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The manufacturer will use the funding to fully refurbish the site and install new food processing machinery, with a heavy focus on automation to reduce the number of manual and repetitive tasks.

Avara’s new facility will focus on the production of poultry products for some the UK’s biggest supermarkets to meet growing demand.

Recruitment for roles at the site has already begun, with plans for an initial complement of 50 staff when the facility opens. Work has already commenced at the site and is expected to be operating before Christmas.

Boosting Avara’s presence

Rob Bywater, general manager at Avara said the site would increases the manufacturer’s presence in a region where it already had a strong reputation for success.

“It is our people that are the key to that success – we know that they want a fair wage, the opportunity to learn and earn more over time, and more than anything else to be genuinely valued and looked after,” he added. “I am very proud that we offer this and so much more – it really is a great time to join us.”

Avara’s wave of recruitment on the back of this investment comes as the industry continues to struggle with national labour shortages. To this end, the manufacturer has committed more resources to support the areas in which they operate in – as with its sister-sites in Telford and Dudley – to meet business growth and rising demand.

Community commitment

Operations director Phil Davidson added: “We’ve been part of the community in the West Midlands for a number of years and we really value the skill, commitment and loyalty of the people here.

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