0:00:02 > 0:00:04Small family farms are in trouble.
0:00:04 > 0:00:07- This hasn't seen action for a while! - Business consultant Nick Hewer
0:00:07 > 0:00:10is going back to his Northern Irish roots
0:00:10 > 0:00:13to help them diversify, and make radical changes,
0:00:13 > 0:00:16before they go under.
0:00:16 > 0:00:17What can you do with 17 acres?
0:00:17 > 0:00:20But are the farmers ready for his advice?
0:00:21 > 0:00:24I'm not a farming guru with all the answers,
0:00:24 > 0:00:27but having observed many companies over more than 40 years,
0:00:27 > 0:00:32what I CAN offer is a great big dollop of common sense.
0:00:34 > 0:00:36This series follows local farms
0:00:36 > 0:00:40embarking on a long-term fight for survival.
0:00:40 > 0:00:42You're not turning bookings down, are you?
0:00:42 > 0:00:46- There will be tough decisions... - That source will pump for ever -
0:00:46 > 0:00:48and they're going to sell it?
0:00:48 > 0:00:52..but doing nothing is not an option.
0:00:52 > 0:00:55End of a long day - and for me, a depressing day.
0:00:55 > 0:00:56OK.
0:01:02 > 0:01:05This week, Nick is on his way
0:01:05 > 0:01:08to Newtownbutler in County Fermanagh.
0:01:08 > 0:01:12John Brownlee and his Dutch wife, Ingrid, have a 160-acre farm.
0:01:12 > 0:01:15Their business is apples,
0:01:15 > 0:01:17and their main customer is a cider manufacturer
0:01:17 > 0:01:20who likes to buy big - and cheap.
0:01:20 > 0:01:23Unless they diversify, the farm will not survive.
0:01:26 > 0:01:29Luckily, John has plenty of ideas.
0:01:29 > 0:01:31You usually wake up at five in the morning!
0:01:31 > 0:01:34- Eating an apple! - And he's crunching an apple,
0:01:34 > 0:01:36and then he says, "I have an idea!"
0:01:36 > 0:01:40The Brownlees' ambitious plans include apple pies, holiday homes
0:01:40 > 0:01:44fishing lakes and a forest.
0:01:44 > 0:01:47Nick has been called in to provide some commercial nous.
0:01:49 > 0:01:50- Slainte!- Good morning!
0:01:50 > 0:01:53- Long drive for you! Hi, I'm Ingrid. - This is Ingrid.- Yes.
0:01:53 > 0:01:56Nick has eight months to help the Brownlees save their farm.
0:01:56 > 0:02:00The first job is to get a thorough look round.
0:02:00 > 0:02:03- What's her name? - Jasmine. Come on!- Hi, Jasmine!
0:02:03 > 0:02:05- Hi, Jasmine!- There we go.
0:02:09 > 0:02:12- And who are your customers? - Er, Magners.
0:02:12 > 0:02:15- You've had them a long time? - Yes, I have.
0:02:15 > 0:02:17What sort of percentage would they take of the crop?
0:02:17 > 0:02:21They'll take it all. But it's at a low price.
0:02:21 > 0:02:22- And, er...- That's the prob...
0:02:22 > 0:02:24A sole customer is always a bit, sort of,
0:02:24 > 0:02:26eggs-in-one-basket type situation, isn't it?
0:02:26 > 0:02:29Yeah, it is. Which is why we're looking at diversifying.
0:02:29 > 0:02:33The Brownlees need to reduce their reliance on cider buyers.
0:02:33 > 0:02:36Ingrid works as a business consultant in Europe.
0:02:36 > 0:02:38She's convinced that snack-sized apple pies,
0:02:38 > 0:02:40which are popular in the Netherlands,
0:02:40 > 0:02:42could be the answer.
0:02:42 > 0:02:45- Ready to eat.- And you just take one at a petrol station...- Actually...
0:02:45 > 0:02:48..and you just take a wee bite.
0:02:48 > 0:02:50I like the fact that you can actually see it.
0:02:50 > 0:02:52- How much do these sell for? - In Holland,
0:02:52 > 0:02:55they're about 1 euro to 1.20 apiece.
0:02:55 > 0:02:59So hold on, so here's a way of utilising the apples, the crop.
0:02:59 > 0:03:01- Yeah.- So you've got Magners, you've got a few others,
0:03:01 > 0:03:05- Magners will take everything...- Yep. - ..but you'd like to say, hold on,
0:03:05 > 0:03:08let's have another outlet. I like the pie idea. I'll have one.
0:03:08 > 0:03:10I'll have one hot!
0:03:10 > 0:03:12It's one euro!
0:03:14 > 0:03:18As well as apple pies, the Brownlees also have their eye
0:03:18 > 0:03:20on Fermanagh's tourist market.
0:03:22 > 0:03:25Their first holiday cottage is almost complete.
0:03:25 > 0:03:29And what would you get a week for this in the summer, in the season?
0:03:29 > 0:03:32Er, we're hoping to get £500-600 a week.
0:03:32 > 0:03:35That's not so bad, is it?
0:03:35 > 0:03:39The plan is to develop other farm buildings - a fishing lake
0:03:39 > 0:03:42and forest will complement the package.
