Pork producer positive over shorter supply chains

8 April 2013

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8 April 2013 | Adam Leach

Sausage and bacon supplier Cranswick has said it will benefit if supermarkets shorten their supply chains in response to the horse meat scandal.

The firm, which supplies Jamie Oliver and Waitrose, saw sales rise by 5 per cent for first three months of 2013. While it did not attribute any of the increase to shoppers opting for premium pork products over those involved in the scandal, the company said it is well placed to capitalise if supermarkets shorten their supply chains to increase control and transparency.

Mark Bottomley, finance director at Cranswick, said: “We’re a premium product, we’ve got a robust supply chain, predominantly supplying British product in the premium end of the market. I think given recent events, that’s what the British consumer and the retailers are looking for.”

In October 2012 the company announced it was in discussions with its customers about increasing its prices to maintain supply levels. The group cited record meat prices and an increase in farming costs as necessitating the discussions.

Last month, Sainsbury’s, which is also supplied by Cranswick, announced a 4.2 per cent increase in sales in the fourth quarter. The supermarket, which was not implicated in the scandal, said investment and commitment to its supply chain had given it a competitive edge over competitors.

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