FAMILY farming business Wharfe Valley Oils is heating up the rapeseed oil market with a nationwide listing for its branded red chilli-infused oil in Morrisons supermarkets.
Yors Yorkshire Original Rapeseed Oil Red Chili will sit alongside the Yors Original rapeseed oil in 200 Morrisons outlets where it is currently stocked and be placed on shelf in an additional 200-plus stores from this summer.
The listing of the extra product is a major coup for the Wetherby based-firm, which celebrates its tenth anniversary this year.
Yors was the first rapeseed oil to be listed by the Yorkshire supermarket chain and it is still the top seller, prompting Morrisons to take advantage of Yors appeal to health-conscious consumers willing to experiment with an ever broadening range of infusions.
“We have been working with Morrisons for seven years to promote the health benefits of this versatile oil to consumers. Their buyer now feels the time is right to offer them a more diverse range from a trusted supplier,” said Sallyann Kilby, MD of the company.
The Morrisons listing comes just two years after Tesco extended the number of their stores stocking Yors Original, which helped the company develop the range.
The latest deal will mean extra jobs and expansion for the company, which grows and produces all its own rapeseed.
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