Silver Fern Farms is launching a branded
retail range of lamb into Shanghai, with the first online
sales expected in March.
Yesterday, group category manager Grant Howie described it as
a ''significant move'' into the high-end retail category for
the company, which, until now, had been a commodity product
exporter into China.
The retail range would be sold online through distribution
and marketing partner NZFocus, which sells a stable of New
Zealand-made branded products into China. It was envisaged
the range would eventually be sold into high-end supermarkets
China was Silver Fern Farms' largest market by volume and
value off the back of commodity exports of low-mid range lamb
and beef cuts. It was the first time a premium consumer
branded range would be exported, Mr Howie said.
''This move will diversify our product range into China, as
well as diversifying our channel to market. It is the first
time we have put our retail products into China, so selling
online direct makes sense as we can get meaningful feedback
from consumers on what they want from our products,'' he
The online sales would be supported by promotions on a
popular television shopping channel, online promotions and
in-store cooking demonstrations.
Online shoppers in China were a small but developing segment
of the market and, with the size of China, it had potential
for ''considerable scale'' for the company, Mr Howie said.
Silver Fern Farms was the only meat range being sold through
NZFocus, which was established by New Zealand Trade and
Enterprise in 2006 Originally designed to showcase imported
food and beverages from New Zealand in Hong Kong's main
retail district, the brand had since been commercialised and
expanded with offices now in Auckland, Hong Kong, Guangzhou