2013 horse meat scandal King, which has more than 500 fast food outlets in Ireland and the UK, dropped Silvercrest as a supplier, using suppliers in Germany and Italy instead, after horse meat was found in their supply chain. Waitrose removed beef meatballs from sale when it found that they contained pork. The meatballs were manufactured by an ABP factory in Glasgow. Waitrose, part of John Lewis, said it would be creating a new facility to supply its own beef products. Tesco, the Co-operative Group and Aldi also cancelled contracts with ABP Food Group because of the adulteration. Food wholesaler Makro, supplier to the
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