LONDON (ShareCast) - (Sharecast News) - James Cropper unveiled a comprehensive new strategy focused on operational improvement and long-term value creation across its advanced materials, and paper and packaging divisions on Wednesday, as part of a strategic reset led by newly appointed chief executive David Stirling.
Speaking at a capital markets event, Stirling outlined the results of a business-wide review initiated following his appointment in February.

The AIM-traded firm said its revised strategy aimed to sharpen its commercial focus, enhance operational efficiency, and support growth through disciplined capital allocation.

In the advanced materials division, the company said it would target both stable, established markets and emerging high-growth sectors, focusing on deepening core customer relationships and expanding into adjacent industrial applications.

Strategic projects would be prioritised in high-specification markets where the group's fibre and electrochemistry expertise provide a competitive edge.

For paper and packaging, the emphasis would be on delivering sustainable profitability through a structured operational improvement programme.

That would include optimising asset utilisation, refining the production mix between commodity, core and technical papers, and improving quality, service, and cost efficiency through commercial and organisational realignment.

Capital allocation discipline remained a core part of the strategy, with plans to build on recent balance sheet progress, including reduced net debt and revised banking terms.

Future investment would prioritise strategic growth initiatives in advanced materials, while maintaining tighter controls over overall capital expenditure.

"This marks an important step towards rebuilding momentum and creating long-term value for our stakeholders," said David Stirling.

"While trading in recent years has been disappointing, we now have a clear and actionable plan to improve performance, supported by disciplined capital management."

No new trading information was disclosed at the event.

Full-year results for the 2025 financial year were expected in July, at which point the company said it would provide further guidance on current trading and the outlook.

At 1236 BST, shares in James Cropper were up 1.74% at 234p.

Reporting by Josh White for Sharecast.com.

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