About Us

Pure South - taste an escape to nature.

Pure South is Alliance Group's overarching brand and embodies some of the world's finest red meats - lamb, beef and venison, all grown in the pristine, natural environment of New Zealand.

Surrounded by ocean, blessed with fertile lands, sustainable natural resources and a temperate climate, New Zealand is a gift to the world in terms of its sustainability for raising premium livestock.

Pure South features a range of products that capture the seasonal and environmental nuances of the land. The mark is recognised internationally as a guarantee of quality and food safety, backed by science, yet created by nature.

At its core Pure South is powered by grass; sustainable, abundant, fed by rainwater or from our plentiful rivers and definitely as nature intended.

Our food is grown and nurtured by New Zealand farmers who love what they do, who have a deep affinity with the land and raise healthy, contented, free-range animals.

Pure South is your opportunity to experience healthy, real food, created by nature, nurtured by New Zealand farmers.


Alliance began as a group of farmers in 1948 and is now a world leader in lamb, beef and venison production and distribution, delivering quality products to over 65 countries.