Allliance expands Pure South into South East Asia

The move, the co-operative says, is being made with the aim of capturing greater value for its farmer-shareholders.

In Singapore, Alliance is seeking to target chefs in the premium food service sector with fine dining cuts while also providing a range into the mainstream consumer segment with a focus on specialty butchery.

Meanwhile, in Malaysia the lamb will be launched into two supermarket chains as well as a selection of premium fine dining outlets.

Shane Kingston, general manager sales at Alliance Group, says the co-operative’s mission is to expand distribution and build scale for its Handpicked Lamb while differentiating the range from the company’s competitors and meeting the needs of an increasingly discerning consumer.

“We already have a commanding position in Malaysia with our Pure South and Silere Alpine Origin Merino distribution, and Pure South Handpicked Lamb will enable us to capture more consumer sectors and roll-out a full portfolio,” Kingston says.

Alliance’s Handpicked Lamb has built on the success of its Handpicked Beef programme. Both Pure South Handpicked Lamb and Pure South Handpicked 55 Day Aged Beef have won gold awards at the Outstanding NZ Food Producers Awards for the past two years. Pure South lamb, beef and venison ranges were also 2023 gold award winners.

The Handpicked Lamb programme is open to Alliance Group’s shareholders who supply 100% of their ovine livestock to the company. The lamb must meet a strict range of criteria with the meat hand-selected through Alliance’s plants and then aged to ensure eating quality.