AS you might expect from a company with an unlimited access to caffeine, the atmosphere as you walk into Darlington-based, Beanies The Flavour Co., is buzzing, writes the North East Chamber of Commerce's Laura McKinlay. 

But it’s not all down to world’s original energy drink.

It’s easy to get the impression that the Beanies team, all with matching smart polo shirts and laid back attitude, know they’re on to a good thing.

With a new premises, quirky website, powerful social media presence and a year on year growth of 100 per cent, it all seems a bit too good to be true.

But Beanies is no ordinary cup of joe.

In a billion pound coffee industry, which saw a £10m growth last year, you may be surprised to read Beanies represented 13 per cent of that growth.

When John Evans, one of two directors of the flavoured coffee producer, says “Beanies is fun, but we’re not funny,” you better believe him.

So why Beanies?

Why is this particular company, started in a home garage in Darlington in 2009, now making the coffee giants shake?

“For people to invest, you have to be investable", he says.

We have a good quality product at a competitive price and people love the flavours.

"Chocolate orange, Irish cream, amaretto almond, the list goes on.

“We’re ambitious and we’re absolutely committed to growing our brand.

"Beanies isn’t limited to one market, we’re in the hot beverage market so we’re not just limited to coffee.”

Mark Porteous, fellow director and original founder, agrees.

“The first step is getting your product right", he says.

"It takes a lot of planning, a little bit of luck and knowing when to ask for help and advice.

"We’re a good place now, but it’s been a lot of hard work.”

Originally from a finance background, Mark was introduced to John by mutual friend Andrew Fenner, now Beanies' director of sales UK and Ireland, who thought John’s thirty years of experience in the food and beverage industry, could help take Beanies from a regional market to a global one.

Beanies has since gone from producing 2,000 jars of flavoured coffee a month, to a substantial 8,000 jars a day.

According to research, data and insight company, Kantar WP, Beanies is now the brand of choice in the flavoured coffee market.

One could say this is a partnership that is going well.

“Our brand is very important to us,” explains John.

“Brand Britain is booming and the foreign market wants to get their hands on British products.

"This hit at just the right time for us”.

As well as getting the secret recipe in the product just right and having a cool, clear brand and packaging design, Beanies’ online presence is causing a stir with caffeinistas all over the world.

“We really started to push our online presence in August last year and now have over eighty thousand likes’on Facebook", says John.

"Actually, we’re in the top 20 food and beverage companies in the world on Facebook, which is huge.

“People really love the product and go out of their way to post comments about their favourite flavours and even post their suggestions.

"We value this and listen to our consumers, what they like, what they don’t like.

"We’re aware of what people are saying and we react to this.

"I think this has been a very important part of Beanies’ success.

“We’re also known for being only two calories per drink so is popular in the slimming world.

"We have a very loyal online community.”

With a team of eleven, all coming and going around the office, it is clear Beanies is an efficient operation.

“We’re really into developing our people,” says John.

“We hire locally and if someone shows the right attitude and talent, whether they begin on the production line or the office, there’s opportunities for them.

"We’re always looking at our management recruitment and development.”

Taking a sip from a Beanies branded mug, Mark agrees.

“That’s one of the reasons we’re based here in the North-East", he says.

"As well as the obvious reduced costs when it comes to rent compared to down South, it’s also because of the people.

"We have access to skilled people, determined to make a success of their careers and not afraid to try something new.”

Victoria Cooper, a Teesside University graduate, joined the Beanies team last year and now works in the marketing team.

“We all get involved in everything,” she says.

“It’s good that if we have any ideas for a new flavour we can make a suggestion.

"An important part of our job is taste-testing.

"You don’t have to like coffee to work here, but it helps.”

On the wall in the office is a world map showing the reach of Beanies around the globe.

Already in two of the big four supermarkets, Tesco and Sainsbury’s, and exporting to over a dozen other countries including South Africa, South Korea and Hungary, there is a huge sense of pride and a little incredulity from Mark.

It’s a far cry from the company’s humble beginnings when Mark, after being made redundant, mixed flavoured coffee, by hand, with help from his wife, Michelle, a nurse at Darlington Memorial Hospital.

When starting out in 2009, in the midst of a recession, with a young son and another baby on the way, it could’ve been a perfect storm in a coffee cup.

“It was stressful to say the least,” says Mark.

“I don’t think we realised what we were letting ourselves in for.

“It’s a huge risk setting up on your own and no matter what qualifications you have or what textbooks you read, you can never learn enough.

"When you take on your first employees, you’re the last person to get paid but the first person to have to pay the bills, so it’s a lot of pressure.”

Although the risk is clearly paying off, it is evident this particular entrepreneur has been pushed to his limits and doesn’t take the current success for granted.

“If you decide to go for it, it’s all or nothing.

"There are no half limits.

"Be prepared to work every hour of every day.

“It’s daunting but luckily, in the North-East, there’s a lot of advice and funding options and you can never ask enough questions.

"Looking back, I remember thinking after we’d exported to one country, it’d be the same process for the next country.

"But it’s not, so take as much advice as you can get.

“Also, don’t be sensitive to constructive criticism or recommendations.

"It all helps make sure your product is the best it can be.

“Sometimes I’ll be in the supermarket and I have to do a double take when I see a Beanies The Flavour Co. jar on the shelf. I think, 'We made that, that’s been delivered from our production line'.

“It’s still a bit surreal, but it’s the best reward for me.

"I can’t believe how far we’ve come in the last few years.”

Passionate about their product and growing their relationships in both the domestic and export markets, Mark and John make a formidable team.

Such a speedy success could cause a company to become complacent but not here.

Keen not to share too much of their plans for the future, there is no doubt this duo is not yet completely satisfied.

“We’ve recently gained distribution in Republic of Ireland, Northern Ireland and are planning to launch in Germany soon,” says John, “and we’re in discussions with six more countries.”

There are jars dramatically marked with Top Secret stamped across them.

Although packaged this way for a bit of fun for their Facebook page, everyone remains tight-lipped around the flavour new flavours.

“When I look back at where we were six years ago it’s hard to imagine where Beanies might be in another six years,” says Mark.

“We’re looking into new products, innovations and range of product extensions.

"There are so many options but we’ll make the right decision for us.”

James Ramsbotham, chief executive at the North East Chamber of Commerce, praised the company.

He added: “It’s companies like Beanies who make the North-East known for its proud exporting reputation.

“It’s enormously daunting for a person to set up their own business and then take the even bigger leap of trading internationally.

"Help and advice is available to those who are thinking about expanding their business in this way and I’d urge those to get in touch with the chamber and UKTI for support.

"Beanies is certainly a North-East exporter to watch.”