Elisabeth the Chef Limited is one of Aberystwyth's leading employers and workers are concerned at moves to dispose of the frozen bread plant.

Chief executive Tony Harris said he "deeply regretted" the sale of the Llanbadarn Fawr site, but added the firm wished to concentrate on its core products.

We need to pull together and find new buyers as soon as possible

Simon Thomas MP

But Ceredigion MP Simon Thomas has condemned the decision and he has called on the Welsh Development Agency to intervene to help find new owners.

The firm said it remained hopeful a buyer could be found to secure the jobs, but staff have been sent letters informing them of the possibilities.

The plant was bought by Elisabeth the Chef in August 2000 but the loss of key bread product lines has hit productivity.

'Core business'

A company spokesperson said that, despite being on the market for some months, a buyer had not been found.

"A decision has been made to concentrate on our core business - fresh chilled patisserie, cakes and desserts but not frozen bread."

The company has begun a consultation process with employees.

Simon Thomas MP said: "This is disappointing news. It has been a successful bakery for many years, and they have managed to make good business.

All efforts must be made to find another company to take over the Aberystwyth operation

Elin Jones AM

"I would now expect the WDA to cooperate with the company to ensure that they find new buyers.

"Considering it has such a history I would expect that the factory has a future as well, but we need to pull together and find new buyers as soon as possible."

Ceredigion Assembly Member Elin Jones added her own support for the workers.

"This is another blow to the Ceredigion economy. Here is another company with quality jobs leaving the area.

"The National Assembly for Wales' Government must target resources to strengthen the periphery's economy.

"All efforts must be made to find another company to take over the Aberystwyth operation."