The reinvention of the humble pasty has boosted this company’s sales a tasty 63% a year, from £2.6m in 2001 to £11.2m in 2004. West Cornwall Pasty Co has cashed in on the trend for old English recipes. It has also updated the Cornish miner’s snack for contemporary tastes, filling it with things like chicken balti and turkey with cranberry. The company was founded in 1998 by brothers Gavin and Arron Cocking, their father Ken, together with former venture capitalist Mark Christophers and sisters Sarah and Victoria Barber. It now sells up to 6.5m pasties a year from 34 shops and two mobile units.
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