Hunters of Helmsley: How a small business thrives in Yorkshire

As this year marks the 25th anniversary of North yorkshire’s Hunters of Helmsley, based in Helmsley’s Market Place, Bdaily investigate why the deli has remained a success for a quarter of a century.

Since its establishment, the business has supplied an extensive range of fresh and store cupboard foods, as well as a wide selection of alcoholic and soft beverages. It is this unusual combination of products that has constantly attracted customers throughout the whole of Yorkshire.

The majority of products on offer are sourced from within the Yorkshire region, as Hunters want to support local suppliers.

Applying this philosophy the company, which has been owned by husband and wife Chris and Christine Garnett since 2008, was able to set up the Helmsley in Business group, which now has 50 members working together to promote the town for the benefit of all local businesses.

The deli’s success was cemented this past February when it was named the best small shop in Britain by beating out more than 300 competitors.

Earlier this year, Bdaily spoke with the Christine about creating and maintaining a thriving small business in the region.

So, how did the business get started and where did the funding come from?

“We stock an extensive range of fresh and store cupboard foods, and alcoholic and soft beverages – nearly 2,000 different items in total - much more than the ‘average’ deli. The ground floor of the store sells fresh produce, including home-cooked beef, pork and ham, cheeses, salads, pastries, sausages, locally made ice cream and freshly made sandwiches (we sell over 50,000 every year!). The upstairs is an ‘Aladdin’s Cave’ of jams, chutney, tea, coffee, chocolates, sauces, dressings, oils, unusual cookery ingredients and sweet treats.

“Chris (my husband) and I bought the shop back in 2008. Both of us are from Yorkshire farming families. Chris ran a beef, sheep and arable farm on the edge of Wharfedale with his father for over 18 years and my family still farm in West Yorkshire. Before buying Hunters we owned a very successful fish and chip shop in Horsforth in Leeds for seven years.

“After selling the fish and chip shop, we wanted a new challenge - a coffee shop or a deli - and were fortunate to spot Hunters the day it came on to the market. It was just perfect, an already thriving business in a great location and in a wonderful community. More importantly it was a business where we could develop our passion for quality food and drink. The purchase was funded by profits from the sale of our fish and chip shop and a commercial mortgage from HSBC.”

How are you currently finding business?

“The business continues to go from strength to strength, which is a result of the hard work we and our committed team put in. You can’t rest on your laurels. We are constantly reassessing our product ranges, to ensure we’re offering the very best we can to our customers.

“We invested in renovations for our ground floor two years ago, which have made a huge difference to the feel of the place. Because the building is Grade 2 listed, there is a limit to what you can do, but that quirkiness is part of Hunters’ charm.

“We were delighted this year to be named the Best Small Shop in Britain, in a competition run by the All Party Parliamentary Small Shops Group and administered by the Independent Retailers Confederation. We attended an event at the House of Commons on 25th February, and it was overwhelming to have such positive feedback about what we do. We love what we do and I think hopefully that shows.”

Why is it important to source locally?

“We both come from farming backgrounds and believe the quality of food and where/how it is produced is vital. We’re extremely lucky to have some amazing food and drink producers in the region, so it would be crazy not to take advantage of them. It also comes back to this idea of supporting other local businesses – we’re all reliant on each other, and so it makes sense to deal locally when you can.

“The shop has strong relationships with local suppliers: bread and cakes are made at the Malton Bakery just 15 miles away; cheeses come from nearby dairies such as Shepherd’s Purse; drinks from Ryedale Vineyards and local breweries including Cropton and Hambleton; and Johnsons of Thirsk and Julyan the Bakers provide the delicious pastries, sausage rolls and pork pies. The highest quality local meats are sourced from several local farms and cooked daily on the premises. The shop also has its own range of condiments produced near York using local ingredients.”

Why did you think it would be good to start up in Helmsley?

“Helmsley is a beautiful town, and it has a strong sense of local community. But it also has the added benefit of a steady flow of tourists and visitors. It’s the perfect Yorkshire market town for a day out with lots to do, such as the castle, the Birds of Prey Centre, the Walled Gardens, the open air swimming pool, and because we’re within the North York Moors National Park, there’s beautiful countryside and amazing walks. There’s a great business network, and the town is full of independent shops, cafes, restaurants and accommodation – it’s entirely unique and that’s why it appeals so much to people. When we saw Hunters was for sale, we knew instantly we wanted to buy it.

“Hunters takes an active role in the community, and making sure Helmsley stays a thriving market town. We understand that the town’s well-being rests on every business succeeding. In 2012 we personally instigated the forming of ‘Helmsley in Business’ which now has 50 businesses as members, to work together to promote the town locally and to the tourist market. Chris chaired it for the first two years. We work together to run big events in town, encouraging people to ‘shop local’ and market the town by creating leaflets, a website and PR.”

Christine commenting on the development of the business:

“With the current trend for consumers to make more frequent, small shops, and to buy fresh local goods as they are needed, Hunters is in an ideal position to fill this demand. Our philosophy of supporting quality local producers, along with artisan foods from the UK and around the world, makes sure we can keep local customers and visitors coming back.

“Food shopping should be a pleasurable experience not a chore. Helping customers to get the most from their food by suggesting recipes, helping with allergies and intolerances and passing on our passion for good food is vitally important and also keeps customers returning.

“Of course, we have had to keep up with the growth of online shopping by extending our online offering, along with developing a presence on social media. The internet is essential for any modern business, which needs to embrace things like new payment techniques and the breadth of audience which can come from online sales.”

Got a small business? Why not contact Nick Hill at nick.hill@bdaily.co.uk to feature in Bdaily Yorkshire’s next small business insight?