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 Safeguarding Canada’s Meat Supply Webinar Series-EU/UK presentation The Safeguarding Canada’s Meat Supply webinar series is a collaboration between the Canadian government, Canada Beef and Canada Pork. The series is managed and implemented by Canada Beef and targeted at the business-to-business trade space. The most recent seminar was presented to the EU/UK market. Seminar content features a multi-sector value proposition that focuses on Canadian red meat quality and safety assurance systems and addresses issues specific to the global pandemic. The seminar emphasizes the safeguards behind every kilogram of Canadian red meat offered to the world’s table. Animation was used in the most recent seminar to communicate the beef and cattle production protocols associated with The Canadian Program for Certifying Freedom from Growth Enhancing Products (GEPs). The animation was specifically created as a stand-alone resource to promote the commitment and specialized approach that the Canadian beef sector has developed for Canadian supply partners wishing to access the lucrative EU/UK marketplace. Here is a link to the animation. Animation is an effective way to communicate complex processes and will play a bigger part in Canada Beef’s communication strategy. It will be utilized in the business-to-business arena in both the domestic and export marketplace. “The Safeguarding Canada’s Meat Supply webinar series is very beneficial in supporting Canada Beef’s export market development efforts. It provides updated information on key Canadian beef attributes as well as the measures undertaken to assure beef safety and quality,” says Albert Eringfeld, Executive Director, Export Market Development, Canada Beef. “The webinars also provide the opportunity to share the promotion and marketing programs available to support our international clients and highlight the Canada Beef staff in our international offices in order to expand our network.” Six webinar events have been completed so far in this fiscal year including China, Japan, South Korea, Taiwan, Philippines and EU/UK with events pending in Mexico and Vietnam. These webinars demonstrate new partnerships that Canada Beef has forged in this non-competitive space—partnerships that will continue to develop over the years to increase ROI for the Canadian beef industry. Tmall e-commerce promotion In late December 2020 Canada Beef’s Export Market Development program supported a Canadian beef distributor in China to undertake a one-hour Taobao live-streaming promotion. The goal was to increase sales of available Canadian beef cuts on their Tmall e-commerce shop. The initiative was very successful with over 100,000 total viewers and over 3,100 orders placed on the day of the promotion. Canadian beef sales volumes on the one day of the promotion increased 3429 kgs valued at 95,000 CAD - compared to a normal non-promotional day on their Tmall shop. This demonstrates the tremendous value these kinds of promotions can generate in both the number of viewers and orders received.  Tmall.com is a Chinese language website for business-to-consumer (B2C) online retail operated by the Alibaba Group. It is a platform for local Chinese and international companies to sell brand-name goods to consumers in Greater China. E-commerce or online shopping is enormously popular in China and continues to grow. Tmall itself has over 400 million monthly active user members and is the leading online shopping platform in China. There are a number of Canadian beef distributors in China currently selling imported Canadian beef on different online shopping platforms in China. Canada Beef's Export Market Development (EMD) program provides cost-shared funding support for eligible Canadian beef and veal representative-company initiated projects and activities. EMD program-specific goals are to:
Back to main page  ALBERT ERINGFELD Executive Director, Export Market Development |
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