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Simtom
Food Products from Leicestershire is celebrating after winning
several prestigious Great Taste Awards. Simtom has been presented
with a much-desired three star Gold Great Taste Award for its Biryani
Paste and a one star Gold Great Taste Award for its Kashmir Mango
Chutney and Tikka Masala Sauce respectively.
The
Great Taste Awards, which is organised by the Guild of Fine Food and
often referred to as the Oscars of the food industry, is this year
celebrating its 15th anniversary. A Great Taste Award is the
authoritative, independent standard for Britain's fine food sector:
more and more consumers recognise the gold & black logo as the
benchmark for independently proven fine food. However, winning a
coveted Great Taste Award is much more than recognition for
excellence; it is one of the most powerful tools to help grow
business in the speciality food sector.
The
awards generate huge business for those who achieve the gold
standard. In just three weeks last September, the excitement created
by the 2007 results increased sales to the tune of £640,000 in
524 Guild members' stores. Over the past five years, they have
generated over £2.6 million additional sales and 19,900 new
listings. Last year's Supreme Champion winner was a free-range pork
pie from Walter Smith's butchers in Birmingham. Before Walter Smith's
won the Supreme Champion award, pork pies made up less than 1% of
their sales but they now represent over 10% and their pies are now
sold through Selfridges.
The
Great Taste Awards judging standards, devised by the Guild of Fine
Food, are the most rigorous in the UK. Every entry is blind tasted by
teams of experts. By the time it earns gold, it will have been
assessed by at least three different teams. All the judges' comments
are made available to producers. If no gold is awarded, they need to
know how and why. This year's judges include Alex James, farmer,
journalist and bass player with Blur, Mark Hix, the chef's chef,
Charles Campion from Evening Standard & The Independent, Tom
Parker-Bowles of UKTV Food's Market Kitchen and national food
journalist Fiona Sims.
Bob
Farrand of the Guild of Fine Food, said: "These awards have
been running for 15 years now and are a recognised mark of excellence
that consumers can trust and rely on.
"The
winning products have been through a thorough judging process and we
are able to assure consumers that the Great Taste Award logo, which
all award winners can use, signifies genuine, proven fine food. It's
not just a supermarket premium marketing slogan that bears almost no
relation to the quality of the food in the packet.
"The
Great Taste Awards reflect what is happening in the fine food halls,
delicatessens and farm shops throughout the UK and during judging we
tasted some fantastic gourmet delicacies from all over the world."
Simtom
Food Products have seen a steady growth in sales and have achieved
international success with the development of their 'Restaurant
Style' brand, first launched at the PLMA exhibition in Holland
earlier this year. Simtom products are now stocked in ASDA, ALDI and
the used extensively by the NHS.
MD
Jai Chandarana says "After last year's GOLD Awards, we were
confident about winning again as many of our favourite flavours have
already achieved a measure of success in foreign markets, especially
in France. This year's awards have taken us all by surprise with the
prestigious 3 star award for our Biryani Paste".
Food
critic Charles Campion comments "This competition has really
come of age, and year by year the standard of entries gets higher and
higher. To win a gold at the Great Taste Awards is a terrific achievement."
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