The Cornish Sea Salt Company

Product: The Cornish Sea Salt Company

People behind it:
Name: Tony Fraser

Tony Fraser found himself redundant after a 20-year career working in forestry. After settling in Cornwall, he considered a number of business options, including running garden tours and cheese-making: but a friend told him about an ancient Iron Age sea salt works near the village of Porthkerris, which had once served a thriving fishing community. He researched the process and after three years was able to launch the Cornish Sea Salt Company at the beginning of 2008.

How innovative?
The Cornish Sea Salt Company is a highly concentrated culinary sea salt, and fits neatly with current demands for high-quality products with local or regional provenance, and, if possible, made according to traditional, non-industrial, methods. While it is not the only sea salt produced in Britain (its two rivals are Essex’s Maldon and North Wales’ Halen Mon), it has successfully piggy-backed on the resurgence of the British seaside in general and Cornwall in particular.

Market success
Cornish Sea Salt is available through a range of premium outlets, including Selfridges and Fortnum & Mason (the company’s website has a useful store finder facility – the production methods may be Iron Age, but the marketing is very 21st Century). It has also gained endorsements from several celebrity chefs, including Cornwall’s adopted son, Rick Stein, Mark Hix of Caprice Holdings and Jamie Oliver. The brand has recently gained accreditation from the Soil Association..

How it fits
Cornish Sea Salt hits all the right buttons, with its appeal to heritage, its Cornish provenance, its purity and its backing from a range of foodie experts. Furthermore, a slick PR campaign for its launch gained it extensive coverage, including in The Guardian and The Times, on various BBC and ITV programmes and in many more media outlets. Listings in the right kind of stores and frequent appearances at food festivals should help cement its success.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here