Neil Court-Johnston, the newly appointed managing director of Peter’s Food Services, has announced plans to make the South Wales based pie and pastie giant the choice of sports fans in stadia throughout the UK.
In just a couple of years, Peter’s Pies has developed into one of the nation’s leading sports stadia suppliers with 38 major clubs across the sporting codes. Names include Birmingham City, West Ham United, Cardiff City, Swansea City, Sheffield United, Sale Sharks, London Irish, Castleford Tigers, Warrington Wolves and the Millennium Stadium. Now, plans are in place to increase the number of stadia it supplies to more than 70.
Neil Court-Johnston said:
“The nation is sports mad and it’s our mission to make our brand the sports fan’s pie. That means getting into as many football, rugby and cricket clubs around the country as possible and really engaging with supporters.”
Privately owned Peter’s, is set to continue to offer free pies to fans travelling by coach to away fixtures at clubs where it wins new business. Fans of Birmingham City are among those to have already benefited from free pies this season after the club ditched a rival supplier.
Mr Court-Johnston believes new marketing techniques can raise the “penetration rate” or proportion of football fans eating pies from around 10 per cent to as high as 25 per cent.
The company plans to ‘change the face of the match day food experience’ whilst tackling the main logistic problem facing football ground pie-sellers and fans – the half-time queue. Its pie range will be “hawked” by mobile vendors, precluding the need for fans to go to food stands.
As well as supplying a host of professional sports clubs, Peter’s are also keen to put something back into the ‘grass roots’. Neil Court-Johnson said:
“We are very keen to help develop amateur sport across the country and promote healthy living generally and we’ll be announcing some exciting initiatives to that effect shortly.”
Peter’s Food Service began life as a small pie manufacturer in South Wales. Today it’s one of Britain’s best-loved brands of pies, pasties and sausage rolls, producing over 3 million pastries every week.
With 10 distribution depots throughout the UK, Peter’s has more than 50 years’ experience in supplying sports stadia, fast food outlets, fish bars, restaurants, cafes, independent retailers, schools, hospitals and hotels with a range of over 900 separate product lines.
For sales information please contact:
Peter’s Food Service Ltd
Bedwas House Industrial Estate
Bedwas
Caerphilly
CF83 8XP
0870 850 5606