Bartlett profits grow as Rooster potatoes reap richer rewards

PROFITS at Albert Bartlett & Sons grew by more than a quarter last year as the Airdrie-based vegetable producer continued to harvest the success of its Rooster potato brand.

Accounts filed yesterday at Companies House revealed that pre-tax profits jumped to 11.6 million in the year to 31 May, compared with 9.1m in 2008.

Turnover at the family-owned company increased by 9.7 per cent to 181.7m, reflecting a contribution from the group's Jersey arm.

At the end of May, brothers Alan and Ronnie Bartlett split their group into two companies, with Alan Bartlett & Sons taking over the carrot and parsnip businesses at Chatteris, Cambridgeshire, and Alan continuing with the potato arm in Airdrie.

The accounts revealed that a final dividend of 40.3m was paid, representing the net assets transferred to Alan Bartlett & Sons.

A spokesman for the company yesterday declined to comment on the accounts.

But writing in the directors' report, company secretary Kenneth McGuinness said: "The directors found the trading performance of the group to be satisfactory given the economic conditions experienced throughout the year.

"The external market remains extremely difficult as major retailers continue to battle for market share. Pressure on margins therefore remain high with the constant demand for more promotions from retailers."

As a result of the restructuring and growth, the company said bank borrowing remained "high".

The directors said they had continued to reap the rewards of their marketing strategy for branded products, including Rooster, the Irish potato variety that Albert Bartlett has grown for 14 years and sold in the UK since 2003.

Television adverts used for Rooster had included the voice of Tom Baker, best known as the fourth Doctor Who and the narrator of Little Britain.

Last autumn, the company launched a 3m television advertising campaign featuring American actress Marcia Cross, best known for playing Bree Van de Kamp in television series Desperate Housewives.

Albert Bartlett revealed that Rooster's sales grew by 135 per cent year-on-year following the three-month campaign, with its market share doubling to 5 per cent of the fresh potato category.

Earlier this month, it was revealed that Disney had approached Albert Bartlett to promote this summer's Toy Story 3 film on packets of Rooster potatoes and in online and radio adverts, starting on Sunday.

The company has also sponsored sporting events, including the Albert Bartlett Novices' Hurdle horse race at the Cheltenham Festival.