Putting quality foremost

摘要

FOR ALMOST 100 years the name Diaper has been synonymous with quality poultry production. During this time the company has developed an enviable reputation, culminating in winning the National Quality Chicken Award. Behind its success is the adage "quality not quantity". The firm has resisted the temptation to supply large multiples, since it believes "own branding" stifles the growth of smaller independent producers. The company has consistently resisted the temptation to pile high and sell cheap, preferring to market quality products. Instead it created a niche market using its own brands and careful processing to achieve a drier, firmer chicken with a long shelf life and added taste.