Former Crawshaws stores to be rebranded

By Aidan Fortune contact

- Last updated on GMT

The former Crawshaws is to be rebranded as Sterling Meat Co
The former Crawshaws is to be rebranded as Sterling Meat Co
Butchery chain Crawshaws is to be rebranded and revamped following its rescue late last year.

The stores, now under new ownership, will trade as Sterling Meat Co, with rebranding to commence over the next few weeks.

The butchery chain fell into administration in October 2018​ following the failure to raise funds to address “key issues”​ and restructuring. At the time, 600 jobs across 54 sites were at risk.

In December 2018, 19 stores and a production facility were acquired by the then-named Loughnaure Ltd,​ which was led by meat entrepreneur Tom Cribbin who runs wholesaler Cribbin Family Butchers. Acquired for £1.4m, the deal saved 240 jobs in what the administrator called “the best outcome for the creditors, employees and shareholders of the group”​.

Jim Viggars, managing director of Sterling Meat Co, told the Hull Daily Mail​ about the rebrand. “Our new company owners Tom Cribbin and John Molloy, have a wealth of industry experience and they are delighted to be at the helm of our business, which will be led with the utmost respect for all of our colleagues and customers.

“Product quality, customer service and value will be at the forefront of our strategy. Tom and John will develop our company, which will be renowned for delivering the very best that the high street can offer​.”

Earlier this year, confectionery businesses Bristows of Devon and Crawford & Tilley were combined​ less than a year after the latter was bought out of administration by owner Paramount Retail Group.

Related topics: Meat, poultry & seafood

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