The company behind the famous Gressingham Duck, Green Label Foods, has changed its name to Gressingham Foods to increase consumer awareness of the link between the company and its most popular product.
“Over the years it had became apparent that not all of our customers were readily associating Green Label Foods with Gressingham Duck – instead we were becoming known as ‘the Gressingham Duck people,” says William Buchanan, commercial director at Gressingham Foods. “It therefore made perfect sense to change the name of the company to reflect our leading brand,” he continued.
As well as producing home-reared Gressingham Duck, Gressingham Foods also rears Gressingham Geese and imports a range of speciality poultry, including guinea fowl, quail and poussin.
“Our business is split approximately 50/50 between poultry wholesalers, who supply into some of the top hotels and restaurants throughout the UK, and retailers,” comments Melissa Michael, marketing manager at Gressingham Foods. The company focuses on the high-end of the market and it is hoped that the new packaging, name and logo will reinforce that.
“It was essential that any re-branding reflected the high quality, niche positioning of our products, along with clear information about where the product comes from and how it is farmed,” she concluded.