Leading poultry manufacturer, Sun Valley Europe is changing its name to Cargill Meats Europe, adopting the globally established name of its parent company, Cargill Inc.
Richard Maxfield, Managing Director of Cargill Meats Europe commented: "Sun Valley has been part of the Cargill family of international companies since 1980 and during this time, we have grown significantly and prospered into one of the UK's leading poultry businesses. We now operate internationally, as well as within the UK for major retailers and restaurant chains. It is this international focus that has been one of the driving forces behind the re-branding strategy, bringing together all our European partners into one cohesive business group and reflecting today's truly international operation."
The re-branding will start in June and rollout across all areas of the business over the next two years. Although the company will now be known as Cargill Meats Europe, it will take some time to completely renew all aspects of the business. As such, the company will be working with its farms, factories and partners to develop the new look over the coming months.
Richard added: "The re-branding project is justification of our progressive, forward-thinking ethos at Cargill Meats Europe. We apply innovation and creativity to all aspects of our business from identifying new channels for our products and developing new customer relationships to expanding through both organic growth and acquisitions."
Offering customers a choice of products to meet their needs has always been central to Cargill Meats Europe's success. In 2006, the company launched its first higher welfare standard product by partnering with RSPCA Freedom Foods for its Wood Vale range with Morrisons. This year, following the purchase of Freeman's of Newent with its free-range capabilities, approximately 10% of the company's birds will be raised to these higher welfare standards.
Cargill Meats Europe is a £300 million company, with Europe-wide production facilities. It currently employs around 2,000 people in the UK alone and continues to expand through acquisitions.
