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 Canadian Beef Menu Engineering Workshop to Fengmao Barbecue CBII China presented a Canadian beef menu engineering workshop to the purchasing team from Fengmao Barbecue Shanghai. Fengmao Barbecue (known as “FMKC”) is a chain barbecue restaurant founded in 1991 in north China. It is now a leading barbecue brand with 58 stores in the east and north China regions. The company also operates nine restaurants in Shanghai, utilizing approximately 6,000 kg of Australian beef per month. At the workshop CBII China presented an introduction of the Canadian beef advantage, Canadian beef recipes created specifically for the restaurant chain, cutting and cooking demo followed by a tasting featuring Canadian beef secondary cuts (inside skirt, flat iron, chuck short rib, chuck eye roll and ribeye cap). These cuts were chosen as they could reduce the menu costs and improve the customer’s beef experience. Recipes were developed by Chef Oliver Pan and featured garlic grilled inside skirt with teriyaki sauce, sous vide chuck short rib and pepper-marinated ribeye cap. FMKC is now contacting Canadian beef suppliers in Shanghai for further discussion.  Canadian Beef promotion at Shanghai Joy City Night Market CBII China partnered with Wow Beef (the retail brand of Wow Prime Group—a well-known catering group with 133 restaurants in mainland China) for a Canadian beef promotion at Shanghai Joy City Night market on Aug 14-16, Aug 21-23 and Aug 28-30. Canadian beef was showcased with an on-site tasting as well as posted to Wow Beef social platforms. The promotion attracted more than 9,000 visitors; there were 83,800 social media hits during the nine-day promotion. Wow Beef followers grew by 23% on its official WeChat site compared with the non-promotional period. The company will also kick off the official launch of Canadian beef products on Jd.com. Social media communication summary In September CBII China shared the following on the official CB WeChat account and Weibo account: - Canadian beef promotion at retail; - Canadian beef advantages and attributes; - Canadian beef nutrition and tips; - Canadian Beef recipes according to the festival; Overall, 22 posts on social media with more than 10,000 views. China and Hong Kong market update through Covid-19 With the COVID-19 pandemic contained, China's economy is recovering and beef sales are coming into the peak season. Given the ongoing concern about imported products, inspection and testing remain in place. Beef demand remains strong in China as there continues to be a shortage of domestic beef supply. In Hong Kong, the epidemic has gradually subsided with the massive COVID-19 testing and strict social distancing measures. Food retail sales remain strong and retailers are focusing more on value-for-money cuts. For the foodservice sector sales recovery is still slow given the limited number of people allowed at each table, that banquets are not allowed and tourism is limited. Taiwan/SE Asia Canada Beef Mid-Autumn Festival Promotion at premium retail City’Super CBII Taiwan aligned with City’Super Taiwan to run a promotion for the month of September promotion to celebrate the Mid-Autumn Festival, one of Taiwan's three major annual traditional holidays. This is a time for family reunions and the first thing that comes to mind is barbecue, even the traditional food mooncake is cooked on the barbecue. Many retailers take advantage of this BBQ craving to offer promotions on beef and other barbecue-friendly products. During this promotion, City’Super offered Canadian beef BBQ with a special discount on Canadian strip loin and rib eye steaks at all seven stores. To entice consumer demand for Canadian beef City’Super created a prize draw to encourage sales with consumers offered a chance to win an air fryer, toaster and Canadian beef coupons. Customers get one raffle ticket with a purchase of NTD$800 (CAD$36) Canadian beef.  Digital Dinner – Virtual Chef’s Table Philippine Given the current pandemic, this year’s Chef Table by the LTB Chef Association Philippines moved to an online program. Last year the Chef Table partnered with the Canadian Beef Centre of Excellence and the LTB Association to host 100 chefs and guests at the Sofitel Hotel Manila. This year the virtual program brings together chefs and guests from around the Philippines to gather and enjoy great food together.  Chef Carlo Miguel, a Canada Beef ambassador in the Philippines designed a 4-course menu featuring Canadian beef cheeks as the main course. All four courses were delivered to registered guests prior to the dinner then guests were invited to plate the meal and show off their creations online with other digital dinner participants.  Back to main page  China and SE Asia team Angie Xu, Deana Keo, Iris Sung and Rachel Zhange |
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