The co-operative’s export brand is on the menu at Singapore’s Fern & Kiwi restaurant, a subsidiary of the Lone Star bar and restaurant.
“Pure South is now well established as an export brand after more than a decade representing Alliance Group’s products in Asia,” Alliance Group marketing general manager Murray Brown said.
“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,” he said.
The lamb, beef and venison is sourced from farms across the country and is processed at the co-operative’s eight plants.