0:00:02 > 0:00:04Small farms and rural businesses are in crisis.
0:00:04 > 0:00:06We've put our life savings into it.
0:00:06 > 0:00:09A tough economic climate and depressed agricultural markets
0:00:09 > 0:00:12are bringing the countryside to its knees.
0:00:12 > 0:00:15If we get a very bad year, we'll just have to go bankrupt.
0:00:15 > 0:00:18'I'm Nick Hewer, and I'm returning to my Northern Irish roots...'
0:00:18 > 0:00:21It's my country. What are you doing here?
0:00:21 > 0:00:23I've never heard of Ballyclare.
0:00:23 > 0:00:26'..to help these farms and rural businesses diversify.'
0:00:26 > 0:00:30I'm no farming expert, but I do know what it takes for a farming business
0:00:30 > 0:00:33to survive in these tough economic times.
0:00:33 > 0:00:38You deal with the horse, shoot the horse yourself.
0:00:38 > 0:00:40Every time I come to Northern Ireland, I put on a stone.
0:00:40 > 0:00:42- Can I offer you a scone? - Can we call you Nick?
0:00:42 > 0:00:46And, every now and again, there must be a reality check.
0:00:46 > 0:00:48The Chinese are very good with this.
0:00:48 > 0:00:49And that's where I come in.
0:00:59 > 0:01:03We're off to see Jim and Martina Magill, they farm near Newry.
0:01:03 > 0:01:04Six years ago,
0:01:04 > 0:01:08they diversified into the flax oil business for the equine sector.
0:01:10 > 0:01:13The farm was beef and sheep and a few horses,
0:01:13 > 0:01:16but they weren't leaving big margins.
0:01:16 > 0:01:19So we tried to look at some way of raising the profit line of the farm
0:01:19 > 0:01:22to keep the farm basically here.
0:01:22 > 0:01:26At the farm, they produce flax oil, a product rich in omega-3.
0:01:26 > 0:01:30And, in the past two years, they've squeezed out a healthy profit.
0:01:30 > 0:01:32We started with the recreational riders
0:01:32 > 0:01:34but now it's the more professional riders
0:01:34 > 0:01:36who are using the product and keeping us going.
0:01:36 > 0:01:39Now Jim is keen to target a new market.
0:01:39 > 0:01:43We're, hopefully, going into the human flax oil.
0:01:45 > 0:01:51My reservation is they've already got a successful equine market
0:01:51 > 0:01:54but there's a lot more to go for. And what are they going to do?
0:01:54 > 0:01:57They're going to diversify into the most complex market,
0:01:57 > 0:02:03that is, things to be consumed by humans. I think they're nuts.
0:02:03 > 0:02:06But, let's see, let's see whether they can prove me wrong.
0:02:16 > 0:02:19Now then, this is the Magill family.
0:02:20 > 0:02:23- Jim, how are you? - Pleased to meet you.- And you.
0:02:23 > 0:02:25- Martina. How are you? - Pleased to meet you.
0:02:25 > 0:02:27- This is Sarah. - And your two girls. Sarah, hello.
0:02:27 > 0:02:30- Hello.- And Grace. - And Grace.- Say hello to Mr Hewer.
0:02:30 > 0:02:33Well, I've heard a lot about you and the equine business,
0:02:33 > 0:02:36the flax oil equine business which is doing well, apparently.
0:02:36 > 0:02:39- That's good. Yes, very good product. - You going to show me around, then?
0:02:39 > 0:02:41- It's a brisk old day. - It is brisk.
0:02:44 > 0:02:47So, what brought you into the flax oil,
0:02:47 > 0:02:49I think it was about five years ago?
0:02:49 > 0:02:52Well, margins in farming were that variable.
0:02:52 > 0:02:54It was to add more income into the farm.
0:02:54 > 0:02:57Because you'd tried some other stuff. You'd tried marigolds.
0:02:57 > 0:03:01We tried marigold, we tried hemp, and we tried flax. And it was...
0:03:01 > 0:03:04- Flax suddenly...took your fancy. - Yes.
0:03:04 > 0:03:07There was more research in it, it was easier grown,
0:03:07 > 0:03:10- it was the most successful. - Bigger margins?- Fair margins.
0:03:10 > 0:03:14It's proved itself. We haven't got a big marketing budget behind it.
0:03:14 > 0:03:17It's just word of mouth, and it has grown from very small beginnings.
0:03:17 > 0:03:20- You started locally, I guess, so it spread out?- And it just spread out.
0:03:20 > 0:03:23It's the more professional men that's using the product now,
0:03:23 > 0:03:25more so than your recreational riders.
0:03:25 > 0:03:28Are you using those people as testimonials?
0:03:28 > 0:03:31- They may not have been asked yet. But I would say...- Ask them.
0:03:31 > 0:03:33My God, there's nothing like a good testimonial,
0:03:33 > 0:03:35- the most powerful thing.- Yeah.
0:03:35 > 0:03:38Anyway, now you're thinking about other things.
0:03:38 > 0:03:41- Yes. Thinking of getting into human nutrition.- I know.
