Pictured above: Tracey Morley Jewkes, Fly Away Ltd Director (l) and Shernel Stevenson, UKTI International Trade Adviser (r) with "Duke"

A Belbroughton company which produces a high performance, natural fly repellent for horses as well as a range of world class grooming products for professional and amateur use, is exporting to Japan, China, Netherlands, Hong Kong, Germany, Belgium, Ireland, Italy and Greece - all with help from UK Trade & Investment (UKTI).

Fly Away Ltd specialises in products which use natural ingredients wherever possible to care for the animal, the owner and the environment.  Set up in 1994, the company was taken over in 2008 by Tracey Morley Jewkes, who breathed new life into Fly Away Ltd and, as part of her strategy for success, developed the company's export activity. 

Before taking the helm at Fly Away Ltd, Tracey had a varied career, from part time model in her teenage years, to BT management executive and horse riding instructor and trainer. 

Tracey says, "The previous owner had done a great job building the business and developing world class products, but turnover had waned. An overhaul of the business was needed, including a new marketing strategy and a move into international markets. UKTI has been fundamental to our success. After one year of working with UKTI we grew our export business by 53% and in the second year, which we've just closed off, we've seen an increase of 112%! Both years we were able to grow our domestic turnover at the same time, so this represents even more of a significant achievement." 

Tracey continues, "When I took over Fly Away Ltd two years ago, it had one export client, now we have nine, and we are also on the brink of moving into Australia, New Zealand and UAE.  We have had immense support from UKTI, the most valuable of all being from our International Trade Adviser Shernel Stevenson, a constant source of support, help, information and motivation."

Fly Away Ltd joined UKTI's Passport to Export scheme for new exporters in May 2009 and following the success of this, progressed in July this year to the Gateway to Global Growth programme - which offers a tailored, needs-based service with training and ongoing support for exporters with two to ten years' experience.

Gateway to Global Growth offers an in-depth export review, assistance in formulating an international trade strategy, networking opportunities to share best practice and signposting to funding streams such as financial support for market visits. 

Tracey describes some of the help they've received from the schemes, "We've had help with the cost of attending training courses and also support with translation and label design. We've attended overseas visits to research potential equestrian markets for our products. The monthly meetings we have with Shernel have been invaluable and kept us focused when we've been spinning so many plates in the air. Shernel really believed in us from the start and kept us going when we were stretched so much that we had to really hold our nerve. She is worth her weight in gold and I can't thank her enough. There's no way we could have got as far as we have so quickly without UKTI."

Tracey continues, "To anyone thinking of exporting, I would say, 'pick up the phone to UKTI now'. The world is a big place, full of opportunity.  If you have a good product and believe in what you do, there is someone in the world who will want to buy it.  UKTI will help you find who and how."

Tracey says, "Exporting forces you to really examine your product from the perspective of the consumer who knows nothing about you, or what the product does.  It also gives you a fresh perspective on just what is possible and what new markets can emerge for something you already make, maybe with different packaging or tailored to a different need." 

Based in Belbroughton, Worcestershire, Fly Away Ltd recently launched a range of products to make horses look their best in the show ring and another range of professional grooming products called 'Groom Away'. Part of this range -   'Tangle  Away' for conditioning and detangling manes and tails - won 'Your Horse' magazine's 'Best Buy Award' earlier this year. 

Shernel Stevenson, UKTI International Trade Adviser based at Herefordshire and Worcestershire Chamber of Commerce, says, "Developing an international business takes commitment and lots of hard work and I can say that the team at Fly Away Ltd has these characteristics in bucket loads! Working with them is an absolute pleasure as they are ambitious, enthusiastic and very determined to succeed.  I do look forward to our monthly meetings because each time there's something new and exciting that's happening and it's great to see the growth and development as it unfolds. I'm very proud of Fly Away's achievements so far and to be taking this journey with them. I'm sure this is just the beginning!"