Dean's gives global markets a taste of Scotland
Last updated: May 2024
Learn how Aberdeenshire-based family business Dean’s of Huntly is a shining example of Scotland's capabilities in the provenance and production of food and drink to global buyers.
When it comes to preparing your business to drive your global ambitions, it’s a marathon, not a sprint. That’s the view of Nick Watkin, Commercial Director of Aberdeenshire-based baker Dean’s of Huntly.
Now, as a direct result of the support of SDI, Dean’s is ready to go the distance – proving to US buyers why Scotland's globally famous food and drink is so viable. This part of the business is worth £5.6 million over the next three years.
Scotland offers a growing ecosystem of companies across its key sectors that offers significant opportunities for overseas organisations to maximise on the nation's world-famous products and services.
Established in 1975, Dean’s of Huntly specialises in premium shortbread and biscuits, with a range covering own-brand, gifting products and private label. While the business enjoyed a positive relationship with SDI prior to 2022, it was re-energised in March of that year with the appointment of Nick.
Nick reached out to say Dean’s was ready to expand its global trade, and the business could benefit greatly from SDI’s support to identify further opportunities in the USA and China. Its global team discovered there was a healthy appetite globally for Scotland's prized food products; it connected Deans with the right people at the right time, creating connections to facilitate this broader trade network of customers.
Nick Watkin, Commercial Director of Dean’s of Huntly
Support from SDI
Dean's is living, breathing proof of Scotland's thriving companies and industries that show Scotland's strong commercial trade credentials for international partners and buyers.
Initial discussions with SDI's America team took place in May 2022. SDI helped develop a US market development strategy, set up introductions and supported Dean's with lead generation.
SDI was able to set up meetings with buyers at major retailers, conducting due diligence on potential importers and customers and preparing pitch and sales material. This work also involved working directly with third-party importers to establish a route to market, and the inclusion of Dean’s products in SDI promotions.
By July, Dean’s had secured interest from Arizona-based supermarket chain Sprouts Farmers Market. This was thanks to a successful pitch facilitated by SDI’s food and drink in-market specialists, working with their international trade specialist and an Scottish Enterprise Account Manager in Scotland.
Nick compared the process of boosting international business to running a marathon, with endless paperwork, logistical challenges and potential commercial pitfalls along the way. But he says that having the backing of SDI throughout the journey was extremely valuable.
A sector that's full of trade potential
Scotland's food and drink sector is full of commercial opportunities and innovation, strengthened by excellent skills, technologies and research support. It has a £14.9 billion turnover, targeting £30 billion by 2030.
Dean’s recently received its first order from Sprouts, worth £250,000. And now more even companies from the states are interested in these select Scottish products. Dean's has been accepted for USA distribution at other major retailers for both branded and private label, which will be on the shelf this autumn and Christmas.
Not only has SDI helped to support the business to generate trade with the US, but also around the world. Dean’s has connected with buyers in regions such as China, Hong Kong, Japan and Europe – and the future is looking bright for the baker.
With the appointment of Michael Louw as Commercial Manager for Export, and multiple orders placed across different regions, Dean’s is capturing long-term interest across the world.
Dean's Shortbread Selection
Proof in Scottish food and drink
Reflecting on the journey, Nick added:
“The amount of work and dedication both SDI specialists, Jerry Capaldi and Jeff Goshorn, have invested in Dean’s on top of the Sprout support is immeasurable in helping with problem solving. This also includes informal two weekly face-to-face reviews and assisting with due diligence checks on our own work.
“All these qualities, in my opinion, make the SDI team and their worldwide colleagues a wonderful asset that Scottish food and drink producers can tap into if they have the tenacity to show what Scotland has to offer.”
Chris Keenan, SDI International Trade Specialist, Food and Drink, said:
“Working with Nick and the team at Dean’s continues to be a rewarding experience. This is a great example of how working in partnership with SDI can really accelerate a company’s export vision.”
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