Cold boosts sales to bird lovers

THE sub-zero temperatures of January helped Cranswick Pet Products to smash sales records as bird-loving Britons made sure their feathered friends had enough food to endure the extreme winter conditions.
By The Newsroom
Published 31st Jan 2010, 19:24 BST
Updated 31st Jan 2010, 19:24 BST

The Driffield business, which manufactures food and accessories for the bird and small animal markets, achieved total sales of 2,008 tonnes in the week commencing January 11. Sales rose to 2,127 tonnes the following week, beating the previous trading figures by 389 tonnes.

Head of sales and marketing Sam Marridge said: "Achieving record-breaking sales figures throughout such harsh weather conditions is not only an incredible feat for the company, but evidence of the ever-increasing popularity of wild bird feeding and a raised consciousness about wild bird care in general."

Hide Ad
Hide Ad

Last year, Cranswick Pet Products underwent a 17m management buyout from parent company Cranswick plc, led by chief executive Derek Black with backing from LDC. Mr Black said in December that the business is targeting 40m turnover and in five years hopes to hit 50m.

Backing last year's buyout, LDC, which has a 67 per cent stake, said Cranswick Pet Products meets "the demands of consumers who are typically very passionate about their hobby; a recession has little effect on their enthusiasm and trading has and should continue to hold up".