0:03:41 > 0:03:44- I want to talk to you about that. - JIM LAUGHS
0:03:44 > 0:03:47'But before I challenge Jim's plans, he reveals
0:03:47 > 0:03:51'the top secret production plant and one of his flax oil products.'
0:03:51 > 0:03:52And what's this?
0:03:52 > 0:03:54This is what we're finished with after we...
0:03:54 > 0:03:57- Oh, you've extracted the oil. - When we've extracted the oil.
0:03:57 > 0:04:00That's gone off somewhere else. So you just throw this away, or what?
0:04:00 > 0:04:03- No, no, that's a good product in its own right.- For whom?
0:04:03 > 0:04:05It's high in protein for horses and young calves, basically.
0:04:05 > 0:04:07- Oh, really?- Yeah.
0:04:07 > 0:04:10- Are you eating it? - Yes. It's very, very nice.
0:04:10 > 0:04:12It looks like bark chippings.
0:04:12 > 0:04:15JIM LAUGHS
0:04:15 > 0:04:17- That's one description. - Actually...
0:04:17 > 0:04:19Listen, I'm not going to flatter you.
0:04:19 > 0:04:22But it's not as bad as I thought, actually.
0:04:22 > 0:04:24- But I don't want any more today. - That's OK.
0:04:24 > 0:04:26- Perhaps tomorrow.- Tomorrow.
0:04:26 > 0:04:30Nutty snack rejected, it's time to confront Jim's new business plans.
0:04:30 > 0:04:34He's hoping to invest £150,000
0:04:34 > 0:04:38in a new production plant for human flax oil. Is he wise?
0:04:38 > 0:04:40So, how long will it take to put up?
0:04:40 > 0:04:44About a month, six weeks, hopefully. A lot of the background work's done.
0:04:44 > 0:04:46Even so, that's pretty good going.
0:04:46 > 0:04:47You've got to clear this stuff out
0:04:47 > 0:04:50and then, bang, you're in production.
0:04:50 > 0:04:51And, as soon as it starts pouring out,
0:04:51 > 0:04:53you've got to find a market for it.
0:04:53 > 0:04:56And the packaging and all of the pricing.
0:04:56 > 0:05:00- And all the collateral stuff.- Yes. - You'll be busy.
0:05:00 > 0:05:02- We've a lot of work to get done. - Indeed.
0:05:02 > 0:05:05Sometimes I feel very anxious, Jim.
0:05:05 > 0:05:08'I worry that Jim's flax oil is clouding his judgment.
0:05:08 > 0:05:11'He's blinded by the benefits of his product
0:05:11 > 0:05:14'and losing sight of a realistic business strategy.
0:05:14 > 0:05:17'Still, I look forward to a 24-hour production line
0:05:17 > 0:05:21'pumping out human flax oil in just six weeks' time.'
0:05:21 > 0:05:24You've been having your flax oil, haven't you?
0:05:24 > 0:05:25With your little glossy coat.
0:05:28 > 0:05:31Jim has total faith in his product and its benefits.
0:05:31 > 0:05:33But where's the proof?
0:05:33 > 0:05:37I'm on my way to meet flax oil fans Trevor and Steven Smith.
0:05:37 > 0:05:40They're two of Ireland's top event riders.
0:05:40 > 0:05:43And I'm going to ask them, in all honesty, hand on heart,
0:05:43 > 0:05:46what effect does flax oil have on the performance of your horses?
0:05:50 > 0:05:53- So, here we are at Ballymac. Trevor and Steve.- Yes.
0:05:53 > 0:05:55- You ride for Ireland, you were at the Olympics.- Yeah.
0:05:55 > 0:05:59- You've got 40-odd horses here, the best.- Working hard, yeah.
0:05:59 > 0:06:03And you're trying flax oil on your horses. Why?
0:06:03 > 0:06:07I feel that the flax oil has been a massive help in the yard.
0:06:07 > 0:06:12The flax oils get into their system. They bring their coats out.
0:06:12 > 0:06:15Some animals might be a bit funny in their feeding.
0:06:15 > 0:06:18And the digestive system really works for it.
0:06:18 > 0:06:22When horses get really trained up to a high level, they stop eating.
0:06:22 > 0:06:25So, the fitter the horses get, the less they want to eat.
0:06:25 > 0:06:31And they love this oil. I mean, they lick their bowls. They actually do.
0:06:31 > 0:06:33That's all our international horses are on it.
0:06:33 > 0:06:36Of course, the rider on those cross-country courses
0:06:36 > 0:06:39has got to have a bit of stamina too.
0:06:39 > 0:06:40You had a little sip, have you?
0:06:40 > 0:06:42I've nearly been tempted, to be honest.
0:06:42 > 0:06:45- So, if there's a human version? - Absolutely.
0:06:45 > 0:06:47- Straight on to it right away. - Would you?- Absolutely.
0:06:47 > 0:06:51You'd have a glossy coat, your performance would be outstanding.
0:06:51 > 0:06:54- Absolutely. My wife will be glad to hear.- I'm sure she'd be delighted.
0:06:54 > 0:06:57'So that's two impressive testimonials for Jim.
0:06:57 > 0:06:59'However, I'm still concerned
0:06:59 > 0:07:02'that he might be backing the wrong horse.
