If you happen to find Pure South lamb on the menu at your favourite restaurant next time, feel free to thank a few former New Zealand cricketers.
In 2013, Stephen Fleming (coach of Rising Pune Supergiant in the ongoing Indian Premier League (IPL), Brendon McCullum (who plays for Gujarat Lions) and Daniel Vettori (coach of Royal Challengers Bangalore) had been roped in as part of the Alliance Group that wanted to use the Indian connections of the trio to set up their market in this part of the world.
Four years later, along with its market partner QualityNZ, the group has finally managed to export 10 premium cuts of Pure South frozen lamb, claims stuff.co.nz.
With the increase in sales, the group has decided to invest further in the Indian market. “India’s growing middle and upper classes are showing a real interest in New Zealand lamb as a protein source and in curries and other dishes and we expect this to continue,” stuff.co.nz quoted Alliance Group general manager sales Murray Brown as saying.
Apart from Fleming, McCullum and Vettori, Sir Richard Hadlee too is an ambassador and shareholder of QualityNZ.
“The encouraging growth over the past year demonstrates there is potential to increase the volume of quality New Zealand lamb to India. New Zealand’s reputation for quality is highly regarded in India,” Geoff Thin, the chief executive of India QualityNZ, was quoted as saying. “We’re working hard with Alliance Group to develop the brand in the Indian market to a point where this additional demand will ultimately drive stronger farmer returns. It was clear a long-term commitment was key to the success of the market.”
According to Stuff, the meat is shipped to Mumbai after it’s processed and packaged at different plants of the co-operative. While the demand of lamb has grown significantly over the years, former captain Stephen Fleming was upbeat about the trade opportunity between the two nations.
“Watching India grow over the past 15 years has been fascinating. Respecting the culture and social diversity, and building strong relationships is fundamental to having success in India,” he said. “QualityNZ has enjoyed working with Alliance to educate and grow this exciting new market and it’s been important for us to know that behind the Alliance and ‘Pure South’ brand is a committed and passionate group of shareholders. We understand the pride that each farmer takes in producing world class product and we enjoy having the opportunity of telling that story in-market.”