Silver Fern Farms launches premium red meat range in Qatar

April 13, 2015 11:33 am

Stu Donald – Regional Manager – Silver Fern Farms.

Silver Fern Farms, a leading New Zealand processor, marketer and exporter of premium quality red meat products, is introducing Silver Fern Farms Premier Selection Reserve Beef and SILERE alpine origin merino to discerning chefs in Qatar.

The products will be rolled out in partnership with valued local distributor, Gulf Centre for Foodstuffs.

Premier Selection Reserve Beef and SILERE alpine origin merino are two new premium-quality, chilled, Halal-certified products aimed at enriching the quality of product available to high-end chefs and consumers in Qatar.

The company sees a significant opportunity in Qatar for these premium products, particularly with the dynamic growth of the hotel sector in recent years. According to a 2014 report from Hotel Management International, the number of hotels in Qatar will have increased by 389 percent by 2022, rising to a total of 298 hotels from just 61 in the whole country in 2009.

With food and beverage services becoming an increasingly important differentiator, Silver Fern Farms believes this new range of Halal-certified, free-range meat products will attract a new range of health-conscious and discerning customers.

The InterContinental Doha will host the launch of the two premium products on 7th April. The high-profile, invite-only event will be attended by New Zealand Trade Commissioner Haylon Smith, restauranteurs, executive chefs, purchasing managers, and company officials from Gulf Centre for Foodstuffs.

Since 1992, Gulf Centre for Foodstuffs and Silver Fern Farms have had a partnership supplying chilled beef and lamb to leading restaurants and retail outlets in Qatar. Gulf Centre for Foodstuffs, based in Doha, has an extensive knowledge of the local hotel and restaurant sector.

Silver Fern Farms Chief Executive Dean Hamilton says the company is delighted to be able to offer premium quality product to discerning Qatari chefs and consumers.

The Gulf Centre for Foodstuffs is an excellent partner for us in the Qatar market. The team at Gulf Centre for Foodstuffs understands how to meet the high-quality service expectations of five-star hotels and premium retail consumers.

We place the highest importance on food safety and our chain of care to offer restaurants and retail outlets the best quality, grass-fed, free-range, halal-certified products to fulfil consumers’ expectations.

Sharon Angus, General Manager of Marketing for Silver Fern Farms said: “Premier Selection Reserve Beef and SILERE alpine origin merino both have unique stories which will be of interest to consumers.”

“Our Premier Selection Reserve Beef is graded using our Eating Quality System to guarantee the highest taste, tenderness, flavour and consistency. They are all grass-fed, hormone growth promotant-free and grow free range on New Zealand’s lush pastures,” he added.

“We know Qatari consumers care increasingly about the source of their halal-certified products. SILERE comes from merino sheep that roam free range in a very special part of New Zealand – our high country – with endless landscapes under a vast and silent sky, plenty of fresh air and pure water. This combines to produce a very distinctive product with a real point of difference,” he concluded.

Director of Gulf Centre for Foodstuffs, Salah Alkhiyami, said: “We are delighted to introduce the highest quality foods to customers in Qatar. When you dine at the country’s best restaurants, you expect the world’s best beef and lamb on their menus, and the exceptional quality of Silver Fern Farms’ red meat from New Zealand is indisputable.”

“We are excited to be offering these high quality products. Silver Fern Farms presents the best quality red meat New Zealand has to offer, and we are proud to partner with such a renowned brand to distribute a host of premium products in Qatar. It is exciting to be able to offer consumers excellent fine meat cuts that were not available to them before,” he added.

The new product ranges will be available in selected restaurants and retailers soon after the launch event.

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AMEinfo Staff
By AMEinfo Staff
AMEinfo staff members report business news and views from across the Middle East and North Africa region, and analyse global events impacting the region today.



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