Robert Wiseman Dairies

Robert Wiseman Dairies

Infobox Company
company_name = Robert Wiseman Dairies
company_
company_type = PLC
foundation = 1947
location = East Kilbride, Scotland, UK
key_people = Robert Wiseman Snr"(founder)"
Alan Wiseman "(chairman)"
Robert Wiseman Jnr"(ch.exec)"
industry = Dairy Product Supplier
products = Liquid Milk, Cream, Orange Juice
subsid =
homepage = [http://www.wiseman-dairies.co.uk wiseman-dairies.co.uk]

Robert Wiseman Dairies is a large Scottish milk supplier and distributor. They are now one of the largest dairy businesses in Great Britain with seven major dairies (in Aberdeen, East Kilbride, Glasgow, Manchester, Droitwich Spa, Bridgwater, and Okehampton). Robert Wiseman Dairies also distribute cream and orange juice. A deal with a Spanish distributor to supply fresh milk in that country was agreed in February 2008. [cite web|title=Trinity enews (2008). World News: Robert Wiseman Dairies. In Trinity enews, Vol. 2, Issue 27. Berkshire: Trinity Executives Ltd|url=http://newsweaver.ie/trinityenews/e_000134793000044647.cfm?x=b11,0,w]

Company history

The company was founded in 1947 by Robert Wiseman Snr, with a horse and cart used for doorstep deliveries.

1967 saw the current Chairman, Alan Wiseman, join the business straight from school, followed some eight years later by the Company’s current Managing Director, Robert Wiseman Junior. Robert Wiseman Senior handed control of the business to his sons in 1976 and they gradually built the business up through a series of acquisitions in the 1970s and 1980s.

In 1988 the company built a new purpose built dairy in Bellshill (referred to above as the Glasgow Dairy). This dairy was designed for supermarket supplies and quickly gained contracts from some of the larger retailers. Having achieved success within Scotland, the Directors were determined to continue expanding the business and saw an opportunity to repeat what had been achieved in Scotland by establishing a production base in the North of England.

In March 1994 the Company was floated on the London Stock Exchange. The money raised from the flotation allowed the construction of a new Manchester dairy. The Manchester Dairy opened in September 1995 and was operating to capacity within four years. A site was then identified at Droitwich Spa, south west of Birmingham, and a dairy opened there in April 2001.

The Droitwich dairy has a capacity of 500 million litres per annum and is believed to be the largest fresh liquid milk dairy in the world. [cite web|title=Food Processing Technology (2007). Wiseman Dairy, Droitwich Spa. In Industry Projects > Dairy. London: SPG Media site|url=http://www.foodprocessing-technology.com/projects/dairy-droitwich/]

In the late 1990s further growth in turnover was primarily achieved with further acquisitions in Scotland, including the Co-op liquid milk business, Hamilton Dairies and the liquid milk business from Scottish Pride (including the popular "Fresh 'n' lo" brand).

The Okehampton and Pensilva dairies were added as part of the acquisition of Milklink's fresh liquid milk processing and distribution business in late 2006. The company also has thirteen distribution depots throughout the UK. Their latest development, a new 500 million litres per annum processing and distribution site at Bridgwater, Somerset, commenced operation as planned in December 2007. The Pensilva dairy closed in June 2008.

Although still based in Scotland, sales in England now account for more than 66% of the Company’s sales. [cite web|title=Robert Wiseman Dairies (2008). History. Scotland: Robert Wiseman Dairies |url=http://www.wiseman-dairies.co.uk/] Doorstep deliveries continue to decline resulting in an increase in sales in supermarkets. More than 70% of sales are now to multiple retailers.

Branding

A key part of Wiseman's branding is the use of a black-and-white cowhide livery on the company's milk cartons, labels and many company vehicles, making them a highly recognisable brand.

The livery was also used by the company on a hot air balloon designed by Scotair Balloons at the 2007 Royal Highland Show [cite web|title=enotes.com excerpt from Wiseman Makeover. In Grocer (2007) Vol. 30, Issue 7809, 16 June 2007. Sussex: William Reed Ltd |url=http://www.enotes.com/grocer-journals/166185844] and the Bristol International Balloon Fiesta 2007.

A balloon was also designed for their 'fresh n lo' range of pasteurised semi-skimmed milk to increase the brand's visibility. [cite web|title=Scotair Balloons (2007). The Vision, Production and the Reality. Stirling: Scotair Balloons|url=http://www.scotair.com/page35.htm]

Controversy

In 2007, Wiseman Dairies were one of a number of companies investigated by the Office of Fair Trading for a £270m price-fixing conspiracy. A swift and efficient resolution was brought about largely due to the co-operation of Wiseman and others with the OFT, resulting in combined fines for all companies involved of over £116 million. [cite web|title=Office of Fair Trading (2007). Press Release, 7th December, 2007. Crown Copyright|url=http://www.oft.gov.uk/news/press/2007/170-07]

References

External links

* [http://www.wiseman-dairies.co.uk/ Robert Wiseman Dairies website]
* [http://www.sundayherald.com/search/display.var.1031167.0.organic_produce_comes_of_age_with_wiseman_deal.php Sunday Herald (2002). Organic produce ‘comes of age’ with Wiseman deal]
* [http://news.bbc.co.uk/1/hi/business/3243282.stm James Arnold (2003). In BBC News, Business. Profile of Robert Wiseman]
* [http://www.emperordesign.co.uk/ourwork_789_1058.asp Robert Wiseman Dairies, Annual Report(2007)]


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