still have bright future Holland's gets

its name in

lights - literally WALTER Holland & Sons celebrates its 150th anniversary this year and the North West's best-loved pie-maker is aiming to celebrate in style.

The Holland's name will be quite literally up in lights following a five-year sponsorship deal with the world-famous Blackpool Illuminations.

The company will have a prime quarter-mile stretch along the prom for a dazzling display which has been themed "Pies Through the Ages".

Behind the razzmatazz, managing director Graham March believes the company is in good shape and ready to face the challenges of the future.

Based in Baxenden, Holland's Pies is one of Hyndburn's largest employers with a workforce of 550. It is a key part of the Northern Foods plc group with an annual turnover of £27 million.

Mr March says the company still enjoys strong loyalty from its customers throughout the UK. And while consumers have more choices in the growing snack sector, he is confident pies and pasties will continue to be a family favourite.

"Holland's is a real success and I am very proud of the company and our staff," said Graham. "But I honestly believe that we can go a lot further if we get the right products into the growing markets at the right time.

"We must continue to evolve to ensure we can compete in an increasingly tough marketplace.

Holland's currently produces a staggering 1.4 million savoury pies and pasties a week and is the dominant market leader in the North West. In the frozen food market, it is the third largest in the UK.

Graham March first joined Holland's in 1985 as sales and marketing director after a successful career with St Ivel when he masterminded the launch of St Ivel Gold.

His marketing touch has been much in evidence at Holland's with the launch of new product lines for both families and catering outlets.

In 1996, "Betty's Kitchen" range was introduced under a licence deal with Granada TV's Coronation Street to produce Lancashire delicacies such as Lamb Hotpot and Beef in Ale. Soon to be added to the product range will be a Balti pie.

As managing director, Graham has been working on the company's long-term strategy. A five-year plan is in place to broaden the company's focuis which, if succesful, could attract new investment from the parent company which would enable Holland's to tackle the national market.

"Investment would give us greater levels of efficiency and flexibility and a more consistent range of products," he said.

The company has undergone internal restructuring which has rationalised the business and created a flat management structure. It has also had to cope with the impact of the BSE crisis.

"In a strange sense, all this has been good for us and we have emerged fairly fit," said Graham. "It proved that teamwork, co-operation and communication is the key to cultural change.

"This year is a landmark for all of us with our 150th year in business. Our major strength is our traditional recipes.

"We recognise our roots and heritage, but will never forget that we are very much a part of Lancashire life and proud of it." It started with a kiss... and history was made THE history of Holland's Pies can be traced back to 1851 when John Whittaker started a confectionery business in Haslingden, with daughter Sarah helping out in the shop.

As the business grew, they advertised for an addional confectioner and Richard Holland was appointed.

The first of many Holland's Pies' romances took place when Richard married Sarah in 1869 and just months later, the newlyweds bought the business. The name was changed and Holland's was born.

By 1888, two of the couple's sons, Walter and John, joined the family business. By 1890, Walter took control and renamed it Walter Holland's.

In 1929, the company moved to its present home in Baxenden when it bought a disused cotton factory known as Industrial Mill.

A 120ft chimney was decorated with huge letters which read 'HOLLAND'S PIES' and for over 50 years it became a famous landmark towering above the East Lancashire countryside. The chimney was dismantled in 1896.

In 1936, Walter left the business which was employing 60 staff to his three sons: Harry Frank and Harold. The bakery was still producing bread and cakes, but the brothers realised that pies were the fastest and most profitable line and concentrated their efforts in this area.

By 1938, there were 20 vans making deliveries to chip shops around Lancashire. Van salesmen would carry small cubes of gravy to give out to chip shop owners - starting the tradition of chips with gravy that continues today.

In 1946, due to the ill health of Frank Holland, the company was sold to R. Gummer Ltd, based in Liverpool and London for £30,900.

The business was sold to Pork Farms in 1972 which introduced foil containers and the first automated machines on the steak and kidney and meat and potato pie lines.

Pork Farms was bought out by present owners Northern Foods and Holland's is now part of one of the UK's major food manufacturing groups.

Northern Foods began a huge period of expansion in both floorspace and machinery. The sale of frozen pies began in 1981 and Holland's is now the third largest frozen pie brand in the UK with 14 per cent of the market.

In 1990, Northern Foods purchased the Fleur de Lys company in Warwick and transferred production to Baxenden.

Holland's has never forgotten its history and those who have worked for the business. To this day, the company sends a birthday and Christmas cards together with cheques for £15 to all retired employees. 10 things you didn't know about Holland's pies 1 Holland's produces 1.4 million pies a week - that's 78 million pies a year

2 Within the North West, Holland's has 85 per cent of the fresh pie market

3 2000 chip shops receive daily deliveries

4 Holland's has more than 130 different product ranges

5 Celebrity cook Delia Smith chose Holland's Pies to supply Norwich FC

6 Holland's also supplies pies to Manchester City, Southampton FC, Burnley FC and Bolton Wanderers

7 Holland's Pies are the top seller at the cafe on the summit of Snowdon

8 The best-selling product is the famous potato and meat pie

9 Holland's 'National Pastry Challenge' attracts more than 250 entries from UK schools

10 Holland's has fleet of 70 distinctive vans