Luxembourg Home from Home is foodie heaven for homesick British expats

Published:  12 Dec at 6 PM
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A pair of former City of London brokers in Luxembourg are cashing in on the expected influx of moneyed financiers by provided the best of Britain’s favourite comfort foods.

John Hefferman and his business partner Mark Hollis saw a gap in the Luxembourg food market and filled it fast with a specialist store selling British favourites to homesick expat professionals relocating as a result of Brexit. The pair even named their shop ‘Home from Home’, and stocked it with traditional British favourites such as Yorkshire Tea, Marmite and other gastronomic ‘best of British’ brands.

Some 7,000 British expats are living in Luxembourg at present, with many more expected as the Brexit deadline draws ever closer to reality. The pair’s store opened in October, and has seen hundreds of customers eager to buy their favourite foodie reminders of the UK. John Hefferman moved to the tiny country in 2002 with his family to take on a job with brokerage Voice Broking, swapping careers earlier this year when he saw the potential of a specialist gap in the market.

The opening day went with a swing and featured the granddaughter of the famous US General Patton as well as the Irish ambassador to Luxembourg. Since then, Hefferman’s been amazed at how local produce can differ from its British equivalent, meaning the pair have to order their fresh meat, sausages, bacon and other goodies from British suppliers. Right now, they’re stocking up on mince pies and other Christmas treats as well as typically British Christmas crackers and decorations.

Hefferman believes his and his partner’s background in brokerage gave them a strong insight into marketing foodstuffs, especially regarding what's the most popular with the Luxembourg expat community. It’s no surprise, he said, that Heinz baked beans and Bovril are both top-selling lines in the store.
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