Mrs Mac's Pies
| Private | |
| Founded | Melbourne[1] |
| Headquarters | Perth, Western Australia |
Key people | Murray Beros, CEO |
| Revenue |
$97 million (year ending December 2012)[2] |
| Website |
www |
Mrs Mac's Pies are a range of commercially produced meat pies sold throughout Australia and New Zealand and produced in Perth, Western Australia.
History
In the 1950s Ken Macgregor started up a small business in Melbourne manufacturing cakes, yeast buns and pies. By 1954, the owner had moved his family to Perth and restarted his wholesale business as "Bakewell Pies". 1968 saw the business move to its Morley site and the next generation of the family, Iain Macgregor became the new owner of the business. By 1988, the business had seen vast growth in distribution, new technology and products developed and the rebranding of the company to Mrs Mac's. Mrs Mac now sells pies in all Australian states and from 1998 pies are exported and sold in New Zealand. The company remains family owned and operated. It is based out of Western Australia.[3]
Mrs Mac's now has a range of products that are sold throughout Australia, New Zealand, Hong Kong and Singapore. These products fall under the following: Mrs Mac's, Bakewell, Red Embers & Good Eating. Along with the Mrs Mac's various range of products, the business also sells a range of Agency lines which include Pink Rice (Sushi and Japanese products) and Danish Patisserie (Dessert pastries and cakes). In 2010 Mrs Mac's company launched a new look and changes to ensure the pie landscape with new packaging, advertising, social media and promotion.[4]
As with many meat pies, the quantity of actual meat in Mrs Mac pies is frequently debated. In May 2006 the Australian Consumers Association magazine 'Choice' rated them among the commercial pies with the lowest percentage of meat and only 0.3% above the minimum 25%.[5] The New Zealand Commerce Commission conducted tests in 2006 that singled out Mrs Mac's Choice Steak pies for averaging 27 per cent meat content when packaging claimed 31 per cent.[6] In October 2006, Mrs Mac's launched lobbying efforts arguing for the insertion of the word "flesh" after the words "25 per cent meat" in Food Standards Australia New Zealand's minimum requirements for meat pies.[7]
In 2007, Mrs Mac's launched the slow food campaign, encouraging consumers to see its products as something best eaten in moderation and in a family environment.[8]
Mrs Mac's has gained the Heart Foundation Tick of Approval, Healthy Kids Amber Rating and FOCiS Approval for a number of their Good Eating (school) products.
With the brand's focus on the takeway and servo market, Mrs Mac Pies are advertised primarily towards reaching people in their cars, both on the radio and roadside Billboards using the slogan "If it's not a Mrs Mac's, take it back!"[9]
See also
References
- ↑ Langley, Sophie (11 February 2015). "Mrs Mac's Pies appoints ex-Metcash WA general manager as new CEO". Australian Food News. Archived from the original on 8 August 2015.
- ↑ "Australia's big five bakers in the spotlight". Food and Drink Business. 3 July 2014. Retrieved 28 October 2015.
- ↑ "Mrs Mac's takes brand forward". AdNews. 6 May 2005. Archived from the original on 28 October 2015.
- ↑ Burrowes, Tim (20 October 2010). "Mrs Mac's intriguing campaign". mUmBRELLA. Archived from the original on 15 August 2012.
- ↑ Ciaramidaro, Rebecca. "The truth about meat pies". Choice online. Archived from the original on 27 September 2013. Retrieved 23 September 2013.
- ↑ "Aussie pies under fire". The Sydney Morning Herald. Fairfax Media. AAP. 24 August 2015. Archived from the original on 28 October 2015.
- ↑ Burke, Kelly (21 October 2006). "The Choice is yours". The Sydney Morning Herald. Fairfax Media. Archived from the original on 28 October 2015.
- ↑ "Mrs Mac's fights back". AdNews. 15 June 2007. Archived from the original on 28 October 2015.
- ↑ Lau, Michelle. "Mrs Mac's Pasties: Get your 2 & 5". Mrs Mac's. Retrieved 23 September 2013.