Fray and Baxters

I'm going to be so very careful here as this is a little close to home so to speak.  I've just found out that Baxters of Speyside have purchased the Fray Bentos brand, which I guess is quite a big deal for a company from Moray (I've not seen a Northern Scot for a while but did they manage to get the story out before the glorious P&J?).

Or is it? 

To be honest Baxters have got a great brand heritage and a reputation for a higher class of ready meal, as it were, which I guess begs the question why did they buy a tinned pie business?  Maybe this view is a bit harsh, I'm being a snob because I've never had a cow that came out of an aluminium coffin.

The question of why was succinctly answered by someone at Baxters with the following statement "Baxters said it planned to invest and develop the brand to extend its reach into the ambient meat market."

Am I the only person on the planet who feels the word ambient is being misused by a) Tesco who have ambient assistants, and now b) Baxters who have entered an ambient meat market.  Where the hell do you go for ambient meat, have Baxters bought a business whose primary business model is to provide food for Orb and Aphex Twin concerts?

That aside the good news is production will move to Moray where jobs are desperately  needed after recently closures in the military sector.  Here's hoping a well known local butcher gets a shout at supplying the meat and I might even get my can opener out.