Simply The Best

Story Posted: Thursday 1st November, 2007

Yorkshire-based seafood processor Simpsons Seafish has been voted as having the best tasting smoked haddock in a blind taste test organized by  Regional Food Group Yorkshire Humber.

The taste tests were conducted as part of a focus group study involving men and women from a cross section of socio-economic groups to investigate buying habits and involved smoked haddock fillets from a number of leading supermarkets. The smoked haddock fillets supplied by Simpson’s were voted the best tasting product of all the supermarkets sampled as well as having the best texture, appearance and aroma. Panelists commented that the Simpsons fillets looked fresh, juicy and had the most appetising flavour.

“We are delighted with the results of these independent taste tests” said managing director Dean Simpson. “We pride ourselves on producing the best quality fish and to be shown to have the best tasting fish on supermarket shelves is testament to the hard work the whole team has put in.”

Simpson’s introduces two new logos to reflect their business ethos
Story Posted: Tuesday 24th July, 2007

Simpson’s, a leading supplier of quality chilled and frozen seafood to the UK retailer sector, are leading advocates of sustainable fishing and “clean” ingredients. The launch of their updated Simpson’s brand reinforces these messages to consumers who are progressively becoming more aware of these important issues. The attractive new designs incorporate special logos which reflect Simpson’s fish procurement ethos and also give reassurance regarding product contents. One logo proclaims ‘Sustainable Seafood Supporters’ and the other, ‘No artificial colourings, flavourings, or preservatives’.

The new designs are based on research which highlights the growing importance of the health benefits of seafood and sustainable fishing to consumers, & will be seen in stores from the end of August.

“Customers are demanding the freshest fish from well managed fisheries and we hope that our new logos will reassure them that our products are both of the highest quality and fished responsibly,” said Dean Simpson, Managing Director of Simpson’s. “In recent consumer research, Simpson’s chilled smoked Haddock was ranked number 1 in the retail sector.

“This research clearly supports our customers’ feedback on the importance of taste, appearance and texture. There is no doubt that quality is the key in maintaining consumer loyalty and to winning new business”.

www.simpson-seafish.co.uk
www.msc.org

Dean Simpson Interview
Story Posted: Tuesday 1st May, 2007

Seafood processor Simpson's is one of the sector's success stories and has recently developed a generic label to further extend their chilled range for new launches and promotions. Here, Managing Director Dean Simpson answers some key questions.

Q. Why were you attracted by the seafood sector as a career?
A. Walter, my father, started Simpson's 25 years ago, a stone's throw from our current factory here in Hull. Since then Walter's built Simpson's into the largest family fish processors for quality, innovation & service. Walter's now our Chairman, but still gets a buzz from buying on a daily basis. Fish is in the blood.

Q. Do you think industry attitudes have turned the corner in that there is more awareness then ever before of the need to maintain the highest quality standards?
A. Without doubt, through catch to processing to customers, the bar has been raised by all concerned. Increased quality coupled with adding value leads to increased margins for all, but more importantly customer trust and loyalty.

Q. Can you see the ready meals sector expanding dramatically and will there be a widening of species on offer to retailers?
A. As consumers become ever more time-poor but cash rich then the ready meal sector will continue to show good growth. There are signs of a renaissance in cooking from scratch though, and cooking ready meal kits, so consumers feel involved. Waitrose and Marks & Spencer have recently introduced consumers to tilapia, and we aim to help drive the development and education of new species away from traditional favourites cod and haddock.

Q. What pleases you/upsets you the most about the industry at present?
A. The introduction of new species and the education of consumers is a major opportunity for all throughout the industry, but every part of the chain, especially retailers, wholesalers and foodservice must work together for the sustainability of our industry. I'd like to see an industry-wide logo scheme along the lines of the Seafish "Omega 3" & "2 a week" that reassures consumers about the many health benefits of eating fish regularly. We've a blossoming relationship with MSC, who are doing a very effective job on sustainability and communicating the importance of this to customers.

Q. Do you feel it is over-regulated?
A. No

Q. Is there enough support from Government for the industry's future?
A. We work closely with Seafish along with other local, regional, and national governmental agencies on advice, training, marketing and grants. I think it is up to processors to make the most of these undoubted assets.

Q. What is your hope for the industry's future?
A. Sustainability is the future of our industry. New species and education hold the key and Asda is now at the forefront of this.

Q. Can you give a brief profile of your company's main activities and how many you employ?
A. Since my father Walter started the business 25 years ago, we've been well known for our wet and smoked white fish expertise, but over the last 18 months we've taken advantage of opportunities in the retail market in surimi, pelagics, frozen, salmon and breaded. With the price of cod and haddock only going one way, this allows us to target new customers and sectors, and to continue growing. We've supported these launches under our own recently launched Simpson's brand, which has been favourably received by customers. We're proud of our Hull roots and employ 150 highly skilled colleagues, many who have grown with Walter and the business. Our employees are our biggest asset and help us meet and exceed our customers' expectations.

Q. Do you eat fish yourself, and if so what is your favourite species?
A. I enjoy all fish in general, but monk is a particular favourite.

Q. What do you most like doing away from work?
A. I enjoy spending as much time with my wife, Wendy and daughters Molly and Grace as possible.