Canada promotes its beef

China Daily (Canada) - - FRONT PAGE - By WANG RU in Beijing wan­gru@chi­

The Canada Beef Fes­ti­val, a pro­mo­tional event to in­tro­duce Cana­dian beef to the Chi­nese mar­ket, was held in Beijing last month.

Chi­nese con­sumers, food me­dia and blog­gers ex­pe­ri­enced the Cana­dian beef brand, join­ing Guy Sain­tJac­ques, Cana­dian am­bas­sador to China; Duane El­lard, Canada Beef di­rec­tor of mar­ket­ing; and Daisuke Shi­mo­jima, Canada Beef Asian di­rec­tor.

The con­sumers who at­tended the Beijing event at Sunny Sea­sons restau­rant were se­lected through Canada Beef’s of­fi­cial so­cial me­dia plat­form in China, pro­vid­ing an­other av­enue to cre­ate loyal brand am­bas­sadors for Cana­dian beef.

Beef consumption in China has been soaring in re­cent years. Chi­nese im­ports of beef in the first half of this year stood at 184,000 tons, up 17 per­cent, with the same pe­riod in 2014.

Aus­tralia con­tin­ues to be the largest sup­plier of beef to China, with a 38 per­cent share of the mar­ket. How­ever, it ap­pears that other coun­tries are start­ing to in­crease their pres­ence in the Chi­nese mar­ket, such as New Zealand, Uruguay and in par­tic­u­lar, Ar­gentina and Canada.

Canada is the largest beef and cat­tle ex­porter in the world.

Since 2011, Cana­dian beef sales to China have in­creased sig­nif­i­cantly. In China, Cana­dian beef im­ports rose 40 per­cent year-on-year in 2014, reach­ing C$40.1 mil­lion. Cana­dian beef ex­ports to China in 2015 were 13,429 tons from Jan 1 to Aug 31, com­pared with 4,986 for the same pe­riod in 2014.

“The Cana­dian Beef Brand­ing Se­ries events in China have strength­ened brand loy­alty with con­sumers, and this event in Beijing is an­other op­por­tu­nity to build mean­ing­ful re­la­tion­ships with con­sumers, our pri­mary tar­get au­di­ence,” said Canada Beef Inc Pres­i­dent Rob Mei­jer.

“We will high­light Cana­dian beef through its rel­e­vant func­tional at­tributes and cre­ate an emo­tional con­nec­tion to our brand story,” he said.

Canada and China enjoy a grow­ing and ever-more dy­namic re­la­tion­ship, with ties ex­pand­ing year-on-year. China was Canada’s sec­ond-largest trad­ing part­ner and sec­ond-largest ex­port mar­ket in 2014.

To­tal Cana­dian ex­ports to China reached $19.4 bil­lion, and two-way trade was val­ued at $78 bil­lion in 2014, an in­crease of 6.6 per­cent over 2013.

Canada’s pris­tine en­vi­ron­ment, cool cli­mate and fresh wa­ter make it an ideal place to raise cat­tle that pro­duce ex­cel­lent meat and an out­stand­ing eat­ing ex­pe­ri­ence for con­sumers.

Canada also has mil­lions of acres of wide-open grass­lands and mil­lions more acres of grains that are grown in clean and healthy soil. Th­ese ca­pa­bil­i­ties are im­por­tant build­ing blocks to pro­duc­ing high-qual­ity beef cat­tle.

Canada is a world leader in feed grain pro­duc­tion, in­clud­ing bar­ley, wheat and corn.


Visi­tors try food last month.

made of Cana­dian beef at the Canada Beef Fes­ti­val in Beijing

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