The move comes as Proper Cornish Food Company seeks to extend its bakery product offering and reinforce its status as the UK's leading handmade pasty manufacturer.

 

The new branding now features on everything from swing signs outside local bakeries to the new company van livery unveiled at the launch.

 

Previously branded as Proper Cornish - Real Pasties, the Bodmin-based company has undertaken an in-depth analysis of its brand values and carried out market research with focus groups to update the company name and develop a graphic representation of the business today.

 

Re-named Proper Cornish Food Company, the manufacturer has maintained its link to Cornish culture, while broadening its relationship with regional foods and strengthening the feel of product authenticity. 

 

 

Commercial Director Jane Flowerdew, comments: "As a Cornish company we see ourselves as advocates for Cornish manufacturing and produce. Cornishmen, using an age-old Cornish recipe, set up Proper Cornish Food Company in Cornwall, and Cornish produce. We wanted our branding to reflect this, as well as our drive to grow and develop our product repertoire to reflect modern consumer tastes. Our revitalised company name and logo tells this story."

 

The new look branding has been integrated into all areas of the business to facilitate a cohesive and holistic approach to company culture. With a full range of POS merchandising available, including bespoke signage, Proper Cornish Food Company's retail customers will benefit from increased brand recognition amongst their customers.

 

Sales Manager Rick Thurman has been appointed to promote the company's new branding amongst high street bakeries and to highlight the business benefits of building brand loyalty amongst consumers. Rick joins the team with 19 years food retail experience at Somerfield and will utilise his skills to offer guidance and advice on how customers can leverage the Proper Cornish Food Company brand to increase sales. Rick is also on hand to provide training on how to prepare and present the company's products to achieve optimum results.

 

Rick Thurman said: "My initial remit is to focus on our local customers. As a retailer operating in the home of Cornish pasties it is easy to become complacent about product promotion and rely too heavily on their 'novelty' appeal to tourists. However, with increasing competition in the market it is important for retailers to differentiate themselves. 

 

"The new Proper Cornish Food Company branding enables our customers to highlight the products' USPs, namely that of consistent high quality, locally sourced ingredients, true Cornish provenance and traditional handmade production. The overall aim being that consumers will actively seek out Proper Cornish Food Company stockists, knowing that they will receive a premium Cornish product every time."

 

The new Proper Cornish Food Company branding has been rolled-out to all merchandising and marketing materials.