Ardo UK, which is part of Belgium giant Ardo, is also funding an upgrade of pea processing equipment at a Norbert Dentressangle distribution site in Lowestoft, securing 38 jobs.
The company started negotiations with East Anglian pea growers last March after Birds Eye suddenly ended a long-term contract for the area's 15,000 tonne pea crop.
Several varieties of premium peas are being grown for Ardo by the 150 farmer co-operative Anglian Pea Growers. They will be sold to retailers and foodservice companies.
Interest in provenance
Ardo UK md Stephen Waugh said: “Increasingly, British consumers are looking for products where the provenance can be traced, and we will be the only major supplier of East Anglian peas.”
There had been fears for the future East Anglia’s traditional pea growing industry after Birds Eye cancelled its contract in February 2010.
The withdrawal of a large export deal to Unilever’s Findus ready meals business in Italy prompted Birds Eye to axe 20% of its total UK pea production; growers in East Anglia were informed just a week before they were due to plant the crop.
Peas make up nearly 40% of all frozen vegetables sold in the UK, and have a retail value of more than £150m a year.