Wholesale News - February 2013 Rich Sauces Editorial

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Saucy little Number

This is a list of the questions we were asked by wholesale news to produce the editorial

  • Ø Please give us a brief description of your company, the kind of products you produce and the brands in your portfolio

Rich Sauces was established in 1985 by my dad Trevor Kells in pretty tough economic times in the kitchen of my granda Alfee's fish and chip shop in Belfast. From the moment we began serving our kitchen made real mayonnaise to our customers the reaction was so good Trevor saw a business opportunity and the rest as they say is history

We now produce a wide range of mayonnaises, sauces, dressings, flavoured mayos, bouillons, curry and gravys in our purpose built 55,000 sq/ft BRC grade A facility in Newtownards, Co. Down.

Our two brands are Rich Sauces and our NEW Alfee's brand

  • ØWhat are the key usps of your brands/products?

The key USP for both brands is our consistency of quality. Having started in foodservice we know how customers identify even the slightest change in taste of what they consume, so our production methods and quality control go to extreme lengths to ensure consistency businesses can depend on.

Rich Sauces is our premium brand and which has made us known as "Irelands leading sauce and mayonnaise manufacturer". From the best Real Mayonnaise in the market, to product innovation with our New Chipotle sauce we help confident businesses achieve better margins.


Our New Alfee's range draws on our Rich heritage of understanding the foodservice market.  In these challenging economic times not all businesses can afford to use premium products but they still require big consistent flavours at a keen price. Our response is Alfee's and 12 great products perfect for any business to rely on and grow with in these tough economic times

  • Ø Who are your key customers (such as restaurants, bars, cafés?)

Our customer span the full spectrum from wholesalers supplying independents cafés, butchers, deli counters, fast food chains and hotels to manufacturers supplying to the retail multiples.

  • ØWhy are wholesalers important to you and your products?

Wholesalers are the wheels to our saucy engine. Communicating the benefits of consistent quality in our New Alfee's range or Premium Rich Sauces range gives a wholesaler and their customers a supplier they can depend on and grow with.

  • Ø Why will wholesalers benefit from stocking your products

"New" always generates interest with customers and once sampled our consistent quality will lead to regular sales and associated sales for the wholesaler.

With the addition of Alfee's to the Rich Sauces family we can offer wholesalers mayo's, sauces, dressings, stocks, currys and ketchups to satisfy most business budgets.

  • Ø How do you work with wholesalers in terms of in-depot displays, sampling to wholesale customers, special promotions etc (case studies are always helpful)

Our chefs and sales team are on hand to visit wholesalers customers, demonstrate our products, and develop new menu ideas

We regularly attend our distributor's shows where we do product sampling and we are keen to do samplings in depot with staff and customers

We plan promotions and marketing with each distributor based on what works best for the wholesaler and their customers

E-marketing is a marketing tool we are embracing to communicate New recipes and seasonal ideas through www.richsauces.com. This is becoming a more popular soft sell to promote directly to a wholesalers customers

  • Ø Anything else you think our readers need to know?

Alfees official launch is at IFE13. So come along meet the team and sample the new range

If you can't make it to ExCel Free samples are available on request from www.richsauces.com / www.alfees.com or call us on 02891819004 

I am 3rd generation sauce man, so the business is in my blood. Does that explain my low cholesterol? My principal role is marketing manager of Rich Sauces but I also regular help with testing, sampling, any general duties are gladly undertaken.

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Guest Sunday, 19 November 2017
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