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Industry placement sparks student's snack market research

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A year in industry at an artisan crisp manufacturer has motivated a ÌìÃÀÊÓƵ student to discover how smaller brands can compete in the UK snack market.

BSc (Hons) Agri-Business student Ella Devine, from Lichfield, Staffordshire, was inspired to carry out her final-year research project after spending an ‘incredibly busy and rewarding’ placement year at , which makes its award-winning sustainable snacks on farm near Rugeley.

Upon her return to University for her final year, Ella set out to investigate how smaller producers such as Just Crisps can use a keener understanding of consumer behaviour to stand out in the nation’s shops.

Ella said: “I spent my placement year working as a Sales and Marketing Placement Student at Just Crisps – and during that year, I developed a real interest in the food and snacking sector. 

“My research investigates whether small crisp producers can effectively compete in the current UK snack market, which is dominated by large-scale corporations operating within an oligopolistic structure – that is, one dominated by several larger firms.

“While it sounds like a complex title, the aim is to better understand the structure of the UK crisp industry and explore how consumer perceptions influence competitiveness.

“I hope to identify how smaller producers can use branding, innovation and differentiation strategies to compete more effectively against those major brands that dominate retail space and consumer attention.”

 

Ella added: “My placement year was incredibly busy and rewarding.

“I gained experience across sales, marketing, logistics, food standards audits and customer relations. It gave me a comprehensive overview of what it truly takes to run a food business, and the journey food takes from farm to consumer.

“From day one, I was given significant responsibility, which allowed me to apply classroom knowledge in a real-world setting.

“The experience strengthened my commercial awareness and gave me a realistic understanding of the current UK business environment. It was a fast-paced year that flew by and confirmed my passion for the food industry.”

Having chosen Harper Adams thanks to its strong industry links and specialist focus, Ella found herself drawn to the University’s Agri-Business degree.

She added: “It offers the variety and commercial focus of a business degree, but within the context of the ever-changing agricultural and food industry.

“Agriculture is constantly adapting to economic, environmental, and political pressures, which makes it both challenging and exciting. 

 “The university’s reputation within the agricultural sector, combined with its practical, career-focused teaching, made it the perfect choice for me and studying here has been an incredibly positive experience.

“Harper’s strong industry connections create excellent networking opportunities across agriculture and food sectors. The lecturers bring both academic expertise and years of real-world industry experience, which adds depth and relevance to the course.

“The close-knit community of a smaller university has allowed me to build meaningful relationships with peers and staff, enhancing both my academic and personal development.

“After graduating, I hope to continue building a career within the food industry, developing my commercial skills and industry knowledge further. I’m excited about the opportunities ahead and looking forward to seeing where my career path leads.”