Red meat sector reaffirms commitment to China
The next phase of the Taste Pure Nature campaign has been launched in Shanghai, China.
The agreement, signed in the presence of Prime Minister Christopher Luxon in Shanghai, sets the stage for growth in beef and beef co-product volumes.
“This next phase of our partnership with Grand Farm puts natural grass-fed beef at the forefront of our strategy for China, alongside our lamb, mutton and venison presence,” says Alliance chief executive Willie Wiese.
“Chinese consumers are increasingly valuing high-quality, nutritious, sustainably produced red meat and that’s exactly what Alliance offers.
“We’re proud to work with a trusted partner like Grand Farm to meet this demand and strengthen our position in a market that remains important.
“Over the past 25 years, our relationship with Grand Farm has been built on trust, shared values, and a long-term commitment to delivering for consumers. That strength has ensured consistent access to our world-class, free-range, grass-fed products for Chinese families.
“This partnership has also stood the test of time -- through the global financial crisis, African Swine Fever, Covid-19 and other challenges that have disrupted the global supply chain.”
In 2016, the two companies formalised the “Grand Alliance,” which has played a critical role in deepening trade ties between New Zealand and China. Since then, the two companies have maintained momentum and achieved growth in market share in China.
The new strategic agreement reconfirms Grand Farm as the exclusive importer and primary distributor of Alliance’s lamb and venison products in China.
The agreement also focuses on greater integration across the supply chain. Both companies will collaborate to develop new, retail-ready and ready-to-cook lamb and beef products that reflect local preferences, further enhancing their value proposition in the premium segment.
Distribution will continue through major Chinese retailers including Costco, Sam’s Club and JD.com, as well as Grand Farm’s own branded stores.
“This agreement marks a new chapter in our relationship with Alliance,” says Grand Farm president Jiaojiao Chen.
“By combining New Zealand’s trusted lamb and beef supply with our market knowledge and retail reach, we can meet the consumer demand for premium red meat.”
Luxon notes that the agreement represents a significant step forward in strengthening New Zealand’s trade partnership with China.
“It reflects the world-class quality of our red meat sector and the strong demand for our premium lamb and beef in key international markets. I commend both companies for their vision and commitment to creating sustainable growth opportunities that benefit our farmers, our exporters, and our economy."
