PDM makes moves to future proof business
YORKSHIRE-BASED animal processing business Prosper De Mulder (PDM) is ramping up its £90m investment programme which is set to “future proof” the business.
Strategic brand consultancy Propaganda has been appointed by Doncaster-based PDM, which is involved in the collection and processing of animal by-products for pet foods, production of animal and vegetable fats for cooking and de-boned meat ingredients for savoury foods and soups as well as the sale of frozen fish and meat to fast food chains, to deliver a strategy as part of the investment programme.
Leeds-based Propaganda said it will “leverage PDM’s market-leading position, whilst aiming to future proof the business”.
Philip Simpson, commercial director at PDM Group, said: “PDM is committed to using state-of-the-art processing techniques and world-class standards. Our investment of £90m over the next 12 months to ‘future proof’ the business is allowing us to expand significantly and deliver assurance for our customers.”
Earlier this month, in its latest financial reports filed at Companies House, PDM said it narrowed its losses despite reporting adverse conditions in the raw materials markets.
The appointment follows Propaganda’s delivery of a brand campaign ‘Waste For Good’ for PDM Group business ReFood, which has delivered an uplift in waste food collections of 125%.
Simpson added: “Propaganda’s strategy for ReFood has provided the business with a coherent and highly original approach to the market which is already delivering significant results. We look forward to broadening the relationship across the PDM Group, and are confident that the business insight they’ll bring to the company will aid our plans for continued growth and success.”
Propaganda will deliver the strategy via Brand Discovery,which it said is a consultative process aimed at understanding brand perceptions and delivering actionable business insights.
Propaganda has worked with the ReFood brand since June 2012. ReFood secured planning permission for the construction of a new a site in the North West, which started in January. Once completed, the £20m Widnes plant will be the largest food waste gas-to-grid AD project in the UK. Scheduled for completion in 2014, it will have the capacity to handle 90,000 tonnes of commercial and domestic food waste and will generate up to 2,000m3 per hour of raw biogas.
Richard McMurrough, director at Propaganda said: “Brand Discovery is unique. It gives real insight into a brand at an exceptional level of detail. Working with PDM, one of Yorkshire’s leading and most forward-thinking businesses at the forefront of their sector’s technology, we’ll aim to unlock potential and deliver a brand strategy to support the company’s growth ambition.”
PDM, which employs 1,000 people at 23 sites across the UK, is part of Saria Bio-Industries, one of Europe’s leading food chain recyclers and renewable energy producers.
