Oldfields takeover gives Greencore room to grow
05 May, 2006
Greencore Sandwiches said it was set for further growth, following its acquisition of the Oldfields sandwich business last year (British Baker, October 14, 2005, pg 3). The acquisition of Oldfields had given Greencore Sandwiches access to new skills and space, said marketing director Richard Esau.
It had also enabled it to enter new channels, such as coffee shops, and had brought a new level of craft manufacture to its business, he told British Baker. The former Oldfields premises in Bow, London, now accounts for almost 20% of Greencore Sandwiches’ turnover. This figure is to be boosted with the imminent launch of a range of snack salads.Greencore will first launch a selection of pasta-based salads this month, produced at the former Oldfields plant. Further snack salads will be launched later if these prove successful. The Oldfields plant has been renamed Greencore Bow, following the acquisition, to make it feel more like part of the wider Greencore convenience foods group, Mr Esau said. The group also has sandwich premises in Manton Wood, Nottinghamshire, and in Park Royal, London.The company’s product range has not changed significantly since the purchase, he added, although Greencore has moved some of its more complex products out of Park Royal and Manton Wood to Bow, where the staff’s skills are better suited to their manufacture.Mr Esau said: “We’ve worked hard to standardise ways of working across the three sandwich facilities. We have developed really good relationships with Oldfields’ customers, who have stuck with us through the takeover, and are now benefiting from the Greencore way of doing things.”A new site director, Tim Proudlove, had been appointed at Bow. Mr Esau said: “He has restructured the team, bringing broader expertise, but many of the faces are still the same. The skills and knowledge of existing team members have been invaluable in achieving the smooth integration of the new business.”SANDWICHESMarket share 2005 (Greencore figures)Multiples Greencore - 31%Northern Foods - 20%Samworth Brothers - 17%Buckingham Foods Forecourts - 8%Greencore - 26%Samworth Brothers - 8%Sandwich Factory - 10%