0:07:02 > 0:07:05'Would a nutritionist and a health food distributor prove me wrong?'
0:07:05 > 0:07:08I've got a few issues. I want you to put my mind at rest.
0:07:08 > 0:07:13You're a scientist, a nutritionist. You know this market backwards.
0:07:13 > 0:07:16What are the benefits of flax oil in the human market?
0:07:16 > 0:07:18Flax oil is a good product.
0:07:18 > 0:07:22I think that there's a lot of fish oil products out there at the minute
0:07:22 > 0:07:23which are a really good source of omega-3.
0:07:23 > 0:07:27But not everybody wants to take fish oil, for lots of different reasons.
0:07:27 > 0:07:29People who maybe are vegetarian.
0:07:29 > 0:07:34Maybe people who have issues about the taste of fish oils, for example.
0:07:34 > 0:07:37So, I think there is a market for flax seed oil.
0:07:37 > 0:07:39Because omega-3 is really important.
0:07:39 > 0:07:42People are a bit scared of fat,
0:07:42 > 0:07:44but oil and fat is so important in our diet.
0:07:44 > 0:07:48It's anti-inflammatory, it helps with cholesterol balance,
0:07:48 > 0:07:50it helps to support a healthy blood pressure.
0:07:50 > 0:07:55So, from my point of view, anything that improves the omega-3 intake
0:07:55 > 0:07:57through our diet has got to be a positive thing.
0:07:57 > 0:08:01So they've built their production thing, it's pumping out flax oil.
0:08:01 > 0:08:03Now what? How do we get it to market?
0:08:03 > 0:08:07Well, I think if there was a consumer demand
0:08:07 > 0:08:10for a bottled flax seed product,
0:08:10 > 0:08:13they would want to know about marketing support, want to know
0:08:13 > 0:08:16what is different about this product to anything else.
0:08:16 > 0:08:22And the bottom line question is, what's the retail price point
0:08:22 > 0:08:25and, obviously, their margin?
0:08:25 > 0:08:30So, a combination of packaging, brand, great margin.
0:08:30 > 0:08:32- Sort of eases the pain a bit, doesn't it?- Absolutely.
0:08:32 > 0:08:36And if everything there is fair, and there's a decent margin,
0:08:36 > 0:08:39you reckon we can make a go of it?
0:08:39 > 0:08:42I think there is still growth in the omega-3 market.
0:08:42 > 0:08:44But the market here is relatively small
0:08:44 > 0:08:48and they may have to consider expanding the horizons.
0:08:48 > 0:08:53OK. So, Jane, you've got quite a glossy head of hair there.
0:08:53 > 0:08:56What are you on, fish oil or flax oil?
0:08:56 > 0:08:58Well, honestly? Fish oil.
0:08:58 > 0:09:01Yeah, well, that's because we're not in the market yet.
0:09:01 > 0:09:03What about you? You're not quite as glossy as Jane.
0:09:03 > 0:09:05No, no. Fish oil.
0:09:05 > 0:09:08You wait, wait until I let Jim Magill loose on you.
0:09:08 > 0:09:12You'll be a convert in minutes, I promise you. He's an evangelist.
0:09:12 > 0:09:16'OK, so it seems there IS a market for the human flax oil after all.
0:09:16 > 0:09:21'But it's small, and may be outside Northern Ireland.
0:09:21 > 0:09:24'Is Jim's blind faith losing him cash converts?
0:09:24 > 0:09:27'Has this mild-mannered evangelist got what it takes
0:09:27 > 0:09:29'to conquer a new market?
0:09:29 > 0:09:31'And why expand in a new direction
0:09:31 > 0:09:35'when the equine market has not yet been exhausted? It's time to talk.'
0:09:35 > 0:09:39See, what I'm see is that there are two of you.
0:09:39 > 0:09:41It's not as though you can lift the phone
0:09:41 > 0:09:44and ring the marketing department on the 15th floor.
0:09:44 > 0:09:47It's not as though you can ring the finance department on the 16th floor
0:09:47 > 0:09:53and say, "I want you to budget for this launch into the human market."
0:09:53 > 0:09:55- True. We haven't got the... - There's two of you.
0:09:55 > 0:09:59And what worries me a bit is you're doing well on the equine market.
0:09:59 > 0:10:03I'm concerned that, before you've really got up to speed on that,
0:10:03 > 0:10:07you're now going to be distracted by a far more complex market
0:10:07 > 0:10:09which is the human market,
0:10:09 > 0:10:12and yet there's all that scope left in the equine market.
0:10:12 > 0:10:15So I just wonder whether the timing's right.
0:10:15 > 0:10:18But having said that, I was under the impression that
0:10:18 > 0:10:23your diversification into the human type of flax oil product
0:10:23 > 0:10:26was some sort of crazy adventure. But I was wrong
0:10:26 > 0:10:29because I've come up with some interesting products
0:10:29 > 0:10:32that feed exactly into what you want to do.
0:10:32 > 0:10:36For instance, milled flax seed, almonds, brazil nuts, walnuts,
0:10:36 > 0:10:40and Q10, which does all the right things, on the market already.
