Chasing Wellness: William Chase

Chasing Wellness

William Chase has always been passionate about organic and sustainable agriculture. The orchards he and his family have maintained for over 300 years are the result of a deep respect for nature – an ethos that remains at the heart of his new Willy’s Organic ACV. We ask ‘Why Willy’s?’

From the highlands of Scotland to the shores of Cornwall, Britain’s temperate climate and diverse soils enable organic farmers and food producers to grow over 300 types of vegetable and salad crops, as well as tree and berry fruits.

These ideal growing conditions, coupled with rising standards in sustainable farming and an increased focus on eating fresh, local produce, has led to a diverse range of home-grown products from some of our country’s most innovative artisans and food entrepreneurs.

Few, however, could claim to have grown and harvested their own crops to create not one, but three household-name brands that are known throughout the whole of the British Isles. That’s an accolade that rests with one man alone; William Chase.

Born into a farming family on the borders of Herefordshire and Worcestershire, William has spent his whole life surrounded by nature. “I was never one for academic studies,” says William. “My introduction to business was therefore quite informal, but far reaching. I believe there’s no better way to learn about how a business works than to set up and run one – so that’s what I did.”

William began his illustrious career working for local potato farmers. But discouraged by the long hours and minimal gain – and with advice and support from older farmers in the area – he quickly began farming potatoes himself.

“I learned to be flexible with the demands of the weather and the whims of the markets. The ups and downs of trading in potatoes meant taking opportunities as they presented themselves and making the most of every situation – good and bad – whilst keeping an open mind.”

During that time, William faced a number of difficult challenges, but he credits these challenges with making him stronger and more determined to keep going. Persisting with his passion for potatoes, it wasn’t long before William was struck with the inspiration for a new idea.

In 2001, he launched Tyrells – now a household name and one of the most popular premium crisps brands to this day.

“Tyrells was my first eureka moment,” says William. “It was born of the realisation that I could make something out of a commodity crop and market it, rather than by being a tributary to others.”

From there, William had what he describes as his second eureka moment; an idea to create single estate spirits, again using his own grown potatoes. “I owe so much to the humble potato!” he says.

William sold Tyrells in 2008 and took a course in distilling, before gathering a small team to embark upon what was to become a fascinating and fulfilling journey into the world of spirits and botanicals.

This journey led to the launch of the eponymous Chase Distillery and its single estate gins and vodkas – but there was another big eureka moment to come. “On my travels in the US, I’d seen Apple Cider

Vinegar being used as a natural remedy to help people enjoy a healthier lifestyle,” says William. “It was around then that I’d started running to improve my own fitness – just short distances at first, and then a little further each day.

“These difficult times have shown us the importance of taking care of ourselves, and that’s why so many people are exploring natural products to support them on their journey to wellness.”

“I began to feel the anti-inflammatory benefits of my daily dose of 25ml of Apple Cider Vinegar; my knees and ankles were feeling much better, and I was also having an Apple Cider Vinegar and honey drink in the morning to help curb my appetite and make it easier to follow a healthy diet.”

William also credits the ‘Mother’ enzymes - the strands of protein and beneficial bacteria found in raw, unpasteurised and unfiltered Apple Cider Vinegar (ACV) – with improving his digestion.

After experiencing so many improvements in his health since taking ACV, William was driven by a desire to share its many benefits with others – a natural step for someone who’s great, great grandfather was apothecary to King James

– and it wasn’t long before his organic health and wellness brand, Willy’s, was born.

“I quickly realised the enormous potential of our own organic orchards,” says William. “Using the live ‘mother’, which is in every atom of our organic apple trees, we harvest, press and ferment our 48 historic varieties of apples, and bottle the resulting vinegar as Raw Live Apple Cider Vinegar.”

William has always been passionate about organic and sustainable agriculture. The orchards he and his family have maintained for over 300 years are the result of a deep respect for nature – an ethos that remains at the heart of the Willy’s brand. Today, Willy’s Apple Cider Vinegar has developed a flourishing and loyal customer base of people who aspire to improve their health and fitness holistically, through good food choices and regular exercise.

His flagship product is Live Organic Apple Cider Vinegar with the Mother, a powerful bottle of raw, unfiltered and organic ACV which contains all the incredible probiotic proteins of the ‘mother’ to support overall immunity and gut health – also available in a soothing honey flavour.

