FOUR WELSH CURRIES LISTED BY ASDA’S WELSH BRANCHES
Supermarket deli counter customers can now take-away curry with a Welsh twist following a deal between South Wales ready-meal producer, The Authentic Curry Company and ASDA.
Four curries from the award-winning producer – Welsh Black Beef Curry, Tan y Ddraig (Dragon’s Fire), Sws y Ddraig (Dragon’s Kiss) and Chicken Tikka Massala – are now available on ASDA deli counters across Wales.
“After the huge success of the trials in five ASDA stores, the range has been rolled out to all 19 of ASDA’s deli counters in Wales,” said Paul Trotman, founder and managing director of The Authentic Curry Company.
The deal follows the success of the True Taste Award-winning company’s frozen lines which were introduced in Welsh ASDA stores two years ago.
“We are delighted that ASDA has given us this opportunity,” said Paul Trotman. “The products have already proved massively popular in the retail sector and now customers have a further opportunity to purchase them at the deli counters.”
He added, “We are very grateful to ASDA for showing foresight and commitment to local suppliers, and as a result of their faith and confidence in the company we have created a further three jobs in the Cynon Valley in what is a difficult time for the economy.”
The Authentic Curry Company was formed in 1995 and now produces 120 different dishes and employs nearly 50 people at its base in Hirwaun. Proud of its Welsh roots, the company source as many of its ingredients as possible from Wales.
Said Paul Trotman, “With the support of the Welsh Assembly Government, we have built a BRC Grade A manufacturing facility, which allows us to supply major multiple retailers, and satisfy their stringent standards. Their support has been invaluable in creating many jobs in the area.”
Asda’s Local Sourcing Manager Allison Lloyd said: “We’re proud of our Welsh range and the part The Authentic Curry Company lines have played in its popularity. We’re now delighted to be able to offer these products to our deli customers too.
“Partnering with great food companies who have a passion for their product is what we’re all about and I’m delighted Paul has been able to grow his team as a result of this new venture.”
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