Pure South on menu in Singapore

The cooperative's export brand is on the menu at Singapore's Fern & Kiwi restaurant, an offshoot of the Lone Star bar and restaurant. The restaurant, located in a refurbished warehouse in the upmarket waterfront dining area of Clarke Quay, is the Lone Star's first outlet outside of New Zealand.

It follows trials with Fern & Kiwi and its executive consultant chef, former New Zealand Master Chef guest Mathew Metcalfe. Metcalfe has cooked for the world's rich and famous including Apple founder, the late Steve Jobs, and leading figures in Hollywood.

The lamb, beef and venison is sourced from farms across the country and processed at Alliance's Group's eight plants.

Murray Brown, general manager, marketing at Alliance Group, says Singapore is a top culinary city in Asia, which is a major area of growth for Alliance Group.

"Pure South is now well-established as an export brand after more than a decade representing Alliance Group's products in Asia," Brown says. "Pure South lamb, beef and venison is New Zealand's leading brand in many leading restaurants and top hotels throughout Malaysia, Thailand, Hong Kong and increasingly in the main cities in China.

"With Singapore having the world's 4th highest income per capita, Fern & Kiwi is expected to help promote the New Zealand brand in Asia. The quality of the cuisine is excellent and the restaurant is the perfect fit for Pure South.

"Pure South symbolises all the key elements of Alliance Group – the pure southern location, world-class technology, production techniques, the proud heritage and the very best grass-fed red meat."

Established in 1988, Lone Star is a Kiwi institution with 21 branches across the North and South Islands. The Clarke Quay site is the first restaurant to open since the flagship outlet was destroyed in the devastating Christchurch earthquakes.