UK beef and lamb gain Cyprus supermarket listing

Selected foodservice outlets were already using the imported product but it went on sale in the AlphaMega chain of supermarkets this month.

The launch was backed with TV slots, in-store tastings and advertising. It was also supported by Greek celebrity chef Akis Petretzikis.

The marketing also included promotional texts from the supermarket chain to ex-pat residents, urging them to take advantage of offers on QSM beef.

Boost marketing activity​

There is a plan to boost the marketing activity in September and before Christmas after a full analysis of the initial results has been made.

“We have had QSM beef in foodservice outlets in Cyprus for some time but this is the first time it has been in supermarkets – and the initial response has exceeded our expectations with a sizeable hike of overall meat sales and strong demand for QSM beef,”​ said Jean-Pierre Garnier, export manager for UK red meat body AHDB Beef & Lamb.

“Butchers in the stores have been trained to cut and present the meat in a certain way and chefs have been cooking in selected stores to allow customers to taste the product.”​

Exported beef​

He said Cyprus was a good market for the exported beef due to the strong expat community, holidaymakers and residents with a high net disposable income.

“It adds another destination to the growing portfolio of countries where we can sell domestically produced product to help underpin farmgate prices in England,” Garnier added.