FREE FROM FOOD EXPO: Doves Farm eyeing growth at home and abroad
Doves Farm plans UK, international expansion
Gluten-free and organic firm Doves Farm plans to expand its UK sales through new product development, while also eyeing expansion in key overseas markets.
Speaking to just-food at the Free From Foods Expo in Brussels, Doves Farm national account executive Samie Hilali said that the firm was planning to drive volume growth at home and overseas, with the proportion of domestic sales remaining relatively stable at around 95% of total sales.
"Percentage-wise in the medium term [the balance between export sales and UK sales] may vary by a few percent but because we are still growing in the UK and covering more areas the total volume increases but the percentages of volume stay relatively stable. Its about anticipating where we are going to see the demand and being ready," Hilali says.
The grain-based firm operates its own mills and manufacturers a variety of gluten-free and organic products from flours to value-added cereals. In the UK, the group has listings with Sainsbury's, Tesco, Asda and Waitrose.
As Doves Farm works to grow UK revenue it is focused on product development and expanding its offering into adjacent free-from or organic categories. The firm is relaunching its organic bars as gluten-free, it is launching two varieties of ancient grains - both of which will be organic - and it is rolling out free-from flour and grain "tubes" which provide enough flour to make a recipe serving two.
Doves farm is also working to grow export sales, which are currently based "primarily in Europe".
"We are now looking to go further afield and we will see where that takes us. The Middle East is the next big market. It is very up and coming and everyone has realised that it his is the next trend in food and wants to be part of it. At the moment we are focusing on the ME - Dubai, UAE and Qatar primarily. We are also supplying small volumes to Jordan."
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