Sirane Mexico throwing open its doors in January 2016

SO what's new? That's a question I get asked quite a lot, and I don't always have much up my sleeve... even in a fast-moving food packaging environment like Sirane, there's not always something genuinely new. 

Well at the moment, there's lots of 'new'... new and exciting, things that are not just exciting us here at Sirane Towers, but also people elsewhere. So what is new? Well Sirane Mexico, that's very new (so new it's not actually a thing yet...) or at least it will be when it throws open its doors in January 2016. Mexico, we have decided, is the place to be.

At the moment it's largely just an empty space... which makes it look enormous, I guess it's like when you move house, and the rooms look huge until you put your furniture in.

Why Mexico? Well apart from the obvious bonus of it being a great big finger up at Mexian-loving Donald Trump, for Sirane Mexico is perfect. It's got a huge - and ever-growing - fruit industry, particularly soft fruit. But what it hasn't got, until now, is anyone on the ground producing the absorbent products Mexico needs in Mexico. Which is where we come in...

Our MD, Simon Balderson, has visited the region a number of times, and found the growers there to be incredibly knowlegible, very receptive to new ideas, and keen for 'local supply'. They want the technology we can offer, and they want to work with us to make that technology even better. In short, they want us there and we want to be there, so everyone's very happy.

Guadalajara is in the heart of all the growers, close to many of the major players, and has terrific transport links, so everything seems to fit. 

One new technology which Mexico will immediately look to build on is our new Dri-Fresh Fresh-Hold ABV pad. ABV is a very clever technology, it uses a blend of fruit extracts which are impregnated into an absorbent pads. When activated by moisture, these fruit extracts will naturally enhance the fruit's own protective defences - extending the shelf-life of the fruit. The release of bio-flavonoids and organic acids has been perfected to offer the best shelf-life possible... and in our opinion, when combined with an absorbent pad, ABV is as good as it gets.

We'll be marketing ABV at Fruit Logistica in Berlin in February, but in the meantime, if you want to know more - or give the product a try - then please do get in touch.

MARK LINGARD, MARKETING

 

Early start for launch of Marches Growth Hub

YESTERDAY morning I found myself arriving bleary-eyed at the University of Wolverhampton's Telford campus, with the sun having only just risen, not having had breakfast, and the clock not even registering 7.30am. I'm sure for a few of Shropshire's student population, this is the absolute norm (probably with accompanying headache), but I was there to attend a breakfast meeting and 'hub' launch. 

Luckily enough, fresh coffee, a sausage sandwich and pastries were on offer before anyone got down to business, so the hunger quickly abated, even if it took the coffee a little while to kick in. During the ensuing mingling - networking I believe is the technical term, but I prefer the Nintento Wii-style mingling - the inevitable question came, 'so what does Sirane do?'.

It's a surprisingly difficult question to answer, particularly to people not in the 'trade'... as we do so much. It can be a difficult question to answer without going into too much detail, it's not an easy company to pigeon hole. Absorbency? Does that cover it, well no, because we also make cooking bags, supply packaging films, medical products etc. Food packaging? Well that would be ignoring the medical & healthcare, horticultural and industrial divisions? Packaging innovation? Some of our products are not packaging solutions... so I tend to offer something like 'food packaging design, medical and horticultural products based on absorbency, shelf-life extension and material science'. And then I wait to see whether they are interested to know more. More often than not they do indeed want to know more...

I guess for many people it's an area they've never really thought about. As a consumer they have never given that absorbent pad in their pack of meat any thought whatsoever. it's just there when they open the meat pack, and they throw it away. They've never considered why it is there, what difference it makes, who made it, and how much it extends the shelf-life of the product. They've never considered that there is a certain level of science gone into making sure that their punnet of strawberries is in the best possible condition, and stays fresh for as long as possible.

Anway, mingling done, it was time for the main event.... sounds like a boxing match, I now have visions of the leader of Telford Council coming on to the stage with Simpy the Best blaring in the background. No, there was no ringside seats needed for the launch of the Marches Growth Hub. Covering Herefordshire, Shropshire and Telford & Wrekin, the hub has brought together all services available to business in the region, such as grants, training, funding etc - whether sourced locally or nationally - and put access to it, and advice, in one place. And unlike many of these hubs nationally (there are 30), which are virtual only, the Marches hub is both virtual and has an actual physical home - which is at the University of Wolverhampton's Telford campus. Hence my bleary-eyed visit.

Additional sites are to be opened in Shrewsbury and Hereford, meaning businesses across the Marches will have access to some fantastic resources.The hub includes meeting rooms, interactive conferencing facilities, a calendar of training events, and staff who can advise on all the support out there for businesses... it looked a great resource and one well worthy of support.

Have a look at www.marchesgrowthhub.co.uk and you can see the virtual hub and the services on offer... and anyway, free pastries is always a good start to any day!

MARK LINGARD, MARKETING 

  • Oven/BBQ cooking bags - Sira-Cook Supreme

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  • Absorbent meat pads - Dri-Fresh

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  • Absorbent pads for fresh fruit - Dri-Fresh Fresh-Hold

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  • Oven/microwave steam-cooking bags - Sira-Cook Self-Seal

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  • Dividers for better food presentation - Sira-Form non-ovenable boards

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  • Absorbent pads for wet-cheeses - Dri-Fresh Fresh-Hold

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  • Deli-bags for keeping food fresh - Sira-Flex Deli-Bags

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  • Multi-compartment microwave steam-cooking bags - Sira-Cook Smart-Release

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  • Nylon oven-roasting bags and films - Sira-Cook Siralon

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  • Absorbent fish/seafood crate liners - Dri-Fresh Sea-Fresh SP

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  • Absorbent oven-grill liners - Dri-Fresh Fat-Traps

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  • Thinking-Cooking - Sirane's own retail range

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  • Read our full food packaging catalogue online

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    Sirane's divisions - food packaging, medical, horticultural and industrial

    Sirane Ltd. Stafford Park 6, Telford, Shropshire, TF3 3AT. Telephone +44 (0)1952 230055