0:10:40 > 0:10:42- Yes. A good product.- Yeah?- Yeah.
0:10:42 > 0:10:46My argument might be dented slightly, but it's not destroyed.
0:10:46 > 0:10:48There are two of you. And what concerns me is that
0:10:48 > 0:10:51you take your eye off the equine market
0:10:51 > 0:10:54in order to plunge all your energies into the human market.
0:10:54 > 0:10:58And the danger of that is actually that the equine market falters
0:10:58 > 0:11:04and, I think, Jim Magill, you're an evangelist.
0:11:04 > 0:11:10You want to do this, not just for the money, but you believe in it.
0:11:10 > 0:11:12But because I love the horses so much,
0:11:12 > 0:11:16I'm going to take some of your flax oil for the horses
0:11:16 > 0:11:20and I'm going to test it with some pals who have a couple of racehorses
0:11:20 > 0:11:22and then I'll be back to talk to you.
0:11:22 > 0:11:25- That'd be great, I look forward to it.- OK.- Thank you.
0:11:25 > 0:11:30Jim claims his flax oil can deliver in six to eight weeks.
0:11:30 > 0:11:33So, I've arranged for racehorse trainer Caroline de Montmorency
0:11:33 > 0:11:38to put these claims to the test. I'll catch up with her later.
0:11:39 > 0:11:43Jim's messianic zeal won't be enough to sell his human flax oil.
0:11:43 > 0:11:45He needs a strong brand,
0:11:45 > 0:11:49so I've arranged for him to meet a couple of design consultants.
0:11:52 > 0:11:54That's the product we make at the moment.
0:11:54 > 0:11:56- And this is for horses? - For horses, yes.
0:11:56 > 0:11:59The business is growing in the horse and the equine world.
0:11:59 > 0:12:01And moving forward, the application for humans.
0:12:01 > 0:12:04Moving forward, the application for this is for humans, yes.
0:12:04 > 0:12:08- And is there a taste with it? - It's like a nutty taste.
0:12:08 > 0:12:11It doesn't contain any nuts, but that's what it's like,
0:12:11 > 0:12:13a nice, nutty taste, whenever it's done right.
0:12:16 > 0:12:18- Do you feel frisky now, Kenney? - THEY LAUGH
0:12:18 > 0:12:21HE WHIMPERS LIKE A HORSE No!
0:12:21 > 0:12:23Your hair's growing, Kenney!
0:12:23 > 0:12:24There's not even an aftertaste with it.
0:12:24 > 0:12:27No, that's a big part of it.
0:12:27 > 0:12:29People have the taste of taking fish oil.
0:12:29 > 0:12:35And you have that sort of, you know, there's not that tendency in it.
0:12:35 > 0:12:38'Let's hope the flax oil will fuel their designs
0:12:38 > 0:12:40'for the brave new brand.'
0:12:40 > 0:12:42- Next stage is just making it real. - Yeah.
0:12:42 > 0:12:47'Not even a strong brand can help Jim until he's in production.
0:12:47 > 0:12:49'And nine weeks after our first meeting,
0:12:49 > 0:12:52'there's still no sign of the promised plant.'
0:12:52 > 0:12:55We've ran into some problems with different things,
0:12:55 > 0:12:57things just not coming together.
0:12:57 > 0:13:00But, hopefully, they're all sorted now and we'll have the digger in.
0:13:00 > 0:13:03Supposed to be here today but he'll be here tomorrow.
0:13:03 > 0:13:07We're OK for time so far. But we'll need to be pushing on to get it up.
0:13:07 > 0:13:09'Jim must be feeling the pressure.'
0:13:09 > 0:13:12Not particularly, I don't get under pressure.
0:13:12 > 0:13:15'With the way things are going, it's just as well!'
0:13:20 > 0:13:23It's late April, and I'm back in Northern Ireland
0:13:23 > 0:13:26and heading to Tyrella beach near Downpatrick, County Down
0:13:26 > 0:13:28to catch up with the Magills.
0:13:28 > 0:13:30I've arranged for them to come
0:13:30 > 0:13:33to a tri-eventing competition here in Tyrella,
0:13:33 > 0:13:38with the aim of maximising their equine flax oil sales.
0:13:38 > 0:13:41That is the very heartland of their market.
0:13:42 > 0:13:44Hi, how are you?
0:13:44 > 0:13:47Yeah, this is the best kept secret in the equine world.
0:13:47 > 0:13:48Grown here and made here.
0:13:48 > 0:13:52- There is an actual picture of it growing in the field.- Right, OK.
0:13:54 > 0:13:56- How are you? - How are you, Nick?
0:13:56 > 0:13:59- Good to see you again.- Mr Hewer, how are you?- I'm very well. It's Nick!
0:13:59 > 0:14:02- How are you?- You good?- Yes.
0:14:02 > 0:14:04- What do you call this? - This is Flaxeen.
0:14:04 > 0:14:09- This is a new product, is it? Flaxeen? Again, equine.- Yes.
0:14:09 > 0:14:12Good, I'm glad to see you're really sticking with the equine market.
0:14:12 > 0:14:16That's really where your strength is, isn't it?
0:14:16 > 0:14:20So, presumably this is all coming out of your new production facility?
