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Pandemic impacts Chef endorsed UK potato brand

UK based Linwood Crops was established in 2016 by four potato specialists with over 100 years in combined experience. They set out to create a passionate business dedicated to supplying fresh potatoes based on taste and purpose.

The business ethos soon drew the attention of Master Chef Pierre Koffmann, and with his brother in-law, Simon Martin, they approached the Linwood team to develop the renowned brand ‘Koffmann Potatoes for Chefs’.

The knowledge within the Linwood team, coupled with Pierre’s years of experience in the kitchen and want for the best ingredients, the brand went from strength to strength.

Linwood’s dedicated and professional grower base has over the past three years worked on perfecting and conditioning potatoes to offer the best possible taste on any day and season round.

COVID impact

Matt Thory, Linwood’s Commercial Director says it is clear that his passion for the brand has made the decision to agree on an exit plan very difficult. Matt states that the COVID-19 pandemic’s impact on market values and the closure of the hospitality sectors; unfortunately leaves minimal margins that do not offer the brand’s royalty requirements to secure the relationship going forward. “It’s a cost that in the current market can expected to be fairly passed on to customers,” Matt says.

Every team member remains friends and soon hopes a future partnership will again re-align in the near future.

New brand

In the meantime, Linwood will be introducing a fresh NEW brand without the restraints of any Royalties.

This new brand will offer the exact same potatoes as grown to the exact same specification as originally developed for the Koffmann range.
However, the Royalty saving will be passed on to the Linwood customers.
“We will have news of this exciting new brand as further information becomes available,” says Matt Thory.

Until this time, it’s business as usual at Linwood. Sales will be met in the Koffmann branding until the new packaging becomes available.

Source: Linwood Crops
Contact: Matt Thory, Commercial Director
[email protected]
T: +44 1354 707860

Lukie Pieterse, Editor and Publisher of Potato News Today

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