As part of Made in Britain’s International Trade Programme and ahead of Made in Britain’s ‘Exporting to Europe’ session on 29 September (members can register here), we are delighted to showcase Synergy Grill's exports to Europe
THE award-winning and patented Synergy Grill is a unique revolutionary all-British designed and engineered gas grill invention tailored to meet the demands of the hospitality industry. The company factory based in Cambridgeshire is now benefitting from significant global recognition, with sales to Australia, Dubai, France, Belgium and South Africa. Its diverse customer base covers independent businesses to international chains.
Justin Cadbury (left), chief executive of Synergy Grill took time out of his busy schedule to answer our questions.
Tell us a bit about your company and what you make.
Synergy Grill technology has invented and makes the world’s cleanest and most energy-efficient commercial grill both in gas and electric. It is the most cost-effective grill in the world, delivering award-winning foods to thousands of restaurants and winning several sustainability awards. Simply, it is the grill of the future with several international patents.
How long have you been exporting to Europe and to which countries?
Poland took Synergy in 2017 with Europe it has been a little slower but includes France, Greece, Spain, Portugal, Romania, Poland, Gibraltar, Iceland, Czech, Germany, Belgium, Holland and Ireland. In spite of single market aspirations, the heads of government will hopefully remove the hidden barriers and local certifications.
Which other countries or regions do you export to?
Dubai, Israel, Abu Dhabi, Australia, Hong Kong, Nigeria, South Africa, Canada and USA.
How do you sell into Europe (via distributors, agents, e-commerce etc.)?
Synergy is customer-led because it is the end user who gets the massive benefits of 59 per cent energy saving, cleaner kitchens and better food quality. Going forward this will lead us to select quality distributors exclusive to each territory.
What one practical tip would you give to Made in Britain members to help them sell more of what they make in Europe?
Maintain margins as support costs can mount up. Seek the DIT advice. Attend trade shows with locally translated documents. That's three!
Made in Britain is holding an online discussion about export opportunities on 29 September. Made in Britain members are invited to join an informal, online discussion on exporting to Europe. The roundtable discussion will welcome input from members on both the challenges and opportunities for UK exporters.
Europe is one of the world’s largest single markets with no tariffs between member countries. It is home to over 450 million consumers and around 22 million SMEs.
A representative of the Department for International Trade team in Europe plus members of Made in Britain’s International Trade Panel will help fuel this discussion that is open to all Made in Britain members, across sectors, sizes and experience of trade with Europe, be that extensive, significant, minor or not yet begun.