Our Brands

Pure South

Since 1948
70 years ago, our farmers started working together. They created world class breeding programmes, invested in research, developed innovative butchery techniques, and took New Zealand’s finest lamb, beef and venison to the world.

Environmental care & welfare conscious
With a mild climate and ample space, our New Zealand environment is ideally suited to natural farming methods, a high standard of animal welfare and environmental care. Our grass-fed, low stress animals produce world class red meat with a flavourful taste and tender eating quality.

Diverse & natural landscape
From coastal plains to rolling hills, high country stations and alpine mountains, Pure South reflects our unique provenance and diverse climate, captured in a distinctive range of flavours.

Pure South – From our family farms

Lumina Lamb

Lumina lamb is 100% natural, free range, grass-fed and finished on specially cultivated chicory herb pastures.


The exquisite flavours of merino have, until now, been a well-kept secret held by the guardians of the land on which merino graze.


The HANDPICKED range is by its very definition among the finest beef and venison created and selected from New Zealand.


Alliance's Ashley brand is the predominant brand for imported sheep meat in Europe. The Ashley brand stands for a commitment to excellence and superior taste.