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.