0:03:42 > 0:03:45- So that sort of whole area... - Yeah, will be a lake.
0:03:45 > 0:03:48And then you see your young trees.
0:03:48 > 0:03:51We've planted here about 25,000 native, you know, trees.
0:03:51 > 0:03:55So you'll walk through a forest, you come to a lake
0:03:55 > 0:03:57and you go and sit there on your own and fish.
0:03:57 > 0:03:59Plans this ambitious are expensive,
0:03:59 > 0:04:03but the Brownlees have an ace up their sleeve -
0:04:03 > 0:04:04spring water.
0:04:04 > 0:04:07- Well, hello! - This is the borehole, Nick.
0:04:07 > 0:04:09- The borehole.- Yeah. This goes down 120 metres.
0:04:11 > 0:04:15- We can produce 66,000 gallons per day on this.- Right.
0:04:15 > 0:04:19- I can smell the sulphur. - Can you smell it?- Yeah.
0:04:19 > 0:04:21You couldn't actually drink it. It's probably quite...
0:04:21 > 0:04:23- Let's have a look. - ..quite sediment...
0:04:24 > 0:04:26- Oh, it's pretty clear, isn't it? - Isn't it? Yeah.
0:04:26 > 0:04:30- When was this borehole drilled, then, John?- This was drilled
0:04:30 > 0:04:32- about 20 years ago, Nick. - Right - why?
0:04:32 > 0:04:35Because John had an idea he'd like to bottle water.
0:04:37 > 0:04:39They began bottling the water
0:04:39 > 0:04:43by hand in the early '90s, but the cost of automation was too much,
0:04:43 > 0:04:46and eight years ago, production on the farm stopped.
0:04:48 > 0:04:52I find it quite sad, that we had to stop bottling our own water.
0:04:52 > 0:04:54What figure would you put on the investment -
0:04:54 > 0:04:56- what frightened you? - Oh, we're talking
0:04:56 > 0:04:59- about roughly, was it three million at the time?- Yes.
0:04:59 > 0:05:01- Ah. It would take a long time to get that back.- Yeah.
0:05:02 > 0:05:06We currently are in negotiations with somebody
0:05:06 > 0:05:09that has some foreign investors that might be willing
0:05:09 > 0:05:11to rebuild the whole factory and...
0:05:11 > 0:05:15And you'd retain a stake, or sell it out completely or what?
0:05:15 > 0:05:17They do want to buy us out completely.
0:05:17 > 0:05:19Yeah? And then...
0:05:19 > 0:05:22- cheerio, as far as you're concerned.- Yep.
0:05:22 > 0:05:27A geological survey has revealed the Brownlees are sitting on one of
0:05:27 > 0:05:30the largest underground water sources in Europe.
0:05:30 > 0:05:32Nick is worried they might become seduced
0:05:32 > 0:05:34by an eight-figure deal.
0:05:34 > 0:05:38I can understand why they shut this down five years ago.
0:05:38 > 0:05:40It wasn't worthwhile keeping it going.
0:05:40 > 0:05:44But their great asset on the hill,
0:05:44 > 0:05:47their 60,000 gallons a day
0:05:47 > 0:05:50is tapped and ready to be exploited.
0:05:50 > 0:05:53And they've got somebody who wants to exploit it,
0:05:53 > 0:05:56somebody sniffing around, who wants to buy the lot.
0:05:56 > 0:06:00That source will pump for ever and a day
0:06:00 > 0:06:05and they're going to sell it, and say goodbye to it? I hope not.
0:06:06 > 0:06:09To wave goodbye to it, in its entirety,
0:06:09 > 0:06:11would be a sin.
0:06:11 > 0:06:13And I hope they recognise that.
0:06:14 > 0:06:17After an intense day of fact-finding,
0:06:17 > 0:06:20it's now time for Nick to present his ideas.
0:06:20 > 0:06:22Nick knows the future of the farm
0:06:22 > 0:06:26depends on a clear and well thought-out plan.
0:06:26 > 0:06:28It's been a great day.
0:06:28 > 0:06:32It's not often I get sort of, you know, excited about these prospects,
0:06:32 > 0:06:34but there's so much going on here.
0:06:34 > 0:06:38You've got apples, you're harvesting 1,500-1,600 tonnes a year,
0:06:38 > 0:06:41and then suddenly you've got a lake. I didn't know that Fermanagh
0:06:41 > 0:06:45needed another lake, I thought they had quite enough,
0:06:45 > 0:06:46but who am I to argue?
0:06:46 > 0:06:49And then you twin the lake, the fishing lake,
0:06:49 > 0:06:51with your holiday homes here -
0:06:51 > 0:06:55suddenly you've got a nice, sort of, regular sort of trade.
0:06:55 > 0:06:58They stay here and you charge them to fish all day, too.
0:06:58 > 0:07:01But the whole thing is underpinned, really,
0:07:01 > 0:07:03by your water asset.
0:07:03 > 0:07:06That extraordinary...
0:07:06 > 0:07:09oil well, if you like - water well -
0:07:09 > 0:07:14that can gush 60,000 gallons a day.
