Couple go from farming to franchising

When Ed Terry and Rosie Groves decided to diversify their business interests, they knew they wanted one that would weather the tough economic conditions, one name stood out – Cash Generator

Cash Generator welcomes franchise owners from all walks of life and many come to the national brand with a wide variety of professional backgrounds.

Ed Terry and Rosie Groves are one such example, having swapped farming for the retail floor, by opening a Cash Generator store together in the town of Worcester.


The husband and wife team both grew up on farms and first met 15 years ago at a Young Farmers’ club. In the nine years they have been together, they have played an active role on the family farm near Droitwich. Rosie and Ed’s entrepreneurial flair also sees them operate a construction company from the farm.


In 2010 they decided to extend their business interests further and, after reading about franchising, the couple decided that this was the right career option for them. As part of their research, the couple attended The National Franchise Exhibition at the NEC in Birmingham. Having looked at a number of franchise opportunities, Rosie and Ed were struck by the resilience of the Cash Generator business model, as well as the approachability and friendliness of the Bolton-based head office team.

Rosie explains: “We wanted to diversify our portfolio of businesses and were impressed by Cash Generator. The head office team was friendly and welcoming and clearly passionate about the company and that energy rubbed off on us.”


The couple carried out further research after the exhibition and were impressed by Cash Generator’s impressive growth plans. Recognising the opportunity to join the discount retailer at one of its most exciting periods, Rosie called its head office and arranged to attend one of the company’s open days.


Rosie continues: “Our research indicated that the discount retail market was bucking the trend on the high street and continuing to thrive and Cash Generator’s potential for growth was unrivalled. We also spoke to long serving Cash Generator franchise owner Mike Ashwin, who has a similar background to ours. Like us, he managed a farm and had no previous retail experience, yet he has gone on to open five successful stores in the Midlands. We knew with Cash Generator’s support we too could be as successful as Mike.”

After completing the eight-week CIPD approved training course, the couple opened their first store in Worcester town centre in May 2011.


As well as running their two other businesses, the couple have also found the time to have their third child.


Rosie says: “It has been hard work opening the store but the support of my family has helped immensely. Juggling parenthood with a new store is tough, but being my own boss also means that I can be flexible when it comes to childcare.

“Business is now going well and we are starting to grow, after we’ve established the Worcester store we will be looking to open further stores in the West Midlands.”


Cash Generator has already opened 24 stores during the first six months of 2011, taking the number of stores across the UK to over 170. The unprecedented expansion has seen the number of franchise stores increase by 21 per cent in the last year.


Written by Fraser McKay