Manx National Farmers' Union

Superchicken
Article first appeared in Money Media

This is the story of a mild-mannered couple from Baldrine who’ve gone from supplying 30 eggs a week to 25,000, in just five years.

In the next 12 months they’ll provide the Isle of Man with more than a million premium quality free-range eggs from a system that doesn’t compromise on efficiency, or on compassion. In fact when global charity, Compassion In World Farming (CIWF), visited Gelling’s Eggs recently they were impressed by the best free range egg farm, with the happiest hens, they’d ever seen.

Gelling’s Eggs is a tale of steady growth. Five years ago there were just six chickens supplying eggs for family and friends, but demand steadily grew until it became clear that there was a real business opportunity waiting to be grasped.

Mark Baines gave birth to the brand shortly before his partner, Tracey Gelling, gave birth to their first child, Sam, who’s now three. They invested in just one flock of 600 or so birds and now have seven units housing 4,300 chickens. They also have a second child, Ashleigh, who is now one… and all the omelette they can eat!

“I feel very proud of the farm, said Mark, “It makes you feel good when people like CIWF come and say that what we’re doing here is okay.” A characteristic understatement from a man who clearly has plans for the future, but who also has the control and business sense to grow the farm steadily and make sure it keeps working.

Mark Baines and Tracey Gelling

Before becoming a full-time farmer Mark was general manager of Shoprite in Port Erin. He spent 13 years with the company, and still has great respect for the fact that the supermarket chain is so supportive of Manx producers. As Gelling’s Eggs started to grow he continued to work full-time at Shoprite, while Tracey worked part-time at Royal Skandia after Sam was born. Both spent long hours in the grading and packing shed. Each day Mark would come home to his second job, while Tracey would go off to her third – being a full-time mum!

Throughout that time Mark was using the contacts he’d established over years as a Shoprite buyer and general manager to establish firm business relationships to ensure the supply chain was as simple and effective as possible.

When, finally, Mark quit his salary and became a full-time farmer he knew that the business would soon be strong enough to support the family. But while he was now free to invest all his energies in growing the business, Tracey continued to work part-time at Royal Skandia to make sure the family continued to eat. “At that point we were like a farming tag-team,” says Tracey. “It’s been a lot of hard work and a lot of careful spending, but we’re getting there now. Santa will come to the kids this Christmas!”

Mark had none of the classic “Oh my God!” moments, having lost the monthly paycheck. “We built the farm up slowly, so the risk was spread. We had our customer base established long before I left Shoprite. We also had a lot of help from Erwin, Tracey’s father, who’s been farming all his life and knows how to work an efficient farm business.”

The classic supply route for a small farm is to sell produce into a central hub for distribution, or establish a delivery round or market stall. Where beef farmers have the meat plant and dairy farmers have the Creameries, there isn’t a hub for eggs on the Island. Instead Mark established a special relationship with Isle of Man Creameries. “Findlay, the chief executive, has been incredibly helpful,” says Mark. “He’s very proactive – can see the opportunities.” Now all of Gelling’s Eggs are supplied through the Creameries, both on the delivery rounds, and also to Shoprite and Co-op shelves. “It’s the perfect situation for us,” says Tracey, “we can get on with the farming without having to employ additional staff to market the eggs for us.” “It makes the business model much simpler,” Mark agrees.

“The secret of fresh produce is not to over supply. We like our current situation and feel confident in the strength of our business. It also means we can guarantee our customers that every egg we supply the Creameries with is less than 48 hours old.”

But what of those plans for the future?

“Pigs!” Mark’s eyes start to gleam with the excitement of a schoolboy with a new conker. “Free range pigs. I’m just about to get some rare-breed free-range pigs. They’ll be reared in our three acres of woodland. Premium quality compassion-reared pork and bacon, supplied for Islanders. Pigs are naturally woodland creatures and we’re going to rear the happiest, tastiest pigs and sell them right here on the Island.” These plans were also highly impressive to CIWF. “And trout. I’m looking into trout…”

But at that point the family came to visit, fresh off the ‘plane. Suddenly there were children everywhere. So those plans will have to wait until next time.

