Fleming, Vettori, McCullum marketing NZ-based meat in India

Wellington, Oct 4 (ANI): Stephen Fleming, Daniel Vettori and Brendon McCullum are among shareholders of a company setting up a new market for New Zealand's meat in India and will use their Indian contacts to build the trade in the cricket-mad nation.

According to Stuff.co.nz, their company QualityNZ has been three years in the planning and is based in New Zealand and India.

The new partnership will aim to capitalise on the profile and contacts of the cricketers built up during years playing and coaching in India, the report said.

The chief executive is Christchurch-raised Geoff Allott, a former left-handed bowler who once held the record of 20 wickets in a World Cup and is a member of the New Zealand Cricket Board, the report added.

Allott said the new company, launched at the New Zealand High Commission in New Delhi at 6pm yesterday (2am today NZ time), was the result of a significant deal with Alliance.

Cricketing personalities would allow the company to extend their reach in the business community and would initially work with four to five-star hotels and retailers to generate business, the report further said.

The company's India import business manager Geoff Thin said developing a market for New Zealand meat in India would take some time, but the sales potential for a country the size of India would create new business for meat producers, according to the report.

He said that sheep meat in particular was very popular, and Indians largely respect the fact that New Zealand is capable of producing some of the best quality meat in the world.

Alliance marketing manager John Rabbit said considerable interest for lamb was coming from India's growing middle and upper class.

The Pure South brand has already gained exposure as it was on the sleeves of the Otago Volts cricket team who narrowly missed out on a semifinals berth in the Champions League tournament in India, the report mentioned. (ANI)

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