Confronted by growing consumer demand for natural and healthy foodstuffs, food makers have increasingly been looking for alternatives to artificial food colours such as Sunset Yellow, Tartrazine and Quinoline Yellow. Market figures confirm the trend. While the European colouring market faces an annual growth rate of just 1 per cent between 2001 and 2008, the colouring foodstuffs market is ripping ahead on growth of 10 per cent to 15 per cent. And the UK and Ireland are seen as an area with huge market potential for Wild to strengthen its natural colours business. In order to further improve the company's distribution and technical service in these countries, a partnership has been signed with Fiske Colour. The co-operation helps the company meet market demands, said Peter Naylor, managing director of Rudolf Wild. "Combining Wild's expertise in producing natural colours and its application know-how with Fiske's experienced and professional distribution team will produce successful results and enhance our customer orientation," he said. "Fiske will complete our service and provide access to new business segments we have yet to reach," he added. "By joining forces, we will distribute Wild colours to the UK and Irish market places. Wild's quality products and leadership position fits perfectly with our strategy of being a customer-focused, committed and innovative partner for the food and beverage industry in the UK and Ireland," said Simon Atkins, business manager of Fiske Colour.