Two Farmers on crisps, cider, and sustainability
In 2019, we interviewed Herefordshire farmers Mark Green and Sean Mason, founders of Two Farmers, about their innovative creation: the UK’s first biodegradable crisp packet. Five years later, we met Sean to discuss their sustainable practices, the importance of finding a niche in a saturated market, and how their crisp business has expanded into cider-making.
Building a resilient brand
With a core team of 16 dedicated individuals, Two Farmers has weathered the pandemic storm and emerged stronger than ever. Initially reliant on the pub trade, the business swiftly adapted to the changing landscape, shifting its focus to retail and online sales.
"As many did, we hit problems in March/April 2020 and had to completely change our business approach," explains Sean. “At the time, around 70% of our sales were 40g, grab-and-go bags, mostly sold in pubs.
"In that first couple of months, we probably lost around 70% of our revenue," admits Sean. "But by putting a lot of effort into the online space and ramping up our brand image and marketing activities on social media, we managed to recover the loss within the following two months."
The company has since enjoyed consistent growth: "We haven't had a month where we haven't exceeded the previous year's sales."
2019 - £240k
2024 - £2m (anticipated)
A sustainable cider with a classic twist
Their recent venture into cider-making has resulted in another standout product. The farming duo’s focus on natural flavours and traditional production methods sets them apart from competitors.
"We're producing a very high-quality cider aimed at both the pub trade and retail markets," says Sean.
Unlike many competitors, Two Farmers opts for a traditional slow fermentation process, producing a high-quality, 4.5% ABV product with a pronounced apple flavour. It's about 70% apple juice and is sweetened with apple juice instead of sugar.
"People notice the natural flavour of our cider and can taste that it hasn’t been artificially sweetened," reports Sean.
As with the crisps, sustainable practices are key. Waste apple pulp from a neighbouring farm’s orchards powers an anaerobic digestion plant on the farm, and recyclable aluminium cans are used.
Sustainability at its core
This commitment to sustainable practices is seen everywhere in the production process, renewable energy using on-farm waste products, solar power, and of course, local growing and sourcing.
"There are very low food miles between growing our potatoes and processing them into crisps," explains Sean. Everything is within two miles."
Always keen to do more, Sean explains that the business is looking to reduce its environmental impact further. A key initiative is the development of an on-site composting facility.
"We want to compost all the waste materials we possibly can from our production unit," says Sean.
The compost will enrich the soil, reducing the need for artificial fertilisers and contributing to carbon reduction. The business also aims to offer a return scheme for compostable packaging.
"We want to offer people a facility to post their packets back to us so we can compost them and return the nutrition to the farm soil," says Sean.
While progress has been made in sustainable packaging, there is still room for improvement.
"There's a lot of confusion around compostable certification," explains Sean. "We need a clearer tiered system to help consumers understand the different levels of compostability. A standardised UK certification system would be an excellent first step."
Market challenges and opportunities
Two Farmers has encountered challenges despite the clear market demand for sustainable products.
"There is a disconnect between corporate sustainability rhetoric and actual purchasing decisions,” observes Sean. “Some organisations want to purchase sustainable options, but too often, it comes down to price, and we can't compete solely on price. Two Farmers represents a prime example of a business truly walking the talk, offering a sustainable product without compromising quality or taste."
However, Two Farmers are partnering with a growing number of companies to help them achieve their sustainability goals practically and tangibly.
"Many organisations have single-use plastic-free policies, and our crisps packets are the only product that meets this criterion. When they discover our compostable packaging, they’re thrilled because they can stock a crisps range and meet their responsible sourcing policy guidelines. We see a growing trend, especially among younger generations and universities."
Clarkson's Farm: a spotlight on farming challenges
The Clarkson's Farm series has undoubtedly shone a spotlight on British farming, but does it portray the reality of other farms?
"I think it's fantastic what Jeremy has done," says Sean. "As farmers, we’re impressed by the number of people watching it. It’s a TV show that is honest about the reality of farming, and Clarkson has done a lot by highlighting the difficulties and barriers farmers face. Seeing the role that Lisa plays reminds us of the unsung heroes behind the scenes. I know we couldn’t do what we do without the support of our families, too.”
While acknowledging the entertainment value of the show, Sean emphasises the significant impact of weather on farming.
"The biggest thing that comes across is how much the weather impacts farming," he explains. "It can turn a bumper harvest into a huge loss, no matter how much money or time you put into it."
Brand visibility and new flavours
The company has shifted its focus from consumer-based events to larger trade shows to increase brand visibility. "It's a good sign when people around the country say they pick up our products in their weekly shop," explains Sean. "It shows we're on the right track."
With a strong domestic market foothold, the business is now attracting overseas attention. "We're looking at possibly starting international trade next year," says Sean. With exports already reaching Switzerland, Greece, Spain, and Ukraine, this year marks a significant step into the global market.
And with six crisp flavours already captivating consumers at home and abroad, what's next? "Hopefully, we'll launch a new flavour later this year or early next year," says Sean.
"We're looking at possibly starting international trade next year."
A word of advice
Sean emphasises the importance of finding your niche to succeed in the competitive crisp and cider market. “Building a strong brand identity requires passion, dedication, and substantial investment – you've got to believe in it," says Sean.
"And you've got to be prepared for a lot of hard work and patience." While social media offers vast potential reach, turning these numbers into engaged customers requires strategic investment.”
Despite the challenges, the rewards of building a successful brand are significant.
"If you get it going and you get a brand that starts to gain traction, it's a lot of fun," says Sean.
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