Willy’s ACV Shots are equally popular, offering an easy way to get a daily dose of immune-boosting ACV. These shots are available with different natural ingredients to maximise health benefits, including antioxidant-rich beetroot, medicinal ginger and anti-inflammatory turmeric.

Another option is Willy’s ACV Elixir with Adaptogens, which blends live Apple Cider Vinegar with Honey, Turmeric & Black Pepper. The inclusion of piperine from the pepper optimises your uptake of curcumin – the medicinal, antiinflammatory compound in turmeric. Willy’s Organic Fire Cider ACV with Turmeric, Ginger, Garlic & Horseradish is another fiery blend, combining native roots and spices to help ward off ill health.

To explore the range and discover more about the health benefits of Willy’s ACV, visit: willysacv.com or follow @willysacv

“Never has our health been so important,” says William. “These difficult times have shown us the importance of taking care of ourselves, and that’s why so many people are exploring natural products to support them on their journey to wellness.”

10% off Willy’s Organic Wellness Boxes or Willy’s

Apple Cider Vinegar, use Code ‘GREATESTBRITISH’ at check out. Subscribe to the GREATEST BRITISH GourmetXperiences.club for exclusive access to Willy’s Wellness innovations.

Supporting British Producers & Suppliers: Championing Animal Welfare & Responsible Farming

Much of the produce we’ve grown here in the UK has gone straight to the ‘front lines’; the supermarkets and online retailers up and down the country that are relied upon by millions.

But with the closures and lockdowns of pubs, hotels and restaurants, and event catering, there has been a significantly reduced demand for home-grown produce.

Frustratingly for British producers, there are still more challenges on the horizon.

In the coming year, it’s likely we’ll see further COVID-related disruptions, a compromised supply chain, an ongoing recession, and of course, the potential for obstacles caused by BREXIT as it unfolds throughout the year. By James Day, Director of Operations for ‘ICSA’ and Ambassador of Love British Food & Drink

From January’s floods and the drought of late Spring to the countless challenges posed by COVID, 2020 was also a very turbulent year for the country’s farmers and producers.

All of these challenges will make it more important than ever for British producers to adapt. For many suppliers, the ongoing closures of their biggest customer base in hospitality will require many producers to switch to direct consumer sales online, and to embrace concepts like veg boxes and At Home meal kits. But it’s also down to us as consumers to support this important industry.

In fact, never in living memory has there been a more crucial time to seek out and support the local farmers and artisans in your area. Buying and eating home-grown produce isn’t just about supporting our economy, though.

Nutrition is increasingly becoming part of the reason why more of us are buying local; foods with fewer food miles that close the gap between farm and fork inevitably retain more of the nutrients that are essential for our health. Foods with low travel miles also retain more flavour and quality. Britain now boasts some of the highest animal welfare standards in the world; more than half the eggs we produce in the UK are free-range, while our beef, lamb and outdoorbred pork is among the best.

Home-produced is always best. For flavour, quality, nutrition, price and national pride. Britain can boast the highest standards of animal welfare in the world.

The new Environmental Land Management (ELM) plan announced by the Government in December 2020 now promises ‘more trees, meadows and wetlands – and fewer sheep and cows’ as controversial EU farm subsidies are phased out. These new plans, hailed as ‘the most fundamental shift in farming policy for 50 years’, will pay farmers to prevent floods, plant woodlands and support wildlife – a stark contrast to the 1970s policies of ripping up hedges, filling in ponds and extending arable lands. In fact, this initiative has the potential to transform the British countryside. However, this depends on which farmers and land-owners benefit and which do not. We don’t yet know whether reduced farming land and potentially less oversees workers to pick the produce may impact on food prices – or whether a post-BREXIT consumers will indeed seek out more home-grown produce; only time will tell.

One thing’s for certain, though; the more we learn to appreciate our land, and the multitude of ways it can benefit our health and wellbeing, the better for all. So perhaps it’s time for all of us to cultivate a newfound respect for the provenance of our food, and to invest in the cookery skills that will bring these ingredients to life. In short, let’s drink to British producers and producers and #EATBRITISH.

Follow @GreatestBritish #EATBRITISH