Alliance Group agreement with Grand Farm
Alliance Group has signed an agreement with Grand Farm at a ceremony in China as the companies seek to strengthen the partnership.
Alliance Group chief executive David Surveyor, who was part of New Zealand Prime Minister Rt. Hon John Key’s business delegation to the country, signed the agreement in Beijing alongside Grand Farm President Mr Xibin Chen.
The agreement, which signals further strategic co-operation between Alliance Group and Grand Farm, sets out a robust plan to improve the returns and add value to both businesses.
The programme will include significant brand development, a one-to-one exclusive arrangement on all sheepmeat and venison for our Pure South brand and provide opportunities to expand and incorporate beef.
Alliance Group and Grand Farm also plan to create new product forms and ranges that will be either produced from source or further processed in the market such as retail packs and product forms to meet the growing demands of China’s food service sector.
The focus is now about capturing more market value for Alliance Group farmer-shareholders by understanding consumer tastes and getting better at matching products and markets and investing more in new product development and packaging.
Grand Farm owns 96 meat shops, operates 260 branded meat counters in selected hypermarkets and supplies over 1000 hypermarkets in China.