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Food Processors Plan To Carve Up Competition

Food Processors Plan To Carve Up Competition At AMI 2001

Nelson, October 16, 2001 -- Three New Zealand food processing companies are hoping their meat and seafood technologies will prove ‘a recipe for success’ at the upcoming AMI exposition in Chicago.

The AMI (American Meat Institute) International Meat, Poultry and Seafood Exposition is part of Worldwide Food Expo '01, an event billed as the largest international food technology expo of the year.

Running from October 18 to 21, the expo features 1200 exhibitors showcasing innovations in meat, fish and food processing and packaging equipment, materials handling, environmental and sanitation systems and technical services for food processors. It also features a large number of educational sessions that explore new trends, technologies and best business practice.

Trade New Zealand is supporting three exporters – SI-Hermes, Securefresh and Cuddon – in their visit to AMI through its exports network programme.

Export network co-ordinator and SI-Hermes Advantage New Zealand Managing Director, Allan Croft, says when his company exhibited there two years ago it generated over $NZ1.25 million of orders.

"We were absolutely delighted with the results after the initial North American launch of our Titan Slicing Technology at AMI in 1999," Mr Croft says. "We anticipate an even better result this time."

Mr Croft says AMI is the major food processing exposition in North America.

"It attracts all the customers in our sector and gives us the best possible exposure," he says. "We are very confident that we are going to expand our marketing effort in North America. And we can optimise costs by working together with the other companies."

SI-Hermes Advantage New Zealand ( ) is a privately owned company specialising in the design, manufacture and marketing of Titan industrial meat slicers, based in Nelson for the past 14 years. The company has a reputation in the food processing sector for innovative design, excellence in engineering and manufacturing, first rate customer relations and reliable after sale service.

SI-Hermes Advantage New Zealand will use AMI for the international launch of its new Titan Compac slicer, which has been available on the New Zealand market for just a month. Mr Croft says the Titan Compac's size and versatility make it particularly cost effective for mid range manufacturers.

Auckland-based company Securefresh Pacific will be attending AMI for the third time. Managing Director Richard Hoddinott says that while Securefresh Pacific regularly makes appearances at other US trade shows, "this is the main one."

"The beauty of AMI is that you have a whole range of management levels there, from those operating the system to those writing the cheque," he says.

"This means we can present our range of technology and have commercial discussions."

Securefresh was formed in 1992 after purchasing New Zealand developed technology that extends the life of chilled meat. Focusing on the North American case ready market, It now has customers in half a dozen European countries. Already most of the top veal and lamb packers are using its technology and Securefresh wants to expand its business further into the major pork and beef industries.

Blenheim-based Cuddon, which is exhibiting freeze dry technologies, was established in 1932, employs 85 staff and is a major contributor to the local Marlborough economy. For over 60 years the equipment it has manufactured and constructed has been well-known for its reliability and innovative design.

Working alongside the growth of the viticulture industry in Marlborough, the company
has built fabricated stainless tanks and designed, manufactured and installed irrigation systems. Cuddon has also worked on projects as varied as salmon farm cages, steel work boats, Anzac frigate components and sheetmetal working equipment.

Cuddon pioneered the development of freeze drying in Australasia in the early 1960s. In the last 15 years Cuddon has exported to Australia, South America, the United States, Europe and Asia, concentrating on the food industry, pharmaceutical and nutriceutical and disaster recovery applications.

Cuddon has exhibited at previous European, Australian and US trade
shows, but this is its first time at the AMI Expo. The meat, fish and poultry industries are big freeze dry users, so a presence at this focused show was considered an important strategy.

Trade New Zealand’s Regional Account Manager in Nelson, Jenny Cooper, says many international consumers do not realise the diversity and quality of meat and seafood processing and storage technology products coming from New Zealand.

But these companies’ attendance at AMI will be a good opportunity to establish the industry’s point of difference at an international level, Ms Cooper says.

“Through their involvement in Trade New Zealand’s export network, these companies can co-operate to compete to gain the critical mass required,” she says.

“They will be showcasing innovation and great design, backed by quality control systems - the hallmarks of New Zealand food technology.”

For more information, please contact:

Allan Croft, Managing Director SI_Hermes, Ph: 03 548 6181 or email

Jenny Cooper, Regional Account Manager, Trade New Zealand, Ph 03 , Email

Distributed by Aimee McClinchy, Trade New Zealand Communications, Ph 09-915 5628, Email:

Note to editors:

For information on the AMI expo and Worldwide Food Expo 2001, see: . A major study on the the US food industry and the forces impacting its future will be discussed at the opening of the show.

About Trade New Zealand:

Trade New Zealand is the government's trade promotion agency. Its core work is to assist New Zealand businesses to internationalise, through achieving export success, forming strategic alliances or securing international direct investment. Through its global network, Trade New Zealand provides market intelligence that helps exporters reduce the cost and risk of selling goods and services around the world. or 0800 555 888.

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