A Herefordshire potato farmer who reaped the rewards of diversifying into crisp manufacturing is to try for success again with a new crop.
William Chase, owner of Tyrrells potato chips in Leominster, is to grow oats alongside his potatoes as part of the development of a new range of muesli and cereal bars.
The 44-year-old entrepreneur said: "Tyrrells crisps have been really successful but I don't want to take on Walkers and I don't want to start supplying the supermarkets. If you do, you start dealing with toxic people and everything is corporate.
"I like supplying independent shops and I want to give them the choice of something different."
The move is a far cry from Mr Chase's position in 1992, when he struggled to buy back his farm from administrators after he and his business partner fell foul of the decline in UK agriculture.
Now, just over a decade on, his company, Tyrrells, employs 45 members of staff and has a turnover of about £6.5 million.
The 44-year-old entrepreneur puts his success down to having the courage to realise when it is time to leave one market and diversify into another.
He said: "Back in the early 90s I began to produce potatoes as a way of generating cash to help me get back on my feet.
"At the time there was a big desire by the supermarkets for pretty, fresh potatoes and they were willing to pay.
I realised that we would be able to grow the type of potatoes they wanted at a high yield."
However at the end of the decade, the market became flooded and supermarkets began to squeeze producers on prices.
"After encouraging the market, the supermarkets began to put pressure on the price they were willing to buy for and I knew I had to diversify.
"I could see the cracks and I am a believer that businesses should react at this point.
"So many ignore the signs and keep doing what they're doing until the business is dead."
Mr Chase began to research new avenues for his business, looking into a variety of potato products. However, when a batch of his potatoes were bought up to make into crisps, he made the decision to set up a crisp manufacturing plant.
Travelling to Spain, the US and finally Canada to research crisp manufacture, Mr Chase sourced and installed the manufacturing equipment himself.
He even designed his own packaging.
"I went to experts who only seemed to copy other brands, so I decided to go around food stores myself and develop my own ideas."
In 2003, with a three-man team - including Mr Chase in charge of packing and his managing director Ian Parkinson head of frying - Tyrrells produced its first batch of crisps.
Sold as a niche alternative to mainstream brands, the product became a huge success with customers and the media because of the firm's ' homegrown' approach.
"I realised people didn't want to see big shiny stainless steel manufacturing plants. They wanted to see a man, in a field, harvesting potatoes," Mr Chase said.
Mr Chase believes that in order to survive small, niche businesses have to keep looking ahead for new markets.
He said: "Its a juggling act and you don't get much time to yourself, but you can't stand still. The are hundred of thousands of products out there that just need to be given a twist to be successful."