Blog: Dean BestGrown-up Gu

Dean Best | 25 November 2010

It's been ten months since upmarket UK dessert business Gu was sold to Noble Foods, the country's largest egg producer. And, according to founder James Averdieck, who has remained with the business, under the new owners, Gu has grown up.

Set up in 2003, Gu steadily built a presence in the UK and has also branched out into nearby Ireland and France.

Now, with Averdieck focusing on the company's further development overseas, Gu is embarking on a series of international forays into Germany, Australia and New Zealand.

In this month's just the answer, Averdieck told just-food that his task, under Noble's ownership, was to lead Gu's international growth.

"My interest has always been in new markets, starting new things, and so on. So in that sense I'm playing to my strengths," Averdieck said.

"When the acquisition was made, [Noble] appointed an MD and they brought in a new finance director. So the company has grown up, and this is what happens, and it's totally appropriate and good for the business. I'm in a role that I'm happy with."

You could read more of our interview with Gu by clicking here.


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