Six chefs from the United Kingdom, Hong Kong and Singapore and four from New Zealand have spent the last week touring South Island farms as guests of Alliance.
The visitors said price had forced the lamb off some UK restaurant menus.
It is returning because of its provenance, consistent quality and portion size.
Hilton Hotels executive head chef Stuart Duff said adding NZ lamb to an event’s catering can add $14 to $20 a head to the cost.
But such is lamb’s attributes it is not difficult convincing customers to include it once they taste it.
Alliance’s Te Mana lamb, in addition to being of consistent quality, has flavour aided by stock being finished on chicory.
“It’s great. We consistently get 170g to 180g cuts and we can use the shoulder in a braise, croquettes or as pulled lamb.”
Once clients taste Te Mana lamb and learn about its provenance they appreciate why they have to pay more for it.
The Brewery, London, executive chef Andy Ritchie says the event catering business feeds nearly 10,000 customers a week and because of price lamb has not always been on menus.
But innovations such as Te Mana lamb provide consistent quality and portion size, helping make up for the higher price.
Every rump provides the same number of cuts giving assurance for catering.
“The portions are the same size, it eats the same and keeps the same.”
He does taste tests twice a day and says the taste and quality never change.
Over one three-week period he catered for 27,000 customers and fielded one complaint about lamb because there was a bit of excess fat on the cut.
The chefs spent the last week viewing first-hand Alliance’s provenance story and Ritchie says NZ meat justifies its position as a premium product.
He paid tribute to NZ farmers, labelling them unsung heroes who underestimate their skills, knowledge and ability.
Duff agreed saying the passion farmers have for their stock and what they produce is obvious.
The week-long Pure South Discovery Series visit took them to deer, beef and sheep farms in Central Otago and Southland along with a visit to Alliance’s Lorneville plant and its innovation hub.
It was something of a busman’s holiday for the chefs who took turns cooking meals for the tour party, including over an open fire in a 160-year-old stone cottage on Mt Nicholas Station on the shores of Lake Wakatipu.
Alliance sales manager John Skurr says in addition to showing how animals are farmed and processed, the hope is the chefs will act as ambassadors for NZ and Alliance, spreading the message to their peers about its quality and provenance.
Alliance UK and Europe manager Donna Smith says the decision two years ago to focus on British food service is paying dividends because it took Alliance closer to customers such as restaurant chains and catering companies, which increases the reach of lamb.
Smith says one restaurant chain agreed to try NZ lamb in a few of its outlets but such was the success it is now being rolled out to all its outlets.
While price is an issue for some consumers the consistent quality and portion size are major selling points.
Chefs and consumers want something different and she believes the future is offering branded products such as Te Mana and Alliance’s Merino lamb brand, Silere.
“Extending our remit gives chefs something unique for what they are trying to do.
“We need to connect with people and understand what they are trying to do and help them,” she says.
The food business is a tough industry and exporting companies like Alliance have to offer something more.
“If we can’t add value we’ve no right to be there. That is the harsh reality.”
