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 Canada Beef participates in Supermarket Trade Show in Japan Trade shows play an important role in the food industry’s marketing efforts. Canada Beef International Institute (CBII) Japan recently participated in the Supermarket Trade Show, exhibiting with Canadian beef supplier representatives to promote Canadian beef. The Supermarket Trade Show is the largest trade show targeting supermarket buyers. Held in the Tokyo area from February 12-14, 2025, the show attracted over 77,305 buyers (a 2% increase over last year). The show was well-attended, with many visitors to the CBII Japan booth, where Canadian beef demonstrations and sampling took place. Many productive meetings were held at the venue with current and prospective retail customers. Canada Beef highlighted the Canadian beef grading system and Canadian beef recipes developed for retail customers. In addition to premium Canadian beef cuts, supply partners showcased underutilized beef cuts, such as loin tail, as an alternative to the short plate, to meet retail customer demand. Grocery sales were up 3.9% in 2024 compared with the previous year, and sales of meat/poultry were up 2.3%. Japan welcomed 36.9 million international visitors last year, a record high. Food demand was brisk from visitors to Japan. View a video of the event here: Alberta-Korea Forum in Korea Canada Beef International Institute (CBII) Korea supported the Alberta Korea Office in hosting the Alberta-Korea Forum 2025 at the Plaza Hotel on February 11, 2025. The event brought together 150 VIPs from the energy industry. For the networking luncheon, CBII supplied three premium cuts of Canadian beef: hanging tender, outside skirt, and finger meat. The Plaza Hotel's chefs prepared a special menu featuring Roasted Hanging Tender with Mustard Sauce, Grilled Salted Outside Skirt, and Steamed Beef Rib Fingers with Soy Sauce. The dishes were well-received and garnered positive feedback from attendees. In a recorded message, the Alberta Premier Danielle Smith expressed her gratitude for the support provided by CBII, saying, “When it comes to innovation and opportunity, I extend a warm invitation to experience all that Alberta has to offer firsthand, starting with the delicious Alberta beef that is being featured at today’s luncheon, kindly provided by the Canada Beef International Institute.” CBII Korea donated three gift sets of short ribs for a lucky draw, further enhancing the event. This was an excellent opportunity to showcase the Canadian beef brand to key figures in Korea’s energy industry. Back to main page Japan and South Korea Team YG Shin, Takako Toyama, Yuko Onizawa, Ichiro Kiyotomi

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