In 1943, J Hill’s directors were finding it increasingly difficult to operate within the government’s restrictive pricing control policy, so decided to form a company that sold processed fish, which was not liable to price control. It was then that Processed Fish Distributors (PFD) began supplying shark and whiting fillets,
During the years after the war, PFD expanded its product line to include items such as frozen peas, pies and ice cream, virtually halted its fish processing. As the name was no longer representative of the products sold, PFD changed the word ‘fish’ in its name to ‘food’.