A new campaign to boost online sales of New Zealand lamb in China is being launched in a joint initiative by Beef + Lamb New Zealand (B+LNZ) and leading food company Alliance Group.
Chefs from the UK, Hong Kong and New Zealand, and overseas food writers, toured South Island farms and visited premium restaurants as part of Alliance’s ‘Antipocurean Series’.
Michael Wignall, Renee Miller and Simon Hulstone of the UK, and Jim Lofdahl and Silvio Armanni of Hong Kong, were among the chefs. The food writers included Dubai-based New Zealander Zowie Bowker, whose blog has 46,000 Instagram followers, and Wilson Fok of Hong Kong’s Tatler Dining.
The delegation visited Alliance supplier farms Minaret Station, Wanaka, Godley Peaks Station, Lake Tekapo and White Rock Station near the Rangitata Gorge.
The chefs also prepared products in Alliance’s range, such as Pure South Handpicked 55-day aged beef, Silere alpine origin Merino, Te Mana lamb and Pure South handpicked venison at two public events at Chillingworth Road restaurant in Christchurch and Jack’s Point restaurant near Queenstown.
Peter Russell, general manager marketing at Alliance Group, says the Antipocurean Series aimed to offer international chefs and journalists an insight into NZ’s produce and its unique provenance.
“We’re aiming to improve the awareness and understanding of NZ as a purveyor of premium fare.
“Although the country has a fine reputation, we can do more to highlight the source, environment and people behind our premium lamb, beef and venison.”
Russell says Alliance aims to capture greater market value for the benefit of its farmer shareholders, “taking our premium fare to the world and building a cadre of international chefs who have experienced the land, people and environment”.
Alliance says its products are enjoyed in at least 65 countries.