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 SIAL China 2021, May 18-20, 2021 - Shanghai Trade shows are one of the important tactics to drive demand and facilitate trade between Canadian beef and veal suppliers and trade customers in China. In China, as the demand for imported meat continues to rise, the imported meat category at trade shows is also attracting an increasing number of buyers and suppliers. Especially major trade shows such as SIAL China and Food & Hotel China (FHC) in Shanghai. Canada Beef International Institute (CBII) China exhibited at the SIAL China food show held earlier in May. CBII China showcased Canadian beef products alongside cooking demos and sampling activities. Although Canadian beef suppliers weren’t able to participate because of the international travel restrictions, key importers and distributors of Canadian beef participated at the CBII China booth to represent Canadian beef brands.  With COVID-19 well under control in China, this year’s SIAL food show attracted over 146,000 visitors. The Canada Beef booth featured new graphics including farm-to-table imagery, food safety diagrams and the Canadian Beef Advantage Four Pillars. These trade shows continue to provide the opportunity to expose the Canada Beef brand to a large-scale audience and to showcase the product to new and existing customers. It also provides a venue for Canadian beef importers and distributors to meet their clients and to develop more business opportunities. COVID-19 update According to a recent review, Standard & Poor's Global Rating expects China's real GDP to grow by 8.3% in 2021, given the country's effective control of COVID-19 and rapid vaccination efforts. Beef demand in China remains strong while an overseas shortage continues. Year-to-date May 2021, total beef import volume in China was up 18% compared with 2020. However, month-over-month volume continues to decrease due to shortages from primary beef exporting countries such as Brazil, Argentina and Australia. In Hong Kong (HK), restrictions on social gatherings and foodservice operations have been further reduced as the pandemic is well controlled. Due to the continuing quarantine policy between Hong Kong and Mainland/Macau, local retail and foodservice recovery continues to be slow. To boost local consumption, the HK government plans to launch a coupon redemption program from July to August with an estimated investment of HK$36 billion. HK citizens can receive coupons valued at up to HK$ to spend on foodservice, tourism and retail activities. Taiwan update The Southeast Asia market is considered a rising star for Canadian beef export markets with Canadian beef export volume to Southeast Asia markets growing. At the end of April 2021, beef exports to Southeast Asia markets reached 5,949 tonnes, up more than 300% year over year with a value of CAD$34 million. One of Canada Beef’s strategies for the Southeast Asia market is to identify partners and raise their awareness of Canadian beef. To reach potential buyers, Canada Beef participated in a virtual B2B trade mission to Southeast Asia organized by the Canadian Trade Commission and Agriculture and Agri-Food Canada. The mission kicked off in May in the Vietnam market, followed by the Singapore and Philippine markets in June. These virtual missions provided the opportunity to meet with 47 potential buyers representing different business sectors of beef distribution in their markets. Information about each company will be shared with Canadian beef stakeholders.  In line with the growing demands in the Southeast Asia market, on June 1, an official Instagram page was launched for all Southeast Asia audiences @canadabeefasia. Posts are uploaded three times a week plus a live story about the key attributes of Canadian beef and any promotions happening in the Southeast Asia region. COVID-19 update Taiwan has been on lockdown since mid-May due to an increase in confirmed cases. The Taiwanese government extended the restriction period from June 18 to June 28 and implemented new policies including restricting grocery shopping to specific dates (based on the end number of citizen’s social ID number). Gatherings of more than five people indoors and 10 people outdoors are still suspended and all social places such as museums, gyms, and libraries are still closed until June 28 when further government announcements are expected. All foodservice establishments are restricted to takeout or delivery service. The impact on the foodservice industry has resulted in some restaurants closing permanently. Back to main page  China and SE Asia team Angie Xu, Deana Keo, Iris Sung, Rachel Zhange |
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