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 Canada Beef promotion at Bester Foods CBII China partnered with Bester Foods for a Canadian beef promotion at their retail stores in Canton province from May 1. Bester Foods, one of Canada Beef’s brand partners, is the major importer of Canadian beef in Southern China and also owns offline and online retail shops in South. Canadian beef was showcased with in-store promotional support and social media on both CBII China and Bester Foods social platforms. During a visit to Southern China, Canadian Ambassador Barton together with Consul General of Canadian Consulate in Guangzhou visited a store and delivered an endorsement of Canadian beef. Canadian beef has also been listed on the Bester Foods online shop at JD.com. China and Hong Kong COVID-19 Update As mainland China lowered the risk level in a majority of provinces/cities, the Chinese economy has begun to recover although there are still challenges related to the global pandemic. Retail sales have returned to a normal growth trend and some retailers are considering offline promotion. Online sales are still booming and retailers are keen on online promotion and live stream broadcasting to drive sales. In terms of the foodservice sector, most operations have resumed normal service—restrictions vary by area and region. There is more dining out happening and sales appear to be in recovery depending on region and type of business. In Hong Kong, the restriction on gatherings was extended to June 18 but the measures to maintain social distance was relaxed. The number of visitors to Hong Kong plunged sharply due to the continued restriction of border entry. Retail food sales have flattened but demand remains strong as more people prefer cooking at home. Foodservice has partially recovered due to loosened restrictions but sales are still down 50% compared to the previous year. Social media review In April, CBII China shared the following events and messages on the official CB WeChat account and Weibo account: CB advantages such as grading, grain-fed and high quality; Tips such as beef selection and information such as beef nutrition; Cooking at home Canadian Beef recipes, cooking videos and cooking tips; 24 posts on social media reached nearly 16,000 views. TAIWAN UPDATE Canada Beef Campaign in Vietnam In 2019 the Taiwan office aligned with Canadian beef import partner TD Food to hold a series of marketing programs from September 2019 to March 2020. A total of 20 high-end retail outlets held tasting promotions throughout Vietnam. To increase CB brand awareness and event visibility, advertisements about Canadian beef were placed in major Vietnamese media outlets, on the TD Food website and Facebook. TD Food created Canadian beef promotional materials in Vietnamese with brand identification for retail and restaurant usage. CBII Taiwan has been collaborating with TD Food to launch Canadian beef in high-end fresh food supermarkets since 2017. It was the third year of collaboration and there was much positive feedback on the sampling events with Vietnamese consumers highly interested in Canadian beef. CBII will continue to support partners for strategic brand marketing activities and collaborations with the local food and catering industry. Canada beef exports to Vietnam increased 34.6% in volume and 25.7% in value from 948MT/ in 2018 to 1276MT in 2019. When CPTPP took full effect in 2020 it meant zero tariffs for Canadian beef, creating a very positive opportunity in the Vietnam market. Back to main page China and SE Asia team Angie Xu, Deana Keo, Iris Sung and Rachel Zhange

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