Sunday, September 27, 2009

Telling pork pies

I can't help having a sneaking admiration for Neil Stansfield. The bloke's starting a two-stretch for a fraud which has a chutzpah factor of 10.

His scam was to buy bog-standard food from Tesco, take it out of its wrapper and repackage it as 'Swaddles Organic'. It was then ready for resale by mail order or to upmarket retailers such as Fortnum & Mason at a premium price.

By the time the business had been going for five years, Stansfield was turning over £2.5m. If anyone doubts the power of branding, this tale should be a real wake-up call. If the grub comes out of a fancy wrapper and costs a packet, we quickly believe that it tastes superior to that stuff we buy down the road at the supermarket.

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