Warburtons, the number one British baker and second biggest-selling grocery brand in the UK has chosen translation agency Talking Heads as their preferred supplier of translation and cultural elements to support their export operations.
Over the past 15 months, Warburtons has begun to export its products to countries including France, Poland, Slovakia, Czech Republic and Hungary and during this time Talking Heads has provided support, helping to ensure their brand message is translated effectively and accurately in each market.
Talking Heads, with their head office in Sheffield, South Yorkshire, work with Warburtons as their preferred translation agency, providing culturally sensitive translations for packaging, in store promotional materials and advertising.
Amna Kaleem, Project Manager for Talking Heads said, “Working with Warburtons has provided a fresh challenge for Talking Heads, but one we have stepped up to deliver. We always say that our work shouldn’t actually look like a translation when read by a native speaker – it should be natural and correct when viewed through their eyes – this accuracy is more than just words. Extensive research is carried out to ensure cultural accuracy. Placing crumpets in a foreign market is ambitious – but Warburtons is the company to do it!”.
Natalie Lindsay, Export Development Manager for Warburtons said: “What we value about Talking Heads is that they take time to explain their recommendations and help us to interpret the opinions of our local partners”.
Talking Heads, a family-run company like Warburtons, has been in operation for over 15 years and one of its specialist areas is the translation of legislatively led ingredient lists and food packaging. Talking Heads partner, Laurianne Enos said: “The principles of translation within the food industry are the same no matter what products you are shelving – accuracy of translation and correct brand positioning is paramount. We are relentless in the pursuit of excellence”.
*March 2011, Nielsen Data.
Reigning from Bolton, Lancashire where the company's headquarters are still based Warburtons employs approximately 4,500 employees in 12 different bakeries and 13 depots across the UK and produces over two million bakery products each day.
Warburtons is the second biggest grocery brand in the UK *March 2011, Nielsen Data, and specialises in the production of a number of bakery products, including wax wrapped loaves, wraps, gluten free, wholemeal products, crumpets, pancakes and bread rolls, among many others. Warburtons success is underpinned by the company's dedication to continuously supply the highest quality bakery products, while investing in innovation and new product development. Warburtons said wrapped bread, including the Toastie line, was most popular abroad.
Talking Heads was established to help clients to communicate their message and this is done with the benefit of a major source of trained and experienced linguists. Talking Heads continuously work hard to find, test and retain the best linguists in the world.
Talking Heads offices are strategically placed to assist companies across the North and Midlands, however they also assist clients from across the UK and the rest of the world. The business has been structured to provide language services in a way that not only develops their company, but helps customers to develop theirs.