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 Canada Beef President Eric Bienvenue and Vice President, Export Market Development Albert Eringfeld met with Canada’s High Commissioner to Malaysia Jodi Robinson at Canada Beef’s office in Calgary, Alberta, on February 23. High Commissioner Robinson was conducting outreach in the Calgary area and requested a meeting with Canada Beef to better understand the level of interest among the Canadian beef sector in exporting to Malaysia and in diversifying into new markets. The discussion focused on challenges Canadian beef exporters might face in the Malaysian market, the current halal certification status of beef plants in Canada, and possible strategies to gain access to this market. The visit with the High Commissioner followed Bienvenue’s participation in the Supermarket Trade Show in Tokyo, Japan. During the show, which ran February 18 – 20, 2026, Bienvenue and Ichiro Kiyotomi, Canada Beef’s Senior Director, Market Development, Japan/South Korea, visited many distributors and importers, developed new business leads, and, in Okinawa, met with a longstanding buyer of Canadian prime beef in Japan.   Watch for Kiyotomi’s report on the Supermarket Trade Show in an upcoming issue of Canada Beef Performs. Canada Beef also hosted incoming international visitors at the Canadian Beef Centre of Excellence (CBCE) last month. Canada Beef’s Export Market Development program supported visits by Canadian beef supplier clients to Canada from both Mexico and Japan. In conjunction with these visits, presentations on the Canadian Beef Advantage and product merchandising and sampling were conducted at the CBCE. With the China market now re-opened, Canada Beef also received a visit by a Chinese importer who was visiting their Canadian beef supplier, to discuss collaboration with Canada Beef on potential market development and promotional initiatives in the Chinese market. Back to main page

CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 [email protected] canadabeef.ca	You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? UNSUBSCRIBE. Forward to a friend? CLICK HERE. Like to subscribe? CLICK HERE Editorial contributor and oversight provided by Gina Teel, Director, Stakeholder Communications, Canada Beef. © 2026 Canada Beef. All rights reserved.