Sirane sets sights on untapped US markets

Director Simon Balderson said: "Here, retailers are constantly developing their products in response to consumer demands for choice.

"But in the US, retailers don't have the same power in the supply chain, and there tends to be a lack of variation in products."

Balderson added that change, when it does happen, is through a niche group of companies. "We're going to be concentrating on building that niche," he said.

Sirane exhibited at last month's Food Expo 2007 in Chicago, where it found the US market to be "very receptive and positive" to the company's products.

It is currently looking at potential sites in the Midwest – the home of much of the nation's meat and poultry production – to serve the US, Canadian and Mexican markets.

In the next few months, Sirane will also be moving out of its current plant to a new 4,180sqm facility in Telford.

The company manufactures a range of products, including absorbent pads and biodegradeable and compostable packaging for use in the microwave.

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