Enterprising road trip opens new business route for local foodie Neill

Freshly battered foods from one of the best known and oldest traditional fish and chip shops in Belfast’s Sandy Row are now being sold by many farm shops and family butchers here.

Neill Edgar, 50, owner of the Supreme chippy, meet the pandemic challenge to the future of his small food enterprise by taking to the road in the pursuit of new business opportunities for his range of hand battered foods – traditional fish, pasties and chicken goujons.

“The lockdown last year meant fewer people shopping or on an evening out in the city.

“We’ve always done good business, for instance, from people going home from pubs, clubs and cinemas. The Boxing Day lockdown was another shock that forced us to look for other ways to generate sales,” he explains.

The idea to reach out for sales beyond the chippy came during a discussion at home with wife Claire about the future of their shop.

“It was a bit of a brainstorming session at home in Comber during which we looked at options. We are essentially a takeaway operation. Click and collect and home delivery just wouldn’t work for us,” he says.

“Claire suggested that we hop in the car and drop off samples with as many farm shops and butchers as possible. We eventually talked to the owners or managers at around 40 shops. They all agreed to sample the products and to give us their feedback.

“They were keen to add other convenience meal options.”

The enterprising couple, who have a son and two daughters, followed up the sample drop after a few weeks and were encouraged by positive responses from a majority of the of the shops.

“While we were confident, of course, about the quality and outstanding taste of our products, it was still tremendous to hear their positive feedback,” he adds.

Many of the farm shops and butchers, including Corries, which is based in Greyabbey and has a large shop there and others across Belfast, Newtownards, Holywood and Dundonald, ordered the products.

“While it’s great to be supplying such a quality conscious and influential food retailer as Corries, we appreciate the support from other farm shop and butchers here for their initial orders and repeat business.

“We talk to them regularly and respond swiftly to orders for our products. We take pride in our quick response customer service,” he adds.

He’s benefiting too from the steadily developing trend among consumers here and other parts of the UK towards local food producers and suppliers that’s been a feature of the Covid pandemic.

It’s a trend that’s also backed up by research showing that many more UK consumers are buying locally produced food from smaller retailers especially farm shops and butchers. Sourcing food locally is predicted to be the new normal and likely to continue.

Farm shops, delis, butchers, greengrocers have flourished during the pandemic due to consumers shopping closer to home and their concerns about lengthy queues and empty shelves at many supermarkets.

“Discussions with the shops confirmed our own experience of more people seeking to know where the food they are buying has been produced and also to know more about the people behind it,” continues Neill. “Everything we produce is from trusted suppliers in local fishing ports and on farms. Our products are made freshly every day in the shop. All the ingredients are, therefore, totally traceable.”

The shop employs six people.

“During lockdowns the local food system has come into its own and is serving the needs of local people extremely well. The crisis has showcased what the local food system can do and the quality of its products. There also appears to be a greater desire among shoppers to help ensure the survival of local food producers and eateries here,” he says.

The Supreme chippy was established by his late father, Crawford, in May 1987.

“My father originally had a small milk business in Comber,” Neill adds. “He was quick to realise that milk purchasing would steadily switch to the supermarkets due to their lower prices and, therefore, decided to look for a new business direction. My father was never afraid of taking risks. He acquired a van and installed a kitchen to sell fish and chips and other snacks.

“This subsequently led to the offer of the premises in Sandy Row for a traditional fish and chip shop. I joined from school shortly after the shop opened and have been running it over the past five years. I love the business and the craic with customers.

“The new sales to farm shops and butchers is an important stage which I am determined to develop in the months and years ahead.”

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