Walkers Shortbread

'The Story of Walkers Shortbread' or 'How to Win in Exporting'

There was delight but little surprise in the export community when Walkers Shortbread was declared Food and Drink Exporter of the Year 2007 at the Food from Britain Export Awards in December. The Aberlour-based company has won the respect of its industry peers for its commitment and integrity, and its focus on exports – a ‘food exporting company’ rather than a ‘food manufacturer which exports’ – has led the company to phenomenal success in 80 markets around the world.

Walkers Shortbread describes its primary commitment as: “to continue to create secure long-term employment in one of the most beautiful parts of Scotland by creating a product, which is the finest in the world in its category.”  In order to achieve this aim, the company has put at its heart flexibility and innovation, superb customer service and practical resources to support products in-market.

Here are some examples of how a world-class exporter does international business:

Product quality is God. Walkers Shortbread’s market position is underpinned by the emphasis on Scottish authenticity, product quality and strong, consistent packaging. Establishing a strong platform for their shortbread as a niche sector has enabled the company to move into more mainstream areas. This flexibility has enabled product development to suit a range of sales channels such as duty free, food service and supermarket retail.

Flexibility. All products for export markets are produced to order. The company has an in-house labelling department to enable them to tailor products to the needs of 80 different regulatory requirements. In order to develop new markets, the company does not impose large minimum production runs on customers.

Focus on the customer.  Walkers Shortbread aim to deal with customers on a ‘local’ basis.  There is considerable emphasis on responding immediately to customer enquiries and correspondence.  Local market pricing and currency implications have a major focus with the export team.

Support in-market. Walkers Shortbread supplies a range of merchandising materials to support their brand, including display shippers and off-shelf displays. Distributors and retailers receive sales sheets detailing key information and specification details, matched by a strong online presence and immediate responses to all technical and specification requests from export customers.

The judges of the FFB Export Awards 2007 were hugely impressed by Walkers Shortbread’s “unashamedly export led market philosophy and massive commitment to exports”. To echo their words: “having carved a niche for its products internationally, this success looks set to continue.

To find out your company's potential in the food and drink market, contact Richard Sainter on rsainter@foodfrombritain.co.uk or visit our international network pages for contacts in particular markets.