END


Superchicken Article first appeared in Money Media This is the story of a mild-mannered couple from Baldrine who’ve gone from supplying 30 eggs a week to 25,000, in just five years. In the next 12 months they’ll provide the Isle of Man with more than a million premium quality free-range eggs from a system that doesn’t compromise on efficiency, or on compassion. In fact when global charity, Compassion In World Farming (CIWF), visited Gelling’s Eggs recently they were impressed by the best free range egg farm, with the happiest hens, they’d ever seen. Gelling’s Eggs is a tale of steady growth. Five years ago there were just six chickens supplying eggs for family and friends, but demand steadily grew until it became clear that there was a real business opportunity waiting to be grasped. Mark Baines gave birth to the brand shortly before his partner, Tracey Gelling, gave birth to their first child, Sam, who’s now three. They invested in just one flock of 600 or so birds and now have seven units housing 4,300 chickens. They also have a second child, Ashleigh, who is now one… and all the omelette they can eat! “I feel very proud of the farm, said Mark, “It makes you feel good when people like CIWF come and say that what we’re doing here is okay.” A characteristic understatement from a man who clearly has plans for the future, but who also has the control and business sense to grow the farm steadily and make sure it keeps working. Before becoming a full-time farmer Mark was general manager of Shoprite in Port Erin. He spent 13 years with the company, and still has great respect for the fact that the supermarket chain is so supportive of Manx producers. As Gelling’s Eggs started to grow he continued to work full-time at Shoprite, while Tracey worked part-time at Royal Skandia after Sam was born. Both spent long hours in the grading and packing shed. Each day Mark would come home to his second job, while Tracey would go off to her third – being a full-time mum! Throughout that time Mark was using the contacts he’d established over years as a Shoprite buyer and general manager to establish firm business relationships to ensure the supply chain was as simple and effective as possible. When, finally, Mark quit his salary and became a full-time farmer he knew that the business would soon be strong enough to support the family. But while he was now free to invest all his energies in growing the business, Tracey continued to work part-time at Royal Skandia to make sure the family continued to eat. “At that point we were like a farming tag-team,” says Tracey. “It’s been a lot of hard work and a lot of careful spending, but we’re getting there now. Santa will come to the kids this Christmas!” Mark had none of the classic “Oh my God!” moments, having lost the monthly paycheck. “We built the farm up slowly, so the risk was spread. We had our customer base established long before I left Shoprite. We also had a lot of help from Erwin, Tracey’s father, who’s been farming all his life and knows how to work an efficient farm business.” The classic supply route for a small farm is to sell produce into a central hub for distribution, or establish a delivery round or market stall. Where beef farmers have the meat plant and dairy farmers have the Creameries, there isn’t a hub for eggs on the Island. Instead Mark established a special relationship with Isle of Man Creameries. “Findlay, the chief executive, has been incredibly helpful,” says Mark. “He’s very proactive – can see the opportunities.” Now all of Gelling’s Eggs are supplied through the Creameries, both on the delivery rounds, and also to Shoprite and Co-op shelves. “It’s the perfect situation for us,” says Tracey, “we can get on with the farming without having to employ additional staff to market the eggs for us.” “It makes the business model much simpler,” Mark agrees. “The secret of fresh produce is not to over supply. We like our current situation and feel confident in the strength of our business. It also means we can guarantee our customers that every egg we supply the Creameries with is less than 48 hours old.” But what of those plans for the future? “Pigs!” Mark’s eyes start to gleam with the excitement of a schoolboy with a new conker. “Free range pigs. I’m just about to get some rare-breed free-range pigs. They’ll be reared in our three acres of woodland. Premium quality compassion-reared pork and bacon, supplied for Islanders. Pigs are naturally woodland creatures and we’re going to rear the happiest, tastiest pigs and sell them right here on the Island.” These plans were also highly impressive to CIWF. “And trout. I’m looking into trout…” But at that point the family came to visit, fresh off the ‘plane. Suddenly there were children everywhere. So those plans will have to wait until next time. END
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