HUMBLE PICKLE GETS A MARKETING MAKEOVER (January 2006)

A long-time favourite accompaniment with fish and chips, ploughman's lunches and Christmas leftovers, Ross's Pickles, of Newburn, Newcastle, has raised the humble pickle to a more sophisticated level by introducing its Gourmet Range.

The new range went down well with visitors to the BBC's Good Food Show at Earls Court, London, shortly before Christmas. The company sold 2,400 jars across the three days at the rate of 100 jars every hour.

The nine varieties that were snapped up included Silverskins in raspberry red wine vinegar, Onions in dark balsamic vinegar and Curry Piccalilli with sultanas and onions in malt vinegar with fresh chillies, black peppercorns and mustard seeds.

The long-established pickle producers, James Ross and Son (Newcastle) Ltd. Who are members of Northumbria Larder, have teamed up with popular regional chef Martin Charlton to create imaginative recipes for the Gourmet Range, covering canapés, starters and main courses. Full details are available on the company's website: www.pickles-r-ross.co.uk