Ne25th ISABROWN award recognised lifetime achievements

Peter Dean, described as playing a central role in reshaping egg packing and
retailing through more than two decades, is the 25th recipient of the prestigious
ISABROWN award for services to the poultry industry.

Mr Dean, chairman of Noble Foods, the UK’s leading supplier of eggs and egg
products, received the award from Neil Leeming, managing director of
Tom Barron, at the anniversary ISABROWN dinner on the eve of the
Egg & Poultry Industry Conference at Meriden, near Coventry.

In announcing the winner one of his colleagues at Noble Foods, David Tromans,
said that during a lifetime in the industry Mr Dean had always recognised the
value of ‘customer focus’ as reflected in his work with the supermarkets in
responding to the needs of the consumer.

When he bought the Deans business back from Dalgety it had achieved the best
customer profile in the UK, said Mr Tromans, and he had continued to develop
the business through acquisition and organic growth with strong emphasis on
marketing and on support for the ‘Lion’ brand.

Mr Dean said he would not have been able to achieve this without the
tremendous support from staff, producers and customers through many years.
He was particularly pleased to have achieved success in an unsubsidised sector
of agriculture, but, he added, frustrated with government interference in a free
European market.


Past winners were invited and 12 were able to attend including the first recipient
Stanley Wattam who gained the award in 1983 for a Suffolk-based business then
sexing almost two million chicks a week.