For over three decades, Euro Food Brands has been a key force in introducing globally renowned food and beverage brands to UK consumers. At the helm of this success is Managing Director Peter Butler, who, along with Stephen Barlow (CEO), leads the company's vision, innovation, and strategic growth. In this interview, Peter delves into Euro Food Brands' journey, the challenges shaping the industry, and the strategies driving its impressive expansion and commitment to sustainability.
Euro Food Brands has been in operation for over 30 years. How has the company's mission evolved since its inception, and what core values have remained constant throughout its journey?
From the very beginning, our mission has been to build world-renowned brands and retailer brands in the UK. Over the past decade, we've refined our focus even further towards brands, while also expanding our operations into Ireland. As the business has grown in scale and infrastructure, we've worked hard to preserve the core values that have always been central to our success: being entrepreneurial, collaborative, passionate, quality-focused, and accountable. Most importantly, we believe it's our people who make the difference.
Euro Food Brands has developed partnerships with globally recognised brands like Barilla and Hershey's. What do you look for in a brand partnership, and how do these collaborations align with your company's growth strategy?
We see the UK as a key strategic growth market, so we look for brand partners that share a commitment to long-term partnerships, have a strong brand and consumer proposition, and prioritise sustainable and ethical sourcing. The brands we partner with also need to have a level of ambition that aligns with our growth mindset and should complementÑrather than conflict withÑour existing portfolio.
In light of challenges such as Brexit and shifting geopolitical dynamics, what strategies have been pivotal in maintaining Euro Food Brands' growth and resilience during these turbulent times?
We've remained focused on working with brands that have strong consumer propositions and robust supply chains. Additionally, we've developed systems and processes that make us experts in importing products from 17 countries across five continents. This includes managing varying production cycles, handling complex logistics, and ensuring products are repacked for market compliance when necessary. We've also invested in maintaining strong technical processes to meet UK and EU legislative requirements while holding accreditations such as BRC AA grade, organic certifications, and retailer ethical and quality audits.
With the rise of health-conscious and ethically minded consumers, how has Euro Food Brands adapted its product offerings to meet evolving consumer preferences?
Our portfolio includes brands and supplier partners that are leaders in ethical and sustainable sourcingÑlike illy and Yogitea, both B-Corp certified, and Barilla with its ÒGood for You, Good for the PlanetÓ ethos. We also offer brands that promote health benefits and healthier lifestyles, such as Ocean Spray, Bare Naked, Green Cola, and Splenda. Every product evolution and new product development is driven by category data and consumer insights, ensuring we stay in tune with market demands.