0:14:20 > 0:14:23Not as yet, no. That's a work-in-progress.
0:14:23 > 0:14:25- A work-in-progress? - Yes.- Oh, dear.
0:14:25 > 0:14:29And where is the progress, or lack of progress? What was the problem?
0:14:29 > 0:14:30Getting the I's dotted and the T's crossed.
0:14:30 > 0:14:34Is it? It's a finance thing, or people dragging their heels?
0:14:34 > 0:14:35Financing, among other things.
0:14:35 > 0:14:39But when do you reckon that it'll be up and running?
0:14:39 > 0:14:41We're hoping to be up and running end of June.
0:14:41 > 0:14:46'Yet another deadline missed for the human flax oil plant.
0:14:46 > 0:14:48'Just as well the Magills are equine energised.'
0:14:48 > 0:14:51Any humans coming over, saying, "Can I have a taste?"
0:14:51 > 0:14:54- Yes, oh, yes, indeed, yes.- Right.
0:14:54 > 0:14:58I'll be in touch with you two. I'll be in touch shortly.
0:14:58 > 0:15:00- OK.- Thank you.
0:15:00 > 0:15:03'So, no new plant, that's disappointing.
0:15:03 > 0:15:05'Still, there's a new equine product.
0:15:05 > 0:15:08'Time for me to check in on Caroline's horse trials.'
0:15:08 > 0:15:10Caroline, you've tried my flax oil.
0:15:10 > 0:15:12How are you getting on with your horses?
0:15:12 > 0:15:16I have to say, I love it. The horses love it.
0:15:16 > 0:15:18And I think they're looking great.
0:15:18 > 0:15:21I did my own little mini-experiment with him.
0:15:21 > 0:15:23This is a little horse called Carlanstown.
0:15:23 > 0:15:27He's been on the point-to-point scene now for a few years.
0:15:27 > 0:15:30I always get him regularly checked by a chiropractor
0:15:30 > 0:15:32who comes and stays here.
0:15:32 > 0:15:36And he, funnily enough, stayed last night, and looked at him today,
0:15:36 > 0:15:39and said he's in better shape than he's known him for a very long time.
0:15:39 > 0:15:42Is that right? But is there a difference?
0:15:42 > 0:15:44Not just in appearance, but are they picking up a bit?
0:15:44 > 0:15:46Are you beginning to win?
0:15:46 > 0:15:48He's been second and third, we're getting there.
0:15:48 > 0:15:50- So are you going to stick with it? - I will stick with it.
0:15:50 > 0:15:52Definitely will stick with it.
0:15:52 > 0:15:55Anything else? What else is happening?
0:15:55 > 0:15:59I've definitely noticed in our dogs who are crazy for it.
0:15:59 > 0:16:01They are straight into the feed buckets.
0:16:01 > 0:16:04It's all I can do to get the food into the mangers.
0:16:04 > 0:16:06Now this is a new thing.
0:16:06 > 0:16:10And it's not as though they were doing that beforehand.
0:16:10 > 0:16:13No, it's not like they're hungry. They love it, absolutely love it.
0:16:13 > 0:16:16I have a big lurcher, and he's getting older now.
0:16:16 > 0:16:18- And he's in great shape. - He's moving better?
0:16:18 > 0:16:22He's moving well. He's got a good coat and charging around the place.
0:16:22 > 0:16:26So, you reckon dogs? I'm going to get on to Jim Magill, Dogs R Us.
0:16:26 > 0:16:30There's a big market. People will spend on dogs.
0:16:30 > 0:16:34- Yeah, dogs it is.- Dogs R Us! - Dogs it is!
0:16:35 > 0:16:37'Equine to canine, that's real diversification.
0:16:37 > 0:16:42'So, back in my manor, I pause to call Jim Magill,
0:16:42 > 0:16:44'and bring him canine enlightenment.'
0:16:44 > 0:16:46- PHONE RINGS - Hello?
0:16:46 > 0:16:48- Jim.- 'Yes.'
0:16:48 > 0:16:51- Jim, it's Nick, how are you? - How are you? Keeping well, Nick?
0:16:51 > 0:16:54Not bad. Listen, Jim, when we last spoke, I took some of your flax oil.
0:16:54 > 0:16:57Do you remember? I said I was going to give it to a friend of mine
0:16:57 > 0:17:00- 'who's got a racehorse.'- Yes.
0:17:00 > 0:17:02'And I did so. The horse loves it.'
0:17:02 > 0:17:05But the one who loves it best of all is her dog!
0:17:05 > 0:17:09And she fights over the flax oil bowl with the horse.
0:17:09 > 0:17:15- Yeah.- So, I suddenly lit up and I thought, "Here's an opportunity."
0:17:15 > 0:17:20So, I've fixed for you to go and see a pet shop retailer
0:17:20 > 0:17:25where they sell all the things that pets want, including dog food
0:17:25 > 0:17:29and dog food additives. That's your new business, Jim.
0:17:31 > 0:17:34I've arranged a meeting for Jim here at Jollyes,
0:17:34 > 0:17:37one of the largest chains of pet stores in the United Kingdom.
