The innovative product has won its place in the ‘Fish’ category final to join other products from Asda, Morrisons and Sainsbury's, so the very fact that it has reached this stage in the competition is a major achievement.

 Commenting on the news, Shetland Products’ Stella Winks, said: 'I’m delighted to hear we have been shortlisted in these high-profile awards. It is a great compliment that the judging experts have chosen our ‘Wildwaters Smoked Salmon Pastrami’ to reach the final.  What is especially gratifying is that our products have only been on the market for a very short time and yet have already gained considerable recognition.  I believe this endorses the exceptional quality of the products, our exciting and innovative varieties and reflects the pride we have in our range.'

 Commenting on the background to the development of WildWaters, Stella Winks continued: 'The products are local – Shetland grown and produced in the clean and wild waters that surround our beautiful islands, and which inspired the name. 

 'It was a revolutionary move for the company when we decided to take value added processing to the next level by developing an entire range of innovative flavours of smoked and marinated salmon products.

 'The ‘Wildwaters’ varieties include ‘Smoked Salmon’ – our version of a traditional style, ‘Smoked Salmon Orange Pepper’, ‘Smoked Salmon Shandana’, ‘Smoked Salmon Caipirinha’, Gravadlax – Limoncello’ and the short-listed ‘Smoked Salmon Pastrami’. All were created in-house and have already received very positive feedback, with orders placed with customers in the UK, Germany, Italy, Belgium and Australia.

 'I firmly believe we have delivered a ground-breaking, first class selection of luxury fish products, which set a clear benchmark for future own-brand Shetland seafood products.  
 'My hope is that the judges reflect this sentiment and that we proudly take home the highly coveted Gold Q from the awards, which would be the ultimate accolade for us.'

 The awards ceremony will take place on December 1 2009 at The Hurlingham Club in London.

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