Clippy’s Apples increase sales by 300% with focus on core customers

The great British apple has provided the secret ingredient for a couple of food lovers whose business manufacturing British-apple based chutneys, preserves and jellies is flourishing.

Since summer 2010, the range, which includes ‘Apple, 'Rudebarb & Ginger Jam’ and ‘Apple, Mango & Chilli Chutney’, has become widely available, after the Sale-based manufacturer signed a deal with online retailer Ocado.

Michelle 'Clippy' McKenna's desire to champion the British apple began while she was researching a PhD on sustainability, local food and the UK’s disappearing orchards; however turning that ambition into a successful business has been based on a combination of inspiration and clear thinking.

It goes back to the founding of the company, with her fiancé Paul Gorman, in 2008. Michelle said: "Everybody in our street has apple trees in their gardens, but so many apples were going straight into the compost bins; however, my 85-year-old neighbour was still using everything she grew and was making apple chutneys and jams.

This planted the seed of an idea, which I developed using my memories, from 15 years of travelling, of the tastes and smells of many different cultures.

"But the Eureka moment happened when I realised that by combining my interests, I could become a driving force behind the re-emergence of the British apple. Developing that clear purpose has really helped the Clippy's Apples brand to grow.”

Truly understanding their customers’ profiles and directly targeting them has been critical. Michelle and Paul started by selling their preserves at farmers markets, but the big turning point was getting a contract to supply luxury department store Harvey Nichols.

In addition to Ocado, the handmade products are now also available in branches of John Lewis, The National Trust, Fortnum & Mason and 100+ independent food shops.

“The product has to fit what the customer wants.” Paul explains: “The best ingredients are at the heart of everything we make - and we always use British ingredients whenever we can. It is our intention to invigorate the preserves market, especially the jam category. The big manufacturers have not invested in innovation during the last five years, which has caused the jam category to stagnate. Our products are much higher in fruit content than any of our competitors which, as well as being healthier, allows for lots of different usages and recipe ideas. They are not just for toast!”

Over the past four years, it has consistently grown - from its beginnings in Paul and Michelle’s kitchen to its current base in an industrial unit. Clippy’s sold a total of 40,000 jars in 2009 and is on course to more than triple its sales in 2010 to more than 140,000.

Paul added: “We’ve reached a point where we need to employ sales and marketing professionals to progress even further; so we’re in the process of trying to secure funding to take the business to the next level. We would be interested in talking to potential investors who can help us achieve our objectives.”

This dedication to both their customers and their mission helped them win the FoodNW award for outstanding small to medium enterprise (SME) - beating off competition from more than 150 entries from across the region.

Michelle said: "We were absolutely delighted to win this award - in the two previous years, we had been highly commended. It sealed a very successful year for us which had resulted in us winning the contract with Ocado.

"We are still a very small company but are determined to grow - and raise awareness of the great British apple in the process."


DID YOU KNOW…

Clippy’s have started a mission to get the UK to preserve more fruit & veg, as an enterprising way to reach out to core customers. It’s a great example of using your knowledge as an expert to connect with customers who are eager to find out more from you - a classic win/win situation.

Clippy’s has set up a UK tour to teach people the secrets of preserving their seasonal gluts of fruit and veg. The tour presents Michelle as the ‘Master Preserver’ - and offers people an opportunity to be ‘inspired by her talent and infectious passion to find out how to preserve seasonal fruit and veg with a hedonistic twist of chilli chocolate, ginger etc’

More details at: PreservingTheNation.org

Michelle and Paul decided to call the range ‘Clippy’s’ after the nickname Paul gave Michelle – due to her passion for hairclips - while backpacking in Australia in the 1990s.