Family-run Wharfe Valley Oils has secured a nationwide listing for its Yors brand of red chilli infused oil after signing a new deal with supermarket chain Morrisons.
Yors Yorkshire Original Rapeseed Oil Red Chili will be sold alongside Wharfe Valley’s Yors Original Rapeseed Oil in 200 Morrisons outlets, where it is already stocked, and be placed on the shelves of an additional 200-plus stores from this summer.
Wetherby-based Wharfe Valley has hailed the listing as a “major coup” as it prepares to celebrate its 10th anniversary in 2016.
The deal, which comes two years after Tesco extended the number of its stores stocking Yors Original, will lead to the creation of new jobs for the West Yorkshire company, which already employs a team of 20.
Additionally, Wharfe Valley has confirmed its intention to establish a new facility that will, subject to planning permission, boost its production capacity.
Sallyann Kilby, the firm’s MD, said: “We have been working with Morrisons for seven years to promote the health benefits of this versatile oil to consumers.
“Their buyer now feels the time is right to offer them a more diverse range from a trusted supplier.“
She continued: “Yors Original Rapeseed Oil has achieved brand recognition in Yorkshire stores where consumers have come to understand its versatility in cooking, baking and drizzling as well as its numerous health advantages over other oils such as sunflower and olive oil.
“The listing in stores nationwide demonstrates the consumer awareness of the Yors brand, their understanding of the added health benefits that rapeseed offers and their willingness to experiment with new tastes as well as the collateral we as a supplier have built up with Morrisons.“