French retailer, SFF seal contract

Dunedin Centre City New World store manager Justin Vaundrey discusses lamb display with Intermache fresh product purchasing manager Benoit Carrez, importer Frederic Lachaux and Intermache store owner Andre Mauger. Silver Fern Farms hosted a visit from their French customers this week. Photo by Peter McIntosh.

The Dunedin meat co-operative hosted a delegation of French supermarket owners, importers and buyers this week as it cemented a contract which would also see New Zealand farmers encouraged to supply 18kg to 21kg lambs for this specific market, part of Silver Fern Farm's Backbone procurement programme.

Silver Fern Farms (SFF) marketing manager Glenn Tyrrell said the company closed its office in France last year and had since worked in partnership with customers like Intermache and importer Frederic Lachaux, who manages the marketing, import and distribution of SFF meat in France.

Mr Tyrrell said this was particularly relevant, given it was now supplying SFF-labelled chilled lamb.

Both sides of the market would be supplied, with SFF also targeting heavier lambs to in-store butchers for customers who like to order specific cuts.

The out-of-season New Zealand-sourced lamb would be of a similar size to French lamb.

Mr Lachaux said consumers wanted assurance that food they bought was of a consistent quality, safe, free of disease and hormones and supplied when it was required from January to June.

Intermache had an integrated supply chain for a variety of food to ensure those expectations were met, he said.

He said SFF was part of that chain, with farmers contracted to supply the type and quality of lambs Intermache required and Intermache focusing on marketing and retailing the finished product.

"The final customer needs to know farmers are working for them, guaranteeing the safety of the product, the quality of the product," he said.

Having SFF-branded chilled lamb in cabinets was part of that integrated supply chain, a sign the retailer trusted its quality and safety.

Intermache has 60 plants, in which it processes a diverse range of products for its stores, including wine and water as well as meat, and SFF-branded meat will join this stable.

Mr Lachaux said the two companies had similar philosophies.

"I know the philosophy of SFF. I know the philosophy of Intermache. Their ideas are the same. For Intermache, it is servicing the final-end customer. For SFF, it is servicing farmers."

He said New Zealanders did not appreciate their country's high reputation in France, including the aura that surrounded the All Blacks,There was a connection between our national rugby team, the silver fern emblazoned on the black jersey and the SFF brand, he said.

Mr Tyrrell said the name change to SFF was crucial as the company could not promote branded lamb packs in Europe as effectively under the name Richmond or PPCS.