Page 36 - Articulate Files

“Dig, peel, slice, fry, package, and sell them without

meetings, middle management or multi-millionaire
costermongers.”

Production started in July 2002, with four flavours. Tyrrells
homemade chips were an immediate success as customers

bought into the 'pedigree' of the product and two months

after it launched, Tyrrells won six medals at the Great Taste

Awards. As Chase said:

"The key has been designing a brand with identity."

Tyrrells' potatoes are home grown without pesticides using

the “old-fashioned” potato varieties such as Record, Golden

Wonder, Rosetta, and Hermes. The potatoes are processes
into potato chips on Tyrrells own potato farm. All

seasonings are completely natural. It controls the whole

process from seed to chip, a processing cycle of 12 months,
and from picked potato to packaged potato chip within a

day.

Chase designed the packaging for the potato chips himself.

He settled for transparent bags because people were more

likely to buy a product they could see.

In October 2006 Tyrrells (estimated turnover £10m.,35%
return) were approached by Tesco (turnover £39.5bn.) to

supply their products to the superstore. Chase

refused. However, Tesco had already sourced their
products on the grey market and listed Tyrrells at a

discounted price.

Chase pursued the issue through the press and after an
overwhelming response from the media, Tesco’s announced

they were removing the product from their shelves.