'Grand Alliance' growing grass-fed beef exports to China
Alliance Group and Grand Farm have signed a strategic co-operation agreement with a focus on delivering more premium New Zealand grass-fed beef to Chinese consumers.
The company is hosting the winners of a prize competition, held in China to mark the launch of a consumer research programme earlier
this year. They will be joined by representatives of Alliance Group's largest Chinese customer Grand Farm and media from Heilongjiang, a province in the north-east of the country.
The delegation will tour Alliance Group's Lorneville plant near Invercargill where they will view sheepmeat processing, enjoy taste testing and view a cooking demonstration from Southland chef Graham Hawkes.
The group, whose visit will be recorded by Heilongjiang TV and Heilongjiang Radio, will also tour "The Rock", a farm in Castlerock owned by Alliance Group suppliers Brian and Kristine Russell, before departing for Queenstown.
The prize winners took part in a consumer research programme organised by Alliance Group and Grand Farm.
The research, funded by Alliance Group, Beef + Lamb New Zealand and Grand Farm, saw Chinese consumers surveyed on the taste and quality of New Zealand lamb, compared to that of Chinese and Inner Mongolian lamb.
Murray Brown, general manager marketing, Alliance Group, says the visit was significant for the company as it looked to consolidate its presence in China.
"We recognise that the market has the potential to grow further and we're looking forward to showing these visitors and the accompanying media the very best Southland and New Zealand has to offer.
"We are particularly pleased our products, including our Pure South lamb, will be on show to viewers in China. This is another example of Alliance Group investing in our markets as we look to increase returns for our suppliers."
The findings of the consumer programme will be released next year, says Brown.
The coverage of the visit will be the second time that Pure South products have featured on TV in China. Earlier this year, a "Chefs Cook Off" episode was aired to around 12 million viewers. The episode featured top restaurant chefs preparing Pure South lamb and venison dishes for judging.
Meanwhile, Grand Farm representatives will also meet with Alliance Group and visit plants and farms later this month. The companies are progressing a five-point blueprint designed to further grow the business.