0:17:37 > 0:17:42I want to find out if there's a market for canine flax oil products
0:17:42 > 0:17:45to complement his booming equine business.
0:17:45 > 0:17:49I want to see how Jim sells that idea.
0:17:49 > 0:17:53We produce a flax oil for horses,
0:17:53 > 0:17:57and we're thinking of bringing out an omega-3 product for pets as well.
0:17:57 > 0:18:00This is the sort of product we're thinking of, the like of this here.
0:18:00 > 0:18:04This is just made up for today just to show you where we're coming from.
0:18:04 > 0:18:08The benefits in all our animals are coats, shining coats.
0:18:08 > 0:18:13- OK.- I think there would be a big application for the showing dogs,
0:18:13 > 0:18:14you know, er...
0:18:16 > 0:18:19..especially in joint and mobility,
0:18:19 > 0:18:21it would be a big, big benefit as well.
0:18:21 > 0:18:26'Put a bit of bounce into it, Jim! Unleash your inner salesman.'
0:18:26 > 0:18:29Would there be much of a market for it within Jollyes
0:18:29 > 0:18:33- and even the wider pet world? - We do one product in store
0:18:33 > 0:18:35currently, which is flax seed oil.
0:18:35 > 0:18:37It's a smaller 250ml bottle,
0:18:37 > 0:18:39but we don't a lot of volume in that product.
0:18:39 > 0:18:41We're not doing big numbers.
0:18:41 > 0:18:43It doesn't mean to say you can't do big numbers in it.
0:18:43 > 0:18:45I think if you had a more competitive price.
0:18:45 > 0:18:49Perhaps getting the word out about what flax seed can do for the dogs.
0:18:49 > 0:18:52And maybe a little bit of support from yourself, in-store demos,
0:18:52 > 0:18:54coming in, talking to the customers as well.
0:18:54 > 0:18:57- Hopefully, we can... we can do business.- Yeah.
0:18:57 > 0:18:59- Thank you very much.- Thank you.
0:18:59 > 0:19:04I thought that the pitch, frankly, Jim, to the buyer,
0:19:04 > 0:19:06it was a bit lukewarm.
0:19:06 > 0:19:09I just wonder if you're really behind the canine thing?
0:19:09 > 0:19:11There's a lot more dogs than horses, you know.
0:19:11 > 0:19:16Interestingly, he said that they're stocking a like sort of product.
0:19:16 > 0:19:20And I picked one up, actually, in the medical section.
0:19:20 > 0:19:25This is for sick animals. We are for healthy animals.
0:19:25 > 0:19:29- Who we're going to keep healthier. - Exactly.
0:19:29 > 0:19:31So, my idea, really, is,
0:19:31 > 0:19:35and we learnt this from the lady with the horse, Caroline,
0:19:35 > 0:19:40is her dogs were barging the horse out of the way to get at the feed.
0:19:40 > 0:19:42So, what does that tell us?
0:19:42 > 0:19:48You put it next to dog food. Dog food, particularly adult dog food
0:19:48 > 0:19:52because, in this context, adult actually means elderly.
0:19:52 > 0:19:55And what happens to old dogs? They get joint problems.
0:19:55 > 0:19:59And what I'd like to think is we could produce, or you could produce
0:19:59 > 0:20:04a free-standing unit here, next to the dog food which is expensive.
0:20:04 > 0:20:09- There's dog food down there, 15kg, 55 quid.- Yeah.
0:20:09 > 0:20:13I guess one in 100 people coming here go to the medical cabinet.
0:20:13 > 0:20:15Everybody comes to buy their dog food
0:20:15 > 0:20:18and that's where you should position your product. Yes?
0:20:18 > 0:20:19I agree with you, totally.
0:20:19 > 0:20:22With Jim in total agreement yet again,
0:20:22 > 0:20:24it's time to see a man about a dog.
0:20:24 > 0:20:29So, Keith, you're known as the dog guru, and not without good reason.
0:20:29 > 0:20:32You've grown up with dogs, dogs is now your career, your life.
0:20:32 > 0:20:35You breed, you train, and all the rest of it.
0:20:35 > 0:20:38And, recently, from what you've been telling me,
0:20:38 > 0:20:41- this 11-year-old dog, you started her on flax oil.- Yes.
0:20:41 > 0:20:42Any discernible difference?
0:20:42 > 0:20:44A massive difference.
0:20:44 > 0:20:46I mean, the thing about Beau is that I want her to live forever
0:20:46 > 0:20:49but, obviously, that's not going to happen.
0:20:49 > 0:20:51Like myself, she's getting a little bit older.
0:20:51 > 0:20:53And the one thing I've noticed of late this last 12 months,
0:20:53 > 0:20:55she's got very stiff in the morning.
0:20:55 > 0:20:58Since feeding her with flax oil, that's totally gone.
0:20:58 > 0:21:00She does have some arthritic tendencies.
0:21:00 > 0:21:04I was feeding her glucosamine supplements, stuff like that.
0:21:04 > 0:21:07I stopped all that, and the difference is unbelievable.
0:21:07 > 0:21:11There's no stiffness whatsoever, which is absolutely fantastic.
