SME News Q4 2018

SME NEWS / Q4 2018 35 , Smith & Ellis Ltd. a family-owned traditional butcher, dedicated to providing the highest quality products available. In October, Smith & Ellis were named among the winners of SME News’ 2018Midlands Enterprise Awards programme with the title of ‘Best Traditional Butcher’s Shop in theWest Midlands’. Following this deserved achievement, we spoke toMarc Smith, Managing Director, to find out how they have redefined best practices in their craft. Masters of Their Craft: Best Traditional Butcher’s Shop in the West Midlands Butchers were once one of the fundamental cornerstones of the British high street, visited daily, they were stalwarts of their communities. In recent years, on the back of a resurgence in consumer demand for quality produce- and a renewed interest in health and wellness - the role of the local butcher has been revitalised. People don’t want questionable meat from questionable sources anymore, they want fresh, nutritious produce from an expert butcher. By all regards, Smith & Ellis have become industry pace-setters over the last fifty years, with impeccable customer reviews and an envious dedication to meeting only the highest possible standards in their work. But, as Marc was quick to emphasise, Smith & Ellis have always treasured their ability to serve great food at a cost that is, above all else, competitive. “We have a mission, and that is to ensure that ‘great quality doesn’t have to cost the Earth’. Our belief is that customers should always get tasty and nutritious food without unnatural additives and preservatives. Equally, we always try to source from the most local suppliers to reduce environmental impact. Having suppliers who are close to us makes it easier for us to audit each of them and, more importantly, it also keeps money within our local economy.” “We select our suppliers based on our own values: high-welfare, ethical and sustainable farming techniques and complete traceability”. Ultimately, this commitment has played a large role in driving their success over the last few years, as customer’s priorities adapt alongside a greater awareness of personal health. Marc agrees: “We have recently seen that customers have become far more aware of the importance of provenance – something that has been supported by many of the ‘celebrity chefs’ – and there is a growing awareness of the benefits of cooking at home and using natural ingredients. Using local butchers for advice and the correct cuts is another way to make sure that their families are getting the most they can from their meals.” Marc takes a moment to emphasise how Smith & Ellis have capitalised and benefitted from their position in the Midlands, and how, eventually, they plan to grow the business further: “We are central to some fantastic suppliers, from farms to cheesemakers. Additionally, the population of the Midlands area means they there is no shortage of potential customers. We’d love to consider another location (a town nearby) and do the same thing again and to increase our impact in another area. Though, this plan may have to wait as we are still growing rapidly and want to concentrate on our home-delivery service to support our retail business.” The conversation soon turns to how Smith & Ellis ensure that their practices are passed down, without compromising their ability to produce quality products for their customers. “All of our staff are trained in advanced hygiene techniques, and the butcher skills are transferred by practical working and knowledge transfer – we are currently training a new apprentice to make sure the same skills are continued. Every one of our customers is treated as an individual and our staff go out of their way to make their experience enjoyable and efficient.” In his closing comments, Marc doubles down on what distinguishes Smith & Ellis from the crowd - a service that revolves around the perfection of the customer experience. “We are delighted to have won the MID18039 recognition for what we do, and we firmly believe that people are becoming increasingly concerned about where their food comes from. Our drive to provide ‘proper’ food to our customers is what makes us stand out. Our other strength is our level of customer service and our position in the community – when people come to our shop, it is as much a social experience as it is a shopping trip, something that we have seen to be lacking in many retail stores these days.” This summarises Smith & Ellis’ appeal in a nutshell – a simple belief that their customers should receive the best quality of produce for their money. Produce they can trust from people that they trust, with the skills and the experience to best serve them. Contact: Marc Smith Address: 148 Masefield Drive, Tamworth, Staffordshire, B79 8JA, United Kingdom Website: www.smithandellis.co.uk Telephone: 01827 62746