Marketing Initiative of the Year
Dingley Dell Pork, owned by Mark and Paul Hayward, is, in its own words, ‘totally focused as a business on taste’.
Mark Hayward said: “It’s great to win this award and it’s lovely to be recognised by our peers.”
The Suffolk farrow-to-finish unit has 900 outdoor sows, with a big focus on welfare and the environment, including growing clover and nectar-rich flowers to support its ‘one million bees’ project.
Mark said: “We have all animals outdoors with five-week weaning, then weaners and finishers in tents with hurdled runs. The unit is moved or flipped every 6 months so that we can grass and undersow.
The business uses US technology to measure and select for IMF or marbling in the breeding herd. As a result, it is increasing marbling by 15% year on year in its sire lines.
The Haywards’ business partner has a 24-hour butchery that supplies 600 restaurants a day around London and the South East. In partnership, it has developed a range of products and recently launched Dingley Dell Cured, a joint-venture charcuterie factory.
The business invites 500 chefs to visit the farm each year, and has links to catering colleges. Six years ago, the business started to export and currently it supplies product to countries including Jersey, Guernsey, Dubai, Hong Kong, Singapore, Sweden and Finland.
Mark said: “We are currently setting up partners in Macau, Grenadines, St Lucia and the Caribbean. Within these markets we supply many top end businesses such as the supermarkets Spinneys in Dubai and City Super in HK, Raffles in Singapore and Jumeirah Group Dubai.
“We also supply Cathay Pacific for all business and first class flights out of Hong Kongto wherever in the world; as well as Four Seasons and other top resorts in the Seychelles and Maldives.”
Mark added: “We run events in the UK and abroad with top chefs and catering colleges and have raised in excess of £150,000 for various charities. We are constantly developing products and innovating for our customers as well as supporting our worldwide partners with visits events and tastings.”
Looking ahead, Mark said: “Canada is our next target market – we’ve had a bit of interest, so that, hopefully, will start early next year.”
What the Judges said:
“Innovation and simple hard work is their key and Mark and Paul Hayward’s success is well deserved”