Alliance Group Ready To Tap Into Huge Chinese market

Invers based meat processor Alliance Group have dispatched their new market-ready packs for launch in China next month.

The products will be launched in the retail and food service sectors. Initially, the Pure South / Grand Farm co-branded lamb products will be targeted to the upper end of the market in Beijing, Shanghai, Guangzhou, Shenzen and Harbin.

An Alliance Group spokesman says the packs will be available from eight retail chains , with 200 selected outlets before being rolled out to other parts of the country.

The spokesman says this marks both a further strengthening of the Alliance Group’s  ties with Grand Farm and a major milestone in the cooperative’s vision to create new product forms and ranges that will be either produced from source or further processed in the market to meet growing demands from China’s food service sector. This initiative will help Alliance Group build a deeper understanding of the supply and value chains and eventually secure the added value Alliance Group is seeking in this market with a “packed at origin” offering.