The Tracklement Company Ltd

British condiments are quite unique and there is still a perception that condiments are consumed mainly by British consumers. So, it surprises people when they hear that Tracklements are an established exporter with presence in over 20 international markets, especially considering that some of these markets are culturally different to UK. 

As an important part of the business, Tracklements achieved export sales growth at 10% of total business turnover in 2023. Their success was possible by adopting a more strategic approach to invest in markets with true potential for growth. This meant parting ways with some USA & Canada partners, a decision that wasn’t taken lightly and isn’t an easy task. Forming closer working relationships with distributors where clear communication and understanding of the marketplace and its challenges was key.

One of the biggest challenges Tracklements faced in taking products to new markets was a consequence from Brexit. They worked closely with EU importers and freight forwarders to ensure goods could be moved with minimal disruption. They also supported key EU importers with the increased costs of freight in order to minimise the impact on retail prices to the end consumer as a result of the increased costs. With top tier products, they feared that they could be priced out of the shelves for this reason.

When it comes to new markets, most importers based in the EU are unfortunately afraid to import products from the UK due to the added complexities. In order to overcome this fear, Tracklements leveraged their experience and track record of moving goods to the EU to reassure potential EU importers that it was possible. They are proud to be a B Corp certified company and are also export champions for the Department for Business and Trade (DBT) since 2021; encouraging and inspiring other food & drink businesses to grow through exports pulling from their own exporting experience and expertise.

Further successful outcomes include South Korean home shopping channels to educate consumers about the brand and usage of their products to drive volumes. Australia Woolworths stores are no longer seasonal listings only and by establishing a relationship with a new distributor, Tracklements secured accounts in the top 3 Canadian supermarkets.

Their export achievements are a result of clear vision by building solid relationships and partnerships with local distributors and investing in the right markets. Exporting is an opportunity to diversify business and drive brand awareness in the UK and beyond.

Award sponsored by WTA