Gourmet snack company keeps Singaporeans satisfied

A gourmet snack manufacturer based in Glastonbury has increased its exports to Singapore by 70% from 2018 – 2021. 

To mark National Vegetarian Week, we spoke to Mark Taylor, Managing Director of Filbert’s Fine Foods about the company’s export growth. National Vegetarian Week aims to highlight the benefits and pleasures of a meat-free diet.

Filberts Fine Foods was established in 2010 after the company spotted a gap in the marketplace for a gourmet tasting, plant-based nut snack.

Singapore, one of the company’s biggest markets is the UK’s largest trade and investment partner in ASEAN. In 2020 the UK signed a free trade agreement with the country which the Rt Hon Elizabeth Truss MP, Secretary of State for International Trade said was “part of a much wider strategic investment for the UK, taking us a step closer to joining Singapore” in the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP), a free trade agreement between 11 countries around the Pacific Rim. 

Filberts Fine Food also exports to the EU, the Middle East, Far East and North America.

Mark said:

“Demand for Mr Filberts products arrived on our door very early on, when we least expected it, from trade shows. Exporting was unknown to us, but we quickly learnt the ropes with some very good export partners, and we now run a successful export department with growth running at +150% per annum.”

The company approached the Department for International Trade (DIT) after receiving a recommendation from companies at networking events where Mark says: “DIT’s professionalism and ability to achieve results, backed with match funding was often discussed.”

The business has also been involved with a series of DIT events and workshops including Meet the Buyer events, allowing it to build contacts in a range of overseas markets. The company has also benefitted from one-to-one sessions focused on developing its export strategy. 

Mark says that exporting to Singapore was “one of the most straightforward export markets to deal with,” but that successful exporting does not come without hard work and that businesses should seek as much support as possible from experts in the field. He said:

“DIT have a breadth of experience and contacts that you would find difficult to find anywhere else. Using these contacts and the services they provide will help manage a stage plan of growth into key markets for your products. 

“If you largely trade on your terms and not the importers, you significantly reduce the risk of failure, but to do that, you do really need a great product.”

Although exporting to Singapore was a smooth process for the company, Mark says there are a few things to keep in mind when trading there:

“Singapore is a small country with a small population, but its tourist and business customer base is significant as is the premiumisation of its food and hotel experience offering. Research your marketplace well and select the best distributor for the job.”

“I would also recommend contacting DIT if you have any concerns or questions. Since the new venture started, we were introduced to our International Trade Adviser, Sue Tisdall, who led us through the protocols and helped us find some funding. 

“She has been with us on this long and successful journey ever since. Sue is a star and inspiration to all business managers with her expert knowledge and pragmatic and measured approach to business growth.”

As well as offering a range of vegetarian options, the company also caters for the vegan market which is becoming increasingly lucrative for food and drink companies across the world.

According to recent research, the global vegan food market size was valued at USD 12.69 billion in 2018 and is projected to expand at a Compound Annual Growth Rate (CAGR) of 9.6% between 2019 and 2025. This offers significant opportunity for UK companies looking to expand overseas. 

“To discuss your own export development options and find out more about the support available from DIT,  call 01275 370944, email ditsw@mobile.trade.gov.uk or visit www.great.gov.uk/advice

DIT’s services in the South West are delivered by Business West. For further information, click here.