Alliance Group And Grand Farm Commit To Further Expansion Across China

28 Jun 2023

Alliance Group and in-market Chinese partner Grand Farm have committed to a significant expansion of the co-operative’s grass-fed lamb, mutton, beef and venison across China.

The companies, which have been partners in China for almost 25 years, have signed a memorandum of understanding (MoU) in Beijing in the presence of New Zealand Prime Minister the Rt. Hon Chris Hipkins.

The MoU outlines a vision to significantly expand the presence of Alliance Group’s lamb, mutton, beef and venison, including its premium Pure South and Handpicked programmes, further into southern China and cities such as Shanghai.

Shane Kingston, General Manager Sales for Alliance, who is part of the New Zealand Prime Minister’s business delegation to China, signed the MoU alongside Grand Farm President Mr Xibin Chen.

“This agreement marks a new phase in the long-standing partnership between Alliance and Grand Farm, China’s largest importer of sheep meat.

“It reflects our shared ambition for Grand Farm and Alliance to be the leading red meat provider in China and for more Chinese consumers to have the opportunity to purchase the world’s best grass-fed beef, lamb, mutton and venison from New Zealand’s only 100 per cent farmer-owned red meat co-operative.

“Grand Farm holds a very prominent position in the beef and sheep industry in China, encompassing production, processing and sales channels. Together, our focus is on significantly expanding the reach of Alliance Group’s lamb, mutton, beef and venison further into southern China.

“We look forward to introducing Pure South, Silere, Lumina and Handpicked product ranges to a broader base of Chinese consumers across multiple channels, and strengthening the brand presence and value creation from our premium portfolios.

“Alliance and Grand Farm will work together to foster innovation and develop further innovative food solutions that cater to emerging new channels and the growing Chinese consumer base.”

Alliance Group celebrates its 75th anniversary this year, while 2024 will also mark the 25th year of the co-operative’s relationship with Grand Farm.

Mr Chen said the companies’ collaborative growth strategy is designed to seize untapped market potential, foster continuous innovation, and effectively respond to evolving consumer demands.

“Our relationship serves as a significant benchmark, exemplifying the co-operation between two leading red meat companies in China and New Zealand. We are committed to establishing Pure South and Handpicked as the leading red meat brands in China.”

Grand Farm owns and operates 105 specialty retail butcheries, supplies products to more than 2000 meat counters in selected supermarkets, minimarts and hypermarkets and a wholesale distribution network extending beyond 2400 outlets supplying retail in China.

Alliance Group has been working in China since the mid-1990s and is the country’s largest exporter of New Zealand lamb to the country.


Pictured from left: Shane Kingston and Mr Xibin Chen.



For further information, contact:

Sam Halstead

Telephone: 027 474 6065



Back to All

See what’s coming up