2013 horse meat scandal but ABP said that it "welcomed their decision to continue sourcing fresh beef from other ABP companies". On 15 February 2013 Tesco said, "We will no longer work with the suppliers who fell below our very high standards." The first apparent instance of fresh beef being adulterated with horse meat was reported by Asda, which removed its 500-gram own-label beef Bolognese sauce from sale. The sauce was supplied by Greencore, which said in a statement that the meat in the sauce had been supplied by ABP Food Group's Nenagh plant in County Tipperary, Ireland. On 4 March 2013 Greencore announced
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