Announced by new CEO Ronald Kers, the strategy includes the combination of two major divisions.
Kers’ ‘Framework for Success’ plan includes key elements such as the formation of a transformation team, an acceleration of the turnaround of all poultry operations in the UK & Europe and the merger of its UK Poultry and Added Value divisions.
Its UK poultry managing director Keith Packer will lead the merged divisions, with operational support from director Antonio Boparan, who will also head up subsidiary Amber Foods.
Kers, who was announced as CEO in May, officially took on the role on 1 August.
He said: “My vision is to build 2 Sisters into a leading international food business, trusted and respected by all stakeholders. We need to be passionate about creating delicious, great-value food and be inspired by what we can achieve. The responsibility that comes with this means that we continuously need to set the bar higher and deliver for our customers, consumers and ourselves. The journey to create this future has started.”
He also outlined other opportunities for the business.
Kers said: “2 Sisters can capitalise on global trends that can take us to the next level. Poultry is a growth market, so fundamentally attractive. Consumers are also increasingly looking for healthy, convenient and affordable food, and both our poultry and our non-poultry businesses deliver this.
“The rise of ‘retailer own-brands’ is another big opportunity. These are becoming the biggest brand in the world and if we can use our scale and expertise, we can stay ahead of our competitors and succeed in the longer term.”
Ranjit Singh Boparan stepped down from the 2 Sisters CEO role in February.
“The foundations of our business have already been built by Ranjit and I do not intend to change these,” said Kers. “So our direction of travel around supporting our profitable businesses in our ‘heartland’, improving execution, reducing cost and building a better organisational culture will continue.
“There is so much opportunity for our business, and I have received tremendous support from Ranjit and all colleagues so that we can make this happen. I am keen to bring a new shape to the business so execution and delivery are the best that they can be.
“A merged poultry operation will help deliver end-to-end solutions from farm to fork and also for us be more aligned across fresh and added-value poultry, something our customers are increasingly asking for. And a dedicated transformation team will be focused on driving business change for the benefit of all managing directors, but without the distraction of the ‘day-to-day’ operations.”