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 CBII China and Trade Commission promote Canadian beef workshops Canadian Beef International Institute (CBII) China participated in two Canadian food promotion events across China recently in partnership with the Canadian Trade Commission. The events allowed the team to promote Canadian beef and explore new business opportunities at workshops organized by the Canadian Consulate and Trade offices. CBII China was able to leverage the Canadian government's endorsement to promote high-quality Canadian beef among foodservice and retail clients and develop future Canadian beef sales. The events took place in June and August. The first Canadian food promotion workshop CBII China participated in was hosted by the Consulate General of Canada in Guangzhou on June 20, 2022.  The workshop promoted high-quality Canadian food to high-end restaurants and hotels in Guangzhou. More than 40 guests from restaurant operations, hotel executive chefs and buyers along with retail management teams attended the workshop. Canada’s Consul General made opening remarks. Canadian beef was one of the main ingredients showcased at the workshop. Canada AAA rib eye and boneless short ribs were used in demonstrations and samples were offered following the demonstrations. CBII China also presented information and resources about the Canadian Beef Advantage to guests.  The tenderness and flavour of Canadian beef received positive feedback from the guests and 13 new business leads were developed. There also appears to be interest in introducing Canadian beef at a local supermarket in the area. The second workshop event CBII China participated in was hosted by the Canadian Trade Office in Chengdu on August 18, 2022. Similar to the Guangzhou workshop, the workshop promoted Canadian food to local importers, distributors, foodservice operators and 5-star hotel executive chefs. Over 30 guests attended the event. Once again Canadian beef was showcased and Canadian AAA rib eye was sampled. The Canadian Beef Advantage was presented by the CBII China team and relevant materials were distributed during the workshop. It was a great opportunity to work with the Canadian Consulate to showcase Canadian beef and develop future business opportunities in the southwest China market. COVID-19 Update With the recent resurgence of COVID in various cities, many regions have asked residents to reduce travel during the holidays. Two important holidays take place in the latter part of the year including the Mid-Autumn Festival and the National Day Holiday. Due to the recent COVID outbreak, China's retail sales growth slowed to 2.7% year-over-year (YOY) while foodservice sales growth was down 1.5% YOY. Chinese authorities have been strengthening measures to bolster domestic demand amid the measures to contain the COVID outbreak. Hong Kong COVID-19 Update Hong Kong's fifth wave of COVID-19 continues, with more than 10,000 new cases reported in a single day. As the numbers are discouraging, the government is urging citizens to get three shots of the vaccine as soon as possible, maintain social distancing and avoid crowded events or cross-family gatherings. If the situation gets worse, it’s likely the government will bring back stricter social distancing measures which will impact the recovery of local consumption, especially catering sales. Canada Beef launches restaurant promotion in Taiwan The Diner is a well-known western-style brunch restaurant with five locations across Taiwan. The CBII Taiwan office worked with The Diner restaurant chain last year on a four-month promotion. The outcome was very positive with social media reaching over 400,000 hits and sales increasing by 30% compared to non-promotional months. You can read about this promotion here.  The Diner collaborated with CBII Taiwan office again to develop and present three innovative Canadian beef burgers for their menu. The promotion ran in July and August and the theme was “Strange Thing—the Strange Canadian Beef Burger—come and challenge yourself.” The goal was to encourage guests to try these very unique burger offerings, some of which had very strong flavours.  The three Canadian beef burgers were Oh My Garlic, Mucho Cilantro and Cry Onion Cry. As part of the promotion, the restaurant offered mints and mouthwash to customers who ordered one of the burgers. Point-of-sale material and e-screen advertisements promoted the burgers at the restaurant. There was also media and influencer engagement, including a special media event to taste the products. The promotion was very well received with average sales increasing by 35%; the promotion was extended to September 11 due to its popularity. Back to main page  China and SE Asia team Angie Xu, Deana Keo, Rachel Zhange |
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