Page 14 - Tyrrells Chips

In March 2010 David
Milner, the former

boss of Kettle Chips
Australia joined
Tyrrells as the

Commercial Director
heading up a six
member sales team

and a marketing team
of two based at
Tyrrells' farm
headquarters in

Herefordshire. His
key responsibility

would be to
spearhead expansion
into overseas
markets.

"We have significant
growth plans for this

year, which include
entering markets in
Europe and the US,"

he said. "Europe
doesn't have a

premium chip category and we will have an advantage
with the pound-to-euro exchange rate."

However, his immediate priority was to improve distribution of the crisps
in the UK, which were then stocked in Waitrose, Sainsbury's and The

Co-operative Group.

Milner thought that the premium crisps category was becoming
congested and predicted that it would be a challenge to "keep a high

quality of product among all market entrants".