Gressingham Duck expands as demand goes ‘quackers’
Gressingham Duck in Suffolk, one of the UK’s top fresh meat suppliers, has hatched a new business opportunity by releasing its first sub-brand.
‘Bistro by Gressingham’ offers a novel range of pre-prepared fresh duck products as part of an ambitious growth plan for the company.
Two new products have just been introduced to more than 200 Waitrose stores and the range will also be available nationwide in stockists including Sainsbury’s, Tesco, ASDA, Morrison’s and Booths.
The introduction of this range is a significant move from Gressingham as it aims to bring another 750,000 households into the category over the next three years from an as yet untapped segment of duck consumers.
The move is set to trigger a considerable shake-up in the market, the company believes.
Joint MD William Buchanan said: “We know consumers enjoy duck products but for some, there is still some apprehension about cooking from scratch.
“We are constantly innovating and evolving our range to tackle these barriers, and our new Bistro range is a significant move to attract new shoppers to the category with occasion-led restaurant quality dishes.
“With the unique position of being a well-known name in the fresh meat aisle, our ambition is that Bistro by Gressingham will drive a sizeable uplift in households enjoying duck at home and continue the growth the brand has enjoyed over the past five years.”
The company is hoping to add to the Bistro by Gressingham range later in the year ahead of the key autumnal trade period, including a guinea fowl product.
Buchanan added: “It is a very exciting time for the business as we move forward with a fantastic product that is well-placed to shake-up a market ripe for growth.”
Having built on the success of the Gressingham Duck, the company has extended its product portfolio to include geese and poultry as well as speciality meats and ready meals under the Gressingham Foods name.
From its British, Red Tractor assured farms, Gressingham – a family firm founded in 1971 – is the principal supplier of duck to the retail sector.
The company expanded by opening a new £5 million distribution centre on the back of soaring sales – up 15 per cent on the last year thanks to purchases by more than 4.7m shoppers.
The company employs 550 people, rising to 900 over the Christmas production period, across Suffolk and Norfolk, of which 350 are based at the company’s Redgrave site.
• PHOTOGRAPH SHOWS: Joint MDs William and Geoff Buchanan