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 Canada Beef supports Canadian beef promotion in Italy One of the tactics of Canada Beef’s investment and market development plan is to work with Canadian beef suppliers and their local distributors on demand-building events. The aim is to increase the awareness of and help grow sales for Canadian beef in different export markets. Canada Beef provided support for a demand-building initiative in Parma, Italy on May 8. The goal was to support Canadian beef suppliers exporting to Europe as well as a major Italian importer/distributor. The event was held in conjunction with Cibus, an international food exhibition held from May 7 to 10, 2024.  The Italian distributor participated in the show and promoted Canadian beef in their booth. The demand-building event included presentations and demonstrations on the quality attributes of Canadian beef, cooking and product sampling and networking. Representatives from the Italian distributor’s Canadian beef suppliers and brand owners as well as the distributor’s partner in Italy attended the event resulting in almost 80 key decision-makers and buyers from the Italian wholesale, retail, and foodservice industries participating in the session.  Italy is one of the largest importers of Canadian beef in the European Union market and is growing in importance. It is currently the leading export destination for Canadian beef in Europe for the first three months of 2024 – up 34% vs. the same period in 2023. It is also one of the highest value export destinations for Canadian beef on a per kilogram basis. Nonetheless, Canadian beef exports to the European Union remain restricted due to ongoing and unresolved regulatory challenges that limit the volume and opportunity for further growth. For more information, please contact Albert Eringfeld, Vice President, Export Market Development aeringfeld@canadabeef.ca Back to main page  ALBERT ERINGFELD Vice President, Export Market Development |
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