SFF parts from merino deal
Major meat processor Silver Fern Farms (SFF) has parted company with a joint venture selling merino meat to well heeled shoppers.
The New Zealand Merino Company (NZM) announced on Wednesday it had taken outright ownership of Alpine Origin Merino for an undisclosed sum. Its merino meat brand had previously been owned by both companies and promoted as a shining example of cross branding in the primary industry.
The jointly owned company was established five years ago for the Silere alpine origin merino brand and to fund the development and marketing of the merino meat range. Under the agreement NZM becomes the sole shareholder in Alpine Origin Merino.
NZM chief executive John Brakenridge said NZM would continue to develop merino meat sales and the brand. ’’When we set out we needed to prove merino meat could be differentiated as a luxury eating experience and value created in market could be delivered to grower suppliers.
‘‘Silere alpine origin merino has been built into a successful brand and product for the food service market predominantly in New Zealand and the United States. The intention is ... to continue to develop and build the Silere brand in niche markets globally.’’
SFF chief executive Dean Hamilton said SFF would concentrate on its own brands and look to create its own branded premium lamb range for food services which was not breed specific.
This lamb would be sourced from a wider group across its shareholder base and in line with what had been achieved with the co-operative’s premier selection reserve beef range. ‘‘After five years it was timely for both shareholders to consider the next phase of development for Silere. We all agreed that it made sense for NZM to take charge and drive the merino product range. At SFF our focus today is on our Silver Fern Farms brand.’’