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The Business Magazine May 2024
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Regional hospitality company agrees partnership with local supplier

The Business Magazine article image for: Regional hospitality company agrees partnership with local supplier
Ryan Hobday of NOHM with Tom Barber of the Barn at Berryfields at the Park Bistro in War Memorial Park
15 November 2023
Ryan Hobday of NOHM with Tom Barber of the Barn at Berryfields at the Park Bistro in War Memorial Park

A pig-farm turned foodie empire has claimed the West Midlands can lead the way in championing local produce after agreeing a major partnership with a Coventry-based hospitality firm.

The Barn at Berryfields in Meriden has teamed up with No Ordinary Hospitality Management (NOHM) to bring its handmade sausage rolls, pork pies, steak pies and scotch eggs to The Abbey Artisan Market at Coombe Abbey and the Park Bistro at War Memorial Park.

Visitors to the Coventry locations will now be able to enjoy picnic snacks made fresh just a few miles away at the family-owned farm – which has its own in-house butchery and bakery – with up to 500 sausage rolls, pork pies and other items made to order each week.

No Ordinary Hospitality Management expands to new Coventry HQ

All products are made with home reared RSPCA Assured pork and grass-fed Hereford beef.

The multi-award-winning farming enterprise has been in operation since the early 1900s and now boasts a café, bakery and farm shop, private dining and conference space, teepee and outdoor seating area, seasonal events space and an acclaimed restaurant overlooking the Meriden countryside.

Its sausage rolls are so popular with customers that the family reported a 6,000 per cent increase in sales since 2017 when they first started supplying to other select local businesses.

Tom Barber, Director at the Barn at Berryfields, said the partnership showed the West Midlands and Warwickshire can lead the way in championing local produce, and that taking its products to more Coventry audiences represents a key milestone for the business.
Tom is one of three brothers who run The Barn at Berryfields, now in its fourth generation as a family business.

He said: “It’s brilliant to partner with an organisation like No Ordinary Hospitality Management which shares our views on the importance of local, high-quality produce.

“It’s great to see even more people enjoying our goods across such popular venues, and it’s absolutely crucial for us to make the most of wholesale opportunities to help our business grow and create more opportunities for progression for our teams.

“We only supply businesses who are local to us as we pride ourselves on high welfare and low food miles. We have found that customers are increasingly recognising the value of quality and better knowledge
of the product’s provenance.

“More of your money goes into improving the quality of the product itself, rather than being spent on the supply chain and logistics. You get more bang for your buck and it’s a more sustainable way of shopping and eating, so it’s really exciting that companies are willing to take the punt to support the quality that is being created in the region.

“All elements of the business, from our farm to our butchers, bakers and chefs have a hand in creating what we think are unbeatable products – not just in terms of knowing what has gone into your sausage roll or pork pie, but in the level of care, craftsmanship and ultimately the flavour in the end product.”

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The partnership sees No Ordinary Hospitality Management bolster its links with local suppliers after teaming up with popular Rugby bakery Baked Brownies, Indian snack creator Auntie’s, and collaborating with a beekeeper to create locally-sourced honey on the back of Destination Coventry’s Meet the Supplier event.

Ron Terry, Group Operations Director at No Ordinary Hospitality Management, said: “The Barn at Berryfields is an essential member of our growing roster of incredible local suppliers.

“It’s a privilege to work with a local business which shares so many of our key values in supporting the local economy and raising the bar in terms of quality, and we are already seeing a huge amount of interest in these products across our sites.”


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Peter Davison is deputy editor of The Business Magazine. He has spent his life in journalism – doing work experience in newsrooms in and around Bristol while still at school, and landing his first job on a local newspaper aged 19. By 28 he was the youngest newspaper editor in the country.

An early advocate of online news, he spent the first years of the 2000s telling his bosses that the internet posed both the biggest opportunity and greatest threat to the newspaper industry and the art of journalism. He was right on both counts.

Since 2006 he has enjoyed a career as a freelance journalist. He lives in rural Wiltshire with one wife, two children, and three cats.

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