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 TAIWAN Focus on foodservice takeout featuring Canadian beef The past year has been incredibly challenging for the foodservice industry around the world. With cities in lockdown, strict health protocols, supply gaps, unstable pricing and low consumer confidence many foodservice businesses lost money and some even lost their business. Digital platforms have been around for a while but because of the pandemic, digital marketing has become indispensable in today’s global market. With almost everyone staying at home, working at home, shopping and eating at home, the internet is the main source to deliver messages to consumers. Last year was the first time the Canada Beef Taiwan office focused its marketing efforts on social media, partnering with restaurants and foodservice delivery. This approach was a great success for both the participating restaurants and for Canada Beef. We were able to provide innovative marketing to help our partner’s business as well as promoting the Canadian beef brand to consumers. Given the success of these promotions, we have been approached by other companies eager to work with Canada Beef and we believe that online promotion will be very successful in the future.   The Wildflour burger is on the menu of Wildflour Bakery and Café, an online-only brand which available for order/delivery on both Grab app (southeast Asia version of Ubereats) and Wildflour To-Go app. Currently, they are using Canadian beef for their burgers—this co-branding collaboration was supported by the EMD program. Read more about this promotion: Wildflour Burgers: Newly Opened And Ready To Deliver This March 2021 | Tatler Philippines (asiatatler.com)   The Embassy of Canada in the Philippines and Canada Beef recently showcased world-renowned Canadian produce in collaboration with award-winning Chef Josh Boutwood, Executive Chef of The Bistro Group, for a socially distanced Chef's Table Dinner at The Test Kitchen. The special dinner also served as a preview to the upcoming Canadian Steakhouse Pop-Up at The Test Kitchen on March 9 to 11. Following are links to some of the coverage.
Grocery shopping for Canadian beef online Online promotion has become an important tactic for Canadian beef retail promotion in China and Hong Kong. Consumer shopping behaviour has changed because of the pandemic and more people are shopping online—including groceries—thanks to the enhanced development of e-commerce in China. In order to take advantage of the growing trend of online shopping, Canada Beef International Institute (CBII) China has put more focus on developing online promotional project opportunities with new and existing partners. In 2021, CBII China has conducted two online Canadian Beef promotions:
  Online promotion is impactful, not just because of the impressive volume growth but also the exposure of brand and products online. Going forward CBII will continue to develop more opportunities to promote Canadian beef online as e-commerce appears to be here to stay for current and future consumer shopping behaviour. Covid-19 updates China's economic growth is projected to continue its rebound in the first quarter and hit a new high in recent years, according to a research report released by China Economist. Demand for imported beef in China market remains firm with prices staying at similar levels. In the first two months of 2021, China’s import beef volume grew 34% compared with the same period of last year. Foodservice sales are growing and in some areas, sales have reached pre-pandemic level. For retail, imported meat sales are still challenging as retailers are concerned about the risk of imported meat package tested positive for COVID. In Hong Kong as the epidemic is not completely under control the quarantine policy on travelling between the mainland and Hong Kong remains; this impacts the sales recovery of foodservice. Restriction on gatherings and foodservice remain while the government is anticipating loosening the restriction as long as the pandemic is contained and the vaccine campaign complete . Back to main page  China and SE Asia team Angie Xu, Deana Keo, Iris Sung |
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