0:07:14 > 0:07:16To think that you're going to wave cheerio to that...
0:07:16 > 0:07:20I think we were eager to sell because first of all,
0:07:20 > 0:07:24it will make sure that Fermanagh Spring Water will grow bigger,
0:07:24 > 0:07:27and in order to do so, you need a big investor.
0:07:27 > 0:07:31I'm not arguing with that, I'm not arguing with that.
0:07:31 > 0:07:33I mean, my perfect scenario for you
0:07:33 > 0:07:37would be to do a great deal on selling it...
0:07:37 > 0:07:39- Yeah. - ..on the following conditions -
0:07:39 > 0:07:42that first of all, you retain the rights to sell,
0:07:42 > 0:07:45within 50 miles, your Fermanagh Spring,
0:07:45 > 0:07:48using your water that you've just sold, all right,
0:07:48 > 0:07:50free,
0:07:50 > 0:07:52and you get a royalty
0:07:52 > 0:07:55per gallon or per cubic metre pumped, all right?
0:07:55 > 0:07:59And there would be a minimum payment each year.
0:07:59 > 0:08:00Because let me tell you,
0:08:00 > 0:08:03that's a precious thing that's going out the door.
0:08:03 > 0:08:06- Mm-hmm.- If you can do a good deal on that water, yeah,
0:08:06 > 0:08:10and retain some sort of revenue stream coming through,
0:08:10 > 0:08:14to feed and polish all the other ventures that you've got,
0:08:14 > 0:08:18I mean, the future's great for Brownlees, isn't it?
0:08:18 > 0:08:19'There's a lot of'
0:08:19 > 0:08:22potential here in a lot of different directions.
0:08:22 > 0:08:25But don't let's get carried away that we've already got a success
0:08:25 > 0:08:29on our hands, because we haven't - it's just potential.
0:08:30 > 0:08:33While the water deal is negotiated,
0:08:33 > 0:08:36the first thing Nick wants to develop
0:08:36 > 0:08:38is an Irish version of the apple pies
0:08:38 > 0:08:41Ingrid first discovered in a Dutch service station.
0:08:41 > 0:08:45Loughry College food technology expert Christine Haydock
0:08:45 > 0:08:48has been called in to help develop the product.
0:08:48 > 0:08:49I think this is a dashboard food,
0:08:49 > 0:08:52that you buy and eat in the front of your car.
0:08:52 > 0:08:53That's a good name. I like that.
0:08:53 > 0:08:55I think the whole thing's very...
0:08:55 > 0:08:57I wouldn't mind tasting one, actually.
0:08:57 > 0:09:00You think of the added value, what you're getting,
0:09:00 > 0:09:02for that little bit of apple.
0:09:02 > 0:09:07There's almost more pastry than apple in this concoction.
0:09:07 > 0:09:10Do you think this would appeal to the Irish palate?
0:09:10 > 0:09:14Oh, yes, I think Northern Ireland people like food exceptionally sweet.
0:09:14 > 0:09:17- And this is quite sweet, as far as I'm concerned.- Mm-hmm.- Mmm.
0:09:17 > 0:09:20I really like it a great deal, and I think you did yourselves
0:09:20 > 0:09:23a great favour stopping at that service station.
0:09:23 > 0:09:26Yeah? I like it a lot. I'm excited about this.
0:09:27 > 0:09:30It's autumn. Ingrid is away working in Europe.
0:09:30 > 0:09:34John is getting ready for the annual apple harvest,
0:09:34 > 0:09:37with the help of his farm manager sons.
0:09:37 > 0:09:41This year, most of the apples will be taken to make cider.
0:09:41 > 0:09:45Next year, it's hoped they will be used to make apple pies.
0:09:46 > 0:09:50For the last month, Loughry College has been analysing
0:09:50 > 0:09:53the make-up of the Dutch pies - the first prototypes
0:09:53 > 0:09:56of an Irish version are now ready for testing.
0:09:56 > 0:09:58Tell me what you think of the taste.
0:09:58 > 0:10:01- I think we'll have to put a bit more...- More apple, perhaps?!
0:10:01 > 0:10:03A bit more apple, Christine.
0:10:03 > 0:10:07This is made with diced apple. Tell me what you think of the texture.
0:10:07 > 0:10:11You should have a better texture with solid pieces of apple.
0:10:11 > 0:10:13You can taste the apple more.
0:10:15 > 0:10:19It's not just apple pies that John wants to talk to Christine about.
0:10:19 > 0:10:22Nick's advice about keeping a stake in his water
0:10:22 > 0:10:26has set John thinking - why not develop a brand of water
0:10:26 > 0:10:27for pets?
0:10:27 > 0:10:29I would like to know if you could help us
0:10:29 > 0:10:31with adding some flavours to it.
0:10:31 > 0:10:35What flavours had you in mind? We were thinking of beef or chicken
0:10:35 > 0:10:39- or liver or...- OK. - ..whatever you can come up with.
0:10:39 > 0:10:42The plan is to tell Nick about it on his next visit.
0:10:45 > 0:10:49After a few months of tweaking, the time has come
0:10:49 > 0:10:52to test the pies on a focus group.
