While many have reservations about local council planning departments, Rebecca Tonks, the 48-year-old CEO of St Ewe Free Range Eggs, offers a different perspective.

Faced with a pressing need to construct a packing center capable of processing approximately 3.9 million eggs per week, Tonks found that Cornwall council expedited her application, completing it within just six weeks.

Tonks attributes part of her success to fortunate timing: “They didn’t have many applications at the time… it was during the height of Covid. We finished building the facility in nine months and set up operations immediately after.”

Now situated on the picturesque Roseland Peninsula in Cornwall, the site serves as both St Ewe’s headquarters and an expanded packing facility, employing 109 staff members who manually pack eggs into boxes. Tonks is aware of the benefits of automation but believes it could undermine the strong community spirit she has fostered: “The atmosphere in the packing center is wonderful, and I want to preserve that. If we mechanized everything, it could feel lifeless.”

The expansion has significantly benefited the business, with last year’s sales reaching £11.6 million, leading to a pre-tax profit of £976,000. Tonks expresses pride in supporting the local economy: “As a Cornish native, it’s incredibly meaningful to employ local people and engage with all the associated services—whether it’s tech experts or surveyors.”

Tonks has deep agricultural roots, having been raised on a dairy farm established by her grandparents just a short drive from St Ewe. When dairy quotas from the government made her family’s farm unsustainable in the 1980s, her father pivoted to poultry farming.

By the late 1980s, her father’s business operated a free-range flock of 10,000 hens that supplied eggs to Noble Foods, Britain’s largest egg producer.

At 17, her father suggested she take the reins, but Tonks initially chose a different path, pursuing a career in hospitality. However, in 2004, after her divorce and with two young children, she felt drawn back to her agricultural heritage: “Having enjoyed my childhood on the farm, I wanted my kids to experience that too,” she reflected.

With her father’s guidance, they expanded the flock to 14,000 hens and evaluated their business strategy. Previously, they had been one of 230 poultry farms sending their eggs to Noble’s grading and packing centers.

Tonks described the process as disheartening: “We invested so much in bird nutrition but had no insight on where our eggs ended up.” They decided to establish their own packing operation, selling under the St Ewe brand and directly to supermarkets. “My dad always believed I could sell ice to Eskimos,” she reminisced.

They formally launched the St Ewe brand and gave Noble Foods a year’s notice before investing in their own equipment.

However, just two weeks before the contract’s expiry, Tonks still hadn’t secured a retailer. In a decisive move, she approached Sainsbury’s directly: “I asked them point-blank if they were interested. They agreed to give us a chance. We started locally in Cornwall, delivering eggs ourselves with my mum.”

As demand surged, Tonks realized additional support was necessary. Today, St Ewe collaborates with 49 farms across the UK, with over a million birds laying eggs that are sent to their facility for packing and distribution.

Each partner farm is held to the same high standards as St Ewe’s own, ensuring consistency in hen welfare and nutrition.

Tonks emphasized the importance of animal care, not just as an ethical responsibility, but as a practical necessity: “Hens are delicate, and any lapse can immediately impact profitability. Collaborating closely with farmers, feed suppliers, and vets is vital for maintaining high standards.”

Investing in proper housing for the hens is costly, with a typical hen house for 32,000 birds requiring an outlay of £272,000. Continuous monitoring of environmental conditions adds additional operational costs.

More farms are exploring sustainable energy options, such as solar panels and wind turbines, to alleviate some expenses. However, Tonks advocates for increased government support for the poultry industry, noting that other agricultural sectors receive more assistance. She suggests simplifying planning regulations to help farmers improve their facilities.

“The current planning system is slow and cumbersome, impacting farmers nationwide. Structures often can’t be built in time for seasonal changes, causing significant challenges,” she added.

Tonks holds a 70% stake in the business, with her parents owning the remainder. She has only sought external finance once, back in 2011, when she crowdfunded for a second-hand egg grading machine, which her parents spent months restoring.

Her parents have been integral in raising her three children while she focused on her business. “My mum even taught my boys how to drive; I only managed to do that once or twice myself,” she shared with a laugh.

Recently, to help balance family duties and business commitments, she hired a nanny for her youngest daughter but still considers her work fulfilling: “I don’t see it as a chore because I genuinely enjoy it and work with fantastic people.”

In 2020, Tonks brought on board Martin Glinski, former operations head at Rick Stein’s restaurant group, as managing director. “He has been crucial for our expansion,” said Tonks. “He is detail-oriented, while I tend to have lots of creative ideas; we complement each other well.” Her son Charles, aged 23, who has been involved in arable farming, will also be joining St Ewe to assist in establishing a new hen house in the near future.

Despite the challenges, Tonks believes her gender has never been a limitation in her career: “The egg industry may have been male-dominated in the past, but things are changing. I’ve watched our brand thrive. Success isn’t determined by gender; if something isn’t working, it’s on you to address it,” she stated.

Although she has encountered some traditionalists preferring to work with men, Tonks views that as their issue, not hers.

Acknowledgments

My heroes: My dad, who is always open to innovation, which is admirable for someone of his generation, and our chairman, Tony Sanders, who has been a significant influence in inspiring me to broaden my outlook.

Best decision: Transitioning from solely producing to packing our own eggs and launching the St Ewe brand.

Worst decision: We introduced a new highly nutritious egg called Super Eggs, but we’ve struggled to effectively brand it, which has been frustrating.

Funniest moment: Our hens are very free-range; once, a hen decided to roost in the lorry. The driver, unaware, unintentionally transported her for an hour and a half before discovering her at the destination.

Business tip: Regardless of whom you are speaking to, it’s vital to communicate authentically. Treat everyone as if they’re friends and never hesitate to start a conversation.