Fresh Cromer crabs are on sale across the UK in one of the UK's leading supermarkets after a local firm clinched a major supply deal.

Eastern Daily Press: Cromer based Jonas Seafood have recently won a contract to supply 200 out of Morrisons' 500 stores with Cromer Crab with the Cromer store being one of the first pictured is Kevin Jonas and Peter Vass of the store. Picture: MARK BULLIMORECromer based Jonas Seafood have recently won a contract to supply 200 out of Morrisons' 500 stores with Cromer Crab with the Cromer store being one of the first pictured is Kevin Jonas and Peter Vass of the store. Picture: MARK BULLIMORE (Image: Archant Norfolk 2015)

Cromer-based Jonas Seafoods is supplying nearly half of all Morrisons supermarkets with the Norfolk delicacy – including the Cromer store, on Holt Road.

Managing director Kevin Jonas said the deal had been clinched last month and some 5,000 Cromer crabs each week were now being delivered to 200 of 500 Morrisons stores nationwide.

'It's really, really taken off. They are our biggest customer,' said Mr Jonas, 47, who has taken on an extra eight full-time staff to cope with the new contract, boosting employee numbers to about 55.

The welcome move comes three years after the closure of the Cromer Crab Company in the town, with the loss of 230 jobs.

Former fisherman Mr Jonas set up his first crab-processing business in 1995, with mum Nora, on the kitchen table of his East Runton home, expanding to become a limited company in 2004.

He used to supply the Cromer Crab Company and, when it closed, seized the opportunity to expand his business further, moving into a new factory on Cromer's Stone Hill Way two years ago, specialising in locally-caught crab and lobster.

The firm has been supplying Budgens stores nationwide since October 2013.

Jonas Seafoods' annual turnover for 2014-2015 was £1.5m and Mr Jonas said he expected that to increase next year.

Morrisons were persuaded to stock Cromer crab after a tasting session in the kitchens of their Bradford head offices, according to Craig Harrison, sales director of the Big Prawn Company, based in Melton Constable, which is working in partnership with Jonas Seafoods on the deal.

'It won hands down,' said Mr Harrison. 'It had a lot more white meat. The brown meat was firmer, and it was a lot fresher tasting, and much sweeter. The demand is so great that we can't keep up with it.'

Cromer crab is caught between Brancaster and Mundesley by a number of local vessels, including the Jonas family's boat Rory James, worked from Cromer beach by Kevin's nephew, John Jonas.

Have you had success promoting a Norfolk speciality? Contact alex.hurrell@archant.co.uk