oe to “Brand awareness is huge ...


people out there are ready to become customers”


an up-and-running business, including staff whose experience and knowledge can be invaluable.


Support from an established brand As with any franchise, you are buying into a tried-and-tested, successful and proven business model from an established brand in its eld.  franchisor must also equip you with the ability to run your business and provide ongoing assistance for your success. Mark Appleton, franchise partner for


Stourbridge, acknowledges that the support and training from Wiltshire Farm Foods, as well as its thorough recruitment process, is integral to establishing a thriving business. A former management consultant for 20 years, Mark decided to run his own business and looked into franchising and the benets of an existing model. "I'd not be starting up from scratch,” he says. "When I did my research, I investigated franchise brands from the point of view of investment and return, looking for one that t with my nancial aspirations and my skillset and Wiltshire Farm Foods really appealed. “Onboarding was rigorous – lots of conversations and meetings, going over


20


the business case presentation, working out the numbers. They gave me plenty of time to really work out investment, buying vehicles, setting up the freezer, etc. You’re never rushed into a decision. “Having the support of the brand meant that I wasn’t learning everything from the beginning. It takes all the pain of a startup away. nd when you begin trading, you nd


the brand awareness with Wiltshire Farm Foods is huge. There’s certainly people out there ready to become customers with us. With the TV campaigns and the branding and the years that we have had a presence, it makes the discussion with potential customers easier. When we explain we're from Wiltshire Farm Foods, really, we don’t need to explain ourselves, we’re already part of that conversation.”


What does the future hold for this award-winning company? As well as plaudits for ethical and sustainable initiatives, Wiltshire Farm Foods has won awards for innovation in food development for the elderly and others with specic needs. So, what else is the brand reaching for? Lee reveals its plans: “We’re looking at a very exciting


future. There’s signicant growth ahead for Wiltshire Farm Foods. We only serve ve per cent of the target population, so, successful as we are, there’s still massive opportunity out there. There’s also the ability to keep making a real difference. We serve the elderly and vulnerable, and government and social care policy indicates that more and more people that would otherwise have been in care or hospital are going to be living in their own homes. And it’s where they want to be, so it’s fantastic for us to be able to help them remain in their own homes, and I genuinely believe we can add more and more social value in the future. “In terms of our research and


development, and the investment – of millions – that we pour into it, we’re very serious about that, about continuous improvement. Innovation is at the heart of what we do and we put massive commitment into it.” Wiltshire Farm Foods' track record and


its development plans clearly add up to a strong business case and a secure future for interested franchise partners. l


franchise.wiltshirefarmfoods.com andy.turner@wiltshirefarmfoods.co.uk


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