Chasing Wellness with William Chase

William Chase Interview

Chasing Wellness with William Chase. From Tyrrell’s crisps, through Chase vodka, now focusing on inner health and wellbeing with Willy’s ACV.

From the highlands of Scotland to the shores of Cornwall, Britain’s temperate climate and diverse soils enable organic farmers and food producers to grow over 300 types of vegetable and salad crops, as well as tree and berry fruits.

These ideal growing conditions, coupled with rising standards in sustainable farming and an increased focus on eating fresh, local produce, has led to a diverse range of home-grown products from some of our country’s most innovative artisans and food entrepreneurs.

Few, however, could claim to have grown and harvested their own crops to create not one, but three household-name brands that are known throughout the whole of the British Isles. That’s an accolade that rests with one man alone; William Chase.

Born into a farming family on the borders of Herefordshire and Worcestershire, William has spent his whole life surrounded by nature.

“I was never one for academic studies,” says William. “My introduction to business was therefore quite informal, but far reaching. I believe there’s no better way to learn about how a business works than to set up and run one – so that’s what I did.”

William began his illustrious career working for local potato farmers. But discouraged by the long hours and minimal gain – and with advice and support from older farmers in the area – he quickly began farming potatoes himself.

“I learned to be flexible with the demands of the weather and the whims of the markets. The ups and downs of trading in potatoes meant taking opportunities as they presented themselves and making the most of every situation – good and bad – whilst keeping an open mind.”

During that time, William faced a number of difficult challenges, but he credits these challenges with making him stronger and more determined to keep going. Persisting with his passion for potatoes, it wasn’t long before William was struck with the inspiration for a new idea.

In 2020, he launched Tyrells – now a household name and one of the most popular premium crisps brands to this day.

“Tyrells was my first eureka moment,” says William. “It was born of the realisation that I could make something out of a commodity crop and market it, rather than by being a tributary to others.”

From there, William had what he describes as his second eureka moment; an idea to create single estate spirits, again using his own grown potatoes. “I owe so much to the humble potato!” he says.

William sold Tyrrells in 2008 and took a course in distilling, before gathering a small team to embark upon what was to become a fascinating and fulfilling journey into the world of spirits and botanicals.

This journey led to the launch of the eponymous Chase Distillery and its single estate gins and vodkas – but there was another big eureka moment to come.

“On my travels in the US, I’d seen Apple Cider Vinegar being used as a natural remedy to help people enjoy a healthier lifestyle,” says William. “It was around then that I’d started running to improve my own fitness – just short distances at first, and then a little further each day. I then launched Willy’s Organic ACV.

“I began to feel the anti-inflammatory benefits of my daily dose of 25ml of Apple Cider Vinegar; my knees and ankles were feeling much better, and I was also having an Apple Cider Vinegar and honey drink in the morning to help curb my appetite and make it easier to follow a healthy diet.”

William also credits the ‘Mother’ enzymes – the strands of protein and beneficial bacteria found in raw, unpasteurised and unfiltered Apple Cider Vinegar (ACV) – with improving his digestion.

After experiencing so many improvements in his health since taking ACV, William was driven by a desire to share its many benefits with others – a natural step for someone who’s great, great grandfather was apothecary to King James – and it wasn’t long before his organic health and wellness brand, Willy’s, was born.

“I quickly realised the enormous potential of our own organic orchards,” says William. “Using the live ‘mother’, which is in every atom of our organic apple trees, we harvest, press and ferment our 48 historic varieties of apples, and bottle the resulting vinegar as Raw Live Apple Cider Vinegar.”

William has always been passionate about organic and sustainable agriculture. The orchards he and his family have maintained for over 300 years are the result of a deep respect for nature – an ethos that remains at the heart of the Willy’s brand.

Today, Willy’s Apple Cider Vinegar ACV has developed a flourishing and loyal customer base of people who aspire to improve their health and fitness holistically, through good food choices and regular exercise.

His flagship product is Live Organic Apple Cider Vinegar with the ‘Mother’, a powerful bottle of raw, unfiltered and organic ACV which contains all the incredible probiotic proteins of the ‘mother’ to support overall immunity and gut health – also available in a soothing honey flavour. Ideal for ‘Live Pickling’ infuses the healthy bacteria into the food you are preserving, which helps your gut absorb it once consumed – and creates unique umami flavours to your cooking.

Willy’s ACV Shots are equally popular, offering an easy way to get a daily dose of immune-boosting ACV. These shots are available with different natural ingredients to maximise health benefits, including antioxidant-rich beetroot, medicinal ginger and anti-inflammatory turmeric.

Another option is Willy’s Apple Balsamic Vinegar. Fermented using over 48 wild apple varieties in Herefordshire, and then aged it in oak casks to add complexity, bringing you a probiotic, gut-loving balsamic. This vinegar brings dishes to life, is a kitchen must-have and another way to get a daily dose of wellness. The perfect accompaniment. Winner of 3 GREAT TASTE Awards.

“Never has our health been so important,” says William. “These difficult times have shown us the importance of taking care of ourselves, and that’s why so many people are exploring natural products to support them on their journey to wellness.”

To explore the range and discover more about the health benefits of Willy’s ACV, visit willysacv.com.

View Will’s Apple Cider Vinegar Live Pickling Recipes