2013 horse meat scandal The horse meat that was found in Comigel products originated at Doly Com, a Romanian-based slaughterhouse. An inquiry by the French government showed that "the meat had left Romania clearly and correctly labelled as horse. It was afterwards that it was relabelled as beef." Doly Com supplied the horse meat under a contract to Cyprus-based Draap Trading Ltd, a meat trader which operates in the Netherlands. It is owned by a British Virgin Islands holding company, and Jan Fasen is a director. "Draap" spelt backwards is "paard," the Dutch word for "horse". After having the horse meat delivered to a
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