Speciality poultry producer Gressingham Foods is benefitting from the recession in the UK despite its upmarket proposition, company officials said today (17 March).
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The poultry group supplies Gressingham duck and other speciality poultry products to the UK’s retail multiples, as well as European and Asian markets.
While its products are priced at the high-end of the poultry category, the UK group has benefitted from the trend for consumers to increasingly eat at home, Gressingham sales manager Adam Fisk told just-food.
Speaking at the IFE trade exhibition in London, Fisk said that people are turning to Gressingham duck as a “special occasion” option rather than eating out.
Fisk acknowledged that the company has come under “a lot of pressure” from its retail customers to cut prices. However, Gressingham has kept its prices stable.
“We need to invest in quality to drive the brand forward in the long-term…. We have not cut prices, but what we have done is provide lower pack prices, where a smaller weight means that the pack is cheaper even though the price is the same,” Fisk revealed.
Gressingham is also working to raise consumer awareness of its products.
“A lot of people aren’t really sure how to cook duck, goose, or some of the other poultry we supply. To combat this, we have put a lot of work into [on-pack] recipe leaflets and our website,” Fisk said.