0:10:52 > 0:10:56Getting the public's opinion on flavour and texture will be crucial.
0:10:59 > 0:11:02Nick is back to help analyse the results.
0:11:02 > 0:11:05This is interesting, isn't it? This is the scientific way
0:11:05 > 0:11:08of finding out who likes what. It's no good you thinking, "I like it."
0:11:08 > 0:11:10- Mmm.- That's not relevant!
0:11:10 > 0:11:12- It's exciting. - We've got teams of people,
0:11:12 > 0:11:15and the winner will emerge.
0:11:16 > 0:11:19What about your water? What about the famous aquifer?
0:11:19 > 0:11:22Er, things are, er, moving forward,
0:11:22 > 0:11:25and...in a good way. Our solicitors are talking now to each other and...
0:11:25 > 0:11:28- You've got lawyers onto it?- Yep.
0:11:28 > 0:11:31And, erm, I think it looks like it's 96%, erm,
0:11:31 > 0:11:34sure that it's going to happen, so...
0:11:34 > 0:11:36- That's very specific, 96%!- Yeah.
0:11:39 > 0:11:44John actually came up with a new idea on top of that as well.
0:11:44 > 0:11:47- Really? What's this? - Er, actually producing pet water.
0:11:47 > 0:11:49- Pet water?- Pet water, yeah!
0:11:49 > 0:11:51Water for pets?!
0:11:51 > 0:11:53- Yes!- Pets are getting fussy!
0:11:53 > 0:11:56- Yeah, they do! - D'you know, it's mad enough...
0:11:56 > 0:11:59It's mad enough to have something in it.
0:11:59 > 0:12:02For now, the pet water will need to be put to one side.
0:12:02 > 0:12:07The prototype apple pies have been marked out of 10,
0:12:07 > 0:12:08and the results are in.
0:12:08 > 0:12:12We asked them what they were prepared to pay for this kind of product.
0:12:12 > 0:12:16Upwards of 75% are prepared to pay
0:12:16 > 0:12:19up to £1, but then suddenly, it comes off a cliff.
0:12:19 > 0:12:23There's a £1 price point, and that's it.
0:12:23 > 0:12:25The scores on appearance - the apple chunk
0:12:25 > 0:12:30scored a 6.3, while the apple slice scored 6.5.
0:12:30 > 0:12:32And the apple pop scored 6.
0:12:32 > 0:12:35The next aspect is taste,
0:12:35 > 0:12:38and I was saddened by this, because these are the lowest score.
0:12:38 > 0:12:40The apple chunks scored 5.4,
0:12:40 > 0:12:43and the apple slice product scored 5.5,
0:12:43 > 0:12:46while the apple pulp one scored 4.6.
0:12:46 > 0:12:48What I think is fascinating is that
0:12:48 > 0:12:53they both look and smell better than they taste.
0:12:53 > 0:12:56- That's got to be bad news, hasn't it?- I'll try and find
0:12:56 > 0:13:01a coarser apple pulp, and that will help the texture.
0:13:01 > 0:13:04What proportion of an apple would find its way
0:13:04 > 0:13:07- into one pie?- I'd like to think there would be half a Bramley apple
0:13:07 > 0:13:11in each pie, which is significantly more than the Dutch product.
0:13:11 > 0:13:13If you take it as £1 a pie,
0:13:13 > 0:13:16which you sell in...let's say at trade, at 50p, would that be fair?
0:13:16 > 0:13:21- Mmm, yeah.- 50p, OK. What proportion of that 50p
0:13:21 > 0:13:23- is made up of apple? - My guesstimate answer
0:13:23 > 0:13:27would be, about half the price of your contents
0:13:27 > 0:13:30will be products other than apple.
0:13:30 > 0:13:32- There's half an apple in there. - JOHN: Mm-hmm.
0:13:32 > 0:13:35And you're getting 25p for it.
0:13:35 > 0:13:37So that's 50p an apple, therefore - two pies.
0:13:37 > 0:13:40- What would you normally get for an apple?- A tiny fraction.
0:13:40 > 0:13:42- Tiny fraction.- Yeah.
0:13:42 > 0:13:45- So, if you could build this into a real strong brand...- That's right.
0:13:45 > 0:13:48- ..your revenues would rocket. - They would, yeah.
0:13:48 > 0:13:52But the product's one thing - it's time to get onto the packaging now,
0:13:52 > 0:13:54- isn't it?- Nick knows packaging
0:13:54 > 0:13:56is just as important as the product.
0:13:56 > 0:13:59- John!- So he has sent in branding expert Mark Thompson.
0:13:59 > 0:14:01Thanks very much indeed.
0:14:01 > 0:14:04After seeing the Fermanagh Spring Water labels,
0:14:04 > 0:14:07Nick knows John and Ingrid need all the help they can get.
0:14:07 > 0:14:10The plan is to market the pies under the name
0:14:10 > 0:14:12"Brownlee's Bramleys".
0:14:12 > 0:14:16- Brownlee's Bramleys is a terrific name.- Isn't it?- Well done!
