New MD and rebranding at Sutherlands of Portsoy

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Sutherlands of Portsoy (a trading brand of Gourmets Choice Ltd) has appointed Elaine Sutherland as the new managing director.

The family business, located in the beautiful fishing village of Portsoy and home of the recent remake of the Whisky Galore movie, is now run by Maurice and Elaine Sutherland and has over 100 years of experience in the seafood industry.

For five generations the business has been selling the finest fish throughout the UK and also exporting it globally.

Over the past couple of months the senior management team at Sutherlands of Portsoy have been analysing and reviewing all aspects of the business with the primary objective of ensuring the business is best positioned and structured to meet market challenges and achieve high growth.

As the newly appointed managing director, Elaine will be overseeing the future development of the business and focusing on growth opportunities within the UK and internationally, whilst continuing her role as finance director.

Elaine Sutherland said: “As we move forward it is very important that we strive to improve operational efficiencies and new product development to ensure customers benefit from our high quality, fresh products. Our core values are extremely important to us and we want to maintain these as we focus our growth and direction both locally and internationally. The food and drink sector in Scotland is extremely buoyant at present and it’s important that Sutherlands of Portsoy is best placed to take market advantage”.

The appointment is celebrated in conjunction with the branding relaunch. The business has recently invested in the Sutherlands of Portsoy brand by developing an extensive photography suite to convey the heritage and brand story from which the family business has evolved and grown. Sutherlands of Portsoy has already experienced instant success when presenting the new brand and has acquired new listings within specialist retailers.


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