(London) — Nestled in the heart of Wiltshire, The Tracklement Company Ltd has been crafting artisan condiments for over 50 years. Known for their authenticity and commitment to quality, this family-run enterprise has grown into an unexpected player in the global condiment market. With a portfolio of more than 50 award-winning products, Tracklements exports to over 20 countries, challenging the notion that British condiments are purely local fare.
Tracklements’ journey began with a mission to produce condiments that honored traditional recipes while meeting modern quality standards. Their offerings range from mustards and chutneys to relishes and jellies, each carefully made to ensure authenticity. Over the decades, their name has become synonymous with excellence in the artisanal food sector, earning them a loyal following among discerning customers in the UK and abroad.
While British condiments have traditionally been viewed as niche products with limited appeal outside the UK, Tracklements has defied this stereotype. Exporting now accounts for approximately 10% of the company’s annual turnover, a figure that reflects both strategic planning and adaptability.
One notable aspect of Tracklements’ global expansion is its adaptability to culturally diverse markets. In South Korea, a country where British condiments are far from everyday staples, the company partnered with home shopping channels to introduce their products to consumers. This innovative approach not only boosted awareness but also educated customers on how to incorporate the products into their own cuisine, driving volume sales.
In Australia, what started as a seasonal listing in Woolworths evolved into a year-round presence, thanks to a partnership with a new distributor. Similarly, Tracklements secured space in the top three Canadian supermarkets, cementing its reputation as a trusted brand in North America. These achievements highlight the company’s ability to adapt its strategies to meet the needs of different markets while maintaining its core values.
Despite its global success, Tracklements has faced significant challenges, particularly following the UK’s departure from the European Union. Brexit brought increased freight costs, logistical complexities, and regulatory hurdles, all of which posed threats to the company’s EU business. However, Tracklements tackled these challenges head-on, collaborating with freight forwarders and importers to ensure a smooth flow of goods.
The company also absorbed some of the additional freight costs, a strategic decision aimed at keeping their products competitively priced on European shelves. This move demonstrated a commitment to their customers and partners, ensuring that Tracklements’ premium offerings remained accessible despite economic pressures.
While exports have become an integral part of Tracklements’ growth strategy, the UK remains its largest market. Balancing these two facets of the business requires a delicate approach. Domestically, Tracklements continues to cater to a loyal customer base that values the authenticity and heritage of its products. Internationally, the company tailors its approach to suit the unique characteristics of each market, ensuring relevance without compromising its identity.
This dual focus allows Tracklements to diversify its revenue streams while mitigating risks associated with reliance on a single market. By investing in both domestic and international growth, the company has built a resilient business model capable of weathering market fluctuations.