Family business Prima Cheese finds huge success in high-growth markets
“I am a firm believer that people do business with people and bringing in outside knowledge has proved essential to developing our export strategy and overcoming trade barriers. NECC is on hand to advise us on the trading requirements for new markets and their advice has played an important part in our success.”
Based in Seaham, Prima Cheese is a family run business that was set up in 1996 supplying pizzerias and takeaways in the North East of England. Prima Cheese now export around 200 tonnes of grated and block cheese globally to the wholesale, retail, catering, food service and food manufacturing sectors.
The Export Journey
Brother and sister directors Nagma Ebanks-Beni and Nima Beni, who along with their father, managing director Behroz Beni, are the driving force behind Prima’s recent success opening up a host of new overseas markets.“As a family business, we can make decisions and seize on opportunities incredibly quickly,” says 29 year-old business graduate Nima.“We have no board of directors as such to report to or rigid structure of management. If we want to do something and it makes sense for the business, then we go for it.
After nearing market capacity in the UK, Prima Cheese began to look at opportunities abroad two years ago. A trip to Dubai provided Prima Cheese with a platform to grow internationally. “We were then being asked for more products and more complex orders and found ourselves at a crossroads. We had to either invest in new technology and diversify the business, or find new markets and diversify the client base. The Dubai trip turned out to be an eye-opener. Securing orders was the easy part, but we faced a huge learning curve regarding shipping, credit terms, export documentation. It was daunting, but we’ve never been afraid of operating outside our comfort zone.” says Nima Beni.
Prima Cheese now export to an array of high-growth markets Lebanon, Jordan, Pakistan, Dubai, Iraq, Spain, France, Malta, Peru, Taiwan, Croatia, South Korea, Singapore and Denmark. Rapid growth overseas helped overall business sales to grow by 28% in 2012.
Support from North East Chamber of Commerce
“I am a firm believer that people do business with people and bringing in outside knowledge has proved essential to developing our export strategy and overcoming trade barriers. NECC is on hand to advise us on the trading requirements for new markets and their advice has played an important part in our success.”
