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Böd Ayre Products Limited

Böd Ayre Products Limited was established in April 2003. The company is managed by husband and wife Michael and Margaret Blance who offer an organic seaweed product range which includes plant food/soil conditioners and animal feed supplements

The idea to form the business originally arose when the couple required an organic fertiliser for use on their crofts.  

“In the early days we looked at various companies producing similar products in order to find out what they offered and how much they charged.  This gave us some initial ideas of what could potentially be offered as a range of products.

Before we established the business we carried out a lot of research on the internet and followed this with a trip to a large established seaweed company on the West Coast of Ireland, who, then, only produced the dried granules/meal.  We also wanted to produce seaweed extract, and went to the Botanical Gardens in Edinburgh, who carried out research on our behalf.  This resulted in a report listing a variety of ways in which to make the extract.

From there we have come up with our own ideas of new products, which has evolved from production and of course in listening to our customers.

Our target customers are small gardeners/horticulturalists and organic and conventional farmers and growers.  We have a database of over 1000 farmers and our customers are mainly based on the Scottish Mainland, with a few in England.  The Shetland image gives our business mystique along with qualities of a clean, pure, Nordic place.  The Shetland dialect also adds to this flavour!

We have found that cold calling, and follow up calls, then actually visiting and meeting the potential customer really works for us.  Once a customer is established it is important to keep up the contact and visits.  The customer is key to our business and we maintain regular contact with the larger customers mainly via phone calls.  We have personally met most of these which helps a great deal and we keep on very friendly terms.  

In the early days we spent far too much funds on advertising only to have very little or zero sales in return.  It is essential to plan this and pick and choose extremely carefully where adverts are to be placed.  It should also, where possible, be matched up with editorial write-up.  

I can foresee that in maybe 4 or 5 years time we will require larger premises which is a direct result of success.  Part of this success is due to the assistance we have had in developing our business from the Council, Shetland Development Trust and Highlands and Islands Enterprise and in particular the marketing assistance and advise has been extremely beneficial.

Margaret Blance
Director Böd Ayre Products Limited


www.seaweedproducts.co.uk

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