For this week’s My Local Hero we spoke to Julie Atkinson about why Mrs Darlington’s products are so popular in her shop.

Julie Atkinson

Store: Hollins Green Community Shop

Location: Warrington, Cheshire               

Product: Mrs Darlington’s jams, chutneys and sauces

Price: from £2

 Where did you discover them?

When we opened I wanted to stock some well-known local products in the shop. I was looking for things that were a bit more expensive, as a quality alternative. You are always going to get people who want Hartley’s, but this gives them something different. There is more than 70 variants of Mrs Darlington’s so I choose a selection of the different jams, chutneys and sauces that I thought would be most popular.

Who buys it?

It’s mainly local residents, although we do get a lot of custom from people who are visiting friends and family in the village. Because of the shop’s wooden and rustic displays they say it makes them feel like they are on holiday, and they want to buy into that and take something away with them.

Why is it so successful?

It is a well-known brand in the area and Mrs Darlington’s has always been located less than 30 miles away from the village. We sell it at a fair price – £1 less than other businesses – so people come to us. And even at that price, we still make at least 22% profit.

Next week we will be speaking to Khuram Pervez, of Nisa Loco in Newcastle-Upon-Tyne, about why Canny Milkshakes are a hit in his shop. 

To read, see this week’s Retail Newsagent or subscribe here.