Alliance Expands Pure South Handpicked Lamb Range Into South East Asia

27 Apr 2023

Alliance Group is expanding its award-winning Pure South Handpicked Lamb premium range into Malaysia and Singapore as it seeks to capture greater value for farmer-shareholders.

In Singapore, the co-operative will be targeting chefs in the premium food service sector with fine dining cuts and providing a range into the mainstream consumer segment with a focus on specialty

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

Alliance, New Zealand’s only 100 per cent farmer-owned red meat co-operative, launched Handpicked Lamb in 2020 as part of its differentiated premium portfolio.

The lamb, hand-selected using a rigorous assessment system to measure eating quality, is already available in many premium retail markets in Asia.

“Our mission is to expand distribution and build scale for Handpicked Lamb, further differentiate our range from our competitors and meet the needs of increasingly discerning consumers around the
world who are willing to pay a price premium for our red meat products and certain attributes,” says Shane Kingston, General Manager Sales at Alliance Group.

“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.”

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 per cent 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.

The Pure South and Pure South Handpicked ranges are available at



For further information, contact:

Sam Halstead
Telephone: 027 474 6065

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