Alliance Group has signed agreements in South Korea and Malaysia to lay the foundation for it to expand its premium red meat portfolio in both countries.
The Memorandums of Understanding (MoU) are with South Korean distributor Daesang Corporation and Fatric in Malaysia.
Daesang, one of the leading producers of traditional Korean foods and a food innovation leader, will spearhead the promotion of Alliance’s award-winning Lumina Lamb and educate its customers and consumers about New Zealand lamb.
Alliance’s MoU with partner Fatric will see the expansion of the company’s premium lamb and mutton programme in Malaysia. Alliance’s Pukeuri (Oamaru) processing plant is one of just five New Zealand lamb plants licensed to supply Malaysia.
The two agreements were signed as part of Prime Minister Christopher Luxon’s official trade delegation to South Korea and Malaysia, which aims to boost trade ties with the countries and highlight New Zealand’s strength in producing high-quality, safe and nutritious food and beverages.
During the visit, Alliance’s premium lamb was showcased to South Korean influencers and media. The tasting event at Korea House in Seoul aimed to educate guests about New Zealand food and how to enhance the eating experience through wine pairings.
A full gala dinner followed the tasting event.
Willie Wiese, chief executive of Alliance Group, said there are exciting opportunities for beef and lamb in South Korea.
“Under the free trade agreement between the two countries, New Zealand sheepmeat exports to South Korea are tariff-free this year and beef will be tariff-free from 2029.
“We have ambitions to build awareness of Lumina Lamb and our other premium programmes in South Korea so we can capture greater value for our farmer-shareholders.”
Alliance is also exploring ways to strengthen its premium lamb and mutton programmes in Malaysia in conjunction with partner Fatric, Wiese said.
“Alliance and Fatric have been working together for more than 30 years and we see great opportunities to enhance this collaboration and pursue further growth together.
“Malaysia is a key growth market for lamb and mutton as a fast-growing emerging economy with rapid urbanisation, increased economic growth and discerning consumers. We see significant potential to drive greater sheep meat consumption.
“Alliance and Fatric will collaborate to drive innovation, with a specific focus on expanding premium products of New Zealand origin that are tailored to the Malaysian market.
“This includes value-added food solutions, retail-ready products, and ready-to-eat propositions. Our goal is to develop innovative food solutions that cater to emerging channels and the diverse needs of the growing Malaysian consumer base.”
Fatric has four distribution facilities covering key states across West Malaysia and also operates further processing capabilities in the country’s capital, Kuala Lumpur.
It has a well-established route to market across Malaysia, covering all channels including wholesale, modern and traditional retail and e-commerce channels.
