30-SECOND CV

you a reason to revamp the packaging and have a look at how everything fits together.”

It comes as the company looks to increase supermarket sales by 100 per cent in the next four or five years.

Sales are split 70:30 between Scotland and the rest of the UK, Howie adds, with the ambition to reverse this ratio.

“We don’t believe it’s going to be simple to double our turnover in Scotland alone, so we’ve got to look at the rest of the UK as being our big opportunity.”

And rebrand is part of such a target. “We don’t want to look like a parochial Scottish brand, we want to look like a brand that’s truly national and has value that would suit somebody in the south of England in the same way as it would suit somebody in Inver-

● Born: ness.” He also believes consumers “buy with their eyes” so the product needs to look good. “If it’s like-forlike with someone else sitting next to it that doesn’t look so good then hopefully they’ll choose ours. That’s the holy grail.”

Scottish produce more broadly, such as salmon, is making great gains in overseas