Silver Fern Farms to launch retail range into China

Lamb Stir-Fry from Silver Fern Farms' retail range that's heading to China soon. While the majority of the pack will be in English, it will have a Chinese label on the reverse.
Lamb Stir-Fry pack from Silver Fern Farms’ retail range that’s heading to China soon. While the majority of the pack will be in English, it will have a Chinese label on the reverse, the company says.

Silver Fern Farms’ branded retail range of lamb will only be a click away from customers shopping online in Shanghai from March.

The retail range will be sold on-line via distribution and marketing partner NZ Focus who sell a strong stable of New Zealand made branded products in China.

Silver Fern Farms’ group category manager Grant Howie says this is a significant move into the high-end retail category for the company, which has until now been a commodity product exporter into China.

“Going into Shanghai with NZ Focus via the on-line channel, along with using a TV shopping channel puts us in a position where we are close to our consumers which is a real advantage.”

Grant Howie, Silver Fern Farms brand category managerHowie says that China is Silver Fern Farms’ largest market by volume and value off the back of commodity exports of low-mid range lamb and beef cuts. This is the first time a premium consumer branded range will be exported to the market.

“This move will diversify our product range into China, as well as diversifying our channel to market. It is the first time we have put our retail products into China so selling on-line direct makes sense as we can get meaningful feedback from consumers on what they want from our products.”

The online sales will be supported by promotions on a popular home direct TV shopping channel, online promotions and in-store cooking demonstrations.

“The Shanghai market has consumers who look for quality products from New Zealand and they are taking up on-line home shopping in strong numbers. On-line shoppers in China are a small but developing segment of the market but as you can imagine with the size of China it’s got potential for considerable scale for us.” says Howie.

The lamb retail packs will be sold in frozen form; otherwise they are exactly the same as the retail pack products sold in New Zealand – right down to the English language packaging.

“Authenticity of produce is a key concern of Chinese consumers. This is especially the case at the top end of the market where these retail packs are aimed. We take significant pride in being 100 percent made of New Zealand where our lamb is farmed free-range in a natural environment and our retail packaging makes a big point of that.”

Silver Fern Farms has the only meat range being sold through NZ Focus.

“NZ Focus is an excellent partner as they know how to sell the importance of our place – New Zealand, and they have many years’ experience on the ground in China.”

Production for the range is underway and first sales are expected in March. It is envisaged the range will eventually be sold into high-end supermarkets in Shanghai.

Material supplied by Silver Fern Farms.

 

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