Cranswick is gearing up to play a key role in feeding the nation as consumers tighten their belts amid a cost of living crisis.
Chief executive Adam Couch told how the £2 billion turnover business is well placed to serve demand for chicken and pork - seen as real value family protein providers - as inflation cuts deep.
Pressure on purses has been ramped up as the year ended for the Hull food giant, with a huge new investment coming online in the city to accelerate its poultry production alongside its strong pig-based meal solutions.
