Packington Free Range Expands Team for Growth

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Andrew Wardle joins Packington Free Range in the new position of Business Development Manager.

United Kingdom. January 3, 2012 - (PressReleasePoint) -

Packington Free Range, the Staffordshire-based pork and poultry farmers, have appointed Andrew Wardle in the newly created post of Business Development Manager, based at their Barton-Under Needwood head office.

Packington Free Range (http://www.packingtonfreerange.co.uk/), which recently re-branded all its operations under one banner, appoints Wardle with the specific role of expanding sales and marketing opportunities for the business.

The award-winning farm, owned by fourth generation farmers Alec and Rob Mercer, produce, sell and distribute free range pork (http://www.packingtonfreerange.co.uk/healthy-pigs-poultry/free-range-pork/) , free range chicken (http://www.packingtonfreerange.co.uk/healthy-pigs-poultry/free-range-chicken/)  and free range cockerel to butchers and farmshops across the country, which, says Andrew is a major plus point for the farm operation.

“Our product has traceability which in this day and age, when 60% of pork consumed in the UK is imported, is essential in order to build relationships with our customers and consumers.  People can see the person they are buying from is the same person who has reared the animals providing the meat,” he adds.

“Animal welfare (http://www.packingtonfreerange.co.uk/healthy-pigs-poultry/free-range-animal-welfare/) techniques in Europe are not up to the same standards as the UK and yet a lot of butchers aren’t aware of where their meat comes from as they buy through wholesalers.  Instead of them trying to compete with the supermarkets, I see part of my job in re-educating butchers to have faith in British meat, for that different consumer who is prepared to pay more for good quality, welfare-conscious meat.  When beef and lamb are now so expensive, good quality pork and poultry can be a great alternative.”

“We are proud of our welfare standards at Packington and actively encourage people to visit the farm, to see for themselves,” he adds.  “I like to wave the flag for food producers in this country and would like to see a return to a more traditional relationship with food, which has been lost over the past 30 to 40 years.”

Wardle, who is passionate about British food, comes with over 20 years’ experience in marketing, and has been working in the food and drink sector for the past 12 years.  Having worked in Midlands-based advertising agencies in the infancy of his career, Wardle took a career break to re-locate to the Scottish Highlands, where he trained as a crofter.  He eventually returned to marketing, setting up his own company, which successfully marketing food, drink and tourism projects. 

 “The community spirit here in the Midlands is very like it is in the Highlands, and that’s what I love about the place.  It was in Scotland that I learned to appreciate the abundance of great food we have in this country.  My neighbours would leave a venison steak at the foot of the drive, or a parcel of fresh scallops.  It was wonderful.”

Since he joined the business in September 2011, sales have already risen.  He explains, “My first job is to increase the business and distribution of the product.  At the moment our customer base is between Manchester and London.  I will be looking at ways in which we can maximise our distribution within this area and increase our profitability.”

Wardle will also be charged with widening the appeal of Packington’s range of products by supplying food manufacturing businesses. 
“Most farmers in this country are losing £7 a day on the wholesale price of a pig, because they don’t take into consideration labour and land costs to produce that one pig.  Therefore, it is essential we get this right.  We sell a high end product, and we shouldn’t be afraid to charge the right price for it.”

Wardle will also be investigating ways of launching a shop-cut range, producing pre-packaged family sized joints of meat, for the consumer.  “At the moment we only provide whole pigs and primal cuts.  It is essential we work on balancing the carcass, as all livestock producers must do to make the business viable.”

About Packington Free Range: Packington Free Range, based in Staffordshire, is a farm with a traditional family heritage spanning four generations. As well as a commitment to pork and poultry of the highest quality, Packington’s award-winning animal welfare ethos is supported and accredited by the RSPCA. Packington Free Range’s pork and poultry are Free Range in the truest sense of the word, with a firm belief that happy, healthy animals will produce the best meat.