Mrs Mac's Pies

Mrs Mac's Pies is an Australian food company manufacturing meat pies sold throughout Australia and New Zealand and produced in Perth, Western Australia.

Mrs Mac's
TypePrivate
FoundedPerth, Western Australia
HeadquartersMorley, Western Australia
Key people
Jonathan Moss, CEO
Revenue$97 million
(year ending December 2012)[1]
Websitewww.mrsmacs.com.au

History

In the 1950s Ken Macgregor started up a small business in Melbourne manufacturing cakes, yeast buns and pies. By 1954, the owner had moved his family to Perth and restarted his wholesale business as "Bakewell Pies". The business moved to its Morley site in 1968 and the next generation of the family, Iain Macgregor became the new owner of the business. In the late 1980s, the business had seen vast growth in distribution, new technology and products developed and the company rebranded to the Mrs Mac's name.[2]

In February 2015, Mrs Mac's appointed Paul Slaughter as CEO.[3][4] In February 2021, Jonathan Moss took over as CEO after Slaughter left the company.[5]

Mrs Mac's was acquired by Aus Pie Co in November 2022.[6]

Products

The Mrs Mac's range grew in 2016 with the introduction of Gluten Free.[7]

Mrs Mac's Good Eating range has gained the Heart Foundation Tick of Approval, Healthy Kids Amber Rating and FOCiS Approval for a number of their products.[8]

Mrs Mac's has attained BRC accreditation. BRC is a global food safety system standard based on HACCP principles (Hazard Analysis and Critical Control Point) and Good Manufacturing Practices to ensure production of safe quality product. The system is third party audited on regular basis in addition to other specific customer and retailer audits.

Marketing

Mrs Mac's has undertaken various advertising campaigns over the years. In 2007, Mrs Mac's launched the slow food campaign, encouraging consumers to see its products as something best eaten in moderation and in a family environment.

In 2010, Mrs Mac's launched a new look with new packaging, advertising, social media and promotions driving the tagline "If it's not a Mrs Mac's, take it back!"[3][9]

In 2014, Mrs Mac's underwent a rebrand. On the back of it, a series of online content was produced highlighting use of 100% Aussie beef, hand-checking was a quality measure and that their pastry was made the old-fashioned way. They also brought the 'show' on the road with the Roadtrip campaign and the radio Nova Team.

See also

References
  1. "Australia's big five bakers in the spotlight". Food and Drink Business. 3 July 2014. Retrieved 28 October 2015.
  2. "Mrs Mac's gets a facelift". Bam Creative. Retrieved 8 August 2017.
  3. "Mrs Mac's takes brand forward". AdNews. 6 May 2005. Archived from the original on 28 October 2015.
  4. "New CEO for Mrs Mac's". Inside FMCG. 9 February 2015. Retrieved 8 August 2017.
  5. Berry, Kim (29 January 2021). "New CEO for Mrs Mac's - Food & Drink Business". Food & Drink Business. Retrieved 20 November 2022.
  6. Kopittke, Morganne (14 November 2022). "Mrs Mac's buyer Aus Pie Co says it will be "business as usual" for the brand". SmartCompany. Retrieved 20 November 2022.
  7. C&I Week (9 March 2016). "Mrs Mac's goes gluten free". Convenience & Impulse Retailing. Retrieved 8 August 2017.
  8. Lau, Michelle. "Mrs Mac's Pasties: Get your 2 & 5". Mrs Mac's. Retrieved 23 September 2013.
  9. Burrowes, Tim (20 October 2010). "Mrs Mac's intriguing campaign". mUmBRELLA. Archived from the original on 15 August 2012.
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