Wed, 15 Jul 2020

CJ Stander, has been appointed by Hellbent, the Northern Ireland producer of South African boerewors, as the company's brand ambassador.Hellbent was formed by South African duo Louis Ludik and Schalk van der Merwe in 2018. Hellbent uses prime beef from Northern Ireland farms in its coiled sausages, meatballs and spicy burgers.

George-born British and Irish Lions, Ireland, and Munster loose forward, CJ Stander, has been appointed by Hellbent, the Northern Ireland producer of South African boerewors, as the company's brand ambassador.

The appointment of Stander was announced by Louis Ludik, the managing director of Belfast-based Hellbent which has just been listed by Aldi Ireland supermarkets to supply 142 stores across the country.

"We were delighted when such a prominent and respected sportsman on the island of Ireland and the UK agreed to help us to promote our original products especially in the Republic of Ireland," said Ludik.

Ludik formed Hellbent with Schalk van der Merwe, another South African rugby star, in 2018.

Hellbent uses prime beef from Northern Ireland farms in its coiled sausages, meatballs and spicy burgers.

Ludik said: "CJ grew up on a sheep farm in South Africa and has vast experience of boerewors and the other meat products that we are now making in Northern Ireland and have been marketing extensively here for over the past year."

Stander, commenting on his appointment, added: "They have created sausages, burgers and meatballs on a par with the very best available in South Africa in terms quality, taste and texture. It would be tremendous to be able to introduce the products in South Africa."

Stander, 30, played 16 Super Rugby matches for the Bulls before heading to Ireland where he has represented his adopted country in 41 Tests. He's also played 141 matches for Munster and has a single British & Irish Lions cap to his name.

Ludik, 33, a fullback predominantly, played 36 and 48 Super Rugby matches for the Lions and Sharks, respectively, before making the move to Ulster via a season in France with Agen.

Van der Merwe, 29, after something of a journeyman career with stints at the Cheetahs, Griffons, Lions, Montpellier, Southern Kings and Ulster, has finally made a lasting impression off the field in the boerewors industry.

The boerewors, which uses prime Irish beef and authentic South African farmhouse seasoning, has been a hit among customers with reports of South African expats in particular making a beeline for the meat section once Aldi's reopened following the Covid-19 lockdown.

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