Japanese get the taste for Burford-born bakery goods


A bakery born in a tiny Burford Cotswold stone cottage in 1890 which delivered freshly baked goods from the bakery’s wood fired oven by donkey and cart is now exporting to Japan as Huffkins fulfils its first significant export contract.

Huffkins shipped a 1.7 tonne order of fruitcakes, shortbread and branded merchandise to Japan, with more orders already secured for October 2018 and into 2019.

The business secured the export deal after receiving support from the Department for the Environment, Food and Rural Affairs (Defra) and the Department for International Trade (DIT) to attend the FOODEX trade show in Tokyo last March, as part of a delegation showcasing British food and drink to the Japanese market.

Following the trade show, Huffkins received strong interest from a number of Japanese food and drink distributors, one of which it secured a partnership with in October of last year.

The bakery’s products are now available in two high-end department stores in Tokyo, and as of this month will be for sale online through Huffkins’ Japanese distributor’s website. In November, the distributor will also be opening a shop in central Tokyo, with a dedicated section for the bakery’s goods.

Over the next year the company will be looking to further expand its exports into Scandinavia and other European markets, and has been working with International Trade Advisers from DIT to carry out market research and identify new business opportunities. Through its attendance at trade shows, the business has also secured orders to Australia, Canada and Switzerland, which will be dispatched later this year.

This support comes as part of the Food is GREAT campaign, an ambitious programme run by Defra and DIT to showcase the UK’s food and drink abroad and encourage more businesses to consider exporting.

Huffkins has three tea rooms in the South West including two in Cheltenham and one in Stow on the Wold, as well as a further three sites in England. In October, the company will be opening a sixth tea room in the new John Lewis store in Cheltenham.

Last year the company sent three of its staff from its tearoom in Burford and its bakery in Witney to Toyko, to open a pop-up tearoom in luxury department store, Isetan, in the city’s Shinjuku district, where they sold more than 12,000 Huffkins scones in just six days.

Natasha Whittaker, Head of Wholesale and Export, Huffkins, said: “Our new deal with Japan is a real opportunity for the business’ growth.

“The response we got from attending the FOODEX trade show in Tokyo was incredible. People were queuing up to get a taste of our goods, and it was clear that Japanese customers were very attracted to the fact that we were a British company offering an authentic product.

“We’re now working with our government trade adviser at home to explore how we can get our products to Scandinavia. Exporting isn’t always plain sailing, but with the right knowledge and support, it can be very fruitful. If a Cotswold bakery like ours can do it, others can too.

Paul Shand, DIT’s Head of South West, said: “There is currently huge demand for British food and drink overseas, with exports totalling £760 million from the South West in the year to March 2018. Huffkins should be proud to be adding to this figure.

“Although the demand is out there, we know that there are a number of challenges that firms have to address. These include everything from legal requirements – like the Japanese quarantine restrictions encountered by Huffkins – to logistics.”