We want to give you another quick update on Te Mana Lamb sales during this challenging COVID-19 period. As we have said previously, the food service sector, which has been our key market channel, has been heavily impacted by the virus, with restaurants closed across the world.
Alliance Group’s sales and marketing teams are focusing on three areas and they have provided the following information.
1. Identifying and activating alternate channels
We are reviewing our existing home retail/delivery channels across all our Asian markets. A Singapore-based online sales platform to enable home deliveries of Te Mana Lamb is due to be activated shortly. We are also investigating alternate channels for aged or slow-moving stock – while ensuring brand equity is retained.
In North America, we are hoping to finalise a grass-fed supply for retail/home delivery. We are also in conversations with significant high end supermarket chains to identify potential opportunities.
In the UK, we are working with a major UK food retailer on potential home delivery/retail alternate options. We are also reviewing alternate channels for potential sales that reflect Te Mana’s brand positioning.
In Australasia, negotiations with a major online food delivery company around rump supply are now well advanced. Our arrangement to supply to high end Australian butcheries is continuing. An initial leg supply arrangement with a major wholesaler has also been completed and we are finalising a supply of ready-made boxes of mixed product with them. These will contain racks, loin chops, legs and hind shanks.
Te Mana Lamb has also now been listed in the Pure South (puresouthshop.com) online store. The initial range includes oyster shoulders, rumps and racks and legs will be added to this shortly.
2. Promoting engagement
Alliance’s North American team has developed the concept of Te Mana Care Boxes for our existing and targeted chefs within the United States. These are being put together manually and couriered directly to chef across the US. Follow-ups are being conducted with each chef – often with the chef calling first to express their thanks. Activities are being co-ordinated with Chef’s Roll, which has 712,000 followers on Instagram, to ensure social media coverage is maximised. The North American team is passing on these learnings so these initiatives can be rolled out across other regions.
Alliance’s Asia team is calling all chefs directly and actively engaging with them in conversations about the current situation and the impact on their businesses. They are finding that, during these discussions, chefs have more time to talk about and discuss Te Mana Lamb. As China slowly recovers, this is a good opportunity to engage in this way and to position for new Te Mana Lamb orders once their food service sector gathers more pace.
Our New Zealand and European teams are also staying in regular close contact with chefs in their regions and engaging in in-depth conversations around the situation and the expected needs moving forward.
3. Developing collateral and consolidating the offering
Alliance Group is also investing in further strengthening Te Mana Lamb’s social media channels with a focus on sharing targeted content across all regions. The team has also completed the first stage of a review of Te Mana Lamb cuts/specifications and this has involved direct engagement with all markets. The second stage of this review is due to get underway shortly.
Mike Teen Alliance Group
Update from Rennie Davidson
On the PGP innovation front, we have work underway including further refinement of the hyperspectral technology, evaluating insight research on charcuterie, stocks and glazes and new product development of legs.
A number of the other projects are on hold due to the lockdown and a lack of access to facilities and people.
The global market is volatile and the timing and pace of any recovery remains uncertain. Our focus is on looking at alternative channels and ensuring we are ready for any market opportunities such as in China where we are seeing a lift in demand.
I encourage farmers to share content and images of what they are doing on-farm through The Omega Lamb Project's WhatsApp account.
Finally, if you are on Instagram, please follow Te Mana Lamb to see some great content from chefs and our customers.
We will keep you up to date with any developments, but if you do have any enquiries, please do get in touch.
Rennie Davidson General Manager
The Omega Lamb Project
Headwaters 0800 RAM211 (726 211) email@example.com
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