William Whitaker, Managing Director of Whitakers Chocolates, discusses navigating market volatility, overcoming rising costs and the drive for sustainable growth
What strategies has Whitakers used to navigate cocoa market volatility and manage long-term pricing risks?
The cocoa market has faced unprecedented volatility in recent years, driven by unpredictable weather conditions, crop disease and changing global demand. At Whitakers Chocolates, we’ve navigated these challenges through a long-term, partnership-based approach with our suppliers. We prioritise strong relationships across our supply chain, working closely with trusted partners to secure consistent quality and more stable pricing.
Our forward-buying strategy allows us to lock in pricing on core ingredients well in advance, helping to smooth out the peaks and troughs of the global commodities market. We’ve also diversified our sourcing base, ensuring we are not over-reliant on any one origin or supplier.
Ultimately, our focus is on sustainable continuity – managing risk in a way that protects both our product integrity and our customers’ confidence in Whitakers’ quality and reliability, but inevitably we have had to increase our prices significantly.
In what ways are rising costs influencing your approach to sustainability and competitiveness?
Rising costs, from ingredients and energy to logistics and labour, have made efficiency and sustainability inseparable. Every decision we make now must deliver both environmental and commercial value.
For example, we’ve continued to optimise our production processes and invest in more energy-efficient equipment to reduce consumption across the factory. Packaging has also been a key focus area, with a move toward recyclable and lighter materials that both lower environmental impact and control shipping costs.
Sustainability for us is about long-term competitiveness. By reducing waste, improving energy performance, and sourcing responsibly, we can keep prices fair for customers while protecting the planet and our business for the future.
Government cost increases, such as wage and insurance rises, continue to add pressure – what impact do these have on Whitakers, and what support would you like to see for UK confectioners?
Like many manufacturers, we’ve felt the compounded impact of rising employment costs, insurance premiums and compliance requirements. These are areas where the confectionery sector, particularly SMEs like ours, would benefit from more targeted government support.
We would like to see measures that help UK food producers remain competitive, such as incentives for automation and energy efficiency investments, and a review of business rates for manufacturers. The UK confectionery industry is a significant employer, particularly in regional areas like ours in Yorkshire, and ensuring that businesses like Whitakers can continue to invest, innovate and grow is vital.
Despite the pressure, we’ve continued to prioritise job security and local employment, reflecting our long-standing commitment to the community we’ve been part of for over 135 years.
When the market is uncertain, what guides your investment decisions?
In times of uncertainty, we focus on strategic investments that strengthen our core capabilities and position us for long-term growth rather than short-term gains. Our recent investment in a dedicated nut processing facility at our Skipton site is a great example, a move that not only broadens our product range but also protects our main BRC AA* factory.
Every investment is guided by three principles: quality, efficiency, and opportunity. We ask whether it will enhance product quality, improve operational resilience, or create new growth potential through product or market diversification.
We also take a long-term view; Whitakers has always been a business that plans years ahead, not just quarters. That’s why, even amid market turbulence, we continue to invest confidently in our people, technology, and product innovation.
What opportunities and challenges have emerged from becoming part of the Bramble Foods Group?
Joining the Bramble Foods Group has brought huge opportunities for collaboration, shared expertise, and growth. It has given us access to new channels, customers, and markets while allowing us to benefit from group-level efficiencies in procurement and logistics.
At the same time, maintaining Whitakers’ distinct brand identity and heritage has been central to the partnership’s success. Bramble Foods’ understanding of our legacy as a family-run chocolatier has ensured that our craftsmanship and values remain at the forefront of everything we do.
The challenge, and opportunity, lies in balancing scale with soul: leveraging the strength of the group while ensuring that every Whitakers chocolate still feels handmade, authentic, and true to our roots.
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