Ulster potato firm Wilson's Country will be seeing in the New Year with a name change and an investment of £4m.
While the Craigavon-based company's trading name will remain the same, its brand name will change to Wilson's from January. The firm has also relaunched its packaging to feature more muted tones.
Chairman Angus Wilson confirmed that the firm, which employs 110 people, is committed to a further £4m investment, building on a £5m capital development programme completed at its Carn base two years ago.
"We are in the throes of putting in a new packing line which will allow us to substantially increase throughput at Carn," he said.
"This is the next generation of packing equipment that further drives efficiency into the business.
"The work is taking place in tandem with the procurement of additional refrigerated storage facilities directly adjacent to our premises. This will provide us with greater control over the crops produced by our growers and further guarantees the quality of our products going into shops every day of the year."
He said the investment programme had been designed to bring efficiencies and lower production costs to its business.
Wilson's currently supplies a wide range of leading multiple and independent retailers in both Northern Ireland and the Republic with a selection of own-label and branded potatoes.
Managing director Lewis Cunningham said the decision to change the brand name was taken on the back of extensive market research.
He said the business, which has been in operation for 20 years, has always catered for ongoing growth. "But we remain true to our core values of providing consumers with a range of wholesome products."