What’s Cooking? A recipe for international success
The What's Cooking? Group are a European-based fresh savoury food company with a zest for quality and innovation, selling freshly prepared ready meals made in numerous locations across the continent, including Wales.
Catering to 26 countries and employing approximately 1,400 people internationally, their base in Deeside, north Wales, is a prime example of how strategic location and government support can drive business success on a global scale.
Their Deeside plant manufactures a wide range of products, from frozen ready meals to curry sauces. These products are distributed throughout the UK and beyond, showcasing the company’s extensive reach and influence in the global market.
Sustainability is a core value driving the company’s growth and business activities. The company is committed to making sustainable food consumption second nature on an international scale by increasing the appetite for delicious, convenient food that cares for both people and the planet. Key initiatives include food waste reduction, plastic reduction, sustainable growth, and plant-based innovation.
Partnership support to help deliver growth
The Deeside plant has grown over the years, with support from Welsh Government playing a part in this, including assistance in areas such as training, finances and business support.
For example, the support has helped them develop a team of dedicated and skilled staff. This includes providing employees with business-related skills and qualifications in areas such as management, development, administration, engineering, and food proficiency.
For David Robinson, Deeside Plant Manager for What’s Cooking?, the support, location and access to a skilled and dedicated workforce has been vitally important to their growth. He said, "We've grown exceptionally over those years and we’re well established in the community, with many of the staff working here for over 25 years. And Deeside is a convenient location in terms of the good transport links to the rest of Britain.”
The positive impact of strategic location and access to support will hopefully continue to be a recipe for future success. The company’s dedication to innovation, quality and environmental responsibility positions it as a leader in the ready meals industry, contributing significantly to the local and international food industry.
David Robinson added, “Over the years we’ve grown with the support of Welsh Government, helping us with things like training, finances and support. In conjunction with that, we’ve also had support with job creation, which has helped the Welsh economy in the local area.
“The growth here at Deeside has been phenomenal over the years, with over £50m turnover business, which is obviously fantastic for the local area. And, you know, with the support of the Welsh Government, which we've had over the years, we aim to continue that relationship and I'd actually encourage anybody to take up the Welsh Government support and reach out and speak to those guys.”
