Canada Beef participated in a Commercial Signing Ceremony at the Jing An Shangri-La Hotel in Shanghai on September 1. During the ceremony, we signed Memorandums of Understanding (MOU) with two Chinese partners.
Canada Beef signed a partnership agreement with Bright Haibo Invested Million (Fareast) Ltd. (Million Trading), a subsidiary of Shanghai-based Bright Food Group which is the largest food and beverage company in East China, worth approximately $20 million. This MOU will further strengthen Million Trading’s relationship with Canada Beef and support the overall growth in exports of Canadian beef into the Chinese market.
Canada Beef also signed a partnership agreement with Shanghai Shangshi Vocational Skills Training Co., Ltd. (Shanghai Shangshi), a professional training centre for Western cuisine and Chinese cuisine to young chefs, providing training to over 1,000 chefs per year across China.
Canada Beef’s Director of Business Development, China, Polly Zhao welcomed leaders from the two enterprises, as well as dignitaries from Canada. In attendance was The Right Honourable Justin Trudeau, Prime Minister of Canada, the Honourable Chrystia Freeland, Canada’s Minister of International Trade, Mr. Chen Fei Ran, President and CEO, Shanghai HaiBo Investment Co. Ltd., and Mr. Pan Yi Lin, President, Shanghai Shangshi Vocational Skills Training Co.
Canada Beef continues to work with provincial partners and governments, and brand partners to drive demand for Canadian beef among Chinese consumers. This leads to increased brand awareness and brand loyalty, with the intention of positioning Canadian beef as a favorite protein among Chinese consumers.
Photo: Canada Beef’s Polly Zhao, Director of Business Development, China, with The Right Honourable Justin Trudeau, Prime Minister of Canada.