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 Recent Alberta government trade missions to Asia presented Canada Beef with the opportunity to provide support to further highlight and promote Canadian beef in several key export markets in the region. In June, Alberta Agriculture and Irrigation Minister RJ Sigurdson visited Vietnam and the Philippines on a trade development mission to both countries. Accompanying Minister Sigurdson was Deputy Minister Jason Hale as well as staff from the Alberta Singapore Office. Canada Beef supported the Minister’s delegation by organizing Canadian beef promotional events in each market. In Ho Chi Minh City, Vietnam, Minister Sigurdson and team helped to launch a Canadian beef promotional campaign at major retailer Emart and attended a networking dinner and reception for Vietnamese importers of Canadian beef.   In Manila, Philippines, Minister Sigurdson and his delegation participated in a Canadian beef promotion launch event held at the top-rated Flame Restaurant in the Discovery Primea Hotel. The event was attended by over 60 local media, food industry influencers and local meat and foodservice distributors. To complete the mission, a Cooking with Canadian Beef experience was organized for approximately 20 Filipino key opinion leaders and social media influencers who shared their experience with their followers. Minister Sigurdson provided welcoming remarks and comments about the quality of Canadian beef, the dedication of local ranchers to produce the product, and the importance of the beef industry to the Canadian economy.   Alberta Beef Producers (ABP) Past President, Canadian Cattle Association (CCA) Director and beef producer Brodie Haugan joined the mission to Vietnam and Philippines and participated in the various events and meetings organized by the Canada Beef Export Market Development team. As reported in the May 2025 edition of Canada Beef Performs, Alberta Premier Danielle Smith visited Japan and Korea on a trade development mission in April. During her visit, Canada Beef sponsored the beef for a networking event for 150 high-level senior executives in Japan and a luncheon for 45 high-level senior executives in Korea. Canada Beef thanks the Alberta government for the opportunities to work together to amplify initiatives that support improved demand for Canadian beef. Appreciation to ABP and CCA for their invaluable contributions to these and other recent trade development missions. Back to main page |
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