Here’s a little bit of Highland Fayre trivia I bet you didn’t know about us… We haven’t always been in the luxury hamper game! In fact before we produced our first gift hampers some thirty years ago we were actually in the potato trade with two key customers, McCain’s and Walkers Crisps.
(The Original Highland Fayre Logo.)
In 1983, our founder Howard England made one of the most important decisions of his life to go out and pursue his own way in the potato merchant industry. Over the coming years he built himself a highly successful business, but by being so dependent on only two potato customers he was constantly mindful of the risks he faced.
It wasnt until 1985 that Howard spotted the opportunity he needed to diversify. While the wild salmon market was thriving, Howard began selling this delicacy and started building a luxurious, upmarket brand identity in the form of Highland Fayre. In fact while Howard can take credit for identifying and pursuing this new business venture, it was actually his wife Hazel who was the brainchild behind the name Highland Fayre during a family meeting one night.
(Highland Fayre began selling wild salmon before it entered into the Luxury Hamper market.)
After two successful years of being in the wild salmon market, Howard found the legs cut out from underneath of him. Due to the rise of large salmon fish farms in west of Scotland, there was suddenly a huge increase in the supply of smoked salmon and hence the “wild product” could not compete on price or volume.
Hope was not lost. With fire in his belly and his merchant instincts kicking in, Howard spotted a new opportunity to capitalise on… Luxury Gift Hampers.
BOOOOM! The 80’s were in full swing and with more and more people living extravagant lifestyles this gave fuel to the fire for Howard to start his own hamper business and produce upmarket luxury hampers. Having obtained an Off-Sales License for alcohol and sourcing suppliers for a new own label Highland Fayre range, he soon launched his luxury brand onto the market.
(One of Highland Fayres earlier Food Hampers.)
He would see his decision to pursue this venture pay off in the years to come. However, a deep recession was looming and in order to survive in a failing economy Highland Fayre would have to change its product offering and bring in some youthful innovation.
To be continued……
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