A TALE OF CHOCOLATE
Andrew Whiting, chairman of Beech’s Fine Chocolates
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to see a family-owned business which is almost 100 years old, investing in new products and growing its customer base so successfully – both in the UK and abroad. Turnover is increasing and the company has taken on a number of new employees, so the future looks extremely bright for this family enterprise.” The challenge of transforming the
Beech’s brand was a vital turning point. “I think packaging is the most important thing,” said Andrew. “You don’t get a second chance to make a first impression, that’s why we put packaging at the forefront of our new business creations. We have to make the cover just as appealing as the delicious treats inside. As Beech’s is a premium product, customers need to see this in the design of the packaging.” Another challenge for the business is
managing the seasonal nature of chocolate sales, explained Andrew. “The business often needs a cash influx during the summer and autumn as we prepare for
Christmas. For example, we’ll swell our production line to over 80 people between July and October to cope with increased demand. Having worked in partnership with us for a number of years, HSBC understands how we need to work and have been able to provide us with the funding we need to achieve our ambitions.” Beech’s has also recruited more office-
based employees to cope with expansion, further cementing it as a major employer in the region. It’s also somewhat of a Lancashire legend. In line with a company that is rooted in Preston, the firm recruits from the surrounding area and is proud of its local workforce. Its longest serving 20 members of staff have a combined employment service of 600 years. “With a new vision, backed by investment from HSBC, we are not resting on our laurels,” added Andrew. “We’re excited about the future as we expand into new markets across the globe.” The firm’s success today started with humble beginnings. Beech’s was founded
20 MEMBERS OF STAFF HAVE A COMBINED EMPLOYMENT SERVICE OF 600 YEARS. “WITH A NEW VISION, BACKED BY INVESTMENT FROM HSBC, WE ARE NOT RESTING ON OUR LAURELS"
by Edward Collinson who chose Preston because it was a busy port with good road links for distribution to the rest of the country. His family already operated a chain of successful tea and grocery shops and his venture into chocolate-making appeared to him to be a logical next step. At first, the chocolate products were sold
at fairgrounds but, by the end of the Second World War, Collinson had successfully penetrated the top end of the luxury market – large department stores and most major, traditional retailers became stockists. Beech’s remained in Collinson family hands
until it was bought in 1966 by a family of Yorkshire wool merchants. They in turn sold the business to a Swiss group whose business interests in the chilled food sector had little in common with the ideal distribution for Beech’s chocolates. That’s when Andrew Whiting and his colleagues stepped in to lead the business to a bright future.
beechsfinechocolates.com
www.smeweb.com
SME 27
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