2013 Pig & Poultry Marketing Awards Press Release
Full winners list
Processor of the Year category – sponsored by Elanco Animal Health
WINNER, Moy Park
The Moy Park business is focused on integrated poultry production, providing fresh, high quality
locally farmed poultry and complementary convenience food products and brands to the UK, Ireland
and Europe. Moy Park processes over 200 million locally-produced chickens and over two million
turkeys per year in its primary processing factories in Northern Ireland and England. The business
has recorded a material recovery in pre tax profits from £4.8 million in 2011 to £24.4m in 2012 –
remarkable given the current climate.
David Gibson, Director of Agriculture and Alan Huston, General Manager, Breeders & Hatcheries
accepted their award from Matthew Evans, Key Account Manager at Elanco.
HIGHLY COMMENDED, C&K Group
What started with two brothers in a converted garage and an escort van, this business has
dramatically grown to a new large purpose built butchery unit with a current staff level of over 20. A
family business with a traceable history in the meat industry of 200 years. The Burrows brothers
have built a reputation based on quality, value and taste.
Chris Burrows, Finance Director accepted the award from Matthew Evans, Key Account Manager at
Elanco.
COMMENDED, Capestone Organic Poultry
Capestone Organic Poultry Ltd is a fully integrated organic farm and processing site located in the
Pembrokeshire Coast National Park. The rearing, producing and processing of all poultry takes
place on site. “This is a good business with solid development,” said the judges, “which has
achieved significant listings given the scale of business.”
Justin Scale, Managing Director and Emily Davies, Marketing & PR accepted their award from
Matthew Evans, Key Account Manager at Elanco.
Award for Innovation – sponsored by Zoetis
WINNER – PRE-FARMGATE, Hermitage Seaborough
Hermitage Pig make the B.L.U.P Exchange available for their customers to use. This enables them
to access, and become part of, their Company performance database. Since 2009 when the
technology first became available in the UK, this part of the business has grown by 800%. An
excellent product from an established breeding company, showing clear vision with vast potential to
help actual farmers in the field, very much addressing an industry need, said the judges.
Barrie Hicks, UK Sales Manager accepted the award from Nigel Lodge, National Veterinary
Manager, Zoetis.
WINNER – POST-FARMGATE, LINPAC Packaging
Contamination from bacteria is an increasing concern for the entire supply chain. Linpac has worked
in partnership with Addmaster to develop a cost-effective, innovative and technically advanced
range of trays and lidding film solutions with built-in antimicrobial technology which inhibit the growth
of bacteria, moulds and yeast on the outer packaging of fresh meat. The judges commented that is
was a “True innovation in packaging technology and offering a solution to a key food safety
challenge for the poultry sector. A very exciting product with massive potential.”
Ben Elkington, Innovation Manager accepted the award from Nigel Lodge, National Veterinary
Manager, Zoetis.
OVERALL HIGHLY COMMENDED, Aviagen, for the Ross App
This App covers the Ross European Performance Objectives at both breeder and broiler level. The
UK app has seen nearly 300 downloads to-date, reflecting almost a 100% uptake from the UK
customer base, with feedback very positive. This judges commented that this was a neat solution to
providing KPI information in a mobile format. Excellent innovation from leading global company;
simple, effective, well planned use of technology with national effects.
Debra Malcolm, Assistant Marketing Manager for Aviagen accepted the award from Nigel Lodge,
National Veterinary Manager, Zoetis.
Food Chain Marketing Award – sponsored by ACMC, on of the UK’s leading breeding
companies
WINNER - POULTRY INDUSTRY, Ella Valentine
In October 2010 Stonegate recognised a growing trend emerging. Pink shimmer glitter for cupcakes
had shot up 210% in the previous six months, and vintage cake stands were up 168%, balanced
with a number of TV shows including “The Great British Bake off” highlighting the cupcake
phenomenon. The Ella Valentine cupcake egg was born, with a strategy to appeal to twentysomethings who were baking not for children, but to impress and share with friends. The judges
were impressed that Stonegate have given a simple egg not only a target market, but also a USP.