0:21:11 > 0:21:13And seeing the marked difference in Beau,
0:21:13 > 0:21:15I will definitely be feeding it to all the dogs now.
0:21:15 > 0:21:18I must say, she looks terrific, actually.
0:21:18 > 0:21:20I'm actually thinking of taking it myself.
0:21:20 > 0:21:24- There's such a marked difference in Beau!- Get a glossy beard!
0:21:24 > 0:21:27Mind you, my hips are beginning to go. What do you think?
0:21:27 > 0:21:29It would be a good choice.
0:21:29 > 0:21:30Enough about us.
0:21:30 > 0:21:34You've talked the talk, let's see if Beau can walk the walk.
0:21:34 > 0:21:36- Let's see her in action. - OK. Beau, heel.
0:21:38 > 0:21:39Beau, back.
0:21:39 > 0:21:43Her energy level is unbelievable. She's like a pup.
0:21:43 > 0:21:45HE WHISTLES
0:21:45 > 0:21:47Back.
0:21:47 > 0:21:50You can still see the age round her face but, physically
0:21:50 > 0:21:52and her energy levels, she's like a young dog again.
0:21:55 > 0:21:57Sit, sit, sit. Good girl.
0:21:57 > 0:22:00- You can see yourself. - It's wonderful.- For an old girl.
0:22:00 > 0:22:03- She's retired now.- She's retired, but I might bring her back out.
0:22:03 > 0:22:05- Is that right?- Yeah.
0:22:05 > 0:22:08She can definitely compete with the young dogs again.
0:22:08 > 0:22:11Look at that, Beau. You're going back to work.
0:22:11 > 0:22:13I know what it feels like to be in retirement,
0:22:13 > 0:22:16then to be dragged back into the office. Poor old thing.
0:22:16 > 0:22:20'But will Jim Magill be wagging his tail when my brand boys reveal
0:22:20 > 0:22:24'their new designs for the human flax oil product?'
0:22:24 > 0:22:27What we want to do today is to talk about brand,
0:22:27 > 0:22:29and how we can build a brand for you,
0:22:29 > 0:22:31that takes in a logo, takes in your packaging,
0:22:31 > 0:22:35takes in a message about our company.
0:22:35 > 0:22:37We have looked at different names.
0:22:37 > 0:22:40Some of them are challenging, some of them are quite straightforward.
0:22:40 > 0:22:44Amber Soul. It's "feel good inside with Amber Soul",
0:22:44 > 0:22:48how that could look applied to packaging,
0:22:48 > 0:22:51and how that would work then on a bottle format.
0:22:51 > 0:22:53We've touched here on a website, for example,
0:22:53 > 0:22:56how it could be applied very simply as a graphic to a website.
0:22:56 > 0:22:59That gives you a fabulous opportunity to educate your customer
0:22:59 > 0:23:01on the benefits of the product as well.
0:23:01 > 0:23:05We can't do it all on the pack.
0:23:05 > 0:23:09- Next name, slightly different. - Vitam.- Which is the Latin for life.
0:23:09 > 0:23:12Vitam, nature's source of goodness.
0:23:13 > 0:23:18Glo, a very simple word. It's all about natural joy.
0:23:18 > 0:23:23Oir, Irish for gold. And oirflax.com is available.
0:23:23 > 0:23:25It's a wee bit more abstract.
0:23:25 > 0:23:26Natu.
0:23:26 > 0:23:28Just crunch a few words together
0:23:28 > 0:23:31just to try and get that uniqueness again. Natu.
0:23:31 > 0:23:33So, again, tell our story.
0:23:33 > 0:23:34Nature's goodness of the soil,
0:23:34 > 0:23:38a source of omega-3, 6 and 9.
0:23:38 > 0:23:40That's our short list of names.
0:23:40 > 0:23:44If there's a particular style of packaging we think works really well,
0:23:44 > 0:23:48we can still mix and match that with the actual names.
0:23:48 > 0:23:49Great line. So thanks for that.
0:23:49 > 0:23:52I think, the point now, Jim, is go home.
0:23:52 > 0:23:54Don't start snatching at things.
0:23:54 > 0:23:58Immerse yourself in this good work, and think about it.
0:23:58 > 0:24:01And then pick one for the right reasons, and go with it.
0:24:08 > 0:24:11I'm off to see Jim Magill for the very last time,
0:24:11 > 0:24:14and I'm very keen to see his new plant in action.
0:24:14 > 0:24:17But, first, I'm heading to Jollyes pet store
0:24:17 > 0:24:19where Jim's canine product is on trial
0:24:19 > 0:24:22and I'm praying he'll impress.
0:24:22 > 0:24:24The last time Jim pitched to Jollyes,
0:24:24 > 0:24:27it was frankly a lacklustre performance.
0:24:27 > 0:24:30So, let's hope that this afternoon has got a nice gloss to it.
0:24:30 > 0:24:32A bit of a shine.
0:24:36 > 0:24:39This is a high omega-3 product for your dog.
0:24:39 > 0:24:41- It's actually cold-pressed flax oil. - OK.
0:24:41 > 0:24:43It's a very high omega-3 product.
0:24:43 > 0:24:48It's 58.5 to 63% omega-3. Very good for coat and joints.
