Wing Yip’s branded ingredients range has won new listings in supermarket
giants abroad, boosting overseas sales by 30% over the past year.
The oriental wholesaler’s products are now on shelves in Belgian supermarket Delhaize, French retailers Carrefour and Auchan, and leading United Arab Emirates chain Choithram.
Overseas sales now account for nearly 5% of Wing Yip’s £91m turnover.
Wing Yip began exploring overseas sales opportunities three years ago and its products are also sold in Ireland, the Czech Republic and Nigeria.
Director Brian Yip said exchange rates had helped the company sell into Europe over the past six months. “We are having to start from scratch in Europe and we are trying to build our brand recognition,” he said. “Our core business will always be our cash & carries, which still account for 80% of business, but if the opportunity is there for overseas sales we will take it. In this economic climate you can’t complain at any sort of growth.”
Wing Yip expects overseas sales to continue to grow this year. The Birmingham-based wholesaler has already agreed to sell a meal kit to Danish supermarket chain Dansk this summer, with other deals expected to follow.
Yip said eating habits in Europe were becoming more adventurous, with Asian flavours increasingly popular. He added that the company’s online business was seeing increased orders from overseas customers, mainly from ex-pats.
But the company would miss Food from Britain, which ceases to operate at the end of March, Yip said.
“Food from Britain really helped us to get into Europe and it’s a travesty to see them go. Every other country seems to have an organisation to help exports and it’s a shame FFB has been cut for the sake of a few million pounds [when] there are opportunities for exporters.”
Wing Yip will continue to gain assistance with exports from UKTI and the Birmingham Chamber of Commerce.
The oriental wholesaler’s products are now on shelves in Belgian supermarket Delhaize, French retailers Carrefour and Auchan, and leading United Arab Emirates chain Choithram.
Overseas sales now account for nearly 5% of Wing Yip’s £91m turnover.
Wing Yip began exploring overseas sales opportunities three years ago and its products are also sold in Ireland, the Czech Republic and Nigeria.
Director Brian Yip said exchange rates had helped the company sell into Europe over the past six months. “We are having to start from scratch in Europe and we are trying to build our brand recognition,” he said. “Our core business will always be our cash & carries, which still account for 80% of business, but if the opportunity is there for overseas sales we will take it. In this economic climate you can’t complain at any sort of growth.”
Wing Yip expects overseas sales to continue to grow this year. The Birmingham-based wholesaler has already agreed to sell a meal kit to Danish supermarket chain Dansk this summer, with other deals expected to follow.
Yip said eating habits in Europe were becoming more adventurous, with Asian flavours increasingly popular. He added that the company’s online business was seeing increased orders from overseas customers, mainly from ex-pats.
But the company would miss Food from Britain, which ceases to operate at the end of March, Yip said.
“Food from Britain really helped us to get into Europe and it’s a travesty to see them go. Every other country seems to have an organisation to help exports and it’s a shame FFB has been cut for the sake of a few million pounds [when] there are opportunities for exporters.”
Wing Yip will continue to gain assistance with exports from UKTI and the Birmingham Chamber of Commerce.
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