CHICAGO – Pre Brands, known primarily as a grass-fed and finished beef company that also is a leading producer of organic steaks for retail customers, has added grass-fed lamb from New Zealand to its portfolio. Initially the company plans to launch its Pre Frenched Lamb Rack just ahead of the holiday season and expand the varieties of premium lamb products available in the second quarter of 2021.
“Grass-fed lamb from New Zealand has long enjoyed a reputation for premium quality and taste,” said Kevin Ponticelli, chief executive officer of Pre Brands. “We are pleased to partner with New Zealand’s best grazers and ranchers to offer US consumers the finest cuts available for high-end, restaurant-quality cooking at home.”
Earlier this month, Pre Brands launched its grass-fed, center-cut premium beef tenderloin to US retailers. The beef is also grass-fed and finished in New Zealand and Australia and its introduction was also timed to take advantage of the holiday season.
The new Pre Frenched Lamb Rack is available in 17-oz packages with a suggested retail price of $21.99. Like the company’s beef products, the lamb contains no added hormones, antibiotics or GMOs. The lamb is packaged in transparent, vacuum-sealed plastic that is 100% nitrate- and BPA-free.
The company said since the pandemic began about six months ago, the company is taking advantage of increased beef sales at retail, noting that lamb and other species are also seeing increased sales. Consumers continue to buy meat products as they eat more meals at home. According to retail distributor Acosta, about one-third of consumers report new interests in cooking at home and forecasts indicate more meals will be purchased for in-home eating and online grocery purchases are expected to continue to increase.
“Since the pandemic began, Pre has delivered strong consumption and margin growth to retail partners in both conventional grocery and in ecommerce/ultra-fast delivery channels,” the company said. “Pre’s high-quality product, proprietary packaging, and above all, nimble, proactive customer service has allowed Pre to deliver the largest basket size and strongest 13-week repeat of any brand in the grass-fed/organic beef category.”