Article - Silver Fern Farms

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French Revolution for NZ Lamb

Wed, 7/10/2009 10:12:00 a.m.

Silver Fern Farms, New Zealand's leading red meat farmer co-operative, has teamed up with France's biggest retail co-operative to roll out a range of chilled, consumer ready Silver Fern™ lamb into French retail meat cabinets for the first time.

All Blacks (and confirmed meat lovers) Andrew Hore, Ma'a Nonu and Tony Woodcock are part of the marketing launch in France from 6-7 October to promote the quality attributes of New Zealand's 'second' most recognisable product.

Keith Cooper, Silver Fern Farms' Chief Executive says the launch of the new range would enhance the position of the lamb category which will benefit farmers, aimed at delivering a new level of convenience to both new and existing Intermarché customers.

"It's a first for New Zealand chilled lamb and a first for Intermarché, which has reserved space in its fresh meat cabinet for retail ready, labeled New Zealand lamb. Small single muscle leg roasts, boneless rumps, French racks and lamb stir fry are new generation products aimed at smaller households who still want the exquisite flavor of lamb without having to visit a restaurant to ensure a superb meal experience." Mr Cooper says the supply agreement represents a real coup for both companies and their respective cooperative members, providing a direct link between the consumer and the farmer and tangibly demonstrating the value of our plate to pasture strategy.

"The alignment with the All Blacks was a natural one: the French share our fervour for rugby, and fondness for fresh, quality lamb. The involvement of the All Blacks greatly adds to the excitement and flavour of the moment, and it is highly appropriate that two of them - Andrew Hore and Tony Woodcock - are passionate farmers themselves."

Mr Cooper says the company was also very proud to be able to connect its New Zealand farmers to Intermarché, as one of five distinguished retail and food service customers in key European markets under the company's new Backbone™ Partnership Club.

"Our farmer partners want to feel connected to their customers, and ultimately to the final consumer. Our new Partnership Club gives our farmers specific information about Intermarché and our other retail partners, providing direction in terms of growing livestock tailored to customer and delivery specification.

"These agreements are a true endorsement by international retailers that our plate to pasture marketing strategy is the right one. That investing in consumer products will add value to the lamb, venison and beef categories, and confidence to consumers.

"In turn, this will translate to sustainable profitability for our farmers," adds Mr Cooper. French Sheep meat production and imports ('000 tonnes. Jan-Jun 2009)

Local lamb and mutton production 43.1

Total imports (chilled and frozen) 64.4

EU imports 43.8

Non EU (New Zealand) imports 18.2