Citigate lands Bernard Matthews media brief

Norfolk turkey farmer Bernard Matthews has taken on financial and corporate PR consultancy Citigate Dewe Rogerson to oversee all PR for his bid to take the listed company private.

Norfolk turkey farmer Bernard Matthews has taken on financial and corporate PR consultancy Citigate Dewe Rogerson to oversee all PR for his bid to take the listed company private.

The 70-year-old, famous for his 'bootiful' catchphrase, has tasked Citigate with handling media relations relating to his holding company's proposed offer to buy back Bernard Matthews Plc.

Citigate won the project brief following a competitive two-way pitch.

Fees have not been disclosed.

A team of three will work on the account, led by Citigate director David Nolder.

He reports directly to the holding company chairman, Matthews himself, and managing director David Joll.

'The task is to help the company go private for the family to re-establish ownership of the company and get their story across in the media,' said Nolder.

Matthews, who owns nearly 42 per cent of total share capital, formed the Bernard Matthews holding company to buy the listed company following a low stock market valuation, which he did not feel reflected the company's true value.

Earlier this week, US cakes-to-Wonderbra conglomerate Sara Lee expressed interest in launching a hostile bid for the turkey and meat product firm.

But within days Sara Lee raised the white flag and withdrew its original interest, which was understood to offer 205p per share, valuing the company at pounds 257 million.

The company's turnover last year amounted to pounds 344 million, with interim quarterly turnover this year at pounds 179 million.

Matthews has offered 185p per share for the listed company, valuing it at around pounds 232 million.



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