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Handmade in Cornwall Pg. 3

Surfing the country Pg. 5

Camper Campaign Pg. 7


West Cor in 1998 wi handmade C ditional Cor store w tal, today i over eight the UK la nish pastie come a predict


rnwall Pasty Co. was established ith the aim of selling top quality Cornish pasties outside their trarnish heartland. Opening its first with just 40,000 gbp start-up capiit has nearly 70 stores and sells t million pasties a year, making it argest specialist retailer of Cores. With its new surf theme, its bea great success nationally and is ted to double in size in the coming year. Market

Product

.West Cornwall Pasty Co. (WCPCo.) has helped transform

In the 11 years since the company was formed, the suc-

the traditional pasty into a modern day food and com-

cess of WCPCo. has been built on its traditional pasty

petes with baking giants such as Greggs, high street cof-

which is based on a centuries old Cornish recipe: fresh-

fee shops, premium sandwich chains and global fast food

ly diced potato, swede and onion, lightly seasoned and

brands.

mixed with lean diced steak. To cater for a variety of modern tastes, WCPCo. quickly developed its offering

WCPCo. is positioned at the upper end of the bakery mar-

which today comprises 18 different varieties all hand-

ket with a range of premium quality products. The success

made in Cornwall, including vegetarian and – new for

of the WCPCo. Formula has seen a rise in other smaller

2009 – vegan options. Modern twists on the original

Cornish pasty retailers expanding out of Cornwall, includ-

include: chicken balti; lamb and mint; pork and apple;

ing Cornish Bakehouse and Oggy Oggy.

steak and stilton; cheese and vegetable; and cheese, tomato and basil. Wherever possible, ingredients are

The rise in popularity of the Cornish pasty saw it take 30

sourced from Cornish

per cent of the savoury pastry snacking market in 2007

farmers and growers. A complementary range of savoury

compared with only 20 per cent five years earlier (Source:

baked products is also available, including sausage

TNS Superpanel).

rolls and pizza baguettes, as are items such as spicy potato wedges and hot and cold drinks.The cornish surf-

With so many high streets in towns and cities around the

ing vibes are caught up in the cool colours of blues and

UK currently without a Cornish pasty shop, there is poten-

browns with crazy hand painted typography all over the

tial for further growth in the UK market. As the Cornish

place capturing the sea and sand feeling that everybody

Pasty Association seeks Protected Geographical Indica-

loves. These are used across all signage and packaging,

tion (PGI) status, the overseas market could also experi-

with many stores featuring reclaimed beach wood along-

ence growth. 2009 will see WCPCo. pursue an extensive

side memorabilia, pictures and surf boards sourced from

shop opening and refurbishment plan to help maintain its

Cornwall – adding to the authentic Cornish atmosphere.

position as the UK’s largest specialist Cornish pasty re-

Two specially commissioned mobile catering units in the

tailer in terms of branch network and workforce.

form of 1960s VW Camper Vans – iconic symbols of the Cornish surf scene – extend the brand’s reach further.

Pg. 3


Surf Event Sponsorship

Developments

Brand Values

Since 2010 we have been sponsoring surfing events such

Since the management buyout in October 2007, the

WCPo. is governed by four core values;,100% Cornish, made

as ‘Beach-break Live Festival’ and ‘O’Neill Surf Comp

company has significantly increased its offering with the

in Cornwall, by Cornish people. Truly traditional, made to

Cornwall’, which has given us a good following of surf-

aim of broadening its appeal. Several new varieties of

traditional recipes. Quality and Convenience - Premium

ing fans which has enhanced our new identity theme of

pasty have been introduced, including salmon, vegetable

ingriedients in a handy package for consumers on the move.

Surfing. At these events we set up 3 VW campervan pop

Provençal and wholemeal vegetable (suitable for vegans),

And innovation - responding to customer tastes.

up stores, and handed out free samples of our product to

while a limited edition turkey and cranberry pasty is pro-

promote our pastys. We also gave prizes to the runners

duced for the six-week pre-Christmas period.

up in the competition to support everyone who took place. WCPCo. has also linked up with the award-winning St Austell Brewery and now uses the Cornish brewer’s Tribute Ale in its steak and ale pasty. The company made a strategic decision to target the breakfast market as a new growth area and in 2008 three varieties of ‘Brekkies’ were introduced, featuring a mixture of savoury breakfast fillings – such as scrambled egg, ham, bacon, sausage, mushrooms and cheese – wrapped in pastry. Traditional breakfast items were also added to the menu, including bacon rolls, muffins and Danish pastries, while the drinks offering wasrevamped to feature Fairtrade™ organic coffee and tea, organic milk and own-brand bottled mineral water. A store refurbishment programme is currently underway to provide increased indoor seating and free WiFi.


Pg. 5


WCPCo.’s communications focus on conveying its core brand message: traditional Cornish products, handmade daily in Cornwall and baked freshly in store. Over the last 18 months the company has significantly increased awareness of its products via an extensive campaign of internal and external POS and signage. The old ‘Cornish pirate’ themed website has been scrapped and a new surf theme has been introduced due to customer demand and is already having positive effects for the company.

To cel in direction, w volkwag A range of WCPCo. Branded merchandise is due to go on sale during 2012. The company’s oversized and branded Cornish pasty costumes have been used widely to help promote the company, from running in the London Marathon to meeting royalty.


lebrate this new change we’ve invested in 16 new gon campervan portable shops

Pg. 7


West Cornwall Pasty