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 Introductory mission to Asia for Canada Beef Incoming President Bienvenue In February, an introductory mission to Asia took place as part of Incoming President Eric Bienvenue’s ongoing orientation to Canada Beef. The 12-day mission included stops in the four countries that are the largest export destinations for Canadian beef in Asia—Japan, South Korea, Vietnam, and Hong Kong. Canada Beef President Michael Young and Executive Director Export Market Development Albert Eringfeld joined Bienvenue on this mission. Canada Beef’s local market development staff were also on hand to coordinate the itinerary and provide their support and expertise in each market. In each country, meetings were held with Canadian federal and provincial trade representatives, Canadian beef importers and distributors, retailers and restaurant chains selling Canadian beef and in-market representatives for Canadian beef suppliers active in these markets. Bienvenue was introduced at the meetings, and market development strategies, and the export development programs and resources available from Canada Beef were discussed.   The Canada Beef team also participated at the Supermarket Trade Show Japan for a day. The show took place in Tokyo during the mission providing an opportunity for the team to spend time at the Canadian beef booth. Mission participants also joined a Canadian beef promotion kickoff event with a major retail operator in Vietnam. Media interviews with meat industry journalists took place in Japan and South Korea to introduce Bienvenue to meat industry representatives in both markets via their publications. Many fond farewells were offered, and memories were shared with outgoing President Young, who spent many years of his career working on export market development strategies and initiatives in Asia during his time with Canada Beef and Canada Pork. For more information, please contact Albert Eringfeld, Executive Director, Export Market Development aeringfeld@canadabeef.ca Back to main page ALBERT ERINGFELD Executive Director, Export Market Development

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