Members Only Insight Event at Carrs Pasties Bolton

If you’ve ever come across the Carr brothers, you’ll know that you can expect frank opinions and honest appraisals of any situation. And sure enough, the family business leaders who joined us for our insight event this week got precisely that.

The wide-ranging conversation started with the story of how three brothers – Joe, Matt and Liam – brought their completely different strengths together to build a powerful brand on the back of the legacy built up by their father, John.

The brothers have enormous respect for their late father’s approach to succession. Rather than hovering over their shoulders after handing over the reins, he “put on his bakery whites, came in every day, stuck a pencil behind his ear and answered the phone, ‘Hello, Carrs Pasties’”. John, in his self-styled role of ‘Proprietor Emeritus’ made sure his sons had everything they needed – but otherwise stayed out the way. If he had thoughts to share, he’d dictate a letter for their mum to type up, print three copies, and distribute them to the brothers. One letter every six months or so, carefully considered.

Matt describes himself as the “roving ambassador” – the one who brings ideas back from outside networks and opportunities. Joe runs operations as MD. Liam handles marketing and keeps things grounded. “My enthusiasm to grow way too quick, and these lads’ enthusiasm to do things the right way created a healthy tension,” Matt explains. “That’s why we survived.”

Carr’s Pasties has deep roots in Bolton. Locals grow up with them, move away, and now have their pasties delivered to London. The brand loyalty is real, and the brothers have worked to articulate what makes it special, and put together ambitious plans to expand it’s reach.

Touring around the site we could see how the brand promise gets delivered day to day. Quality and performance measures are visible throughout the operation, from tracking boards and colleage suggestions to process improvements learned from peer networks, mentors, and support programmes.

Their three values aren’t just words on a wall. “Work as a family”, “Fill everything with pride”, and “do the right thing” show up in how decisions get made, how problems get solved, and how the team operates. They’re practical guides rather than aspirational statements.

Key takeaways from the visit

Brand strength requires conscious effort. Having loyal customers is a gift, but understanding what makes that loyalty stick – and protecting it – requires work.
Values that work are visible everywhere. The Carrs’ three values guide decisions across the business. They’re not just wallpaper – they’re principles that the team lives by.
Healthy tension beats unanimous agreement. Different perspectives prevent mistakes and missed opportunities.
Step back with dignity. John Carr’s graceful transition showed genuine trust. The letter-writing approach (one every six months, three copies, carefully considered) gave weight to what mattered without micromanaging.
External learning needs internal application. Attending courses and peer networks is valuable, but the real work is translating those insights into day-to-day operations.
Managing shareholders gets complex in successor generations. With twelve cousins in the next generation, thinking early about who’s active in the business versus who’s a shareholder prevents future conflicts.
Build your management team around family, not just with family. None of the brothers went to business school. Surrounding themselves with experts and learning from peer networks filled the gaps.

After the factory tour, our session ended with an opportunity to sample the product – with the group making short work of three trays of pasties. The pride in the product was obvious – and proof that working as a family, works.

For more about Carr’s Pasties, see their website.

See more past events here.