back The Elf™ PDA provides MW brands with ultimate data management performance UK, 06 December, 2012 – Datalogic ADC’s Elf™ PDA delivers a high performance solution for data management to MW Brands. MW Brands is one of the leading seafood businesses in Europe – best known in the UK for fish brand John West – with markets in the UK, France, Italy, Ireland and the Netherlands. Its seafood products include tuna, salmon, mackerel, sardines and seafood spreads. Datalogic ADC’s Elf PDA and Principle Suite™ system was chosen by MW Brands to run its data management system. The decision was driven by the need to update the company’s paper-based system and increase efficiency. With its introduction, the solution using the Elf PDA delivers consistent data management for Goods Manufacturing Practice (GMP) Audits, intake and product audits, health and safety and quality control. John Glennon, Group IT Director of MW Brands said, “As part of our strategic focus on quality management, we are delighted to be working with Datalogic and Applied Principles to dramatically increase the consistency, accuracy, availability and transparency of our data.” The Elf PDA uses Datalogic ADC’s next generation platform, providing incredible speed coupled with the latest technology for mobility, all packaged in one of the best ergonomic devices on the market. Datalogic patented ‘Green Spot’ good read technology with both a laser barcode reader and 2D imager has also been integrated into the product for instant good read feedback. The Elf PDA and Applied Principles software system enables MW Brands to increase productivity through customised mobile electronic data collection and real-time reporting. The Elf PDA with the Applied Principles’ Principle Suite™ software system is being implemented in all MW Brands sites worldwide. The deployment began in the Seychelles and Portugal and will continue throughout 2012 with the estimated completion date in February, 2013. “We are very happy to work with MW Brands on this project. The Elf PDA’s ergonomics, multiple communication possibilities, fast processor and ruggedness provide an all-inclusive solution guaranteeing the ultimate in performance in the company’s production sites,” commented Colin Pike, Regional Director, Datalogic ADC UK.