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Morrisons gives small Cheshire foodmakers a chance to shine

Liverpool Road store will be location for pioneering new scheme

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In Cheshire we have a wealth of independent food and beverage producers selling quality products like cheese, eggs, beer, gin and even pickled onions.

But how often do these hardworking artisans get the chance to put their goodies centre stage on the shelves of a supermarket giant?

The answer is probably rarely or never.

Now there are more reasons to shop at Morrisons as the supermarket responds to customer demand by giving local food makers the opportunity to showcase the 2000 ir wares from under its influential roof.

Morrisons is piloting the idea at some stores including its Liverpool Road outlet in Upton , Chester , as it strives to stand out in a competitive marketplace.

Morrisons supermarket at the Bache

To help decide which suppliers win the golden ticket, Morrisons held an X-Factor style competition at Lache Community Centre where producers were introduced to wannabe customers for a chat but also to share samples of their wares. Guests were invited to rate the offer on a score card.

Henry Cooke, a partner in Clotton Hall Dairy at Tarporley , said of the Morrisons initiative: “It’s great. I’m a very young company. I wasn’t going to touch supermarkets for quite a while but when they came to me and offered me the chance to take part in the local scheme I was very attracted by it. We started off with local shops but this was an opportunity we didn’t want to miss. Hopefully we will get something out of this.”

Explaining the product, he continued: “We’ve called it Cheshire clotted cream because there’s not really anyone around the Cheshire area that makes clotted cream. It’s more usually associated with the south west – Cornwall and Devon. We want to cut the food miles out, support our own farm, push local produce and people seem to be loving the final product.

“It’s taken a lot of work to get it where it is now. I think it’s starting to pay off.”

Brigid Killen, owner of Ellesmere Port-based Mrs Picklepot.

Brigid Killen, otherwise known as Mrs Picklepot of Ellesmere Port , sells a range of pickles, piccalillis and chutneys with an appeal that combines nostalgia for homemade recipes and a modern twist.

She said: “I’ve got a range of pickled onions and nine flavours. I’d been doing food festivals and markets before then. I had a stall at the butchers’ market at Wrexham. But I upscaled last year. In that year I’ve been taken on by some big wholesalers so just moving into the retail market now.”

“There aren’t any other flavoured pickled onions. I’ve got the classic and the traditional pickled onion, balsamic and the shallots and then I’ve got a range of another six flavours. I’ve got hot ones and then with honey, garlic, sherry, cider vinegar so it’s elevating the humble pickled onion! And it fits with current trends – it’s vegetarian, vegan, carb-free, low fat.”

Talking about the Morrisons pilot, she commented: “It’s really exciting and they are very understanding of the small producer, a small business. Normally you wouldn’t get through on the telephone to a buyer. You are small and they don’t know who you are. So this event is brilliant, plus you’re getting instant feedback because they’ve invited guests – honest feedback which helps the buyer.”

Mark Stanley, part-owner of Chester-based Cheshire Distilleries.

Mark Stanley is part-owner of Mollington-based Cheshire Distilleries which makes premium gin under the brands of Arrowsmiths and Cheshire Grins.

He said: “I think it’s really good. I think it’s excellent that Morrisons are looking to support local producers and hopefully we’ve done enough to be considered.

“Arrowsmiths is more of a product we’ve got in mind for volume because it’s a lower price point. Grins, the price point means it’s more of a considered purchase but both would sit well on the shelf. But in terms of volume, Arrowsmiths, with rhubarb-flavoured gin being so popular at the moment, it would really be a good seller."

Julian Bailey, public relations director for Morrisons supermarket.

Julian Bailey is public relations director at Morrisons.

He said: “The reason for do e9c ing it is that it is something that customers appreciate. They go into a lot of supermarkets. They might see a lot of the same brands – Mars, Nestle – but if we can provide something that is just from down the road they think, it’s supporting local businesses, it’s fewer food miles, it’s something that might be fresher because it’s come from down the road rather than across the country.

“It provides something that’s a little bit different to our stores.”

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Rugby Union: Layder looks forward to big changes

Mossley Hill 46 Ellesmere Port 3

Mossley Hill 46 Ellesmere Port 3

ELLESMERE Port will literally be a ‘different team’ for their next game as they look to get off the mark in the new season.

Dave Layder’s under-strength side slumped to their third consecutive defeat on Saturday when they travelled to Mossley Hill, but the Port coach will be changing half his men for the encounter with newcomers Trentham this Saturday.

Layder said of the loss: ‘We were comfortably beaten – it’s difficult to take many positives out of the game. In the first half we were reasonably in the game, 18-3 down. We never gave up and the commitment and effort were very good, but we didn’t make many clear try-scoring opportunities.’

Chris Carbutt kicked three points in the first half. Mossley Hill tries opened up the gap and Port had another opportunity for a penalty. But they opted for the catch and drive, which failed to come off.

Layder added: ‘We weren’t out of it but if you don’t get the next score then you’re about 25-3 down.

‘They were better all round – solid in the scrum, the lineout worked for them and they broke our defensive line.’

But things could be very different when Ellesmere Port play host to Trentham.

Matt Maguire will be returning in the second row, and Ian Johnson and Dan Perryman will be available. Gerry Phillips will return to the pack and in the backs Peter Doyle, Paul Millington and Layder himself could be set to play.

He said: ‘We hope to bounce back with a home game – they were promoted this season so we’re looking to record our first victory. The whole back row is changing and one second row.

‘Suddenly we’re a different team. It gives us new heads and physique.’

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