Page 22 - Chase Case Study Final

Cleaner production

From the start of production of The Fit Corn Chase was surprised at how
clean it was compared with frying. "If it’s that clean to make it’s got to be
that clean to eat" he said, adding that air-popping also avoided growing

concerns over acrylamide.

And although, in Tyrrells, he created a brand now sold in supermarkets
across the globe, Chase said he does not have mass-market ambitions

for the new venture, and is targeting specialist grocers.

"I learned that in America - they told me not to worry about the big

retailers and that the smaller guys would be your brand ambassadors,
and would sell the product for you."

"The way we are making it, with home-made seasoning, is not geared to
mass-market and I can’t compete with major popcorn brands that are
produced in the same factories," he added. "The mass-market just cares
about the cheapest - once a brand is running two-for-one offers it’s just

turning money over, and I’m not interested in that."