A FOOD company has invested millions of pounds into its factory in Hereford.

Avara Foods, a leading UK food manufacturer and the largest private employer in Hereford, has invested around £2m in automation, people, and packaging at its site in Red Barn Drive.

The company has invested in cutting-edge technology at the factory, formerly Sun Valley, to deliver its 2022 BBQ range.

The new products can be produced with fewer, higher skilled people, less packaging and are easier for consumers to prepare and cook.

Hereford Times: Avara Foods has invested in new BBQ automation Avara Foods has invested in new BBQ automation

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The automated lines pack a range of BBQ products, including dark meat and flavoured options, directly into a pouch.

The new process, which features in-pouch marination, removes much of the manual process in production, increasing productivity and efficiency while reducing plastic use by over 60 per cent.

Hereford Times: People director at Avara Foods Andrew Brodie People director at Avara Foods Andrew Brodie

Andrew Brodie, people director at Avara, said: “In previous years servicing volatile BBQ demand has meant a strong reliance on seasonal and temporary labour.

“We know seasonal workers are in short supply, but this latest round of automation means we can manage people numbers through our normal local recruitment activities while ensuring a consistent supply of BBQ products to our retail customers.

“Now we just need the British weather to come to the party.”

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Hereford Times: Avara Foods new BBQ automation equipment Avara Foods new BBQ automation equipment

The automation also means the company will offer more skilled roles, creating opportunities for workers.

“Replacing repetitive tasks with automated processes doesn’t remove the need for people,” said Mr Brodie.

“The difference is that we need fewer, but more highly skilled people to keep that automation running smoothly, and we can recruit them from our local communities.

“It is a completely different role and one that is much more attractive to people who are looking for a career, rather than a job.”

The new BBQ production lines are the latest in a series of recent investments that demonstrate Avara’s commitment to modern food production, and closely follows a new £4.7m processing plant, which opened in Wednesbury in February.