CONSOLIDATE

By driving the core we seek to maximise sales and returns from our pork-based operations by growing market share and securing new business wins. We do this by building trustworthy and long-lasting relationships, delivering consistent, high-quality products and creating new, relevant opportunities through innovation.

Continuous investment in additional capacity and efficiency improvements together with the expertise of our Food Heroes, allows us to expand our product range and to supply our customers with affordable and great tasting pork-based products.

Our core portfolio consists of fresh pork and value-added products; a gourmet category including bacon, sausages and pastry; and a convenience range comprising cooked meats and ‘slow cook’ products. Across our portfolio we are renowned for delivering premium, high quality and great tasting food.

EXPAND

‘Expand’ focuses on increasing our presence in growth markets such as poultry and Mediterranean foods. We deliver this by building on successful acquisitions and investing in new sites. We continue to build capacity and capability across the business and explore opportunities in adjacent categories.

Our portfolio consists of three well invested facilities, two of which were built in the past five years, supported by a vertically integrated supply chain. We are well positioned to capitalise on our strong competitive advantage in this category.

The poultry market continues to offer a strong growth opportunity for us as we look to expand as well as to develop new products and open new trade channels.

Our Commercial and Development teams have created a vision for a ‘Deli’ aisle amalgamating a delicious range of products, which combine established favourites with new and exciting offerings to inspire and delight consumers. We continue to grow our Continental food businesses as we work with customers to respond to changing consumer trends, with continued investment we can leverage our category leadership and capitalise on further opportunities.

DIVERSIFY

‘Diversification’ enables the Group to identify new markets that will create further growth opportunities. Whilst Cranswick is firmly established in major fresh food categories, opportunities to move into new markets will continue to be explored. The criteria for growth will focus on building capability in adjacent complimentary categories or further integration to support the sustainability agenda.

By developing our strengths, including the ability to effectively utilise capital, build new facilities and embed targeted acquisitions, the Group will successfully look to capitalise on new opportunities.

In 2022, we entered a new market by acquiring Cranswick Pet Products (previously known as Grove Pet Foods), a UK based producer of dry pet food.

In keeping with our Second Nature sustainability work to reduce waste, acquiring Cranswick Pet Products enables us to expand our integrated farm-to-fork operation by utilising raw materials in pet food manufacture.

This acquisition also acts as a springboard for delivering future growth. While grocery retailers form a key part of the pet food market and are well aligned to our existing customer base, we see clear opportunity to broaden our reach by developing strategic customer relationships with major pet store chains and online retailers, either through own label range development or building our Alpha and Vitalin brands.