0:14:16 > 0:14:19With any commercial product, John,
0:14:19 > 0:14:23the key with packaging is to catch the eye on shelf,
0:14:23 > 0:14:25to stand out against any competition,
0:14:25 > 0:14:28to make sure that your product's being noticed.
0:14:28 > 0:14:31Not only do you need a message like "non-flake pastry"...
0:14:31 > 0:14:34- Yep.- ..or something to explain that difference,
0:14:34 > 0:14:37but also something saying the apples are all grown in County Fermanagh.
0:14:37 > 0:14:40While Mark works on packaging for the apple pies,
0:14:40 > 0:14:43Nick wants to take a look at the pet water idea.
0:14:50 > 0:14:53He has invited dog owners and experts to sample the product.
0:14:53 > 0:14:56Quite strong-smelling, that one.
0:14:56 > 0:14:59Included in the line-up is one of Northern Ireland's top dog trainers,
0:14:59 > 0:15:02Keith Matthews - unfortunately, today's focus group
0:15:02 > 0:15:07are not quite as controlled as the group who tested the apple pies!
0:15:07 > 0:15:11Well, thank you very much indeed for all turning up with your dogs
0:15:11 > 0:15:14for the launch of John and Ingrid's JLB flavoured pet water,
0:15:14 > 0:15:17which you'll see lined up in front of you.
0:15:17 > 0:15:19Let's see what happens.
0:15:24 > 0:15:27And did your dog drink any of it?
0:15:27 > 0:15:30Yes, he fancied the taste of the pork, I think.
0:15:30 > 0:15:33It's Guinness I think he's found - he likes a drop of Guinness!
0:15:33 > 0:15:35A wee bit of the chicken.
0:15:35 > 0:15:38I just don't think he's thirsty enough. It's not hot weather.
0:15:38 > 0:15:42It's becoming obvious that the current recipe is not irresistible
0:15:42 > 0:15:45to dogs, however much encouragement they're getting.
0:15:45 > 0:15:47Keith Matthews is not impressed.
0:15:47 > 0:15:50Water is something that dogs drink
0:15:50 > 0:15:53because they need to, it's not something that they take on board,
0:15:53 > 0:15:55you know, like,
0:15:55 > 0:15:57- biscuits or something like that. - It's a treat for the owner
0:15:57 > 0:16:01to treat the dog, even though the dog will drink the water anyway.
0:16:01 > 0:16:04- Yeah.- So I think we've got to, you know,
0:16:04 > 0:16:06look at the owner - and there are silly owners...
0:16:06 > 0:16:11- Yeah.- ..who pay good money. - Not in Ireland, but...!
0:16:12 > 0:16:15It makes the customers feel better, giving something good to their dogs.
0:16:15 > 0:16:19- Mmm.- Erm, something with extra vitamins...
0:16:19 > 0:16:23That's a good point, yeah. Some health benefit.
0:16:23 > 0:16:27Today's exercise has convinced Nick the idea is worth pursuing,
0:16:27 > 0:16:30as long as they target owners, rather than their pets.
0:16:30 > 0:16:33So, what do you reckon, how did it go?
0:16:33 > 0:16:36I think it went pretty well, didn't it? Well, the dogs...
0:16:36 > 0:16:38- Difficult test.- Yeah. - It is, yeah.- Very difficult.
0:16:38 > 0:16:41I'm sure there are people that want to pamper their dogs.
0:16:41 > 0:16:45In fact, we know that's the case. I think what we have got to do,
0:16:45 > 0:16:47having spoken to them, is to inject some health benefit
0:16:47 > 0:16:50and frankly have a crack at the packaging...
0:16:50 > 0:16:53This dog looks as if it's in sort of attack mode!
0:16:53 > 0:16:56..and take it to those who want to pamper their pooches,
0:16:56 > 0:16:57and they'll pay.
0:16:59 > 0:17:02Back at the farm, in the five months
0:17:02 > 0:17:04since Nick's first visit,
0:17:04 > 0:17:07progress on the cottage has been slow.
0:17:07 > 0:17:09The long-term tourism plan
0:17:09 > 0:17:12depends on finalising the water deal, but after months
0:17:12 > 0:17:16of phone calls, the Brownlees are still waiting.
0:17:16 > 0:17:19It's an anxious time for both of them.
0:17:19 > 0:17:23It's very hard to explain, but it's like having this big...
0:17:23 > 0:17:26cake in front of you...
0:17:26 > 0:17:29and somebody says, you can almost stick your teeth in it,
0:17:29 > 0:17:31but just not yet - you have to wait
0:17:31 > 0:17:33- just a little bit longer! - Have to wait!
0:17:33 > 0:17:37Nick's determined not to let the uncertainty over the water deal
0:17:37 > 0:17:39derail the rest of the plan.
0:17:39 > 0:17:42So, these are the ideas, Nick - they haven't seen them yet.
0:17:42 > 0:17:44Thankfully, the packaging for the apple pies
0:17:44 > 0:17:47and pet water is now finished.
0:17:47 > 0:17:50Today, the Brownlees get to see it for the first time.
0:17:52 > 0:17:56I'm going to start with the apple pie product,
0:17:56 > 0:17:59and I'm conscious that you've already got a terrific brand name,
0:17:59 > 0:18:03which you've done the right thing with, in trademark-registering it.
