Develop Leading Brands

For today’s supermarket shopper, brands are becoming increasingly important. From cars to clothes and fashion to food, successful brands are instantly recognisable, they demand our trust and inform the choices we make.

But it is not easy to become a distinctive, engaging and attention grabbing household name. Creating a new brand can take years of investment in time and money.

In January 2009 we took a major step forward into the world of brands by launching shell eggs from ‘the happy egg co.’ The new, quirky free range brand with great welfare credentials. The brand has gone from strength to strength, culminating in winning the Grocer Food Brand of the Year in 2011.

In January 2010 Noble Foods acquired a majority stake in premium desserts business Gü Chocolate Puds. Another indication of our strategy to move into brands.

We have many more plans for exciting and interesting brand development over the coming months and years.

View the range of Noble brands

Build Our Talent

Developing our people must be at the heart of what we do. After all, every great organisation has great people.

The business has in place formal personal development reviews ensuring people understand what is expected of them and how they are performing. We are committed to developing staff at every level and have recently launched the ‘Noble Academy’. The Academy is an umbrella which will bring together all training and development programmes from across the organisation, encouraging colleagues to develop to their full potential.

We also have in place comprehensive placement and graduate student schemes.

Drive Cost Efficiency

Every week we pack 72 million eggs, make more than 5,000 collections and deliveries, manage nearly 500 different packing combinations and manage two of the largest packing centres in the world to ensure the nation can enjoy the perfect egg.

Noble have invested heavily in packing centre automation to improve the effectiveness of the service we provide. As the demand for free range eggs continues to grow we are actively working with our entire supply base to ensure a suitable future for all.

We are constantly looking for ways to improve our operation, drive efficiency and to give our customers even better customer service.

Grow Our Market

Nearly 90% of the population eat eggs. They are a natural, healthy product, full of protein. So, why and how do we grow the market?

The actual number of eggs eaten per person in the UK has lagged well behind almost all other European countries. The volume of eggs eaten has in fact fallen since the 1960’s and declined further following negative PR in the 1980’s. However in the last 2 years we have returned the market to growth both through our own efforts and those of the egg industry body, the British Egg Information Service.

We can do more - we need to provide consumers with more reasons and opportunities to eat eggs and even re-educate them on how to cook with eggs. Investing in consumer and shopper research allows us to identify new product opportunities within both shell and egg products as well as build relationships with our key customers.

Go Beyond Egg

Eggs are at the core of our business operations and have been for many years. We are now the leading egg packing company in the country.

So why should we look beyond egg? Noble have the ambition to grow. New business ventures provide a new source of income and provide opportunities for colleagues across the organisation. We took our first steps in 2008 with the purchase of Serious Desserts (now Noble Desserts) and have followed this up in January 2010 with the purchase of Gü Chocolate Puds. This was followed by the purchase of Didier’s Patisserie in 2011.

These complement our core egg business units and we have plans to ensure they continue to grow in the future.

Leverage Our Expertise

This pillar is about taking the knowledge and expertise that already exists in the company, developing it further and using it to build our business. We believe we can utilise these strengths to enter into new but related markets in the UK and potentially abroad.