As well as supporting the farmer-owned cooperative launch this ‘premium’ ingredient with a number of communication activities, Open Door have also been tasked to promote Pure South’s new website and profit calculating chef tool.

Alliance marketing manager Claire Bedouin commented: “We are extremely excited about bringing Te Mana lamb to the UK and felt Open Door PR best placed to deliver the right product exposure and brand amplification.

“Our approach is to deliver the highest quality free-range meat products consistently all year-round.”

Gail Walker, director of Open Door PR added: “We are absolutely delighted to work with Alliance and its product brand Pure South.

“It’s a leading international business committed to excellent farming heritage and methodology. It’s premium meat products perfectly complement our foodservice portfolio.”