Location: Herefordshire, England
Farmer Type: Arable Farmer, Entrepreneur
Famous Brands: Tyrrells Crisps, Chase Vodka, Willy’s Probiotic Foods
Tagline: “From soil to shelves — one farmer’s journey to global impact.”
The Humble Roots of a British Farmer
William Chase was born and raised in Herefordshire, England, into a family of traditional potato farmers. At just 20 years old, he took a bold step — buying his father’s farm using a bank loan worth £200,000. But life had other plans. A combination of a bad potato harvest and high interest rates forced him into bankruptcy in 1992.
Where most would quit, William chose to rise again — and in doing so, he didn’t just save his farm. He revolutionized it.
Second Chances: The Path to Innovation
After bankruptcy, William started from scratch, trading potatoes to rebuild his income. But he realized something important: just growing crops wasn’t enough. To survive and thrive, he needed to create value from what he grew.
That’s when the idea struck: Why not make premium potato crisps directly from his own farm’s produce?
Tyrrells Crisps: A Local Product with Global Taste
In 2002, William launched Tyrrells Potato Crisps — a hand-cooked, high-quality snack brand made from locally grown potatoes. He used his own farm’s produce and created jobs in his local community.
Tyrrells quickly gained recognition for its quality, rustic branding, and farm-fresh taste. It became a favorite in British supermarkets and soon, international markets followed. William eventually sold Tyrrells in a multi-million-pound deal — securing financial stability and global fame.
Chase Distillery: Britain’s First Farm-to-Bottle Vodka
Not one to sit still, William reinvested his success into something completely different — premium spirits. In 2008, he launched Chase Distillery, the UK’s first “farm-to-bottle” vodka and gin distillery. He used the same potatoes grown on his land to distill high-end spirits.
Chase Vodka and Williams Gin became award-winning brands, celebrated globally for their sustainability, traceability, and British quality.
Willy’s Probiotic Drinks: Health from the Farm
In his third major venture, William founded Willy’s Probiotic Live Foods, which produces organic apple cider vinegar and probiotic drinks from his Herefordshire orchards. These gut-friendly products tap into the growing demand for wellness-focused foods.
Legacy and Lessons from the Farm
William Chase’s story is a reminder that farming isn’t just about crops — it’s about creativity, resilience, and reinvention. His ability to turn adversity into opportunity has inspired thousands of farmers and entrepreneurs across the world.
Today, Chase is known not just as a farmer, but as one of the UK’s most successful agri-entrepreneurs — a man who proved that with grit and innovation, a farmer can build a global empire.
Key Takeaways for Farmers Worldwide
Value Addition is Key: Don’t just grow — create. Chips, vodka, yogurt, cheese — the real profit often lies beyond the field.
Think Local, Sell Global: Use your local identity and resources to create something unique.
Never Give Up: Even after going bankrupt, William didn’t stop farming — he reinvented it.
Be a Brand, Not Just a Producer: Farming today is about storytelling, quality, and trust.
In William’s Words:
“I never thought I’d go from potatoes to vodka — but here we are
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