Everything about this brand keeps it in line with its target market (as you will see on the table in front
of you) “They know their audience and have marketed accordingly - Simply marketing at its best”
the judges commented.
Vicki Hazel, Marketing Consultant accepted the award from Matthew Curtis, Managing Director at
ACMC.
WINNER - PIG INDUSTRY, Wicks Manor
The Wicks Manor brand has been producing quality bacon, hams and sausages from their pigs on
the farm since 2000, with the farm established for nearly 50 years. The brand was started in an
attempt to try something different before closing the herd down and they have slowly built up a
brand with sales now of over £3m and as a consequence are now expanding the pig herd to help
meet customer demands. “Fully traceable – a key marketing tool especially now, with not many who
can say the same.” The judges said.
Hamish Howie, Director, accepted the award from Matthew Curtis, Managing Director at ACMC.
HIGHLY COMMENDED, Pink Pig Farm
This entry truly showed how the marketing of the farm shop enterprise has developed over the past
13 years, as the proprietors learned how to reach their target market. The judges were impressed
that they challenged what they were doing and realise the need to refresh – it is very easy to keep
your head down and just keep going. The farm trails for children was also well received, for teaching
them about where food comes from.
Sally and Andrew Jackson, accepted their award from Matthew Curtis, Managing Director at ACMC.
Health & Welfare Award – sponsored by Genesis Premier
WINNER, Devonshire Poultry
Several factors made Devonshire stand out to the judges. Commitment to training, investment in
exceeding standards of welfare and their willingness to show people around, with visitors coming
from Australia and Africa to see how they grow the slower growing broilers and the benefits they
bring. Their background was not a family poultry farm, and investment in high welfare could have
been a risk, but it has paid off in this outstanding business.
Robert Lanning, Director, accepted the award from David Richardson, Managing Director, Genesis
Premier.
HIGHLY COMMENDED, Alex Beard
As a contract pig finisher for BQP Alex’s target customer is Waitrose. He must conform to Freedom
Food standards and Waitrose’s additional standards such as visual appearance, farmer/stockman
training, environmental management, animal welfare and bio security.
Unfortunately Alex couldn’t be there, so Thomas Wright another young pig producer accepted the
award on his behalf from David Richardson, Managing Director, Genesis Premier.
Brand Identity Award – sponsored by BOCM PAULS
OVERALL WINNER, Ella Valentine
In terms of both brand identity and food chain marketing – Ella Valentine stood out to the judges as
a shining example of what can be achieved with an ‘everyday product.’ With some clever advertising
tactics (such as an advert spoof of a perfume ad, placed in the high fashion magazines, read by
fashionista bakers, Cosmopolitan, Tatler and Grazia) they have achieved a lot with a simple egg.
The judges commented that it “Ticks all the boxes for a successful brand. A new twist on branded
eggs, a comprehensive campaign, good sales already and a strong contender in the market.”
Vicki Hazel, Marketing Consultant accepted the award from John Cessford, Marketing Manager,
BOCM PAULS.
HIGHLY COMMENDED, Powters Limited
Using only top quality ingredients, Powters sausages are free from artificial colours and flavours,
and combine a secret blend of herbs and spices to give a unique and distinctive flavour and
succulent texture. The Celebrated Newmarket Sausage has been made by four generations of the
Powter family to the original recipe of 1881. Powters have turned a PGI sausage into a strong brand
– glossy, professional and eye catching packaging, which draws on history too.
Grant Powter, Managing Director, accepted the award from John Cessford, Marketing Manager,
BOCM PAULS.
COMMENDED, Adams and Harlow
Having found a niche, this brand has grown into an innovative product. The brand development
work was strong, with clear vision and route to growth. One to watch in the future!
Lizzi and Mary Adams, Directors of Adams and Harlow accepted the award from John Cessford,
Marketing Manager, BOCM PAULS.
