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Silver Fern Farms to Drive Growth of Lamb in NZ Supermarkets with Innovative Range

Wed, 11/11/2009 5:21:00 p.m.

New Zealand’s top quality lamb cuts that would normally be found in premium restaurants and European supermarkets will be available to NZ consumers ahead of Christmas as Silver Fern Farms shifts its focus into local supermarkets.

As part of its strategy to capture value across the entire red meat value chain, Silver Fern Farms is forging a stronger domestic footprint with four key lamb products – boneless leg roast, loin fillets, rumps and stir fry – which will be available in NZ supermarkets. It’s a major directional shift for the country’s leading procurer, processor and marketer which traditionally exports 95% of its product into more than 60 countries.
Keith Cooper, Chief Executive Silver Fern Farms, says the initial reception to the new range of products had been extremely positive, with the range to be initially available in around 160 supermarkets nation-wide.
The roll out comes hard on the heels of the company’s launch of portion controlled chilled lamb into France via the Intermarche group.

Mr Cooper says the move into the consumer branded domain has meant significant capital investment, particularly into packaging technology. “High end value cuts are being packaged in innovative packaging utilising a thermoform pouch inside a sleeve, enhancing presentation and using a vacuum which provides maximum shelf life for the NZ chilled market. Each portion controlled pack incorporates simple prepping, cooking and serving instructions so you’ll be assured of the very best tasting product.

“The focus for Silver Fern Farms is now on driving demand with consumers and customers, with a comprehensive marketing campaign, which will include TV advertising and joint promotional activity with participating retailers."

“Fundamentally it’s about driving sustainability in the industry and creating value for all in the value chain, from consumer to farmers."

“Animal welfare and food safety will continue to be the foundation of our business. What we are doing different is investing in the creation of a true integrated supply chain, and thereby strengthening the connection between our customers and our farmers.”

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