New lines get ready for more sales

Poultry processor invests in new production line

Related tags Meat Supply and demand Ireland

Increasing demand for ready meals inspired one of Ireland's largest poultry processors to invest in new production lines, which were installed by Marel Townsend Further Processing.

From its two sites in County Mayo, Western Brand supplies chicken products to Irish and UK retailers including Aldi, Lidl and Dunnes. It also supplies foodservice client Green Gourmet. Popular ranges include Popcorn Chicken, which is non-fried and coated.

Michael Liddle, general manager of Western Brand's Lisnaskea site, said: "The main developments Western Brand see in their market and in consumer behaviour is the shift towards ready-to-eat meals.

"We needed significantly more capacity, in particular to provide for the ready-to-eat market. Western Brand has very good experiences with Marel Townsend Further Processing, so the choice was easy."

Its most important immediate challenge was to fill the new lines, which include the RevoPortioner as well as the RotoCrumb, SpiralOven, BatterApplicator, frying, freezing and batching equipment.

"RevoPortioner copes beautifully with all meat masses and can make any shape that Western Brand wishes to produce,"​ said Liddle.

"All the machines in the line link up perfectly, providing the desired end result."

Contact: Marel UK

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