“Every ten years, it’s either get out or get in,” says fourth generation chocolatier

A family-run chocolate firm which has its fourth generation at the helm and produces around 2m chocolates a day is continually looking at how it invests in its niche products to keep the business ahead of trends.

And it’s something that William Whitaker, managing director of Whitakers Chocolates in Skipton, knows only too well. “Every ten years, it’s either get out or get in. We assess things all of the time,” he said.

Re-assessing the business and not being afraid of change has been the key to the firm’s successes, added William.

Established in 1889 in Cross Hills as a grocery, the firm moved to Skipton in 1926 and became a bakery; on land that was owned by the family and as the business flourished, more land and buildings have been acquired around the original building to make the factory what it is today.

William’s great-aunt, Ida Whitaker, was creative and started to make chocolates in the early 1900s and the business took the leap and made an investment to start producing confectionery. In the 1960s, the firm opened its first chocolate shop. William said that from there, the business was built up on very good relationships with hotels and restaurants; quickly becoming well-known for producing after dinner mints.

The £11.5m turnover business, which in its last financial year reported pre-tax profits of £92,000, is accustomed to adapting to consumer trends. It has projected a 5% growth in profits for the next financial year and has its sights on the changes coming in the market and how it will cope.

The firm, which now manufactures ‘own brand’ chocolates to each of the major UK supermarkets as well as provide chocolates to the hospitality  industry, has a 30,000 sq ft factory in the centre of Skipton. The company also has a separate 20,000 sq ft warehousing and distribution space in the town.

In recent years, around £3m has been invested in equipment to produce personalised chocolates and also the warehouse building.

William said: “We have evolved hugely since the days of making handmade chocolates. Investments and decisions have led us to find and dominate within our niche markets.

“We have built a core stability within the section of the market we occupy and our customers are those we have built up strong relationships with over a long period of time.”

William’s son, Robert, is the fifth generation to be involved with the business and is working within the digital, online and sales departments. William said that now, online consumers want to be able to personalise chocolates for gifts and so they are responding to this trend to capitalise on this potential.

“It’s about engaging people with our brand and in the last year we have real traction with consumers coming directly to us for personalised products. We are also looking at securing contract manufacturing.”

He added that Brexit and the impact of changes to the sterling had had a major impact on the business. “It will take us two years to recover and we are now half way back to where we want to be. We will then be in a stronger position,” said William.

Around 7% of the firm’s trade is made up of exports and the firm has recently hired Ian Webster as the Sales Manager to boost this area of the business. Whitaker added: “We have a very narrow product range and to explore these opportunities further means we will be able to go further afield. The opportunity really excites me. We are being squeezed in certain areas and we are always looking for sustainable and profitable new areas of the business.”

The firm has just secured its certification to manufacture chocolate approved by the Rainforest Alliance, Fairtrade and sustainable farming programme, UTZ .

Webster said: “This is an incredibly important milestone for the company. We identified the rising demand for ethically produced chocolate some time ago and we have worked hard to meet the stringent requirements set.

“We can now provide a more extensive range for our multiple retailer customers specifically for their branded products as well as under the Whitakers brand. We’re also developing our export business and these accreditations will broaden our opportunities in international markets.”