Lidl Ireland & Northern Ireland has signed an annual supply deal worth £340,000 (€406,000) with Hellbent, the Co Down-based meat products company founded by Ulster rugby stars Louis Ludik and Schalk Van der Merwe.
Hellbent secured a place on Lidl's coveted Kick Start supplier development programme last year, and its products -- which combine Irish beef and pork produce with spicy South African flavours -- proved popular with customers at the retailer's 215 stores on the island of Ireland.
Lidl will now stock Hellbent's Chakalaka Boerewors in more than 1,000 stores across Ireland and the UK from Wednesday (6 April) as part of the deal, which was announced alongside the launch of the 2022 Kick Stat programme.
"The Lidl Kick Start programme has been an incredible boost for our business. It’s a great way for any small business to get a taste of what it takes to supply a major retailer," Ludik said.
"The programme supported us at every level – from help to upscale production and meet larger orders, to marketing and business management support and of course enabling us to reach more customers than ever with our products.
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"Our full range of products were made available on limited promotion across all 215 Lidl stores within the island of Ireland which really opened up our customer base and allowed us to grow our brand into new markets.
"It was a very proud moment for us to go into our local Lidl store and see our products rubbing shoulders with some of the bigger brand names and amazing local suppliers. It’s incredible to think that just 12 months later, we’ve now secured a permanent listing with our Chakalaka Boerewors – one of our most popular products."
Small and medium-sized local food and drinks producers are encouraged to apply for Kick Start in order to grow their brand, build their supply network, reach new customers and potentially open new export opportunities.
Established in 2017, the programme is now delivered in partnership with Bord Bia and the Northern Ireland Food & Drink Association (NIFDA).
"At Lidl Ireland & Northern Ireland we are committed to supporting local suppliers and one of the ways in which we do that is through our innovative Kick Start programme which champions the local agri-food sector," Chris Bell, buying director at Lidl Ireland & Northern Ireland, said.
"I’m thrilled to announce a new, permanent listing with Hellbent and to welcome them to our supplier network which has now grown to more than 300 local producers, reflecting the abundance of quality produce which is grown, harvested and crafted across the island of Ireland.
"Hellbent were fantastic to work with last year as part of the Kick Start programme and the new deal announced today represents exactly what the Kick Start initiative is all about – growing small and medium-sized producers to realise their full potential. As we launch the 2022 programme, I’m excited to see what this year’s intake yields.
"Applications are now open for local producers to secure a place on this year’s scheme by visiting lidl.ie/kickstart.”
Photo: Louis Ludik (left), co-founder of Hellbent; Chris Bell, buying director at Lidl Ireland & Northern Ireland; and Schalk Van der Merwe, co-founder of Hellbent.