COMMENDED, Kitty Campbell’s Free Range Eggs
The judges commented that within a large scale business this venture saw a very good opportunity
to promote a niche product, but has managed to gain countrywide sales from it – and the brand is
gathering pace nicely. The marketing is cleverly done, with a nice feel to it and scanning the box for
recipes is a useful tool in promoting customer interaction.
Katy Campbell, Production Manager and Amy Campbell, Marketing and Production accepted their
award from John Cessford, Marketing Manager, BOCM PAULS.
Training Initiative of the Year - sponsored by Vétoquinol
WINNER - PIG INDUSTRY, Garth Partnership
While the main purpose of the business is to supply veterinary advice and products to the pig
industry their submission has proved that they are also excellent trainers, getting stuck in at all
levels. The practice does not just talk about training it delivers - the initiative of employing John
Richardson to write and deliver pig training courses this year edged them in front in what was a
particularly competitive category. Employing John is especially impressive when you consider that
their primary role is not a training one!
Ian Carroll, Partner, accepted the award from Caroline Griffin, Regulatory Officer at Vétoquinol.
HIGHLY COMMENDED - PIG INDUSTRY, City & Guilds, for the PIPR scheme
This is a comprehensive scheme which has over the last seven years put the pig industry at the
forefront of training. It has a growing membership and most UK pig based training schemes have
become part of it. The scheme is very much about providing proof and recognition that training has
taken place. It encourages career and skills development. An outstanding entry, the judges
commented.
Jack Ward, CEO of Land Based Services and Natalie Jenkins, Head of Business Development
for Land Based Services accepted their award from Caroline Griffin, Regulatory officer at
Vétoquinol.
WINNER - POULTRY INDUSTRY, Minster Veterinary Practice
An excellent submission from a company which clearly puts training at the forefront of its operations.
The scale and content of the training is very comprehensive for commercial poultry production. They
are also willing to “train” upwards by taking part in industry organisations. The desire to work with
other organisations, such as Nottingham University, Defra, and Toulouse Vet School is also very
forward thinking.
Alastair Johnston, Director of the Poultry and Training Departments accepted the award from
Caroline Griffin, Regulatory officer at Vétoquinol.
WINNER - POULTRY INDIVIDUAL, Janet Hargreaves
Clearly Janet has identified a niche in the training market place. As the interest in back yard poultry
increases the need for such down to earth courses will increase. Whilst the numbers of poultry
involved are relatively small the effect on the husbandry and welfare of the individual animals kept
will be great! It is also good to see that Janet is looking to the future with her commitment to CPD,
the judges commented.
Janet Hargreaves collected the award from Caroline Griffin, Regulatory officer at Vétoquinol.
Taste of Excellence Award - sponsored by Morrison’s Supermarkets
WINNER - PIG PRODUCT, Bowland Outdoor Reared Pork, Beef & Lamb for their stuffed pork
fillet.
The judges were impressed by the innovative approach and depth of flavour of the pork fillet stuffed
with pork sausage meat and wrapped in dry cured streaky bacon – all pork products from their farm.
A great product further supported by the traceability and provenance of the meat.
Philip Parr, Key Account Manager and Aleisha Holland-Parr, Director, collected their award from
Andrew Loftus, Agriculture Manger Morrison’s Supermarkets.
WINNER - POULTRY PRODUCT, Kelly Turkey Farms for their KellyBronze turkey
This year Kelly Turkeys surpassed itself with another succulent bird – the judges were impressed by
how well it cooked, the tenderness of the meat and the overall texture and taste. Again the
provenance of the KellyBronze turkey’s must not go overlooked, and only adds to the flavour of this
product.
Paul Kelly, MD, and Philip Regan, Sales & Marketing Manager, collected their award from Andrew
Loftus, Agriculture Manger Morrison’s Supermarkets.
