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Group Strategy

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A clear and consistent strategy

The strategy of the Group remains clear: to deliver profitable and sustainable growth. We are focused on driving returns from our market-leading position in the UK, whilst also accelerating profitable growth in the US and China.

These priorities are underpinned by our relentless focus on operational excellence and by being a trusted partner for all of our stakeholders.

Trust
UK

Drive returns by leveraging our UK number one market position.

Read more
Our Strategy:

To deliver profitable and sustainable growth.

Trust
International

Accelerate profitable growth in the US and China.

Read more
Trust
Excellence

Deliver superior performance through operational excellence.

Read more
Trust
Trust

Be a trusted partner for our people and other stakeholders.

Read more
Drive returns by leveraging our UK number one market position

UK

Drive returns by leveraging our UK number one market position

We strive to generate attractive financial returns through our superior scale and capabilities in the UK Fresh Prepared Food (“FPF”) market.

Our key drivers
  • Leverage our market insights, product development expertise and breadth of food production capabilities to develop products and propositions that delight our customers and consumers.
  • Utilise our scale to develop, prepare and distribute our products with a more efficient and sustainable use of resources.
  • Pursue organic and inorganic growth opportunities across our product categories by leaning on our strong customer relationships, deep market understanding and solid financial footing.
  • Attract and develop talented individuals to retain and further strengthen our leading position in the market.
Our strategy in action
Drive returns by leveraging our UK number one market position

International

Accelerate profitable growth in the US and China

We have a strong and growing presence in the two largest food markets in the world, the US and China, where the Group has operated for over 15 years. We use our Group expertise to support our local teams and deliver profitable growth.

Our key drivers
  • Combine deep local knowledge with Group expertise to develop innovative products that are tailored to local tastes, evolve with changing consumer preferences and meet the highest food safety standards.
  • Broaden and strengthen existing customer partnerships across product categories, whilst building a pipeline of new customers who are committed to expanding their fresh food offerings.
  • Ensure growth is sustainable and translates into higher profits by developing robust capacity and productivity plans and training local talent on best-in-class fresh food manufacturing.
  • Invest in new capacity, as and when required, to respond to growing demand and provide first-rate service levels across regions.
Our strategy in action
Drive returns by leveraging our UK number one market position

Excellence

Deliver superior performance through operational excellence

We invest in our colleagues and assets to generate operational efficiencies and maintain the highest technical standards and service levels across our footprint.

Our key drivers
  • Identify and deliver opportunities to improve efficiency through our highly skilled Operational Excellence team.
  • Enhance productivity in our operations by: establishing a culture of continuous improvement; targeting investment in automation and colleague training.
  • Maintain a resilient and efficient global sourcing platform, supported by our dedicated teams in the UK, Spain and China.
  • Uphold the highest technical standards of food safety and health and safety, for the benefit of our colleagues, customers and consumers.
  • Sustain our market-leading service levels through agile manufacturing, contingency planning and a flexible supply chain.
Our strategy in action
Drive returns by leveraging our UK number one market position

Trust

Be a trusted partner for our people, customers, suppliers and communities

We strive to be a responsible, caring and Trusted Partner for all our stakeholders, and a positive force in our interactions with the world around us.

Our key drivers
  • Live our values by striving to do the right thing for our colleagues, customers, suppliers and communities.
  • Provide our people with a great place to work where they feel valued, included and inspired to perform at their best.
  • Be a responsible global business by reducing our environmental footprint and maintaining high ethical standards across our supply chain, in collaboration with our customers and suppliers.
  • Support our immediate communities through charity partnership and local grassroots initiatives.
Our strategy in action
  • UK
  • UK
  • International
  • Excellence
  • Trust

Strategy in Action:

Successful onboarding of new fresh-cut fruit business

  • In January 2023, when a supplier of fresh-cut fruit was about to fall into administration and stop production, we were approached by one of its customers to take over a significant element of the business.
  • Within two weeks we had developed a robust capacity expansion and phased onboarding plan, which led the customer to award us the business.
  • The new business consisted of more than 20 products, requiring expanded processing capabilities, the redesign of some factory product flows, additional capacity and equipment, and the recruitment of 240 new colleagues.
  • Our Operational, Commercial and Procurement teams worked collaboratively and at pace to ensure the smooth delivery of the plan, and by March, less than three months after the initial customer enquiry, we had successfully absorbed the entire business into our existing fresh-cut fruit site.
Drive returns by leveraging our UK number one market position 2 people

Strategy in Action:

Transforming the sandwich offer at a major café chain

  • One of our strategic customers in China, an iconic café chain, wanted to refresh its sandwich offer.
  • After several months of working closely with the customer to review multiple ideas, we launched six new products across their retail estate in the summer of 2023.
  • The range included three new bread carriers which subsequently required new packaging, production processes, ingredients and a technical partnership with a new critical upstream supplier.
  • Despite the complexity, we managed to rapidly upscale production and meet the launch deadline, which led the customer to award us additional business that had been previously allocated to another supplier.
Family Food

Strategy in Action:

Introducing our new automated craft bread production line

  • With the flatbread market growing, we took the opportunity to invest £10m in a new production line at our UK Crewe site to increase productivity and improve product quality and consistency through automation.
  • This strategic investment was approved by the Board after engaging with Crewe’s Site Employee Forum (“SEF”), ensuring the interests of our colleagues were at the heart of the project.
  • A key part of the project was replacing the existing nitrogen-based chiller with a new energy-efficient solution, which reduced both running costs and carbon emissions. This showcases how we are incorporating our Trusted Partner ESG strategy into our decision-making process.
  • We have been the leader in chilled breads for over a decade; nevertheless, we continually look to strengthen our capability, differentiate our products and enhance productivity, as we strive for excellence and superior performance.
salad 2 people

Strategy in Action

Doing our part in tackling UK food insecurity

  • In November 2023 we joined The Coronation Food Project, an initiative inspired by King Charles III to tackle UK food waste and food insecurity across the UK.
  • The project aims to access surplus food and redistribute it to those needing it most, whilst reducing carbon emissions.
  • We are working with some of our customers and competitors, plus food redistribution charities FareShare and the Felix Project, to manufacture and distribute our nutritious and tasty meals to people in need promptly and efficiently.
  • As part of this project, Bakkavor's goal is to redistribute 500k meal equivalents, doing our part for the 13 million people in the UK currently experiencing food poverty.
Mexican Chicken 2 people
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