Canada Beef focusing on expanded market strategies in China

Calgary, AB – October 16, 2014 – In efforts to increase brand loyalty in the Chinese market, and leverage that brand affinity with new valued partners, Canada Beef has beefed up its physical presence in this priority market.

The recent addition of staff and reallocation of market development resources will allow the Canada Beef International team in China to focus on immediate and strategic market growth, while anticipating changes in the market and remain in sync with current market realities.
“The Chinese market is very valuable to our industry. We must leverage our global brand to strengthen loyalty and increase demand for Canadian beef,” said Rob Meijer, President, Canada Beef. “Part of that is ensuring we can provide consistent supply to meet the increasing demand in this market and solidify trust for the brand across the market all the way through to consumers.”

With the federal government’s announcement of four new Canadian trade offices in China earlier this summer, Canada Beef is now ramping up activities in China alongside the trade commissioners. Efforts include facilitating hands-on educational opportunities to feature the Canadian Beef Advantage with the ultimate goal of creating Canadian beef brand awareness and loyalty.

“I congratulate Canada Beef on growing its foothold into the expanding Chinese market. Our government will continue to work with Canada Beef to ensure that Canadian producers have the access they need to grow their businesses and our overall economy,” said Agriculture Minister Gerry Ritz.

Canada Beef accompanied Minister Ritz, federal officials and other agriculture groups on a trade mission in China earlier this year to Shanghai, Beijing and Guangzhou. The addition of staff and resources to these same three areas by Canada Beef will mean a stronger presence in some of China’s most influential markets.

The Canada Beef team in China will support the development of additional branded Canada Beef programs and strategically focus on programs to maximize carcass value through market research, product development, new channel development and promotion.
“Canada Beef will be strategically aligned with our partners in China and we are properly positioned to deliver on the industry’s needs,” said Polly Zhao, Canada Beef’s Director of Business Development in China.

Since 2003, China has emerged as Canada’s second largest trading partner, accounting for over $5.6 billion in Canadian agri-food and seafood exports in 2013. In the first eight months of 2014, beef exports to Mainland China totaled 5,000 tonnes valued at $26.8 million, up from 3,000 tonnes valued at $11.9 million same period last year. Growth in Chinese beef consumption is expected to be supplied by imports over the next three to five years.

Canada Beef is the cattle producer-funded and run organization responsible for domestic and international beef and veal market development. It has offices in Canada, Mexico, Japan, China and Taiwan. Canada Beef works to foster loyalty
to the Canadian beef brand and build strong relationships with trade customers and partners. These efforts increase demand for Canadian beef and veal and the value producers receive for their cattle.

For more information, please contact:
Ron Glaser, VP Corporate Affairs & Operations