Pure South beef, venison and lamb to Singapore

Pure South is on the menu in SingaporeLeading meat processor and exporter Alliance Group is now supplying Pure South beef, venison and lamb to a restaurant  in Singapore’s iconic waterfront precinct.

The cooperative’s export brand is on the menu at Singapore’s Fern & Kiwi restaurant, an offshoot of the Lone Star bar and restaurant. The restaurant, located in a refurbished warehouse in the upmarket waterfront dining area of Clarke Quay, is the Lone Star’s first outlet outside of New Zealand.

It follows trials with Fern & Kiwi and its executive consultant chef, former New Zealand Master Chef guest Mathew Metcalfe. Metcalfe has cooked for the world’s rich and famous including Apple founder, the late Steve Jobs, and leading figures in Hollywood.

The lamb, beef and venison is sourced from farms across the country and processed at Alliance’s Group’s eight plants.

Murray Brown, general manager, marketing at Alliance Group, said Singapore is  known as a leading culinary city in Asia, which is a major area of growth for Alliance Group.

“Pure South is now well-established as an export brand after more than a decade representing Alliance Group’s products in Asia. Pure South lamb, beef and venison is New Zealand’s leading brand in many leading restaurants and top hotels throughout Malaysia, Thailand, Hong Kong and increasingly in the main cities in China.

“With Singapore having the world’s fourth highest income per capita, Fern & Kiwi is expected to help promote  the New Zealand brand in Asia. The quality of the cuisine is excellent and the restaurant is the perfect fit for Pure South.

“Pure South symbolises all the key elements of Alliance Group – the pure southern location, world-class technology, production techniques, the proud heritage and the very best grass-fed red meat.”

Established in 1988, Lone Star is a Kiwi institution with 21 branches across the North and South Islands. The Clarke Quay site is the first restaurant to open since the flagship outlet was destroyed in the devastating Christchurch earthquakes.

Pure South on board for butchery tri-nations

Sharp BlacksAlliance Group’s export brand Pure South has been confirmed as principal sponsor of the annual butchery test match which will now be known as the Pure South Butchery Tri-Nations.

The competition will see the best British and Australian butchers travel to Wanaka in March to take on New Zealand’s Wedderburn Sharp Blacks.

Murray Brown, general manager, marketing, Alliance Group, said it was fitting that a strong and successful export meat brand in Europe and Asia was backing a world-class competition.

“We’re pleased Pure South is supporting some of the world’s top butchers as they battle it out for the top honours. After a decade representing Alliance Group’s lamb in more than 65 countries world-wide, Pure South is now well-established as a brand associated with outstanding quality. Millions of consumer look for Pure South whenever their shopping or dining. It symbolises all the key elements of Alliance Group – pure southern location, world-class technology, production techniques and a proud heritage.”

2013 will be the inaugural Tri-Nations, following on from two years of Trans-Tasman battles between New Zealand and Australia.

Australia has come out the victor of both previous encounters by the narrowest of margins, so the Wedderburn Sharp Blacks, sponsored by Beef + Lamb New Zealand, will be looking for redemption on their home turf next year.

The competition will be accompanied by a study tour which will see 60 butchers from across the three nations travelling the Central Otago region.