In 2015, after a number of years of disappointing returns, the Group entered a transformation phase with a new management team driving a fresh strategic direction. This transformation will optimise McBride's activities, maximising its market‑leading position and size to deliver scale advantage for value creation and development of growth opportunities. A number of developments in McBride's markets means that McBride's scale and geographic spread will be ever more a key part of market supply and growth. These developments include consolidation of retailers in many parts of Europe, the emergence of the discounter retailers with their private label offer, the drive by many established retailers to simplify their product ranges and supplier base and, additionally, increased outsourcing activity by the brand owners. Our scale will allow us to maximise these opportunities for growth.
