Inspiring Business by Sharing Success



Leading Midlands web and app developer Atomic has teamed up with two highly respected figures from the food industry in an exciting new business venture.

The Nottingham-based Quality Food Corporation Limited (QFC) brings together bakery experts Stuart Matthews and Simon Douglas - who have more than 60 years’ experience between them - as they look to supply high-quality ingredients to major food businesses across the UK.

Stuart launched QFC with Duncan Beiley, the founder of Atomic, which works with several global brands. The digital agency’s skills have been added to the mix to boost the start-up’s online presence.

“It’s a completely different sector to the one I’m used to but it’s really exciting to be involved,” said Duncan, who is QFC’s communications director. “Many of these types of companies may have huge turnovers but don’t realise the importance of having a good digital presence. 

“You can build something that has a big feel to it and that got me excited about starting this venture with Stuart. He knows the food industry inside and out and, with Atomic, we have the digital skills to help build up the business and understand how it should be portrayed. We have designed the website and will be carrying out QFC’s digital marketing strategy.

“The business was launched just over a year ago and we are delighted that Simon has come on board. He’s got the right experience and a feeling of excitement and hunger for creating a new business.”

Stuart and Simon are putting their wealth of knowledge and skills into the company, which sources a range of bulk ingredients such as seeds, nuts, dried fruits and oils, all specially chosen for their great flavours and freshness.

They aim to supply national retailers and wholesalers, high-class patisseries, family bakeries, ice cream and yoghurt makers and the ready meal and sandwich sectors as well as celebrity chefs. 

Former baker Stuart, the company’s managing director, amassed years of experience working for a global ingredients company. He set up a hugely successful food supply business, which was eventually sold in a major deal. He stayed on for six years before deciding to try something new. 

“I wasn’t sure whether I wanted to go back into the food industry but I knew that I needed a project,” said Stuart, from Ratcliffe-on-Soar. “Then this opportunity came up with Duncan and it just sounded so fresh and exciting that I was hooked.

“The UK bakery ingredients market is growing at a fast rate, fuelled by a range of consumer trends, so it’s a great industry to be involved in, with so many opportunities. I am delighted to be working with Simon, who I have traded with for 20 years and who is highly regarded in the industry.”

Commercial director Simon, from London, worked for a major supplier of bakery ingredients for more than 30 years. He started at 16 and worked with different generations of the family until the firm was bought out by a global distribution company.

Simon said:

“It’s great to be teaming up with Stuart, who has built up such a strong reputation. We’ve both worked with lots of companies - it’s a massively relationship-driven industry and we have forged many friendships over the years. 

“Duncan has made a great start and we look forward to seeing how Atomic’s skills can drive the business forward.”

General manager Lois Beiley ensured the company gained the vital British Retail Consortium global standards certification governing food safety - achieving the top AA standard - which Duncan described as a ‘game-changer’.

Lois was previously a manager in student services at the University of Nottingham and is married to Duncan. Their daughter Jessie, who is studying accountancy and finance at Nottingham Trent University, looks after the books.

Duncan added:

“This is a really exciting partnership, combining the impressive expertise of two people who are highly-respected in the food industry, alongside a great team. We have lots of plans for the future.”

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