Anglia Pea Growers, which struck a deal with own-label frozen fresh produce supplier Ardo UK last year after being dropped by Bird’s Eye, will be the focus of a new brand, Who Grew My Peas? Ardo UK told freshinfo it is in talks with major multiples and pub and restaurant chains over where and how to use the logo. An accompanying website is to launch on Monday.
An accompanying website - www.whogrewmypeas.co.uk - is to launch on Monday with information on where the peas were grown and recipes from Michelin-starred chef Galton Blackiston.
It is thought the deal between Ardo and the pea co-operative - made last autumn - saved 38 jobs at Nobert Dentressangle’s processing plant in Lofestoft.
Ardo marketing director Simon Baxter said: “This is a three year deal. We would like to firmly establish ourselves with the peas and be a UK pea supplier. At that point we could branch out into other British staples.”
Birds Eye dropped APG in February last year after losing a frozen vegetable contract in Italy with the majority of APG’s growers singing up to the deal with Ardo.
Ardo has set up a Twitter account to support the pea brand and is planning a Facebook page.
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