Lenard’s has partnered with wholesale distribution warehouse, Metcash to supply its iconic handmade chicken products to hundreds of independent supermarkets across Australia. In a move that has seen stockists increase from about 100-700, Lenard’s has signed agreements with Metcash across several states like Queensland, Victoria, and notably, South Australia.
What is Metcash’s market reach?
With sales of over $16bn in FY21, Metcash distributes products to over 1,500 supermarkets in Australia, like IGA, Foodland, Romeo’s, Drakes Queensland, and the IGA Ritchies group.
Offering 10 deli lines and 15 meat case lines, the two categories service different demographics, with deli lines aimed at traditional shoppers who prefer purchasing items individually from behind a deli-style glass-front refrigerated display cabinet, while meat case lines are pre-packaged and targeted at a more “grab-and-go” style consumer.
Lenard’s products, including top-selling Chicken Kievs, Enchiladas, Jumbos, Cordon Bleus and Pinwheels, are delivered to stores in a frozen state, which provides supermarkets with convenience and less wastage, as they can sell them frozen or thawed when required.
Lenard’s exhibited at the recent Metcash Food Expo 2022 on the Gold Coast for the first time in several years, giving the much-loved Australian brand an opportunity to showcase its deli and meat case range, and upcoming Christmas range to supermarket retailers.
What does the partnership mean for Lenard’s?
The Metcash partnership is the first major strategy implemented by Harry Rumpler who was appointed as Chief Executive Officer in July this year after spending several months in the role of Chief Operating Officer, gaining an understanding of the different areas of the business.
“Metcash is such a big supporter of Lenard’s. Our partnership with Metcash means we are now available to all food markets in South Australia, Victoria, Tasmania and QLD, with WA and NSW to come soon. Supermarkets are particularly excited as we have not been available in most of these regions for a number of years,” commented Lenard’s CEO, Harry Rumpler.
“Lenard’s has been at the forefront of value-added chicken, and this will not change moving forward as our research and development team is constantly looking at opportunities and market trends to excite our clients and keep our range fresh and exciting,” said Mr Rumpler.