0:18:03 > 0:18:05The obvious thing to do here was to take the O
0:18:05 > 0:18:07and turn it into a little apple graphic,
0:18:07 > 0:18:11- so people know at a glance what this is all about.- I already like it.
0:18:11 > 0:18:15- It looks really professional! - That's a relief already, Ingrid,
0:18:15 > 0:18:17so thank you! To move on, then,
0:18:17 > 0:18:20from the brand identity down to the packaging idea,
0:18:20 > 0:18:22if you can imagine this as printed film,
0:18:22 > 0:18:26this half is left clear so that people can see the product.
0:18:26 > 0:18:30This side then is printed, to look like a parchment paper,
0:18:30 > 0:18:34And the little circle on here gets the message
0:18:34 > 0:18:37across about the type of pastry, that it's flake-free.
0:18:37 > 0:18:40I prefer it even from all the labels I've seen so far.
0:18:40 > 0:18:42I think this is one of the best.
0:18:42 > 0:18:44And you'll remember of course the "Dog Refresh" -
0:18:44 > 0:18:46what have you got for us?
0:18:46 > 0:18:48The idea here is to source a bottle,
0:18:48 > 0:18:50and there were soft drink bottles like this,
0:18:50 > 0:18:53which narrow part-way down the top of the bottle.
0:18:53 > 0:18:56Erm, lamb could be green, beef could be brown...
0:18:56 > 0:18:59This looks quite unique, and it really appeals to me, yeah.
0:18:59 > 0:19:02I think the design also speaks to the sort of people
0:19:02 > 0:19:05that would buy it for their little pooches, do you know?
0:19:05 > 0:19:08I think you've got to work with Mark on finalising the packaging,
0:19:08 > 0:19:12and you guys have got to get down and really finalise the products.
0:19:12 > 0:19:15And then I'll fix the meetings, and those meetings
0:19:15 > 0:19:17- will be "give us an order" meetings, yeah?- Yeah.
0:19:17 > 0:19:20Because once you get those, you're off to the races.
0:19:23 > 0:19:27Over the next few weeks, the Brownlees work with Hayley Cobane
0:19:27 > 0:19:30at Loughry College to get prototype products ready.
0:19:31 > 0:19:33True to his word, Nick has lined up
0:19:33 > 0:19:36some top sales pitches with a leading pet superstore chain,
0:19:36 > 0:19:39and one of Ireland's biggest food groups.
0:19:39 > 0:19:43- Mmm. That's a big difference, isn't it?- Yeah.
0:19:43 > 0:19:45Both are massive opportunities. With so much at stake,
0:19:45 > 0:19:49Nick wants to hear a rehearsal pitch on Skype.
0:19:50 > 0:19:53We, erm...
0:19:53 > 0:19:55have a new product online...
0:19:55 > 0:19:58As Ingrid is away, it's John that's under pressure.
0:19:58 > 0:20:02'Just calling them Brownlee's Bramleys apple pies.'
0:20:02 > 0:20:05Complete new product, which, erm...
0:20:05 > 0:20:07new on the market.
0:20:07 > 0:20:11'And, er, we've picked your company to see, maybe...
0:20:11 > 0:20:14'maybe if you'd be interested in distributing it for us.'
0:20:14 > 0:20:17At the moment, we're at our very early stages, we haven't got it...
0:20:17 > 0:20:20We're just... We have the pie made,
0:20:20 > 0:20:21we think...
0:20:22 > 0:20:24'Er, packaging done...
0:20:24 > 0:20:27'and, er, the next stage is, erm,
0:20:27 > 0:20:31'to look for somebody like yourselves to put it onto the market.'
0:20:31 > 0:20:33The practice pitch has not gone well.
0:20:33 > 0:20:35Nick is getting worried.
0:20:37 > 0:20:39Well, I like John,
0:20:39 > 0:20:42but to be honest, that was truly terrible.
0:20:42 > 0:20:45And if that's the sort of quality of pitch that he delivers
0:20:45 > 0:20:49when we meet these people, then the product is dead in the water
0:20:49 > 0:20:51before we've even launched it.
0:20:56 > 0:20:58It's spring,
0:20:58 > 0:21:00and Nick is back on the Brownlees' farm.
0:21:00 > 0:21:03The Easter tourist season starts in a few weeks,
0:21:03 > 0:21:05so before they go on pitch, Nick wants to see
0:21:05 > 0:21:08what progress they've made on the holiday cottage.
0:21:08 > 0:21:10Oh, so... This wasn't here.
0:21:10 > 0:21:12Unfortunately, after eight months,
0:21:12 > 0:21:15it's still not ready.
0:21:15 > 0:21:17- This is the bedroom.- Oh, right.
0:21:17 > 0:21:20Yeah. So, almost finished. And our plan is to be fully operational
0:21:20 > 0:21:23within a month - website and all.
0:21:23 > 0:21:26- So, Easter's gone. - Mmm.- The danger is
0:21:26 > 0:21:29that unless you're very lucky, the summer could be gone, too.
0:21:29 > 0:21:33So, it's the early bird that catches the worm.
