Invercargill-based meat exporter Alliance Group is rejuvenating a 20-year relationship with Chinese importer Grand Farm, says general manager of marketing Murray Brown.

"The next point will be how to drive more value of those products, and maybe some new products," Brown said.

Alliance has already said that it planned to launch a new range of market-ready co-branded Pure South-Grand Farm lamb, beef and venison products for the retail and food service sectors in China later this year.

The co-operative has increased the volume of exports to China by 35 per cent over the past five years. Alliance is also exporting New Zealand venison to China.

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Grand Farm owns 96 meat shops, operates 260 branded meat counters in selected hypermarkets and supplies over 1000 hypermarkets in China.

Alliance Group has been working in China since the mid-1990s and is now the country's largest exporter of New Zealand lamb to the country.