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 Canadian Beef promotion at City’super Shanghai In addition to the City’super grocery store demonstrations covered in the last issue of Canada Beef Performs, CBII China partnered with City’super Shanghai in December, 2019 to conduct in-store promotions over two weekends. The demos were conducted by professional chefs doing the onsite cooking while the Canadian beef mascot interacted with consumers in selected stores. The promotion focused on chilled AAA ribeye, striploin, tenderloin, short rib, flap meat and finger meat. It was the first shipment of chilled beef to China since the trade resumption and it was well-appreciated to have chilled beef available again at high-end supermarkets. Epicurean Market event Hosted by Marina Bay Sands Hotel, the Epicurean Market is in its sixth year. With more than 50 restaurants, celebrity chef master classes and a holiday market, the event attracts thousands of gourmet food lovers. Canada Beef Taiwan collaborated with the High Commission of Canada in Singapore and a new Canadian beef supply partner to promote brand awareness with consumers by emphasizing the quality attributes of Canadian beef. The Canadian beef supply partner supported sampling during the event with ribeye, striploin and tenderloin steak provided for tasting and for purchase.   You can view a video of the market here. CANADIAN BEEF MARKET PERFORMANCE: NOVEMBER 2019 YTD (Source: Statistics Canada) Hong Kong represents Canada’s 4th largest market by volume and 3rd largest market by value. Canadian Beef & Veal Volume 14,889 tonnes -21 % change over 2018 Canadian Beef & Veal Value $139,929,000 -13% change over 2018 China represents Canada’s 5th largest market by volume and value. Canadian Beef & Veal Volume 11,475 tonnes 32 % change over 2018 Canadian Beef & Veal Value $98,412,000 20% change over 2018 Taiwan represents Canada’s 7th largest market by volume and value. Canadian Beef & Veal Volume 2,679 tonnes 3 % change over 2018 Canadian Beef & Veal Value $21,086,000 4% change over 2018 Back to main page China and SE Asia team Angie Xu, Deana Keo, Iris Sung and Rachel Zhange

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