Michelle Maddox, owner of Clootie McToot, is on a mission to make her clootie dumplings available across the globe.
After securing a contract last November to export her products to America, Michelle flew out to Canada with the Department for International Trade this week to try and secure her next big deal in Nova Scotia, Canada.
Founded in 2017, the Clootie McToot brand started out with Michelle selling at farmers markets before opening her first store in 2018. She expanded into a commercial kitchen in 2019, and secured a contract with John Lewis during the pandemic in January 2020.
With a team of 14 people under her, Michelle runs an entirely sustainable energy business that is carbon neutral, zero waste and has recyclable and biodegradable packaging.
Clootie McToot currently sells through its own website with delivery across the UK, and Ireland, as well as across America through Amazon.
What makes the clootie dumpling so special?
Despite the expansion of her business, Michelle manufactures her products in Abernethy in order to preserve the authentic method of production and traditional flavour of her clootie dumplings.
She said: “When I started the business, ethos was really important to me.
“Most companies are moving to increased technologies and machines, and reducing work force.
“But our product is the opposite in that we can’t move to machine production.”
Instead, Michelle trains her staff to use the old-fashioned method of using a cloot (cloth) to boil and bake the dumpling before packing them up.
She said: “Our method makes it an authentic product, and that is its unique selling point.”
Extending clootie dumpling shelf life
Due to this method of production, the clootie dumpling has a shelf-life of only 28 days, but when frozen can last up to 12 months, allowing Michelle to sell large quantities to her customers.
“We sell our products to the Caledonian sleeper trains,” explains Michelle.
“The reason being that they can purchase large catering clootie dumplings and slice them into the portion size they require.
“Thereafter they can be frozen and used as customers need them.”
Michelle is currently working with Abertay University in Dundee to extend the shelf-life of her product from 28 days to between three to nine months without using preservatives.
“It would be a major turnaround for our business,” says Michelle.
America before Europe
Despite exporting to America and trying to cut a deal in Canada, Michelle is yet to export her product to Europe.
She explained: “We tried exporting to Germany as soon as Brexit happened.
“We lost a lot of our stock due to the issues with Brexit, and how long it took for the stock to arrive.”
After this mistake Michelle felt it would be the end of exporting her goods, until her invitation to a 10 Downing Street trade deal earlier last year, which changed everything.
She said: “I met various people and eventually and got into exporting in the US.
“It was the best decision I have made.”
Michelle urges people to take their brands global. “Anyone can do it,” she says, “It’s easier than going to Europe now.”
Future plans
Michelle plans to work her way through America and provide her clootie dumplings in all 50 states both online and in retail stores.
She said: “I have that targeted market that I can work my way through.”
If she is successful during her Canada trip, her aim is to build her brand there and then potentially move into the United Arab Emirates.
“I want my clootie dumplings to become a global brand,” says Michelle.
In December Michelle is also launching a British plum pudding, which is made in the same way as a clootie dumpling, but with added raisins, sultanas and alcohol.
“We have had a lot of interest in this new product from America and Canada so it is an exciting step for us,” she says.
