Ireland’s Musgrave Group has announced a new supply partnership with RedMart Singapore, the online supermarket arm of e-commerce platform Lazada Singapore, which is part of the Lazada Group.
The agreement was facilitated by Bord Bia and Enterprise Ireland and follows a trade mission to South East Asia with Minister of Agriculture, Food and the Marine Charlie McConalogue showcasing Ireland’s vision for a sustainable food system.
The tie-up will eventually see Musgrave supply over 400 products from its SuperValu own-label range and other Irish brands to Singapore’s leading online grocery platform.
The new agreement represents an expansion of Musgrave’s presence in the region and will see the group’s products made available to customers across Singapore initially while opening up new markets in Southeast Asia to Irish producers and suppliers.
The announcement is part of Musgrave’s international export strategy to introduce Irish food to a global market. The RedMart deal follows an investment by Musgrave in its new Irish food export fulfilment centre in Ballymun, Co. Dublin, which has recently received approval from the Department of Agriculture.
Liam Hyland, Director of Export and International Trade at Musgrave, commented: “Musgrave is delighted to announce this new partnership with RedMart Singapore. The deal will see over 400 SuperValu own brand products, many of which recently won the renowned Great Taste awards, and other well-known Irish brands made available to customers across Singapore while opening one of the world’s fastest-growing markets to Irish producers and suppliers.
“This new partnership is a superb opportunity for Musgrave to continue our international expansion. We are very thankful to our partners in Enterprise Ireland and Bord Bia for their assistance in facilitating this agreement. We look forward to bringing premium quality, Irish products, across fresh, chilled and non-perishable categories, to consumers in Singapore as part of this important first step into the Southeast Asian market.”
NAM Implications:
- A great example of how incremental sales can be optimised via an overseas e-commerce platform…
- …without compromising the home market.
- Besides being a safe and low-cost way of building an overseas retail presence via own-label.
- (Brand owners should anticipate opportunities as other markets are opened up in the region)
- Best keep an eye on this one…
