Putting spring in lamb brand

By YVETTE ADAMS

When a British shopper decides to pick up some New Zealand lamb at a supermarket, chances are it was Jeremy Olliver who set up the sale.

Olliver is Britain sales manager for New Zealand Farmers - jointly owned by Affco and Alliance - which handles nearly half the lamb imported into Britain.

The job, which he has had for five months, is the latest in a career focused on food and drink.

In New Zealand he spent six years as an account manager for DB Breweries and on arrival in Britain two years ago he started work with another brewery.

The role with New Zealand Farmers, he says, involves "applying a lot of the same knowledge that I gained with my time at DB - negotiating, promotion, budgeting, forecasts - and fortunately, DB were very good at training so I brought some good skills with me."

Nevertheless, he adds, his new job required him to learn a lot about the British market.

"You've got to understand the ins and outs of supermarkets and the political ramifications of some decisions."

New Zealand Farmers was founded in 1976 aimed at getting more New Zealand lamb on to supermarket shelves.

It imported more than 100,000 tonnes of meat in 2000 and its product range covers traditional frozen lamb cuts and carcasses, with increasing volumes of chilled lamb for the country's retailers and processors.

"We mainly deal with lamb and all the various cuts of lamb," Olliver says.

"My job involves everything and anything to do with Sainsbury because at the moment, Sainsbury is our biggest customer."

The company's aim is to take the market lead in every way it can, he says.

That involved "helping to recognise new consumer trends and matching our products to the needs of customers, helping develop new markets and making the most of existing ones".

The 35-year-old is clear on what he wants to achieve for the company and the product.

"I want to revitalise the category. It's a well-established brand but on the frozen side there is a decline in demand.

"We want to drive the product so it fits with the consumer. For instance, there is a big push towards ready meals. Presenting the meat in a way that can be cooked quickly and easily when people get home from work is important."

Of course, having dealt with beer, and now lamb, he has sampled his fair share of New Zealand's favourite products in his time. A French rack is his favourite cut.

"You get to sample a fair amount of the product, though not as much as you'd think.

"I still go out to the supermarket and buy it like everybody else, and I quite enjoy doing that.

"Looking around and seeing how it's being displayed and watching other shoppers deal with the products ... It gives you a kick to know you helped put it out there."