November 10, 2015 – Canada Beef is proud to announce our involvement with this week’s FHC China, China’s global food and hospitality trade show, to promote the Canadian beef brand.
Canada Beef will be involved in a number of events at FHC in Shanghai, which will continue to build brand loyalty with both brand partners and consumers.
FHC hosts the 2015 International Culinary Arts Competition, where Canada Beef will be an exclusive partner for the beef section of the competition. Over 120 star chefs in the competition will experience Canadian beef first hand, by using AAA Canadian beef striploin as their main protein for cooking both Western and Chinese cuisine.
“Aligning with culinary partners is a main objective for Canada Beef in the new three year strategic plan,” said Canada Beef President Rob Meijer. “By engaging with the chefs and securing Canadian beef as the focus of the competition, Canada Beef can create brand ambassadors at a culinary level and continue to see Canadian beef recognized as a premium protein in China.”
Also at FHC China, Canada Beef will be launching two new E-commerce online programs in China with Tmall.com and in.1688.com, both owned by China-based Alibaba. Both Tmall.com and in.1688.com provide online shopping platforms for retailers in China to do business direct with consumers, and now provide consumers the opportunity to purchase Canadian beef.
Through the Tmall.com platform, Canadian Beef products are listed at “Global Good Products” and “Miao Fresh Foods” during Double 11 Global Shopping Festival, where Canadian beef will be available to consumers across China. Tmall.com has also incorporated branded Canadian beef messaging with Tmall.com, engaging consumers with the Canadian beef brand when they visit the site.
Consumers in China are shop differently than many other consumers around the world, with over 279 million annual active buyers, placing over 14.5 billion annual online orders. These active online shoppers will reach many regions of China that currently don’t have access to Canadian beef. This gives Canadian beef a national presence as a premium product through online sales.
Polly Zhao of Canada Beef in China is confident that the partnership and launch event will increase brand awareness in China.
“Having Canadian beef available online to consumers is a big opportunity to reach new potential brand ambassadors,” said Zhao. “By partnering with Tmall.com and using the branded messaging, we are able to highlight the functional and emotional attributes of the product, and consumers will be more likely to choose Canadian beef as a key ingredient again and again.”
Both the International Culinary Competition event and the E-Commerce Launch will include a presentation on the Canadian beef brand, and the Canadian Beef Advantage to brand partners, media, key influencers and consumers attending the event.
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