Craft Focus - Aug/Sep (Issue 68)

Tell us a little about the history of FMM Sugarcraft. Back in 1948, the present owner’s parents, Joe and Mary Clements, started a business making filter coffee bags, before expanding to produce piping tubes, bags and aprons for the catering trade. Sugarcraft became increasingly popular in the 1990s, and our expertise in injection moulding meant it was a natural progression for us to develop tools and equipment for this emerging sector. We entered the market with a carnation set. It proved so successful that we knew we were on the right track and began to add new lines to meet demand. We still make products for the catering industry, but nowadays most of the business is focused on creating, designing and manufacturing sugarcraft tools. More recently, we have developed the FMM FunCraft brand, and through our distributor Creative Expressions we supply tools, equipment and air-drying clay for the craft market. FMM has been in business for 70 years – how will you be celebrating this amazing achievement? We’ve got lots going on, starting with the creation of a 70 th anniversary logo. In addition, we are developing a new brochure and website, retro imagery and lots of social media content. We also hosted a birthday networking celebration at the One Big Show in association with AFCI in June. Of course, we are making our own birthday cake too! How long have you worked at the company? I have been with FMM for five years. I joined to head up sales and marketing when Grace, our MD, needed help to grow the business. I’ve worked for a variety of firms over the years, moving from IT to retail. At one time I had my own successful marketing business too. Moving into a new industry was a challenge, but one that I really embraced. Nothing gives me more of a buzz than generating revenue for the business and working with happy, satisfied customers. My approach is a combination of strategic and pragmatic marketing and creativity, which I feel which is essential if FMM is to stay ahead of the competition. I love finding new customers and more importantly, keeping them. I’m always thinking of ways to develop new products and reach different markets. We operate in a highly competitive industry, and staying one step ahead is key to our success. What are the key products our readers should know about? A few years ago we were probably best known for our innovative Tappit range, which can be used to make letters, numbers and shapes to decorate cakes and plaques. The user simply taps the flexible strip on a board or table to remove each individual motif. More recently, we have introduced novelty cutters in quirky shapes including fluffy clouds, a picket fence, animal shapes, mix and match faces and fairy-tale designs. Another new addition is our selection of FMM Sugarcraft is celebrating its 70 th anniversary this year. Siobhan Lees, Head of Sales and Marketing, tells us how the company is marking this milestone sweet success 34 craft focus