The UK's largest fish foods manufacturer Young's Bluecrest has
tasked Citigate Dewe Rogerson (CDR) with a corporate profile-raising
The firm, which turns over £320m a year and employs 3,300 people,
opted for CDR after a competitive pitch.
Young's Bluecrest processes 30 per cent of the fish products consumed in
the UK each year, and is best known for brands such as Harry Ramsden's
Chip Shop and Young's Prawns.
Operating ten processing plants, the firm is a leading provider of
own-brand fish products to major retailers. This accounts for 40 per
cent of its turnover.
The account is headed by CDR directors John Hobday and David Nolden,
reporting to Young's Bluecrest CEO Wynne Griffiths.
CDR will work alongside Young's Bluecrest's retained consumer and trade
agency, Leeds-based Brahm PR.
Hobday said the agency's target was to 'help Young's Bluecrest fulfil
its potential.' He added: 'It's a successful company which hasn't got
the profile it deserves.'
In July the firm appointed Deutsche Bank as strategic adviser to
consider long-term options, including a potential trade sale, MBO or
Private equity group Legal & General Ventures (LGV) owns 79 per cent of
the food giant, which was formed in July 1999 when United Biscuits
combined Young's with LGV's Bluecrest Seafood.