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 Canadian Beef Fair @Marae Supermarket in Hong Kong Canada Beef International Institute (CBII) Taiwan partnered with Marae Limited in Hong Kong to support a Canadian chilled beef promotion at 14 of their premium supermarkets from November 17-30, 2023. Marae ran a similar promotion at nine stores earlier in 2023. Marae operates a range of food retail businesses, with 14 stores set up as supermarkets or new concept food markets in large shopping malls and city centres. Marae began selling Canadian beef in early 2021 and has worked with CBII Taiwan on several Canadian beef promotions, generating impressive sales results. The two-week promotion featured six Canadian beef cuts. Marketing materials included freezer wraps, banners, floor stickers, promotion flags, shelf strips, and foam board posters along with online promotion via their website, Facebook, Instagram, and mobile apps. The promotion also featured butchers and food sample demonstrators located in-store doing cutting and cooking demonstrations, with samples available to customers to highlight the taste of Canadian beef. The event increased sales of Canadian beef and enhanced awareness among consumers in Hong Kong. Total sales increased by 127% compared with the non-promotional period; customer feedback was very positive. Back to main page Deana Kao Director, Market Development, Taiwan/Southeast Asia

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