NextFin news, The Flava People, a spice and sauce company rooted in Manchester, has been successfully operated by three generations of the Dixon family since its founding in 1976 by Roy Dixon, a former Manchester City goalkeeper turned butcher. The company reported a revenue of £12 million as of 2025, maintaining its legacy in the food industry.
Roy Dixon started the Manchester Rusk Company after retiring from football in 1969, initially selling sausage casings and rusk crumbs used by butchers. His son Gary Dixon later introduced spice mixes, creating products like Flavaglaze, which butchers could use as rubs or marinades to enhance meat products.
Inspired by the growing popularity of Chinese and Indian cuisines, the family developed unique spice blends, including a Chinese char siu-style barbecue rub and a garden mint flavor for lamb, which remains a bestseller. The first batch was mixed at home by Gary’s wife, Valerie Dixon.
As traditional high street butchers declined, the company expanded partnerships with meat processors supplying supermarkets such as Morrisons, increasing the reach of their spice blends. In 1997, The Flava People launched Flava it!, a direct-to-consumer marinade product line, which has since expanded to include air fryer mixes.
The company built its own factory in Sharston, south Manchester, in 2000, where all products continue to be manufactured. Scott Dixon, Roy’s grandson and current managing director since 2018, brought advertising expertise to the business, helping to develop brand collaborations with major partners like Jim Beam, Yo! Sushi, Diageo, Guinness, and Baileys.
Scott Dixon and his brother Charlie, the chief operating officer, work alongside their father Gary, the chief executive, to continue growing the business. They emphasize innovation and brand recognition to compete in a market with larger competitors.
Roy Dixon passed away in 2023, but his legacy remains a strong inspiration for the family business as it approaches its 50th anniversary in 2026. Scott Dixon highlighted the importance of the family connection in sustaining the company through generations.
The Flava People continue to supply spice blends to butchers, food processors, restaurants, and pubs, while expanding their branded product collaborations to maintain market relevance and customer recognition.
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