Which figure represents Lifestyle Foods’ marl Lifestyle Foods sells most of its breads under

M I Before we start the factory visit, let me give you a few figures about Lifestyle Foods, about the speciality bread market and about our business in that market. Basically, the UK speciality bread market’s growing at 15% a year. And our market share’s half of that market. So it’s a great business for us to be in at the moment and this explains why we’ve seen a 65% rise in our sales over the last two years. About the factory. As you can see, there’s some building work in progress - so do be careful! You wouldn’t believe we had a fire here a few years ago, would you? We had to rebuild immediately as everything was totally destroyed. But the building work you can see now is because the number of new customers buying our products is increasing at such a rate that we need the space. It’ll give us some new factory space and also extra warehouse and packaging facilities. Although the existing warehouse is quite modem and adequate for now, it won’t be for too much longer- especially with the launch of our new bread, lavash.
F Lavash? What’s that?
M I It’s a new kind of bread for us, ?9om Iran. It’s Iow fat and we think that with the current trend for foods that are good for you, it’ll be popular, It may not be totally new to this country - but we’ll be the first people to sell it in large quantities. M2 You say it’s from Iran?
M I Yes, we even got the machinery for the new product from Iran to ensure that it was the real thing. But there’ve been a few problems. We’ve had to make a lot of adjustments to meet local safety requirements since they vary so much internationally.
M2Are you planning to launch any other new products?
M I Yes, we are. We’ve discussed extending our range. But basically, we make what it says in our logo: ’finest speciality breads’. So when people ask whether we plan to make snack foods too, like Mexican tortilla chips, well, maybe the technology wouldn’t be so different  but we know what we do well-and know we can sell more of it- so I think it’s best to keep to that area. As for food to accompany our breads, I think it’s for the stores to decide what to sell with our products.
F So how do you sell your products in stores? Under a different brand name?
MI We use Lifestyle’s own label and supermarkets’ own brands. In fact, you sometimes see both on the same shelf- though the former tends to be more common, M2But are your markets only in the UK2
M I Well, we do have an export market - mostly in northern Europe. And we’ve just won a major contract for sales to Iceland! But we don’t want to be too ambitious in that area. We know the company can keep steady growth under control and we’ve more demand than we can satisy at home at the moment - so why focus on developing export markets? OK, shall we start the visit? What I’d like to do first is go upstairs so we can look down on the whole production area.
F Just one more question, if I could? Why are you so successful compared to your competitors?
M I Well, our range of breads is excellent  but some competitors also sell very good food. It’s our production system really that allows us to keep down costs while producing our products in large quantities. And we can do that because we’ve got a policy of putting money back into the factory to provide for the future-as you’ll see from the new machinery. And we’re very lucky in our workforce too  which helps us to build on these strengths. OK, shall we move on? If you’d like to follow me ... [fade]