ABP signs exclusive deal to supply beef to 160 Carrefour Italia stores
The Louth-based beef processor has been supplying its Irish Hereford Prime beef range of products to 40 Italian stores as part of a trial launched earlier this year.
Irish Hereford Prime is the marketing body for Irish Hereford breeders and beef producers. Irish Hereford Prime and ABP jointly manage a supply chain pursuing new markets throughout Europe.
ABP Ireland managing director, Finbarr McDonnell, and Carrefour Italia commercial director, Gregoire Kaufman, formally signed the new supply deal at Carrefour’s flagship store in Milan. The signing was attended by Enterprise Minister Richard Bruton.
Mr McDonnell said: “Our partnership with Carrefour Italia is confirmation of the demand for premium Irish heifer and steer beef in European markets.
“We are delighted to see that the continuing synergy between ABP and Irish Hereford Prime has led to the first Irish branded beef product on Italian retail shelves. This deal builds on the phenomenal interest generated by the partnership between Irish Hereford Prime and Masterchef Italia this year.”
Irish Hereford Prime sponsored the Masterchef Italia Show on Sky UNO this year, gaining exposure to three million viewers.
Carrefour Italia is one of the country’s three biggest supermarket chains, with over 1,180 stores and an annual turnover of circa €6bn per annum.
Carrefour’s Mr Kaufman said: “We have built our success on providing our customers with high-quality fresh products, and are delighted with this exclusive partnership with ABP to provide Irish Hereford Prime beef in our stores.”
In September, Irish Hereford Prime launched the Hereford Chef’s Club in Italy, which boasts 12 Michelin star restaurants amongst its members, including one restaurant which has been awarded 3 stars and another four with 2 stars.
Michael Cleary of the Irish Hereford Prime Society in Ireland said: “We have been working in partnership with ABP since 1997 to promote the sale and export of this great breed around the world. We are delighted that Carrefour is bringing the taste of Irish Hereford Prime to the Italian market and are confident customers will enjoy the taste of this grass-fed premium beef.”
According to the CSO, the value of exports of Irish beef to Italy were €126m in the first 10 months of 2013.
