With the winter holidays fast approaching in Europe and elsewhere, the traditional Twelve Days of Christmas song is being heard throughout much of the world. On the third day of Christmas, as the tune goes: “My true love sent to me, three French hens…”
No doubt Cherry Valley Foods Limited would prefer that folks buy British and send its recently relaunched UK-raised Crispy Aromatic Duck to one’s true love. Seasoned and roasted in traditional Chinese style, the partly deboned product is offered in units of two 350-gram halves per package. Distribution is primarily to Asian restaurants, caterers, wholesalers and take-away shops in the UK, Germany, Denmark, Spain and a number of other countries in Europe.
Among other items offered under the Cherry Valley brand are Boneless Roast Duck seasoned with herbs and spices, County Duck, and Grade A Duckling.
Ranked as Britain’s leading duck producer, the Market Rasen, Lincolnshire Wolds, UK-based company typically sells more than seven million birds per year. In business since 1959, it began offering frozen Cherry Valley brand Crispy Peking Duck ready meals in 1980. Today its assortment of portion-controlled, value-added fowl, distributed in chilled as well as frozen form, is listed at retail outlets as well as menued by foodservice operators.
“We aim to give customers the best duck possible, every time,” said Eric Jagger, sales and marketing director. “Our Crispy Aromatic Duck provides caterers with a convenient, delicious and authentic option to offer their customers, as well as terrific value for money.”
Jagger pointed out that the foodservice market for duck, which is driven by Chinese restaurants, has in recent years shifted from largely raw components to a combination of raw and cooked product. The reason being is the growing need for convenience and quality control, as there are fewer chefs in the UK and continental Europe these days with adequate skills to properly prepare duck dishes.
The relaunch is being supported by television commercials (primarily run with Chinese language TV programs) and print advertising, as well in-store promotions and a public relations campaign.
