South Wales ready-meal producer, The Authentic Curry Company, has launched a new range of dishes into Asda stores across Wales.
The True Taste award-winning company’s six new frozen lines - Welsh Beef Madras, Welsh Beef Bourguignon, Welsh Beef Casserole, Chicken Cymru, Welsh Lambs Liver in Onion Gravy, and Chicken Curry - are being sold in 18 Asda stores under the Authentic World Foods label.
The deal says Paul Trotman - founder and managing director of The Authentic Curry Company - is a great example of a ‘team’ approach to food production and distribution in Wales.
“We are delighted to introduce these new dishes to Asda. We are very proud of our Welsh roots, and we source as many of our ingredients as possible from Wales.
“Our Welsh Beef dishes carry the both the Hybu Cig Cymru ‘Welsh Beef’ logo as well as the Celtic Pride logo. While our lamb’s liver is supplied by Welsh Brothers of Newport,” he says.
“With the help of a Welsh Assembly Government Agri-Food Development Fund grant the packaging was designed and developed by another Welsh company, Creative Packaging. Also our distribution is handled by Castell Howell Foods Ltd of Cross Hands.”
Paul Trotman adds, “We have had tremendous support from the Welsh Assembly Government and our colleagues in the food and allied industries making this a real ‘Welsh Team’ success story from start to finish.”
The Authentic Curry Company was formed in 1995 and now produces 100 different dishes and employs over 30 people at its base in Hirwaun.
Says Mark Townsend, Asda local buyer for Wales and the South West. “We are delighted to be able to support Welsh produce and food businesses like the Authentic Curry Company; and in so doing we are able to offer consumers even more food from Wales.”
Brian Jones, True Taste Ambassador 2006/07 and managing director of Castell Howell says, ”Working together and forming partnerships is an important part of promoting the Welsh food and drink industry and getting Welsh produce the retail shelf space it deserves.
“By working together, Welsh producers can become a stronger force gaining more of a share in what is a very competitive marketplace. The Authentic Curry Company is committed to supporting fellow Welsh companies and their deal with Asda shows just how effective co-operation in the food chain can be.”
MORE DETAILS: Sheila Coleman 01792 817532 / 07968 357474
Email: sheila@colemanroberts.co.uk
TEAM WORK: The Authentic Curry Company’s new frozen lines are now available in Asda stores across Wales.
For further information about products please contact:
The Authentic Curry Company
Units 46/47
Hirwaun Industrial Estate
Hirwaun
Rhondda Cynon Taf
CF44 9UP
Tel: 01685 810044
Email: paul.trotman@authenticcurry.co.uk
Contact: Paul Trotman
