Some of New Zealand's biggest names in cricket are helping to
develop a new market for lamb in India.
Quality New Zealand Ltd, whose shareholders include Black
Caps skipper Brendon McCullum and former captains Daniel
Vettori and Stephen Fleming, will spearhead the push of
Alliance Group's export brand Pure South into the country.
The Puremur South brand was launched recently at a function
at the New Zealand High Commission in New Delhi, attended by
more than 130 hotel executives, restaurant owners and chefs.
It featured a cooking contest, which included McCallum and
Vettori, and was judged by celebrity chef Ritu Dalmia.
QualityNZ was established to provide New Zealand products and
services to Indian consumers, with a specific focus on the
food and beverage, tourism and education sectors.
Former international cricketer Geoff Allott, who is chief
executive of Quality NZ's New Zealand-based business, said
the company had been in discussions with southern-based
Alliance Group ''for many months''.
''Our goal is to work with Alliance Group to develop the Pure
South brand in the Indian market to a point where the
additional demand will ultimately drive stronger farmer
returns,'' Mr Allott said in a statement.
Alliance Group's marketing manager John Rabbitt said there
was ''considerable interest'' in lamb from India's growing
middle and upper class.
Although there was ''significant potential'' for the brand in
India, Alliance Group recognised it was not a short-term
proposition and it was committed to a long-term programme.