Knowledge Transfer Award for Pig – sponsored by Vet Perspective and Farm Vet magazines
WINNER - PIG PRACTICE, Parklands Veterinary Group
Similar to every other Pig Practice, Parklands have witnessed its clients suffering from financial
pressure with significant increases in feed costs not being reciprocated by appropriate increase in
carcase values. Despite this Parklands has continued to invest in training and services for the
benefits of its clients with the ability to "Transfer knowledge" being the basic cornerstone of the
practice. Parklands is unique in Northern Ireland in that it is the only veterinary practice with
LANTRA approved trainers as well as Acredited specialist LANTRA pig training courses.
Recognition of this resulted in David Mulligan (Practice Manager) being co-opted onto the LANTRA
Council in Norther Ireland. This work in training and education has been recognised by our own
OvertheCounter awards in 2012.
David Mulligan and Karen McConnell, Branch Manager at the Cookstown Practice, accepted the
award from Rachael Porter, Editor of Pig & Poultry Marketing magazine.
HIGHLY COMMENDED - PIG PRACTICE, Bishopton Veterinary Group
Training and knowledge exchange has been a core part of the pig business at Bishopton Vets for
over 20 years, as their vets work to improve the health and welfare of animals in their care through
skills and knowledge improvement on farm. Bishopton were nominated by Richard Lister of
J.C.Lister Farms Ltd, who said “They have put a great deal of time and effort in trying to make this
Regional Pig Health Project successful. In addition their staff training has played an important part in
achieving excellent performance on many farms.”
Duncan Berkshire, Vet at Bishopton Veterinary Group, accepted the award from Rachael Porter,
Editor of Pig & Poultry Marketing magazine.
WINNER - PIG VETERINARY PROFESSIONAL, Duncan Berkshire of Bishopton Veterinary
Group
Having achieved a Highly Commended at the 2011 Pig & Poultry Marketing Awards, Duncan not
rested on his laurels. He received two nomination for this category, from Alex Greensit, and Anna
Longthorp, of Anna’s Happy Trotters, who says “Duncan has an endless enthusiasm for what he
does and you can tell he really does care about the job. He is able to explain to us mere pig
farmers, in laymans terms, various topics as they arise. Duncan unequivocally makes sure that what
he explains to us is not just understandable but he also manages to keep our interest through his
sheer passion. We have all learned a lot from Duncan since we have been working with him and
know that our practices, production and our health status have improved as a consequence.”
Duncan accepted his award from Rachael Porter, Editor of Pig & Poultry Marketing magazine.
HIGHLY COMMENDED - PIG VETERINARY PROFESSIONAL, Paul Thompson, Vet at Garth
Partnership
Tim Clarke of ACMC Ltd nominated Paul for this award, saying “Paul and I sit down and between us
come up with a topical subjects that has possibly been discussed on farm with a customer or has
been brought to our attention through the trade and we then turn this into a topical note for the aid of
the pig farmers. These are well received and published every month, off and on line publications
carry it.” Other strings to Paul’s bow include his own practice, and being a Director of Beeford
Laboratories –a commercial pig disease diagnostics laboratory.
Unfortunately Paul couldn’t be here there, so Ian Carroll, Partner, at Garth Partnership accepted the
award from Rachael Porter, Editor of Pig & Poultry Marketing magazine on his behalf.
Knowledge Transfer Award for Poultry – sponsored by Vet Perspective and Farm Vet
magazines
WINNER - POULTRY PRACTICE - Minster Veterinary Practice
The Minster Veterinary Practice is a 36 vet mixed practice, with recent increases allowing for a
national coverage for poultry clients but has also challenged the business in terms of its system
management and both internal and external knowledge transfer. Minster consider internal
communication to be key to providing a first rate veterinary service. An outside consultant was
brought in to appraised the communication within the poultry department and made several
recommendations – which have all been actioned. Clients are encouraged to get involved, such as
attending post mortem examinations and discuss the issues on the farm, making them stand out as
winners.
Alastair Johnston, Director of the Poultry and Training Departments, accepted the award from
Rachael Porter, Editor of Pig & Poultry Marketing magazine.
