Alimenta Italy joins Sirane network as a distributor

A WELL-ESTABLISHED Italian food packaging, equipment and ingredients supplier has joined the Sirane network as a distributor in the country.

Alimenta is a well-connected Italian supplier into the food trade whose existing product range includes food trays, cutlery, porcelain goods, Gastronorm trays and spices. The company has identified Sirane as a good partner with which to expand its offering.

Veronica Nocilla said: “With 25 years of experience, Alimenta is specialised in providing products and equipment for meat processing for everything from small butcher shops and artisan businesses through to supermarkets and large-scale processors.

“Our main criteria of quality and safety has led the Alimenta’s team to choose a range of products which are of a high standard and highly specialised, avoiding mass-market products, always aiming to supply clients with the best product available.

“Everything we supply in to the industry is done so in line with all relevant European certifications, essential in the food industry both nationally and internationally.

“With research and development, Alimenta has over the years expanded the range of items offered, reinforcing the brand with the exclusive distribution in Italy of some of these. The company represents some big brands in trays, spices, food equipment and food papers.

“Alimenta is very pleased to have embarked on a new project in cooperation with Sirane, becoming the distributor for Italy - with two particular products our initial focus, absorbent pads and the range of steam-cooking bags for the oven/microwave.“

Alimenta’s main focus will be the food packaging industry – and Sirane can offer a number of specialisms in this area, including absorbency, shelf-life extension, ovenable and microwaveable bags, microwave susceptors and many other packaging solutions.

Our absorbent pad range includes mats for meat, poultry, fruit and seafood, including pads with odour absorbency, ethylene absorbency and integrated anti-microbial properties. Our cooking bag range includes printed and non-printed steam-cooking bags in a number of formats, including self-seal for over-the-counter use, as well as a range of oven/BBQ bags.

Simon Balderson, Sirane MD, said: “We are very much looking forward to working with Alimenta, as their company offers us great potential across the whole of Italy.

“Alimenta – like Sirane – is passionate about the food industry and finding the right solutions to problems. They’ve seen the potential for Sirane’s products to become part of the solutions they offer, and this has the potential to become a great long-term partnership.

“I have just returned from visiting the company in Italy, and they are set-up to really make some big in-roads into the Italian market – I am very excited about the possibilities here.”

Sirane is a highly innovative packaging product development-to-manufacture company based in Telford, Shropshire. It has four divisions: food packaging; medical and healthcare; industrial and horticultural, and a number of agents and distributors across the world.

To contact Alimenta’s sales team, email or call +39 (0)172 93551. More information on Alimenta can be found at their website

Sirane award presented at Elkay national sales meeting

Roxanne Sullivan and Simon Balderson, Sirane MD

THE inaugural Sirane award was presented by our US distribution partners Elkay Plastics at their recent national sales conference held in Palm Desert, California.

Elkay Plastics – Sirane’s exclusive distributor in the US and Canada for self-seal steam cooking bags and oven/BBQ bags – awarded the prize to the member of its sales team who had made the most outstanding contribution to sales of Sirane products.

Sirane MD Simon Balderson presented the prize to Roxanne Sullivan at the conference (see picture, above).

Simon said: “Elkay have had a great year, with some outstanding progress made. Thanks to Elkay, our cooking bags are appearing on supermarket shelves across North America. Seafood sales in particular have benefitted tremendously from their efforts.”

“Elkay’s innovative Ready Chef Go programme, which allows retailers to benefit from a whole sales concept rather than just a bag, is going extremely well.

“2016 will see the company launch a Ready Chef Go retail pack, allowing customers to buy the cooking bag for use at home, as well as offering grocery stores their own label versions.”

Elkay devised the Ready Chef Go programme in order to offer grocery stores a complete package which would allow them to grow sales. The Ready Chef Go programme allows retailers to package fresh seafood with flavoured butters as ready meals.

Instead of just offering fresh fish, seafood counters have been offering meals such as Salmon & Asparagus with Brazilian Garlic Butter, Tilapia and Green Beans with Parmesan & Black Pepper Butter, and Peeled Shrimp with Garlic Scampi Butter as ‘grab-and-go’.

One store trial, held at a retailers in Idaho, saw seafood sales grow 48% during the week.

Adam Green, President of Sirane North America, said: “The store trial in question was a resounding success, so much so that the chain’s president paid a visit on the last day. Customers loved the simple and convenient way they could take home a fresh, tasty meal.

“A fresh fish dish, with stunning flavours – and all they had to do was cook in the oven for 15-20 minutes or microwave for 3-4 minutes. Ready Chef Go’s tagline is ‘Dinner is Done’ and this showed why. We also did a tasting session, and the feedback was very positive.”

To make the programme easy, a choice of compound sauce, butter and glaze selections devised by chef Eric Carre – a renowned culinary expert specialising in new product development – has been made available to stores using Ready Chef Go.

“All the stores have to do,” added Adam, “is pair the selections with meat and seafood in the bags, or alternatively offer the customers the choice for over-the-counter sales. This is about making stunning fresh ready meals easy for both retailer and consumer.”

Butters offered include Creamy Bacon Srichacha, Maple Bourbon and Thai Coconut Curry, while sauces offered include Pineapple Teriyaki, Thai Red Curry and Lemon Dill.

The programme comes with a host of marketing materials – including badges, counter displays, floor pads, and large store banners – as well as training and support.

The Read Chef Go retail packs are the obvious next step for the company in developing the brand – and the concept was launched and shown to staff at the sales conference.

Simon Balderson, Sirane MD, said: “Elkay Plastics has devised a fantastic brand in Ready Chef Go, and it allows retailers to make the most of fresh seafood, poultry and vegetable sales and maximise profits. In the store trial not only did the store sell 48% more seafood, but the seafood was sold for a much higher margin; the results were stunning.”

Elkay Plastics is offering steam-cooking bags in a variety of sizes and colours, including self-seal and heat-seal, and oven/BBQ bags (branded as grilling bags) with the same options.

Elkay Plastics is a major distributor in the US with an international presence. Based in Commerce, California, they supply into food service, industrial and healthcare markets. The company has seven additional US sites, and also supplies into Mexico and Canada.

Sirane is a highly innovative packaging product development-to-manufacture company based in Telford, Shropshire. It has four divisions: food packaging; medical and healthcare; industrial and horticultural, and a number of agents and distributors across the world.

To contact Sirane call +44 1952 230055 or email sales director Jeremy Haydn-Davies at

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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