He always hankered for a pie business

Who Ate All The Pies? managing director Steven Turner outside the company's new premises in South...
Who Ate All The Pies? managing director Steven Turner outside the company's new premises in South Dunedin. Photo by Peter McIntosh.
Steven Turner reckons the humble pie is the ''classic fast food''.

Mr Turner is managing director of Dunedin-based company Who Ate All the Pies?, which recently moved into much larger premises in Glasgow St, South Dunedin.

Expansion was driven by customer demand and, while a little daunting, it showed the underlying ''culture'' of pies in New Zealand if they were done properly, he said.

Originally from Lancashire - ''where we are known as pie eaters'' - Mr Turner had a catering business in the United Kingdom, but always had a hankering to own a pie business.

His wife was from Dunedin, and when the couple moved to the city in 2008, an opportunity arose to buy Who Ate All The Pies?, which had been established about three years earlier.

Describing it as a classic small business, Mr Turner had put his own stamp on it, adding new flavours and the likes of Cornish pasties and English pork pies.

Flavours included wild venison, rosemary and red wine; salmon, potato and parsley; steak and blue cheese, and pork, sage and caramelised red onion, alongside traditional favourites like steak and cheese.

Mr Turner has his sights set high - as well as becoming well-established in the Otago and New Zealand market, he was keen to get into exporting to ''hot spots'' like Hong Kong, Singapore and Tokyo.

He believed the food industry was a big part of New Zealand's future.

''We do food better than anybody else,'' he said.

Mr Turner was full of praise for the Otago Farmers Market, where he is a regular stallholder, and the companies that he saw growing in Dunedin were derived from the market, he said.

As the business approached full capacity, he decided the only way forward was through specialist supermarkets, and he produced a ''pie in a box''.

More than 37,000 Who Ate All The Pies? family pies were sold into supermarkets last year.

Mr Turner believed pies should be available to everybody and while he wanted his pies to be different, he also wanted his customers to be ''from Mr Key . . . down to the busy family''.

The same methodology that was used to create a ''high end'' product was used to create mid-range pies for the average family.

The business had proven to be extremely challenging while the venture was also exciting, he said.

The new premises were working well - ''one thing you need with pies is space'' - and while he would like to be able to ''sit down and have a rest'', he said, laughing, his focus over the next few months was getting the brand known in the wider community.

''You can't be big in New Zealand without being big in Dunedin,'' he said.

As for his own personal favourite? Mr Turner admitted to being ''really quite basic'' and loved a good mince pie.

 

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