Haith’s team ‘singing while EU’re fishing’
Simon King, associate director of Haith's receives an inaugural Board of Trade Award from Dr Liam Fox, International Trade Secretary.
By Grimsby Telegraph | Posted: 16 Jul 2018
GRIMSBY’S award-winning manufacturing exporter, Haith’s, is celebrating further success after doubling the number of countries it regularly sells to.
Active European accounts have also surged by 16 per cent, with continuing support from the Department for International Trade.
The company produces ingredients for fish bait and bird feed, and now has a network of 16 countries across Europe, with top markets including the Netherlands, France and Norway.
A total of 60 per cent of Haith’s fishing product revenue now comes as a direct result of overseas exports.
It is activity that was honoured by International Trade Secretary Dr Liam Fox in April, with the first ever tranche of DIT Board of Trade Awards.
The firm’s ingredients are added to bait mixes and formulas by leading manufacturers to create products for different fishing styles and performances. And the trademarked Robin Red carp attractor is used in many bestselling fishing baits across Europe.
Simon King, associate director at Haith’s, said: “Anglers across the continent are looking to the UK for the latest developments on how to improve their performance.
“With the help of government advisers at DIT, we’ve managed to cast our net over new markets and strengthen performance in existing markets to catch this growing demand.
“But, the journey hasn’t been without its challenges. The cost of marketing our product to international buyers initially presented a barrier for us. Working with DIT’s e-commerce advisers, we found a cost-effective way to target customers through translated web pages and enhanced international search engine optimisation. This alone helped to generate an additional £60,000 in new accounts."
DIT also helped the Europarc firm with cross-border legal issues and protection of intellectual property. “The team gave us the confidence to approach overseas firms, which we didn’t work with, that were using our Robin Red branding to attract customers online,” Mr King said.
A licensing agreement was introduced, awarding approved bait firms with a logo and licence number.
“Bait firms now come direct to us and ask to become approved which is a USP and key point of difference,” Mr King said. “Overcoming these barriers has helped us to maximise our success across Europe."
Haith’s began working with DIT to build a five-year exporting plan, helping to grow its exports and create international demand for UK bait ingredients, after 74 successful years selling to the domestic market.
Baroness Rona Fairhead, Minister of State for Trade and Export Promotion, said: “We’re delighted to see the success Haith’s has seen internationally. It is testament to the company’s ambition paired with its
structured approach to exporting.”
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