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15th March 2010
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5th February 2010
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4/12/2006 - SCOTTISH SHELLFISH HELP PUT WAITROSE ON THE MAP

SSMG MusselsScottish shellfish farmers are to benefit from a £½ million deal announced today as Waitrose becomes the first supermarket in the UK to launch revolutionary new package for shellfish.

The new Modified Atmosphere Packaging (MAP) was first introduced to the UK consumer market by the Scottish Shellfish Marketing Group (SSMG).

The  MAP  packaging  delivers  mussels  in  peak  condition  sealed  in  an atmosphere  scientifically  designed  to exactly match that of the seashore where they were harvested.

SSMG   MD  Donny  Gillies  said:  “As  our  mussels  are  supplied  in  the revolutionary  MAP  packaging, Waitrose consumers will now be able to enjoy mussels that remain fresher, moister and plumper for longer. The packaging is also a lot stronger, giving greater protection to the mussels themselves, as well as ensuring an additional three to four days product life.”

“This is great news for consumers as mussels are developing a reputation as a wonder food. They contain more than double the amount of iron found in red meat and over eight times as much as found in green leaf vegetables like cabbage.”

The mussels in MAP packaging will be launched in selected Waitrose stores from Monday 27th November 2006.

Jeremy  Ryland  Langley  from  Waitrose  said: “Waitrose are committed to providing  our  consumers  with  the best quality, most responsibly sourced produce  available.  The new packaging adds another high quality product to the wide range from the Scottish Shellfish Marketing Group already in our stores.   Our partnership with SSMG means we can offer our customers high quality, sustainably farmed, fresh shellfish continuously throughout the year”.

The technology to replicate the seashore atmosphere was developed by Dutch firm PRINS & DINGEMANSE.  SSMG has linked their scientific breakthrough with new packaging technology from Norwegian experts POLIMOON to provide UK customers with the world’s first high-tech fresh mussel packaging. As well as delivering fresh mussels, SSMG will also be supplying fresh oysters using MAP packaging as well.

ENDS

FOR FURTHER INFORMATION PLEASE CONTACT:

Carrie Wallace, axis media group

T: 0141 889 6868 M: 07812 558 562

carrie@axismediagroup.co.uk

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