| A Brief History
The family firm of Diaper Poultry Ltd is situated near Stowmarket in
Suffolk. The firm dates back to 1911 when James Henry Diaper moved into
Haughley New Street and began trading as an Egg and Poultry Merchant. Jack, the
second son, spent much of his early youth with his father buying eggs and
poultry from local farmers using a horse and cart. After the Second World War,
Jack took up the reins of the business, married Mary and started a family. By
the mid 1950’s Jack had built a new factory and was handling 5,000
chickens per week. During the 1960’s production doubled to 10,000 birds
per week and the reputation of Diaper Chicken became well established.
 The beginning of the
1970’s coincided with the Third Generation taking over the day to day
running of the business. Thirty years later Jack’s three sons John, Arthur
and David are still driven by the adage “Quality not Quantity”. It
was this philosophy which was the key to success in the National Quality
Chicken Awards sponsored by BOCM Pauls, Adas and the NFU where points were
awarded for presentation, hygiene and most important of all, taste.
Diaper Poultry Ltd were runners up in 1997 and outright winners in 1998,
the last year for the competition to take place.
Diaper Poultry Ltd divides itself into three components, namely
processing, marketing and distribution.
Processing
 Poultry processing is the key
activity of the business. Methods can vary from one processing plant to another
and subtle differences in processing and chilling techniques will predetermine
appearance, texture and ultimately the taste of the finished bird. Processing
has been regarded as an art form handed down from one generation to another and Diaper Poultry Ltd have always prided themselves in achieving a
drier, firmer bird than its rivals. It is felt that the drier carcass not only
gives a much longer shelf life but also gives the added taste. All processing
and packing is carried out in modern factory facilities to high EEC Standards
(Licence No. UK 5003 EEC).
Marketing
Marketing is based on a high level of personal contact with individual
customers. A team of five Telesales Operatives backed by a Sales Manager make
daily telephone contact with approximately 400 independent butchers covering 13
counties. It is this personal service which helps to maintain the reputation
for quality and service created over half a century ago. It is unlikely that Diaper Poultry Ltd will ever supply the large multiples with their
company policy of “own branding” that tends to stifle the growth of
the small independent producer. Diaper Poultry Ltd thrive in a niche
market by offering the highest possible quality product to discerning consumers
who choose the Diaper brand and then remain loyal to that brand. It is this
brand loyalty that is the only defence for small producers like Diaper Poultry Ltd against the large poultry giants not only in the UK but also in
Third World countries such as Brazil and Thailand who are increasing their
production exclusively for export to Europe and the UK.
Distribution
 Distribution is looked upon as
an important part of the service and is carried out by the firm’s own
vehicles carrying the firm’s livery. Six modern 7.5 tonne refrigerated
vehicles and three sprinter vans cover the whole of East Anglia and the Greater
London Area offering not only fresh chicken daily but also an extensive range
of poultry and other products. Smithfield Market and wholesalers in the South
East of England receive palletised deliveries from an articulated refrigerated
vehicle.
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