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Addo Food Group inspires new era for Pork Farms Group

16 September 2015

Addo Food Group is the new name for Pork Farms Group as the major UK food company and leading producer of chilled foods undergoes a rebrand.

Meaning ‘to inspire’ in Latin, Addo will be the group’s new identity as it pursues further growth following the acquisition of the chilled savoury pastry business of Kerry Foods in 2014, which added sites in Poole Bakery, Dorset, and Spalding Bakery, Lincolnshire, to the group.
As a market leader and leading innovator in chilled savoury pastry, Addo will use the strength in its brands to continue to drive category growth and introduce new consumers to its products.

With current sales revenues of £270m and a market share of 34%*, Addo sells 256 million products every year under both its own brands and the brands of its major retail partners.

Chris Peters, group managing director of Addo Food Group, said: “Addo is the new name for the former Pork Farms Group and means ‘to inspire’, representing how we think and the relationship we have with our people and our customers. At Addo we have a true passion for food and this is evident in the quality, taste and range of our products.

“With the recent addition of new sites and brands following our acquisition of Kerry’s chilled savoury pastry business, we wanted a new group name to represent our identity as a forward thinking and innovative food company, and to allow us to demonstrate our new breadth of products and brands.

“With roots that stretch back more than 160 years, Addo has established a long-trusted tradition of providing delicious, high quality food, produced to the highest standards, using the best quality ingredients. And as a forward thinking company, we are always looking to the future and using consumer insight, exciting new techniques, and pioneering research and development to change the boundaries of our category. 

“As the established market leader in the chilled savoury pastry market, Addo Food Group is excited about the opportunities for the future growth of the business.”

The new brand is being launched through new signage across the Addo estate and will also see its Queens Drive business unit (home of Pork Farms Pies) in Nottingham renamed as Tottle Bakery and its Shaftesbury site rebranded to Dorset Foods. 

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