0:21:33 > 0:21:35Missing Easter is a big disappointment,
0:21:35 > 0:21:37but it's not the only area of the business plan
0:21:37 > 0:21:39where little progress has been made.
0:21:39 > 0:21:43So, the water deal, that's pretty much concluded now, I guess?
0:21:43 > 0:21:46Well, I spoke to them, yesterday, Nick, and I said, erm,
0:21:46 > 0:21:48er, "No more lip service."
0:21:48 > 0:21:53So, it's... It's in their hands now at the moment, so...
0:21:53 > 0:21:56- So, tomorrow, the next day, next week?- Yeah.
0:21:56 > 0:21:58- Or next week.- Next month?- Yeah.- Mmm.
0:21:58 > 0:22:01When I came here eight months ago,
0:22:01 > 0:22:05the water deal was "impending", and eight months later,
0:22:05 > 0:22:08I'm not altogether sure it's any nearer.
0:22:08 > 0:22:10I worry about the energy levels on that one. The cottage?
0:22:10 > 0:22:14Late, no website, it's not going to be ready until May,
0:22:14 > 0:22:18Easter's gone, the summer may be missed, too.
0:22:18 > 0:22:21So, frankly, if there's to be any progress at all,
0:22:21 > 0:22:23it's down to the pitches.
0:22:24 > 0:22:27The first pitch is to Jollyes.
0:22:27 > 0:22:30With 55 stores, they're one of the biggest
0:22:30 > 0:22:32pet superstore chains in the UK.
0:22:32 > 0:22:34convincing them to get behind the pet water
0:22:34 > 0:22:36- would be a major coup. - Have you seen this?
0:22:36 > 0:22:40But the Brownlees' pet water is not the only pet drink in town.
0:22:40 > 0:22:42How much is that?
0:22:42 > 0:22:44- 1.39.- That's interesting.
0:22:44 > 0:22:47With other competitors already in store,
0:22:47 > 0:22:50the pressure to impress is on. Today, it's Ingrid
0:22:50 > 0:22:52that is doing the talking.
0:22:52 > 0:22:54Initially I think they look very good.
0:22:54 > 0:22:58Can you tell me more about the minerals etc that are in it?
0:22:58 > 0:23:00Well, the mineral composition actually
0:23:00 > 0:23:03of the spring water that we've used from our well
0:23:03 > 0:23:07is very unique, and it's very high in sulphur,
0:23:07 > 0:23:09- which is very healthy.- Calcium.
0:23:09 > 0:23:11Calcium, as well, which is good for the bones,
0:23:11 > 0:23:13so that's already naturally in it.
0:23:13 > 0:23:17And we were thinking about adding some vitamins and minerals
0:23:17 > 0:23:20in the sense of, you know, maybe glossy coat or something like that.
0:23:20 > 0:23:22Yeah, sure. Sure, yeah.
0:23:22 > 0:23:26I guess you'll be wanting to put this in the customers' hands
0:23:26 > 0:23:28- on a regular basis.- Yeah.
0:23:28 > 0:23:31- So again, there has to be an added benefit...- Yeah.
0:23:31 > 0:23:34..over and above the minerals and vitamins that are already in there.
0:23:34 > 0:23:37Having said that, it's a fantastic-looking product.
0:23:37 > 0:23:38John can show you actually,
0:23:38 > 0:23:41these are the bottles we're trying to source,
0:23:41 > 0:23:43- they're a bit more round here, you see?- Sure, yeah.
0:23:43 > 0:23:46- What it is, I suppose it's humanising it somewhat.- Yeah.
0:23:46 > 0:23:49It's very like the water we would buy ourselves.
0:23:49 > 0:23:52- And these are possible extension ranges to the flavours, yeah?- Yep.
0:23:52 > 0:23:55- This is tuna, we can have, for cats. - So do you at this point
0:23:55 > 0:23:59- have a recommended retail price? - We have not really figured it out
0:23:59 > 0:24:01fully yet, but we have compared it with
0:24:01 > 0:24:04other products, and we were thinking around the £1.50 mark.
0:24:04 > 0:24:07What would the product actually cost us here at Jollyes?
0:24:07 > 0:24:10Yeah, well, we have only a rough sort of idea
0:24:10 > 0:24:13how much the production costs would be,
0:24:13 > 0:24:16and I cannot give you the actual price.
0:24:16 > 0:24:18I don't know if you have a ball figure in mind?
0:24:18 > 0:24:22I would like to be purchasing this round about 60p, 70p, thereabouts.
0:24:22 > 0:24:27I mean, we would be willing to help you if we can get the price right,
0:24:27 > 0:24:29and keep it a low price for the consumer, definitely,
0:24:29 > 0:24:31we would be interested in speaking to you
0:24:31 > 0:24:34and perhaps using Northern Ireland Jollyes as a test bed,
0:24:34 > 0:24:37- if you would like. - Yeah, OK.- OK, good.
0:24:37 > 0:24:39Jollyes have agreed a small, local trial,
0:24:39 > 0:24:42but it's a niche market.
0:24:42 > 0:24:45Nick knows the main hope for securing the farm's future
0:24:45 > 0:24:48rests on selling the apple pies.