WINNER - POULTRY VETERINARY PROFESSIONAL, Ian Lowrey, Associate Veterinary
Surgeon at Crowshall Veterinary Services
Crowshall Veterinary Services is a 4 Vet dedicated poultry veterinary practice in Norfolk, boasting a
fully equipped diagnostic laboratory service offering “while you wait” diagnostic post mortems
backed up by expertise in blood testing, parasitology and microbiology. Since joining Crowshall Ian
has flourished as an enthusiastic clear thinking poultry veterinarian with exceptional skills in problem
solving, offering practical, focused and cost effective advice on poultry disease. Although young and
a recent convert to the poultry industry Ian already commands the respect of his peers and the wide
range of poultry businesses he works closely with – his colleagues commented.
Ian collected his award from Rachael Porter, Editor of Pig & Poultry Marketing magazine.
Pig Producer of the Year – sponsored by Boehringer Ingelheim
WINNER - LARGE SCALE BUSINESS, Kenniford Farm
Kenniford are a 350 sow farrow to finish unit producing over 9100 pigs per year, with farm
assurance through the Red Tractor and Freedom Foods schemes. In 2000 they opened a Farm
Shop at Kenniford, and from that day on, the business has continually expanded; now employing 24
people from butchers, through to shop managers and catering assistants. The judges were
impressed by the financial statement and production figures given feed costs. Good diversification
and commitment and investment in education made them stand out to the judges.
Grant Morrow, Pig Farm Manager and Andrew Freemantle, Owner/Partner accepted their award
from Lysan Eppink, Veterinary Adviser, Swine Products.
WINNER - SMALL SCALE BUSINESS, Thomas Wright
The judges were very impressed by this young man. Having started from scratch, and securing a
loan in the current climate, Tom has created a sustainable business model with BQP, with high
welfare pigs. He has also developed a curtain system which now used on other farms. This is an
ambitious young man, who will no doubt feature in more awards to come.
Tom accepted his award from Lysan Eppink, Veterinary Adviser, Swine Products.
Poultry Producer of the Year – sponsored by Zoetis
WINNER, Capestone Organic Poultry
In this hard fought category, Capestone stood out as an excellent example of a successfully growing
business, and a business model that has obviously had a lot of time and effort spent on marketing
and building relationships with customers, in a difficult and specialised market. Good commitment to
local community and awareness of their impact on the environment, made them a “quality,
innovative company, and Poultry Producer of the Year no doubt,” said the judges.
Justin Scale and Emily Davies collected their award from James Porritt, UK & Ireland Poultry
Manager for Zoetis.
HIGHLY COMMENDED, Devonshire Poultry
The judges were very enthusiastic about this company: “An excellent example of a company
growing from scratch to a point where it now contracts into major producers.” “An inspiring example
of high quality commercial poultry business. Robert is an excellent role model to people looking to
enter the industry and his entrepreneurial skills are first class. He has good instincts for farming’s
future and impressive business growth.” Were just some of the overwhelmingly positive comments
about Devonshire Poultry.
Robert Lanning, Director, and Jackie Lanning, Director collected their award from James Porritt, UK
& Ireland Poultry Manager for Zoetis.
Finally we would like to thank the overall judges who have given us their time and expertise:

Andrew Knowles from BPEX

Richard Griffiths from the British Poultry Council

Rachael Porter from Pig & Poultry Marketing magazine

Ian Broumpton from TG Broumpton and Son

David Brass from The Lakes Free Range Egg Company Ltd

Anna Longthorp from Anna's Happy Trotters
We would also like to thanks all of the category sponsors, Zoetis, ACMC, Elanco, Boehringer
Ingelheim, BOCM PAULS, Vetoquinol, Genesis Premier, Morrisons Supermarkets, Vet
Perspective and Farm Vet.
For further information about the event please contact Kate Slessor on 01892 861664,
kate@ghpublishing.co.uk.
The press release and photos will be online at http://www.farmbusiness.cc/new_awards_page.asp