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Alliance has held a rich commercial history in China, building from trading relationships in the early 1990’s to the formation of strongly held strategic partnerships that the Group enjoy today.
Alliance began trading relationships into China via Hong Kong traders in the early 1990’s, and as the demand for premium New Zealand red meat grew and Chinese consumers demanded access to imported red meat, Alliance grew with the Chinese market.
Through some challenging business cycles early in our history led Alliance to understand more of the market and quickly identified the need to cultivate strategic partnerships to manage our portfolio and develop our brands and our quality proposition.
Today we have formulated strategic alliances, namely with our key partner Grand Farm, whom we work together to build our portfolio execution across traditional and emerging consumer and processing channels.
China is increasingly important to all New Zealand exporters, in terms of scale and consumer demand for high quality, naturally farmed and safe produce from the pristine lands of New Zealand.
Alliance via our Grand Alliance with Grand Farm today participate in further processing and value-added production, retail, and e-commerce case ready items and active in the large Foodservice channel, across Lamb, Mutton, Beef and Venison offers.
A significant step change in our relationship occurred in 2014 where Alliance and Grand Farm formulated their strategic alliance, with extended participation in key channels, labour and quality initiatives, the development of innovative products and determination to grow a branded proposition in China.
China has endured as a key market through a multitude of challenges, centred on rigorous approval processes and quality assurance criteria, demanding supply chain nuances and notability the macro-level challenges of present day through the management of supply through the pandemic. Managing challenge and continuing to grow requires personally connected and authentic partnerships, coupled with robust information and speed to react to the dynamic market conditions in China.
“I find myself playing only a short-tenured role, in what is an amazing commercial legacy created between founding partners in the red meat industry partnership between New Zealand and China. I am humbled at the depth of partnership, the power of possibility in China and ability to delight some of the most discerning consumers globally”. – Mathew Talbot, General Manager Asia.
Learn more about Alliance here.