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 Canadian Beef promotion at Marae Supermarkets in Hong Kong Canadian Beef International Institute (CBII) China partnered with Marae Limited in Hong Kong to support their Canadian chilled beef promotion in four of their premium supermarkets April 2 – 15. Marae operates a diversified food retail business with 10 stores in supermarkets or new-concept food markets in large shopping malls and city centres. Canadian beef was first launched in Marae in early 2021 and this recent promotion was designed to further support Canadian chilled beef in their retail outlets. The two-week promotion included the Easter holiday and featured six Canadian beef cuts .The promotion included marketing materials such as point-of-sale display items along with social media. Butchers were onsite for in-store cutting along with personnel for cooking and tasting demonstrations. The promotion netted a 324% sales increase of Canadian beef over the non-promotional period.   The promotion provided the opportunity to promote Canadian chilled beef in a new premium supermarket channel to drive more chilled beef sales. It also enhanced Canadian beef brand awareness and communicated the Canadian Beef Advantage among Hong Kong consumers through in-store and online advertising. The retailer was pleased with the promotion performance and indicated there would be further opportunities to promote Canadian beef. COVID-19 updates for China & Hong Kong market Though small COVID-19 outbreaks in Liaoning and Anhui provinces were reported in May, China has managed to keep the spread of COVID-19 infection very low, with recorded cases coming mainly from overseas arrivals. While pork prices are declining, the demand for red meat remains strong in China. Total meat imports during the first quarter of the year were up 21% compared with the same period last year. Beef prices are rising due to tightening supply from key exporters like Brazil, Australia and Argentina. Hong Kong reported GDP growth of 7.8% in the first quarter, indicating the city's economy is returning to growth in 2021 after six consecutive quarters of contraction. The COVID-19 pandemic has been well contained in Hong Kong and the travel guarantee policy between Hong Kong and the mainland is expected to be further eased. Thanks to mass vaccination and the loosened restriction on social distancing, foodservice sales have recovered to 80% of the pre-pandemic sales during the Mother’s Day festival. Taiwan Vietnam is a fast-growing market for Canadian beef, with a zero tariff on imported Canadian beef since 2020, under the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) trade agreement. Currently, Canadian beef exports to Vietnam have reached 2,929 tonnes (a 406% increase in volume compared with 2020) ranking fifth in Canadian beef export counties. The Canada Beef Taiwan/South East Asia office participated in a three-day virtual B2B trade mission to Vietnam organized by the Canadian Trade Commissioner Service (TCS). During the three-day B2B trade mission, Canada Beef met with 12 potential buyers from Vietnam with businesses ranging from grocery retail, importer, and foodservice distributors to several new companies expanding into the meat importation business. During these meetings, CBII China introduced the Canadian Beef Advantage and shared the CBII China supplier directory and information on Canada Beef’s Export Market Development program to provide information on the support Canada Beef is able to offer international clients.  This virtual B2B trade mission will be offered to other South East Asia counties including Indonesia, Brunei, Singapore, and the Philippines in the coming months. COVID-19 Update for Taiwan The COVID-19 pandemic in Taiwan gained momentum with hundreds of confirmed cases reported daily beginning May 16. The restriction levels went from Level 2 to Level 3 in three days resulting in the closure of all schools from May 15 – 28 and all public activities banned until the end of May. Also postponed was the June Taipei Food Show. Social gatherings with more than five people indoors and 10 people outdoors are suspended. Citizens are encouraged to stay home and businesses are to implement working from home. Bars, clubs, public museums, gyms, and libraries were ordered closed until May 25. Foodservice is allowed to operate with reduced, distanced seating or take-out only. Those without a Taiwanese passport or resident permit are not allowed to enter Taiwan from May 19 to June 18. Back to main page  China and SE Asia team Angie Xu, Deana Keo, Iris Sung, Rachel Zhang |
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