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 Canada Beef welcomes Alberta delegation to Vietnam On June 3, 2025, the Canada Beef Taiwan/SE Asia/Hong Kong/Macao office welcomed a delegation from the Alberta Ministry of Agriculture and Irrigation to Ho Chi Minh City. During their visit, the delegation participated in a Canadian beef promotion event jointly organized by Canada Beef, an import partner and the Emart supermarket chain. At the event, guests enjoyed cooking demonstrations by a professional chef on how to prepare Canadian beef in Vietnamese-style dishes followed by an opportunity to taste the dishes. Alongside the main event, there were promotional programs and engaging activities designed to attract shoppers to the supermarket. This event marked the first time Canadian beef was distributed through the Emart retail chain, significantly expanding the presence of Canadian beef in the Vietnamese retail market. With the participation of the Alberta provincial delegation, the event achieved impressive results. In just over a week, the program had a social media engagement reach of 28,000 and sales increased by 102% compared to the previous period. The event played a crucial role in bringing Canadian beef closer to Vietnamese consumers. Canada Beef restaurant promotion with Flame Restaurant in the Philippines The Alberta delegation continued its mission to the Philippines. Canada Beef Taiwan Southeast Asia office launched the Fire & Flavour Menu in partnership with the Flame Restaurant at Discovery Primea, Makati City. Running from June 7 to July 7, the exclusive menu features five Asian-inspired Canadian beef dishes, highlighting its versatility and premium quality. The media launch event drew over 20 top-tier media representatives, key opinion leaders in the food and beverage industry, importers, and distributors. Distinguished guests included The Honourable RJ Sigurdson, Minister of Agriculture and Irrigation of Alberta; Albert Eringfeld, Canada Beef Vice President Export Market Development; and Brodie Haugan, a Canadian cattle producer. During the welcoming remarks, guests gained valuable insights into the Canadian beef industry’s values and commitment to excellence. This background information provided media attendees the information they needed to develop well-informed articles on both Canadian beef and the Fire & Flavour collaboration with Flame Restaurant. Canadian Beef Masterclass in the Philippines As part of the ongoing efforts to build awareness and appreciation for Canadian beef, Canada Beef hosted a Masterclass led by renowned Filipino chef JP Anglo. Held in June, the session brought together 12 key leaders in the culinary and lifestyle space, along with select media representatives, for an immersive, hands-on cooking experience. Participants had the unique opportunity to see, touch, cook, and taste Canadian beef, gaining firsthand insight into its superior quality, consistency, and versatility. The session also aimed to deepen their understanding of the origins, values, and commitments of Canadian producers to Canadian beef. This initiative successfully reinforced the positioning of Canadian beef as a premium choice while highlighting its availability in retail supermarkets. By engaging influential voices in the food and media sectors through this immersive culinary experience, Canada Beef can foster stronger connections and increase consumer awareness about where to purchase Canadian beef for their kitchens. Back to main page PHAM NHU (KATIE) Marketing Manager, Vietnam DEANA KAO Director, Market Development, Taiwan/Southeast Asia/Hong Kong SAMANTHA MUTUC Marketing Manager, Philippines and Indonesia

CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 [email protected] canadabeef.ca	You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? UNSUBSCRIBE. Forward to a friend? CLICK HERE. Like to subscribe? CLICK HERE Editorial contributor and oversight provided by Gina Teel, Director, Stakeholder Communications, Canada Beef. © 2025 Canada Beef. All rights reserved.