Success for Sims drives new unit

In response to a surge in fruit ingredient sales, UK company J.O. Sims, traditionally a fresh fruit supplier, has restructured its business to create a dedicated ingredients division. The new unit joins the other distinct divisions in the company: fresh fruit manufacturing, retail and wholesale and fresh fruit.

According to the company, ingredients saw a massive 92 per cent increase in turnover over last year's sales, and currently represent 22 per cent of overall business.

The new unit is headed up by Lee Doleman, recently appointed as general manager of the ingredients arm.

"When we hit record sales levels in 2002 it became apparent that to support the long-term growth of our ingredients business we needed to formalise the structure,"​ said Doleman.

J.O. Sims​ hopes that by streamlining operations and bringing together sales, marketing, customer service and technical resources into one business unit, stock control and order processing will tighten up.

"This will accelerate speed of response, promote greater accessibility and ensure customers receive goods of the consistently high standard they have come to expect from us," added Doleman.​

The current trend for health ingredients, that continues to gain ground despite a general slowing down in the global economy, is largely responsible for the surge in fruit ingredients sales. In particular the increase in demand for cereal bars using ingredients such as cranberries and blueberries.​

"Although our core business is rooted in fresh fruit, at present, the ingredient market is the hotbed for product innovation, a pattern which shows no sign of abating as we are already well ahead of target for 2003," concluded Doleman.​