Musgrave to begin exporting to China after agreeing partnership with Alibaba
Musgrave CEO Chris Martin says he expects "the heritage of SuperValu and the provenance of our products will be attractive to Chinese consumers"
22 December 2016
Musgrave is to begin exporting SuperValu own brand products to China, in a move that will initially see the retail group supply up to 40 own brand ambient products. These will include SuperValu breakfast cereals, coffee, jam, biscuits and healthy snacks amongst a range of other goods.
Musgrave has agreed a partnership with Alibaba Group and will use its Tmall Global ecommerce platform to sell directly to Chinese consumers.
In fact, Musgrave will open a flagship SuperValu e-commerce storefront on Tmall Global making it the first Irish retailer with a presence on this platform. As part of Musgrave’s ongoing commitment to Irish suppliers, the SuperValu storefront will be offered over time as a potential route to market for Irish food producers seeking to access the Chinese market.
Alibaba’s logistics affiliate, Cainiao Network, will manage the distribution of products through its logistics data platform. As a storefront on Tmall Global, Musgrave will have access to key online promotional events in the Chinese calendar including the 8.8 and the 11.11 Global shopping festivals.
With Musgrave’s “core business in Ireland performing well”, Chris Martin, Musgrave CEO, said the group is “exploring new opportunities to grow our business including export”.
The CEO believes the time is right for such a development, noting: “In the past five years Chinese consumers are increasingly purchasing overseas through online shopping. We expect that the heritage of SuperValu and the provenance of our products will be attractive to Chinese consumers. They are seeking out western foods from trusted sources and as we develop in China we will be working closely with Bord Bia and our Irish suppliers who have a reputation for authenticity and quality.”
Martin added that “Alibaba provides the ideal platform for us to take our first steps on this journey”.