The first choice of adventurers (From Gazette & Herald)

The first choice of adventurers

WHEN American broadcasters CNN and NBC were beaming back pictures from Iraq during the recent war, a company near Pickering was keeping reporters and cameramen going with ready-to-eat meals.

First Choice Expedition Foods, from Stape, which distributes pre-packed, ready-to-eat meals, supplied the crews with food such as boeuf Bourguignon, chicken with herb dumplings, chicken tikka masala and steak, vegetables and potato.

Others in the public spotlight who have used Expedition Foods include top class athletes and Premiership football teams, but the company is best known for providing sustenance for record-breaking expeditions.

An impressive 15 world records have been broken by individuals or teams who were using First Choice foods. The list includes Jim Shekhdar, the first to row from Peru to Australia unsupported, Peter Bray, the first to kayak across the North Atlantic (from Nova Scotia to Ireland), and the Breitling Orbiter Balloon team, the first team to circumnavigate the globe.

However, association with these records was not why owner Ian Williams set up the firm.

Having been a lover of outdoor pursuits for most of his life, Ian wanted to improve the eating experience which went with it.

During the early days of his involvement in outdoor activities, Ian recalls the commonly-used dehydrated foods with little fondness.

He talks of peas that never went soft and food that was rich with the additive monosodium glutamate which "your system knew about after you'd eaten."

Explaining the main reason he set up Ex-pedition Foods, Ian said: "I wanted to encourage young people to enjoy camping. The eating experience can be the highlight of the day and the more pleasant this is, the more likely young people will take up the hobby."

Around two-thirds of the firm's product range is "freeze-dried" - food, sealed in an aluminium foil pouch, which takes just minutes to prepare (by boiling in water) and which maintains its structure and taste after heating.

To a large extent, Ian relied on word of mouth during the early years. But the internet has transformed the company since the late 90s. Thanks to the help of Government-backed organisation Business Link, a website was set up which enabled customers from all over the world to order online. Ian said 80pc of his business is now internet-based.

With links with nine manufacturers spread across Europe, America, Canada and China, Expedition Foods supplies up to 80 different pre-packed meals which can be delivered within two days of an order being placed online.

Ian believes First Choice, which supplied Tony Bullimore for the Vendee Globe race during which he famously capsized in the middle of the Southern Ocean, is popular with record-seeking explorers because of its personalised service.

This may involve meetings with individuals prior to expeditions to discuss their food preferences. Just recently, Ian met up with Rosie Stancer in preparation for her bid to become the first British woman to reach the South Pole solo and unsupported.

Manufacturers will also produce to Ian's recipes. Though he has no formal qualifi-cation in the food industry, years of experience of outdoor pursuits plus his own learning mean he has good knowledge of the ingredients needed for food for camping and expeditions. He tries out his recipes on youngsters involved in outdoor activities as part of the Duke of Edinburgh Award scheme (he is an assessor for the North York Moors area).

Ian, who runs the business from his home in Stape with his wife, Elizabeth, may have found a niche in the market, but he is not content with resting on his laurels. The emergency services and those who work in remote areas are markets he wants to target.

And, in light of the threat of terrorism in this country, Ian has received considerable interest for emergency food kits for domestic use. In fact, one organisation could be set to place up to 300 orders for such kits.

Having made a success of starting up his own business, what advice does he have for anyone wishing to do the same?

"Carry out initial research of your dream, make a wish list and then go to Business Link for help and advice. Only risk what you're prepared to lose. We could've started much bigger and remortgaged the house but we started small. It's also advisable to have a fallback plan."

Ian's word to those thinking of pursuing their dream and setting up themselves is: "Life's about trying things. It's no good saying 'if only'."

Ian came to Ryedale 29 years ago to head up the Middle Head Outdoor Pursuits Centre in Stape after previously working as a vice-principal at a centre in Whipsnade, Bedfordshire. Prior to that, he worked as a senior canoeing instructor in North Wales after leaving his home town, Hartlepool, where he was as a design draughtsman in heavy engineering.

When Ian set up Expedition Foods fol-lowing the closure of the centre in Stape, he never envisaged the job being the seven-days-a-week commitment it has become. But at the age of 59, he is not looking to wind down just yet.

Reaching for the thick Screwfix DIY catalogue in his office, he said: "This provides absolutely anything a tradesman needs. I want Expedition Foods to become the Screwfix of the camping and expedition market place." Judging by his first seven years in business, he appears to be heading in the right direction.

For more information on the company, visit www.expeditionfoods.com. For information on Business Link call (01904) 686000.

Updated: 11:37 Wednesday, July 23, 2003