0:24:48 > 0:24:51That's about 5% of what it's doing inside the body.
0:24:51 > 0:24:54- They find it very beneficial. - OK, I'll give it a go.
0:24:54 > 0:24:59Jim Magill has got his new product, his canine flax oil product,
0:24:59 > 0:25:00into Jollyes, on trial.
0:25:00 > 0:25:03And it's my first opportunity to have a look at the packaging.
0:25:03 > 0:25:06I've got to say, I am slightly disappointed.
0:25:06 > 0:25:10Old-fashioned but, more than that, in a way.
0:25:10 > 0:25:15All we've ever talked about with Jim is flax oil, flax oil, flax oil
0:25:15 > 0:25:17and the benefit it gives.
0:25:17 > 0:25:20Yes, it gives omega-3, 6, 9.
0:25:20 > 0:25:24But where's flax oil on here? Whoa! Look, it's stuck down there.
0:25:24 > 0:25:29I think he's missed a trick, I really do. That's his USP.
0:25:30 > 0:25:34So I think, perhaps, it's time for a little bit of a redesign
0:25:34 > 0:25:36promoting flax oil on the packaging
0:25:36 > 0:25:39before this product gets too well established.
0:25:39 > 0:25:43I'm showing a product today, DogXcel. It's very, very palatable.
0:25:43 > 0:25:47- If we had a wee dish, would you mind trying?- No. Go on ahead.
0:25:47 > 0:25:50You just put a wee drop in.
0:25:50 > 0:25:52About 10ml a day would be sufficient for them.
0:25:52 > 0:25:54- DOG OWNER GASPS - They really go for it.
0:25:54 > 0:25:59Packaging aside, it's thumbs and paws up for the canine product.
0:26:03 > 0:26:07All that's left for me now is to see his new plant up and running.
0:26:07 > 0:26:12- This is the new production facility for the human flax oil product?- Yes.
0:26:12 > 0:26:15It doesn't look as thought there's too much going on in there.
0:26:15 > 0:26:17You've got the structure.
0:26:17 > 0:26:20Is this the equipment in there, in boxes?
0:26:20 > 0:26:23The equipment just arrived yesterday.
0:26:23 > 0:26:26I've yet to see any of these things going smoothly.
0:26:26 > 0:26:29- I'd say we were approximately six weeks behind.- Really?- Yeah.
0:26:29 > 0:26:36So, for the moment, anyway, it's a dead stop on the human stuff?
0:26:36 > 0:26:39No. We're still developing it. We're still working on.
0:26:39 > 0:26:41We're not in production, that's the truth of it.
0:26:41 > 0:26:43What happened on the branding side?
0:26:43 > 0:26:45We went off and saw the people, did you pick a brand?
0:26:45 > 0:26:51- We picked a brand, we picked Natu. It's getting branded.- Registered?
0:26:51 > 0:26:53- Registered.- OK, all right.
0:26:53 > 0:26:55So, for the moment, anyway, this is stalled.
0:26:55 > 0:26:59But, listen, you've still got your equine business which is strong.
0:26:59 > 0:27:02And I want to tell you, whilst you've been beavering away here,
0:27:02 > 0:27:05- I've not exactly been sitting around doing nothing.- That's good.
0:27:05 > 0:27:07I've been working for you,
0:27:07 > 0:27:10and I have got two letters here you're going to be delighted about.
0:27:10 > 0:27:12- I've got a letter from the Billy Stud. You've heard of them?- Yes.
0:27:12 > 0:27:15One of the largest studs.
0:27:15 > 0:27:18Hundreds of horses being bred for the sport horse market.
0:27:18 > 0:27:19And they have said,
0:27:19 > 0:27:22"We would be very interested to trial this product
0:27:22 > 0:27:23"on our home-bred horses."
0:27:23 > 0:27:26He goes on to say his reputation is built on breeding and producing
0:27:26 > 0:27:31quality sport horses, so they don't take these sort of trials lightly.
0:27:31 > 0:27:34Another one, the West Kingston Stud, WKS.
0:27:34 > 0:27:38Tessa Clarke, the stud manager, says,
0:27:38 > 0:27:41"We also would be willing to trial the said product
0:27:41 > 0:27:44"on some of our home-bred horses."
0:27:44 > 0:27:47And they too say, "We don't take on these things lightly."
0:27:47 > 0:27:51So, these two operations, they're formidable operators in the UK
0:27:51 > 0:27:54and they're known globally, they sell globally.
0:27:54 > 0:27:55And, as they sell horses,
0:27:55 > 0:28:01make sure the horses are sold with your product to the new owners.
0:28:01 > 0:28:04And so it goes on, the marketing never stops, it never stops.
0:28:04 > 0:28:08Until Jim gets his new plant up and running,
0:28:08 > 0:28:12human flax oil is but an evangelical dream.
0:28:12 > 0:28:17But, in the meantime, he's got his equine and his canine flax oil.
0:28:17 > 0:28:20And, if he gets the sales, marketing and branding right,
0:28:20 > 0:28:24Mount Mills could just deliver liquid gold.
0:28:36 > 0:28:38Subtitles by Red Bee Media Ltd