Seafood business building on its success

ELEVEN new lines and 43 product relaunches in the past month is the realisation of a turnaround in fortunes for one of Grimsby's largest food producers as it bounces back after some turbulent times.

Two gongs at the Northern Lincolnshire Business Awards were just desserts for Coldwater Seafood, which has won substantial new business with Asda while continuing to forge stronger links with existing key customer Marks and Spencer.

An expansive development kitchen was part of a £1.5-million investment in the business which is now reaping rewards.

The 650-plus employer was deemed to be the top economic investor in North East Lincolnshire by judges, while Anita Barker, the managing director who has led the revival, was named Wilkin Chapman Business Person of the Year.

The success underlines a commitment from Iceland in a Grimsby workforce.

James Hynes, retail account manager, has handled the Asda work. He said: "When I started, the challenge was to build non Marks and Spencer business and we have had some fairly rapid success in terms of the business we have managed to get.

Invited to tender for chilled meals business in January, the contract focused on 11 meals produced by another supplier. "We were excited by this as these 11 lines focus round our core lines of potato-top lines and meal centres. I knew that was an opportunity for us as it is an area we can compete with a degree of expertise and knowledge as we do it every day and I was comfortable we would be able to produce them effectively."

A rigorous submission period was undertaken and all 11 meals have now been accepted, across the price ranges, with Christmas specials also commissioned. As chilled products, the lines will operate daily as part of a 152-product portfolio spanning both sites on South Humberside Industrial Estate.

While senior development chef Howard Cheshire put his existing knowledge to good use for the 11 products, looking to the festive season has seen his creative talents brought to the fore.

"In one year we are going to have 17 new lines listed," he said. "People in Asda are talking to us about new product development, and that puts this business is a very strong position."

Having been at levels of 90 per cent focus on M&S, the spread of work has been welcomed. "We have got to deliver quality and service, and that is taken as read now. As well as that we have now got to deliver cost efficiencies and innovation equally," said Mrs Barker.

Of the investment, she added: "People just work so much better when working in a nice area. It feels like you are in as food business and it creates and sets expectations and standards."

The complete range of chilled and coated Marks and Spencer products has been completed, and the innovative packaging maximises the view of the fish, with a newspaper or marble counter top behind depending on the dish. The relaunch has facilitated the saving of 100 tonnes of packaging, a key plus as part of the customer's Plan A campaign on the environment.

Sarah Petch, new product development manager for coated fish, said: "The first impression with the customer is really good. There has been a big commitment from all the sides of the business and we have had positive feedback from Marks and Spencer taste panels."