apetito launches project in Canada

Based on the concept of its UK franchise business, Wiltshire Farm Foods, the company has sent local employee Nigel Richards to head up the marketing of the new division of its Canadian operation.

Starting with a pilot in two regions to the West of Toronto, Copper County Food will supply meals straight to the door.

Produced at its food plant north of Toronto, currently there is a choice of 65 Canadian products including soups, main meals and desserts, and the company is confident that its meals will prove to be a big hit with Canadian consumers.

One of the biggest challenges facing apetito is that the delivery of food to the home is not the norm in Canada and very few suppliers offer such a service.

Mr Richards said:

"It's a question of starting from scratch. We need to educate consumers as to how the service works. It looks as though I'm going to be pretty busy for the next few months."

The launch of Copper County Foods follows the acquisition of Private Recipes Limited (PRL) by the main holding company apetito AG, in Rheine, Germany earlier this year.

Paul Freeston, chief executive of apetito, was last year appointed to the management board of apetito AG and has now been given overall Board responsibility for the Canadian operation.