Lenard’s Chicken Expands into Asia

Lenard’s has plans to expand into the Asia market with their recent partnership with The Butcher, A Singaporean retail, wholesale and online meat provider.

The Butcher would see Lenard’s chicken products sold in Singapore through Asia’s iconic supermarket retailer, Cold Storage. Cold Storage is one of Singapore’s oldest and most respected supermarket operators.

Lenard’s chicken goods will be initially sold over the counter in 18 Cold Storage supermarkets, and with further 25-30 supermarkets earmarked for self-service, pre-packed Lenard’s products.

“This is an exciting new stage in the history of Lenard’s. We have sourced the best quality fresh chicken meat in Singapore and we are confident that our very high standards will be maintained. We are also using export grade beef, lamb and pork from Australia,” says Lenard Poulter, Lenard’s Founder.

“We have been keen to explore the opportunities presented by the Asian market for some time and this partnership is a perfect strategic launch pad for us. We have been undergoing a trial with Cold Storage for a few months now and the customer response provides a very positive outlook.”

Lenard’s will be providing Singapore with their most popular product ranges including their value-added chicken and a selection of red meat products.

“We are confident that once the Lenard’s brand, product range and philosophy is established broadly in Singapore, we will be in a position to expand into other Asian markets such as Hong Kong, Malaysia and Thailand,” says Poulter.

“We plan to continue introducing more delicious and convenient chicken and red meat products and will adapt to the Asian market accordingly. There is a strong synergy between Lenard’s and Cold Storage. We both have a vision for selling only premium, freshness-guaranteed products and providing a level of service that ensures our customers return.”

Lenard’s chicken franchises are looking forward to working with Paul Brittain, CEO of The Butcher. Brittain is an Australian expat who has lived in Singapore for the past 11 years.

“This deal has been much more than 18 months in the making. It marks a significant step forward for Lenard’s, The Butcher and Cold Storage into the fresh, ready, pre-prepared meal market segment – an area that is well developed in Australia and the UK, but only in its infancy in Asia,” says Brittain.