2013 horse meat scandal armed forces . On 1 March the Department of Food and Veterinary of Lithuania announced that horse meat was found in three canned beef brands sold by Latvian company Kuršu Zeme. Canned beef made by the Latvian company was removed from sale in Lithuania. On 10 April 2013, it was reported that two Dutch trading companies owned by the same person who had previously been investigated by food safety officials may have supplied of adulterated beef containing horse meat since January 2011. On 7 February 2013, it was revealed by the Food Standards Agency that the Findus beef lasagne range
Tesco Venture Brands for the product. The construction of premium brands can increase the extrinsic value of the product and increase perceived value by the customer. Venture brands can also be seen as a strategy for business expansion. By creating a brand that is independent to the retailer, in terms of brand, can become a tool to target specific customer groups that do not favour the Tesco brand. This strategy may be explained by the various meat adulteration scandals associated with the Tesco brand. If the venture brands are successful and manage to attract a loyal customer base, this may give Tesco an