Page 22 - Charlie Bigham CS

So we compete with everyone in some respects, but in a way we
are unique as there isn’t another brand anywhere close to ours.
We’re all about making sure we stay special, true to our values,
are different, and offer consumers a real choice.”
Charlie Bigham

In an unusual move in 2013 Charlie Bigham took out a one-off policy

which values four of his senses at more than Heidi Klum's £1.5m legs -
but less than Jennifer Lopez's £18.1m buttocks.
Under the policy's terms, Bigham is not allowed to try food containing
extra hot chillies, lick food from a knife or pierce his tongue. He is also

barred from looking directly at the sun and other strong light sources or
eating the potentially fatal Japanese blowfish, fugu.

The payout will be made if his senses (sight, taste, touch, smell) are
damaged to such an extent that he was no longer able to carry out his
full role at the company - for example if he were to suffer from severe
ageusia (loss of function of the tongue) or anosmia (loss of sense of
smell).

However, the general perception of the term “ready meal” still conjures
up images of plastic, microwave dinners and tasteless food packed
with preservatives.
Having launched its chicken korma, chicken jalfrezi and tikka masala

range Bighams sought to build onits growth by launching its first
television campaign

Bighams by 2016 made a range of 33 dishes, from fish pie and
lasagne to Moroccan chicken tagine, targeting consumers willing to
spend an extra pound or two on their ready meal.

“We’re not interested in growing for growing’s sake though, what
interests me is us just getting better at what we do…”