Thursday, June 30, 2011

News: Yorkshire Crisps seal Far East deal

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Rotherham-made Yorkshire Crisps are to be exported for sale in Hong Kong, China and Macau after the Wales Bar company signed an exclusive deal with distribution agent, European Gourmet Ltd.

The two companies have been working closely together following their introduction at the International Food and Drink Event (IFE) in March. Great effort was taken to ensure the Yorkshire Crisp products were carefully selected, bespoke ingredients labels produced and all documentation was in place ready for the first shipping container of crisps, which will arrive in Hong Kong in July.

Tim Wheatley, sales director at The Yorkshire Crisp Company, said: "I feel very optimistic about the success we potentially have with European Gourmet Ltd. China is very much an emerging market, the potential is huge and I'm sure they are the right partners to take this forward for us."

European Gourmet Ltd is one of the most prominent food and beverage distribution companies in Hong Kong and China. Its portfolio contains almost 50 carefully selected brands with over 400 premium products from mainly Europe and other parts of the world. Its distribution network in China covers chain stores, coffee shops and department stores as well as a major hotels, clubs and bars, including The Hong Kong Jockey Club.

Terence Yan, of European Gourmet Ltd said: "We believe that quality is a key factor for successful food products and we love the fact that Yorkshire Crisps are made from locally grown potatoes, hand-fried in pure sunflower oil and flavoured with completely natural flavourings.

"The crisps are made to order which, along with the unique drums and a long shelf life of seven months, is a major benefit for overseas importers like us in Asia."

Closer to home, the company has secured a new listing at all the Yorkshire branches of Waitrose.

Flavours of the crisps including Lightly Sea Salted, Henderson's Yorkshire Sauce and Nowt On are already being sold in regional supermarkets and John Lewis Food Halls, Fortnum & Mason, Harvey Nichols and Selfridges.

Yorkshire Crisps website

Images: yorkshire-crisps.co.uk

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