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 In April, Canada Beef embarked on its first trip to China since the restoration of market access, driven in part by the inroads achieved in this market since January 2026 and an export diversification strategy focused on markets with the greatest promise for Canadian beef. Canada Beef Vice President, Export Market Development, Albert Eringfeld, participated in activities in Haikou, Beijing and Shanghai during the trip, which ran April 10 to 18. Canadian beef was featured prominently at special events throughout the trip, including a Taste of Canada cooking demonstration, a promotional dinner hosted by JBS Canada to launch the JBS 38 brand for the China market and the introduction of Canadian beef at Sam’s Club stores in the Shanghai region.   Activities in Haikou included participation in the China Consumer Products Expo in conjunction with Alberta Minister of Agriculture and Irrigation, RJ Sigurdson and Canadian Minister of International Trade Maninder Sidhu. In Beijing, the special Canadian beef launch dinner was attended by close to 40 participants, including Alberta Minister Sigurdson and his team. Discussions with Canadian Embassy trade officials and the Canadian Meat Advocacy office in China also took place. In Shanghai, the team met with representatives of Canadian beef suppliers in China and their key Canadian beef importers/distributors and retail clients to discuss future promotional and marketing initiatives, and to reconnect with trade officials at the Canadian Consulate and Canadian beef brand partners in Shanghai. Back to main page |
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