BBQ Signs MOU with Highland for Entry into European Market

[Financial News] Chicken franchise company Genesis BBQ Group announced on the 28th that it signed a strategic business agreement (MOU) with distribution and processing specialist company Highland Food Group (hereinafter referred to as Highland) on the 25th for entry into the European market.
This agreement reflects the will of both companies to expand their global reach, taking advantage of the opportunity that arose with the possibility of exporting Korean processed chicken products to Europe in the third and fourth quarters of 2024.
The two companies have already been conducting various practical collaborations and have continued in-depth discussions on the direction and feasibility of menus for European exports. BBQ representatives discussed cooperation plans through a tour of Highland's factory, which has obtained all the stringent European food certifications. At the Icheon Chicken University, a menu demonstration was held by inviting Highland representatives and overseas buyers.
In particular, the development of three types of convenience meal (HMR) products using chicken breast and tenderloin for European export has been completed. On the 22nd, the quarantine sealing ceremony and export shipment ceremony were successfully completed at Highland's Busan Center.
This agreement is an important milestone that can accelerate the globalization of Korean-style chicken with the most Korean taste, and it contains the significance of strengthening competitiveness on the global stage beyond the European market through close cooperation between the two companies. Additionally, the two companies plan to continue their collaboration for joint growth in the global market, including Europe, through continuous strategic sharing and cooperation enhancement.
A BBQ representative said, “In Korea, the consumption of chicken legs and wings is active, but the demand for chicken breast and tenderloin is sluggish, leading to a heavy inventory burden, so we prepared for export through this collaboration to help domestic poultry farms,” and added, “Through cooperation with Highland, we will pioneer export channels for domestic chicken breast and tenderloin to Europe, thereby achieving win-win cooperation that contributes to increasing farm income.”

hwlee@fnnews.com Lee Hwan-joo Reporter