0:24:48 > 0:24:50I thought the pitch went pretty well,
0:24:50 > 0:24:52but I've got a couple of observations.
0:24:52 > 0:24:55I thought it was too tentative, and I didn't think that you were
0:24:55 > 0:24:59actually...able to nail down some of the big issues.
0:24:59 > 0:25:02But we're off to see the apple pie people.
0:25:02 > 0:25:04So, in the forefront of your mind this afternoon is,
0:25:04 > 0:25:07"We're coming outta there with an order!"
0:25:10 > 0:25:14CLOCK TICKS
0:25:14 > 0:25:17The next pitch is to Henderson's,
0:25:17 > 0:25:19a leading food wholesaler and retailer
0:25:19 > 0:25:21with access to over 400 stores.
0:25:23 > 0:25:27A deal with them could secure the future of John's orchards.
0:25:29 > 0:25:33Everything is resting on the next 60 minutes.
0:25:33 > 0:25:38So, er, Neil and Nigel, thanks for having us here.
0:25:38 > 0:25:41As you know, we've developed a new food product -
0:25:41 > 0:25:45basically, a small apple pie. And we've already done
0:25:45 > 0:25:48a test run, and John, maybe you'd like to present it.
0:25:48 > 0:25:53This is the result of it - it would be in a small package.
0:25:53 > 0:25:57We would supply the apples, which is a lot less mileage
0:25:57 > 0:26:00on the environment, instead of maybe importing apples
0:26:00 > 0:26:02from faraway countries, which is a good thing.
0:26:02 > 0:26:06And it's a Northern Ireland product, which we believe
0:26:06 > 0:26:09is also a good thing to promote.
0:26:09 > 0:26:11- Yeah, it's quite strong. - Yeah, it is, yeah.
0:26:11 > 0:26:15Thanks to Nick's packaging, they're off to a good start.
0:26:15 > 0:26:18- But there's a long way to go. - Do you see it being a brand,
0:26:18 > 0:26:21as in Brownlee brand, or whatever you intend to call it?
0:26:21 > 0:26:24We have registered this as our specific brand,
0:26:24 > 0:26:26Brownlee's Bramleys.
0:26:26 > 0:26:30- And the plan would be to extend the range to four, or whatever?- Yeah.
0:26:30 > 0:26:31OK, shall we try it first,
0:26:31 > 0:26:36- before we decide whether there's a market for it?- Yeah.
0:26:36 > 0:26:39- These are all the same flavour?- Yes.
0:26:42 > 0:26:45CLOCK TICKS
0:26:49 > 0:26:52I think the apple and pastry flavour is very, very good.
0:26:52 > 0:26:55But for me, it's quite... There's a lot of crust.
0:26:55 > 0:26:56- Yeah.- A lot of crust.
0:26:56 > 0:26:58It does taste very homemade.
0:26:58 > 0:27:01But I would consider the fruit filling. It's...
0:27:01 > 0:27:05- For our market, it's got a lot of pastry.- Yeah.- Yeah.
0:27:05 > 0:27:07- OK.- They liked the taste and concept,
0:27:07 > 0:27:11but are their reservations about the amount of pastry
0:27:11 > 0:27:13enough to scupper the deal?
0:27:13 > 0:27:16If you wanted to test the market,
0:27:16 > 0:27:19we would absolutely be happy to help you through that journey,
0:27:19 > 0:27:22- because the product does taste good, and it is local.- Mm-hmm.- OK.
0:27:22 > 0:27:25We could work with you on a trial
0:27:25 > 0:27:28in a number of stores. Within our estate, we own around 80 stores,
0:27:28 > 0:27:31- and we could trial something in those stores.- Yeah.
0:27:31 > 0:27:33We could work together in partnership on it,
0:27:33 > 0:27:36see what the market is, if that was of interest to you -
0:27:36 > 0:27:38to explore the partnership that way?
0:27:38 > 0:27:42They've done it. Henderson's have agreed to work with the Brownlees
0:27:42 > 0:27:44and bring the product to market.
0:27:44 > 0:27:47What a wonderful offer!
0:27:47 > 0:27:51These guys are experts. They'll bring it to market,
0:27:51 > 0:27:54they'll sell, you'll make money,
0:27:54 > 0:27:59and what happens? You're using up your apples, giving added value.
0:27:59 > 0:28:02Eight months ago, we talked as we walked through your orchards -
0:28:02 > 0:28:05how would it happen? And now we've got packaging,
0:28:05 > 0:28:08we've got products, yeah? We've got retailers -
0:28:08 > 0:28:10- real commercial interest, yeah?- Yeah.
0:28:10 > 0:28:14You're up and running. It's fantastic, I'm so pleased.
0:28:14 > 0:28:17- So, good luck.- We'll miss the pressure you've put on us, Nick,
0:28:17 > 0:28:19but great working with you - thanks.
0:28:19 > 0:28:21- Good luck to you, John. - Thank you very much, Nick.
0:28:21 > 0:28:22Excellent news. Brilliant.
0:28:38 > 0:28:40Subtitles by Red Bee Media Ltd