Gabe Gabriel MD of Crucial Sauces on top form as always
A Crucial Second Squirt
Crucial are very proud of their squirt, and rightly so; the branding looks hot, the range is extensive, the taste is second to none, and they are extremely good value for money. So how do they do it? Stuart Catterson takes a trip to Birmingham to find out
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arrived at the Crucials HQ, Birmingham, way ahead of time, the welcome from the crew on the front desk was warm, and after a quick coffee I donned a white coat, a very fetching blue hair net, and Gabe Gabriel MD of Crucial Sauces led me away for a tour of the plant. Some of our readers may remember my visit to Crucials a couple of years ago when I got the full story of the evolution of this unique brand. At first the operation was small scale, only distributing to chippies in the Birmingham area, supplemented by market trader sales at car boot events. Humble origins, but the high quality, ground breaking sauces soon developed a cult following, word spread and demand grew. Crucial Sauces the brainchild of gastro-entrepreneur Gabe Gabriel developed into a brand to be reckoned with, and it eventually caught the eye, and taste buds, of British Pepper and Spice
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Chippy Chat & Fast Food Magazine • May 2016
(BPS) a division of the family owned SHS Group based in Northern Ireland. The Crucial Sauce Company, now backed by the might of the SHS Group is making constant strides forward, expanding their range of products and the list of outlets you can find Crucials in. The knowledge sharing and positive synergy between the two companies has been a big factor in the growth of around 50% Crucials has seen since the acquisition. Growth, changes and forward strides aside, the very start of the tour of the plant confirmed one thing that has not changed in the last two years under BPS; the atmosphere in the work place is still so very, very positive, with happy faces around every corner; these sauces are made by people who are really genuinely happy to be there. It made me think... I think it comes across in the product. Crucial Sauces do have a kind of happy taste, and I have tasted most of them by now. Caring about, and looking out for the needs of the workforce has paid dividends at Crucials with top posts held by people who have worked their way up. People who really know the business, people who value their fellow workers. It seems the firm is set in its ways in that respect. Good thing too. Soon after their acquisition by BPS Crucials landed the coverted BRC industry standards rating of ‘Double A’ providing
Chippy Chat & Fast Food Magazine • May 2016
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