The company behind one of the most revered brands of poultry, the Gressingham Duck, has invested in a major re-branding to build on its success.

Green Label Foods changed its name on 18th April to Gressingham Foods to reflect the name of its most popular brand, the Gressingham Duck.

�Over the years it had became apparent that not all of our customers were readily associating Green Label Foods with Gressingham Duck - instead we were becoming known as �the Gressingham Duck people,� says William Buchanan, commercial director at Gressingham Foods.

�It therefore made perfect sense to change the name of the company to reflect our leading brand,� he continues.

As well as producing its home-reared Gressingham Duck, Gressingham Foods also rears Gressingham Geese from September through to January each year and imports a range of speciality poultry, including guinea fowl, quail and poussin.

�Our business is split approximately 50/50 between poultry wholesalers, who supply into some of the top hotels and restaurants throughout the UK, and retailers,� comments Melissa Michael, marketing manager at Gressingham Foods.

�It was therefore essential that any re-branding reflected the high quality, niche positioning of our products, along with clear information about where the product comes from and how it is farmed,� she continues.

Ipswich-based Propeller Design was appointed in September 2005 to create a new look for the company which could be applied across all aspects of its business including product packaging, vehicle livery, stationery, site signage. It has also designed a brand new website, www.gressinghamfoods.co.uk which went live on the 18th April.

�Our brief was to create a brand identity that communicated the high quality of the Gressingham range of products,� says Simon Milldown, Propeller Design�s creative director. �After extensive research into the food market, we developed an identity for Gressingham which establishes the �g� symbol as a quality marque,� he continues.

�The re-brand has given us a great opportunity to review the company name, update the packaging and co-ordinate all of our marketing material under one new brand identity. We are confident that the new name and look will take the company forward for the foreseeable future and continue to establish the Gressingham brand as a household name,� concludes William Buchanan.

Media Contact: Melissa Michael 01473 734 206 melissa@greenlabel.co.uk