Silver Fern Farms sees positive signs in Europe

Silver Fern Farms sees positive signs in Europe

Silver Fern Farms has finalised its plans for Christmas chilled lamb sales and completed its overall sales plan for 2012/13 with positive outcomes.

“Our sales teams have been active in Europe over the past 2 weeks, culminating in the European food fair at SIAL in Paris over the weekend” says Keith Cooper, Chief Executive, Silver Fern Farms.

“Working with our Aalst office team in Belgium, we have met and concluded business with many European customers who appear to have regained confidence based on supply and stability of value, which is underpinning the overall market sentiment from European customers”.

General Manager, Sales and Marketing, Glenn Tyrrell notes “this early confidence is a healthy sign and will likely lead to sustained demand and relisting on food service delivery cards, something which has been lacking lately due to the price hike in 2011.”

Mr Cooper says “In the UK, Marks & Spencer (M&S) put up their annual 6 month supply of chilled NZ lamb for sole tender. As we could not offer Organic lamb to M&S the Alliance Group picked up this tender. While unfortunate, given the effort from both Silver Fern Farms and suppliers who have supported M&S for the last 5 years, our priority is to maximise Organic and overall chilled supply to Tesco who have fully supported development of our branded retail packs in their store.

We continue to be optimistic on beef with a predication of 360cpk during the season heading to 420cpk.Venison is forecast to track up from a low of 670cpk to 800cpk next October and lamb is likely to bottom out at peak season post-Christmas at 480cpk and will progressively rebuild to 580cpk this time next year “ says Mr Cooper

Keith Cooper adds “It is clear the European market cannot be taken for granted. Market forces over 2011/12 saw a downturn in sales and a major price correction, in market and at farm gate. Now this has passed many customers are looking to relist products but they are also looking for marketing support and price stability. These opportunities fit particularly well with Silver Fern Farms strategy of creating value in the way of a truly integrated value chain - linking consumers to farmer suppliers.

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