New crisp brand is keeping up with the Joneses

by Andrew Forgrave - 19/07/2011

"Three potato growers and their partners have named their new crisps after the most common name in Wales."

“If everyone called Jones buys a packet, the group should be on to a winner,” said Dafydd Gruffydd, of Menter Môn’s business manager.

An initial production run of 22,000 40-gram packets has been ordered, with more than 100 outlets across North Wales already showing an interest, from gastro pubs to delis and even supermarkets.

The first packets went on sale yesterday in the food hall at the Royal Welsh showground.

Visitors jostled for samples unaware that the product had arrived at Llanelwedd by the skin of its teeth: film templates needed to print its packets, made in India, arrived in the UK just a few days ago.

One of the first to test a sample was indeed a Jones – First Minister Carwyn Jones. After munching, he declared: “Very nice.”

As a new venture, initial production is in London. But if the business takes off, the group hope to establish a crisp factory on Anglesey.

The company, Jones o Gymru, is keen to emphasise the Welsh origins not only of its potatoes but also its flavourings.

A tie-in with Anglesey firm Halen Môn has produced three launch flavours – Halen Môn salted, Halon Môn salt & vinegar, and Mature Welsh cheese & onion.

The venture was conceived two years ago as an off-shoot from trials of new blight-resistant potatoes.

The work is being carried out by the Bangor-based Sárvári Research Trust (SRT), which has identified the ideal “crisper” among seven new potato varieties it has developed.

David Shaw, of SRT, said: “Not only do Sarpo potatoes have low inputs, their blight resistance means that fewer chemicals and sprays are needed in their production.”

Potatoes will be grown on Tom Carpenter’s Anglesey farm at Carreglwyd, Llanfaethlu, and on two holdings in Conwy: Emlyn Williams’ 160-acre Garth Farm, Llandudno Junction, and Gareth Hughes’ 100-acre farm at Glanwydden.

Another partner in the project is farm consultant and businessman Geraint Hughes, who runs Y Bwtri delis in Porthmadog and Pwllheli.

He said: “As they are supplying the seed potato sector, larger potatoes cannot be used, and the producers needed to find another market.

“A while back I happened to mention to one of the group that I could never find any Welsh crisps for my shops. Nothing happened for a few months, then one night the idea came to me while I was lying in bed!”

Cywain, Welsh Government-funded scheme that helps farmers add value to produce, helped the group research the market.

And when business agency Menter Môn became involved, RDP-funding was secured to develop the product at the Food Technology Centre, Llangefni.

Priced at 65p-75p, the crisps will be pitched at the gourmet end of the market against the likes of Tyrrells, Pipers and Kettles.

“We won’t be competing head on with Walkers Crisps,” said Dafydd Gruffydd. “Their packets are half the cost of our hand-cooked crisps.

“Evidence suggests that high end crisps are bucking the recessionary trend, perhaps because people still want to treat themselves.”

More Details: http://www.dailypost.co.uk/farming-north-wales/farming-news/2011/07/19/new-crisp-brand-is-keeping-up-with-the-joneses-55578-29077898/