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Peter's Pies announces plans for stadia success

Neil Court-Johnston, the newly appointed managing director of Peter’s Food Services (pictured), has announced plans to make the South Wales-based pie and pastie supplier the choice of sports fans in stadia throughout the UK. Peter’s Pies supplies 38 major clubs including Birmingham City, West Ham United, Cardiff City, Swansea City, Sheffield United, Sale Sharks, London Irish, Castleford Tigers, Warrington Wolves and the Millennium Stadium. Now plans are in place to increase the number of stadia it supplies to more than 70.

Court-Johnston said: “The nation is sports mad and it’s our mission to make our brand the sports fan’s pie. That means getting into as many football, rugby and cricket clubs around the country as possible and really engaging with supporters.”

Privately owned Peter’s is set to continue to offer free pies to fans travelling by coach to away fixtures at clubs where it wins new business. Court-Johnston believes new marketing techniques can raise the proportion of football fans eating pies from around 10% to as high as 25%.

The company plans to “change the face of the matchday food experience”, while tackling the main logistic problem facing football ground pie-sellers and fans – the half-time queue. Its pie range will be sold by mobile vendors, precluding the need for fans to go to food stands.

As well as supplying a host of professional sports clubs, Peter’s is also keen to put something back into sport at ‘grass roots’ level. Court-Johnson said: “We are very keen to help develop amateur sport across the country and promote healthy living generally and we’ll be announcing some exciting initiatives to that effect shortly.”

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