Canadian Beef to be highlighted at Four Seasons Hotels and Resorts in China

Canada Beef joins Consulate General of Canada, Wines of British Columbia and Agri-Food China Promotion

March 17, 2015 – Calgary, Alberta – Canada Beef is proud to announce sponsorship of a series of dinner and reception events being held at Four Seasons Hotels and Resorts (FSHR) properties in Beijing, Shanghai,

Guangzhou and Hong Kong over the next week. These collaborative B.C. agri-food and B.C. wine-paired dinners will feature the FSHR China host executive chefs and guest chef Four Seasons Hotel Vancouver’s Executive Chef Ned Bell.

The series is the result of collaboration between the private sector, industry and government to showcase Wines of British Columbia, agri-food and tourism product in key Asian city markets to companies and operators, key importers and decision makers in government, media and the hospitality and retail industry.

“Our partners’ efforts to foster and grow economic ties and trade opportunities in Asia for Canadian agriculture is commended by Canada Beef,” says Jack Hextall, Chair of Canada Beef. “The Asian market is set for an energetic increase in demand and will remain a priority for Canadian beef and veal exporters going forward.”

The dinners and receptions will feature an “East meets West” collaboration menu showcasing an extraordinary multi-course dinner highlighting Wines of British Columbia and Canadian beef.

“Canada Beef’s partnership with Wines of British Columbia is an excellent example of how we can work together to leverage our global brand strategies to build and then strengthen loyalty to Canadian beef, veal and agriculture overall,” says Rob Meijer, President of Canada Beef. “Canada Beef intends to create the demand pull and get closer to the consumer than ever before through programs like this partnership and the Canadian Beef Branding Series.” Canada Beef is also pleased to be in Asia this week with Canadian Minister of Agriculture and Agri-Food Gerry Ritz to host four Canadian Beef Branding Series events.

The Canadian Beef Branding Series highlights the four pillars of the Canadian beef brand – Producer, Product, World Class Standards and Sustainability. By engaging both the emotional and technical attributes, the series aims to create and sustain strong brand loyalty to the Canadian Beef Advantage (CBA), and ultimately, Canadian beef.

The first branding series is taking place in Ho Chi Min City, Vietnam, today. Events will follow throughout
the week, with additional stops in Seoul, Tokyo and Okinawa.

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 the value producers receive for their cattle.

For more information, please contact:
Ron Glaser
VP, Corporate Affairs and Operations, Canada Beef
(403) 275-5890