Huddersfield-based Fired Up Corporation Ltd has today been named the winner of the Rising Stars category in the Cathay Pacific China Business Awards 2011 – a prestigious awards scheme designed to acknowledge and celebrate UK business dynamism and success in China and Hong Kong - which took place at London’s Mandarin Oriental Hotel on Friday, 13 January 2012.

One of three award categories, the Rising Stars Award acknowledges business dynamism and success by small and medium sized enterprises (SMEs) operating in Hong Kong and China.

Cathay Pacific China Business Awards winners 2011

A panel of judges made up of senior representatives from Cathay Pacific, The China Britain Business Council, HSBC and The Daily Telegraph reviewed numerous entries before choosing Fired Up Corporation Ltd as the winner of the Rising Stars Award.

Fired Up Corporation Limited is a Huddersfield-based vertically integrated manufacturer specialising in electrical assembly, heating and cooling products with a strong focus on the home, hotel and hospitality markets. Fired Up established its own factory in China in 2006. It manufactures its products from plants in both China and Huddersfield, where the business started.

After initial difficulties working with a subcontracted manufacturer in 2004, Fired Up established its own 300,000 square foot factory in Zhongshan to complement production from its 100,000 square foot factory in Huddersfield, West Yorkshire. In 2010 they established a new brand, “Endeva”, purely for the domestic China market, producing small domestic appliances such as rice cookers and induction hobs. It now exports its products from two production centres to over 40 countries.

In addition to a production model in China which serves the domestic market as well as the export market, Fired Up has been in a position through its vertical integration to espouse corporate social responsibility values which they observe being adopted by the wider business community. These include safe and secure working environments for their employees, providing a good quality of life, including free annual health checks. They also offer leisure facilities, encourage sport, provide an onsite canteen of a good standard and also engage the local community with English language and Music Studies Courses.

To secure the future of its China manufacturing plant in the coming years, Fired Up Corporation Ltd intends to increase their market share in the fireplace and the international hotel supply market. They also aim to grow its ‘Endeva’ branded range through supermarket chains, independent retailers and by selling direct to the consumer through e-commerce in China.

The judging panel was particularly impressed by Fired Up’s success in the Chinese as well as export markets, its holistic approach to employment in China and its success in the face of initial challenges in their China manufacturing experience.

Fired Up Corporation’s CEO, Richard Kaye accepted their award from HSBC’s Group Chairman, Douglas Flint and Cathay Pacific’s General Manager Europe, Angus Barclay at an awards luncheon held at The Mandarin Oriental, London attended by leading business figures from the UK, Hong Kong and China.

Richard Kaye, CEO of Fired Up Corporation Ltd, commented: “After making much investment in our company both here and abroad, we’re delighted to have been awarded this prestigious accolade in recognition of our work. China presents us with many opportunities to further secure and grow the business, and we look forward to growing our ‘Endeva’ branded range through various retail channels in China over the coming year.”

Angus Barclay, General Manager Europe, Cathay Pacific, said: “Each year the entries for the Cathay Pacific Business Awards are of a very high standard. This year the judges were extremely impressed by the quality and diversity of the entrants. It is inspiring to see just how many UK organisations are choosing to make the most of the business opportunities available in China. As the principal airline of Hong Kong, Cathay Pacific Airways has a long history of facilitating links between businesses trading in the UK and China. The Cathay Pacific China Business Awards provide a platform for us to recognise and celebrate the ongoing growth of the relationships forged between the UK, China and Hong Kong.”