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Dean's of Huntly tastes delicious export success

Discover how Dean's of Huntly has benefited from business support to export into USA markets and beyond with one of Scotland's prized food commodities, shortbread and biscuits. 

05 August 2024 | 4 minute read

Preparing your business for a hungry international export market is much like the art of baking. It depends upon cooking up the best ingredients for success. Then you must whet the appetite of buyers with a taste for some of Scotland's treasured national commodities: biscuits and shortbread.   

Founded in 1975, Dean’s of Huntly produce and sell premium shortbread and biscuits, with a range covering own-brand, gifting products and private label. Before 2022, the company set broader business ambitions with the appointment of new Commercial Director, Nick Watkin.

The Aberdeenshire baker is now in a prime position to export its mouth-watering bites, exploring international markets from Scotland. 

With help from Scottish Enterprise's global arm, Scottish Development International (SDI), Dean’s anticipates export sales into the US of £5.6 million over the next three years.

Nick was ready to expand and felt the business could benefit greatly from support to identify further opportunities in the USA and China. Our global team was ideally placed to connect Dean's with the right people at the right time, creating connections that could make a difference.

 

Testing the appetite for export markets 

Initial discussions with our America team took place in May 2022 to develop a US market development strategy, set up introductions and supported Dean's with lead generation.

This included meetings with buyers at major retailers, conducting due diligence on potential importers and customers and preparing pitch and sales material. The work also involved working with third-party importers to establish routes to market.

Dean’s has secured interest from Arizona-based supermarket chain Sprouts Farmers Market, thanks to a successful pitch facilitated by food and drink in-market specialists working with their international trade specialist and a Scottish Enterprise Account Manager in Scotland.  

Nick compared the process of international export to running a marathon, with endless paperwork, logistical challenges and potential commercial pitfalls along the way. He says that having business support throughout the journey was extremely valuable.

Dean's of Huntly shortbread selection.

Opening up connections to trade overseas 

Dean’s received its first order from Sprouts, worth £200,000. It has also been accepted for USA distribution at other major retailers, including Whole Foods and Amazon, for both branded and private label. 

His company received business support in the US, ands also around the world. Dean’s has connected with buyers in countries such as China, Hong Kong, Japan and the European continent. The future is looking bright for the baker. Following the appointment of Michael Louw as Commercial Manager for Export, and multiple orders placed across different regions, Dean’s plans for long-term growth in the market.

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