Yors heats up oil market with Morrisons listing

A Yorkshire family farming business are celebrating after receiving a nationwide listing in a major supermarket.

Wetherby based Wharfe Valley Oils Yors branded red chili infused oil will now be available in 200 Morrisons supermarkets, alongside their Yors Original rapeseed oil.

Sallyann cooking up the latest oil editedThe listing of the extra product is a major coup for the Wetherby based firm which celebrates its tenth anniversary this year.

Yors was the first rapeseed oil to be listed by the Yorkshire supermarket chain and it is still the top seller prompting Morrisons to take advantage of the products appeal to health conscious consumers willing to experiment with an ever broadening range of infusions.

“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,” said Sallyann Kilby, MD of the company.

“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,” she said.

The Morrisons listing comes just two years after Tesco extended the number of their stores stocking Yors Original, which helped the company develop the range.

The latest deal will mean extra jobs and expansion for the West Yorkshire company which grows and produces all its own rapeseed, with new posts being created in both production and admin at the company which already employs 20 people including three generations of the Kilby family.

“We have been steadily growing the Yors Original brand for the last ten years and reinvested at every stage as part of the strategy to promote and expand the range.  We have already applied for planning permission at a site close by which will allow us to boost production,” she added.