Alliance Group is launching a new season programme
exporting lamb to Brazil following a successful trial last
Last year, the Southland-based meat processing company
secured New Zealand's first branded lamb shipment to Brazil,
with an initial shipment of 13 tonnes and it was one of the
first New Zealand companies to obtain market approval to
export to the South American country.
The series of shipments from later this month would be
supported by a promotional campaign designed to boost demand
among consumers, retail outlets and chefs, while also raising
awareness about New Zealand red meat and showing the best
ways to prepare the product.
The product would be marked as ''super-premium'' in high-end
supermarkets, online through the company's in-market partner
Wessel, top-end restaurants and five-star hotels.
There would also be a focus on top-end franchise operations.
The programme would be initially 50 tonnes a month, with
prospects of increasing in the second quarter, Alliance Group
marketing general manager Murray Brown said.
Brazil was the sixth-largest economy in the world and the hub
for South American business.
Lamb was seen as a niche product in the top-end retail/food
service and the product range was high value and rack driven,
Mr Brown said.
The Brazilian Government was investing heavily in the
country's infrastructure to cater for the influx of visitors
for next year's football World Cup and the 2016 Olympics and
Alliance Group wanted to leverage that opportunity, he said.
Its commercial trial in top-end retail and the food service
sector in Sao Paulo last November had been successful with
demand for top-end cuts, particularly racks, boneless
middles, legs and fores.
Although the development of the Brazilian market would take
time, it offered ''significant opportunities''.