Launched in the UAE by Horeca trade

Monday, 15 April 2013, Dubai

HORECA Trade, UAE's foremost foodservice distributor, announced the launch of its premium beef brand Emerald Valley from Australia.  This latest brand addition to HORECA Trade's growing portfolio underpins the company's status as the premiere supplier to the food service channel in the UAE.

A high-profile brand owned by HORECA's mother company Bidvest, Emerald Valley offers 100% pure grass-fed products from cattle raised in the lush, pristine hill farms in the Northern Rivers Region of New South Wales, Australia. The superior beef cuts from Emerald Valley are reputed for consistency in quality, natural taste and higher nutritional value. Emerald Valley is licensed by Meat and Livestock Australia (MLA) and certified by the prestigious Meat Standards Australia (MSA).

Mr. Hisham Al Jamil, HORECA Trade's Managing Director, was delighted with the overwhelming response to the launch. He says, "Launching the Emerald Valley brand in the UAE is a marked achievement and a source of pride for us at HORECA. Not only are we bringing in a premium Australian brand; we are going to contribute significantly in upgrading the quality of beef served by the UAE hotel and restaurant industry to the ultimate satisfaction of guests and consumers."

As to his confidence of a warm market reception, Al Jamil explains, "It's a small world. Most of the top chefs in the city have already heard about Emerald Valley's outstanding quality. In fact, many had asked what took us long to bring it over. I'm confident that once they've tasted Emerald Valley, there's no turning back to their old beef brand. It's just more superior and economical".

The dinner launch event which was held at Emirates Golf Club on 15 April 2013 was attended by invited guests from the hotel and restaurant industry as well as business partners and representatives from Bidvest and media. Guests were treated to a food journey led by HORECA Corporate Chef, Marco Kouch. There was several food stations where guests had the opportunity to sample Emerald Valley beef in various recipes prepared specially for them. Interactive games focusing on Emerald Valley's product variety, quality and taste entertained the guests and added a special touch to the evening.

"As a chef myself, I can imagine the anticipation of fellow chefs in the UAE for a chance to prepare dishes using 100% grass-fed beef. It's got a natural aroma, richer taste and organic excellence.  You feel good when you can serve a real special treat like that" said Chef Marco. "I'm excited that at the launch, we offered our guests an advance treat of Emerald Valley's superior taste and versatility" he added.

Also present at the launch event was Mr. Duncan South, General Manager-Bidvest Meat who was instrumental in Bidvest's venture into grass-fed beef products. Asked about the significance of the Emerald Valley launch in the UAE, Mr. South tersely replied "People here will now be served the kind of beef they should have been enjoying a long time ago. When they read about grass-fed beef from Australia, they can now nod in approval based on their gastronomic experience." He then continued, "It's a personal milestone for me. Just a few years ago, Bidvest took interest in my grass-fed beef project in Australia. Now, we've launched the brand thousands of miles away."

Global demand for grass-fed beef has been growing in the past few years. Studies have shown that beef from grass-fed cattle offers more vitamins A and E, as well as twice the level of conjugated linoleic acid or CLA, which are believed to fight cancer cells and lower risks of diabetes. Other health benefits include lower cholesterol level and higher omega-3 fatty acids which promote cardiovascular health.

Grass-fed beef from Emerald Valley has a DNA of predominantly British & British cross.  It arrives in the UAE air freighted with 90 days shelf life, guaranteeing proper stocking and accommodating forecast demands.

-Ends-

About HORECA Trade:
HORECA Trade is a dedicated service company to the professionals of the foodservice channel. HORECA Trade offers front and back of house products with the ultimate objective of offering a foodservice solution which entails the right product, at the right price, with the best possible service. The company today represents iconic brands in the foodservice market, such as S. Pellegrino, Acqua Panna, Lamb Weston, Nestle Professional, Arla Dairy, Sweet Street, MRS Packaging, De Cecco, Masterfoods, Storm, Pacific West, Emerald Valley, Amaltal, and several other internationally recognized brands.

For more information please visit www.horecatrade.com or contact:
Ms. Zeina Habib Lietaert
MEXI Marketing Communications
Mob: +971 50 6562753
E-mail: zeina@mexi.ae

Ms. Soula Baroudi
HORECA Trade
Marketing and Telesales Manager
Mobile: +971 50 2950662
E-mail: soula.baroudi@horecatrade.ae

© Press Release 2013