UK frozen food firm Golden Crumb Produce has announced a rebranding and will henceforth be known as Innovate Foods.

The manufacturer of frozen breaded vegetable and cheese appetisers and starters for the foodservice sector today said that the Golden Crumb brand itself will be retained under the umbrella of Innovate.
It as part of a company expansion programme, which includes the new appointment of David Nash as commercial manager of Innovate, and the creation of an onsite Centre of Excellence.

Nash will work with Innovate’s product development team to expand the company’s product portfolio, liaising with clients to improve understanding.
Tony Dumbreck, managing director, feels that the change of name will better reflect the future plans of the company and the future direction of the food service marketplace.
He said: “We have been doing a great job at Golden Crumb for 17 years now, but we have been a victim of our own success in a certain sense – people have always seen us as exclusive producers of high quality breaded appetisers, when in fact we’ve always produced a variety of other products too.
“In order to maintain and build upon our position as a small company punching above its weight in a market dominated by global players, it is important that we continue to evolve. As winners of BFFF (British Frozen Food Federation) innovation awards, we have always been proud of our creativity in providing appropriate solutions to caterers and restaurant operators. The combined aspects of our expansion will allow us to develop this creativity, while improving the way we interact with our customers, and our understanding of their requirements.

“In particular, the appointment of David Nash as our new commercial manager makes a valuable addition to the company’s focus on targeted product development and enhanced customer management activities.”