
"Having said that, we’re always happy to comment on food and farming matters, and we do so with a serious and passionate tone. And it’s just having that point of difference really.
“In the super-premium sausage sector, the market is really consolidating, so there might be 10 premium brands out there now, which will consolidate down to three or four over the next 12 months, and we aim to be there."
