A district council, nestled in the heart of Worcestershire, has produced a book telling the story of its business community. Grow in Wychavon profiles 52 different companies, ranging from vegetable processors employing thousands to a one-woman cattery. The companies have one thing in common – they are based in Wychavon.
Many of the business owners made the trip to London recently, where the book was officially launched in the Houses of Parliament. The Guardian Small Business Network made the trip over to find out why Wychavon is home to so many success stories.
Local roots
David Chill is the owner of Mr Chill's Traditional Sweet Emporium, a sweet shop and the fifth business to be profiled in the book.
"It made me feel very proud that I was considered somebody who could take part and inspire young people. That is such an important part of what I do – it is not just a shop I am running," he says. "I feel cared for by the council. It makes me feel proud – proud I think is one of the main things to come out of this."
Chill recently created a sweet based on the fruit synonymous with the area – the Worcestershire black pear. "We came up with the idea to promote Worcestershire and to do something unique and different for the county," he says.
Indeed many of the retailers and business owners in the book have a close connection with the area, having grown up there or returned after stints of work elsewhere.
"I grew up in the area and didn't really want to move away. It is a good environment for creativity because we are in the middle of nowhere," says Dale Parmenter, managing director of DRP group.
Despite the fact that his events management business has many clients outside of Worcestershire, Dale says he is glad to be based there and clients like to visit for the peace and tranquillity of the area.
Ken Felton, who owns greengrocer Fruit Salad, began delivering groceries in Wychavon aged 13 and has had his own shop for 25 years. Fruit Salad is a family affair, as in 1998 his son came to give him a hand in the shop as a "stop gap" and never left.
Ken cites strong customer support as one of the reasons for his business' success, as well as the prime location. "We are in a lovely part of the country. Everything is grown locally – it is growing today and in my shop tomorrow," he says.
Location, location, location
Unlike many businesses that see success as a race down south, why have firms in Wychavon held firm? Karen Drinkwater, director of JSC Rotational Ltd, says they couldn't be better placed. "The location is perfect for us. We have the M5 and the M42 and the other way we have got the M40 – and that is perfect for a manufacturing company," she says. "I am really positive. We have always known it is a lovely area to live and as business people it is great for businesses."
Mick Hurst, managing director of Areca Design, agrees: "Being based in the centre of the country means I can tap into all the regional headquarters. It was a privilege to be included in the book – it is the recognition that Wychavon is trying to push technical innovations. The council has done a lot to support me in growing."
The message is positive from the business owners gathered in London – but what exactly are they going to get from this book and why was it printed in the first place?
Fiona Narburgh, head of strategy and communications at Wychavon district council, says: "We thought it is a great place to do business so how do we make the area better? We did think about big bold campaigns at London stations and then we looked at the budget for that… so we thought how else can we promote what we have already got?"
Councillor Paul Middlebrough explains: "All councillors were sent off into their wards to find not the people, but the businesses. The councillors found phenomenal things are being done in their wards. There is so much enterprise going on and we have a responsibility I think to facilitate that. What we are offering here is something which isn't a club and it is bringing people together in a different sort of way."
Community spirit
And it seems to be working. According to Bal Padda of soft fruit growers Vicarage Nurseries, the book has brought the community together. "It has helped us already because people know who we are for starters and people are interested and want to support us because we are part of the community," he says.
Lucy Howson, who owns holistic and beauty salon Vanilla Moon, is a true business success story for the area. The youngest businessperson to be featured in the book, Howson, 36, made the decision to go back to college after being made redundant. "I went from being a single mum with nothing to building it all up," she says.
Vanilla Moon was established in 2012 and Howson has some staunch advice for others who are tempted to take the plunge into entrepreneurship. "Definitely be focused on what you want and don't let anybody get in the way, because if I had listened to the people who I apparently should be listening to, I wouldn't be where I am now," she says.
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