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 Export development mission to key markets in Asia a success In September, Canada Beef completed a successful market development mission to Asia with stops in South Korea, Vietnam, and Japan. Canada Beef President Michael Young was joined by Market Development and Promotion Committee Chairperson Russ Mallard, Executive Director, Export Market Development, Albert Eringfeld, and local Canada Beef International staff. Canadian Cattle Association Executive Vice President Dennis Laycraft joined the mission in South Korea and Japan.  "These three key markets represent important growth potential for Canadian beef. Our efforts in international markets help create opportunities for the Canadian beef industry to realize greater value through carcass utilization and value optimization. Missions like this are crucial to meeting and identifying new customers and getting them interested in the advantages of high-quality, grain-fed Canadian beef,” said Young. A Canada Meat Seminar and Reception was organized in collaboration with Canada Pork during the South Korea and Japan stops. The events were well received, with over 120 meat industry representatives attending the Seoul event and more than 300 guests in Tokyo.  A Canadian beef demand-building event and reception including a beef cutting, cooking, and sampling session took place in Ho Chi Minh City, Vietnam; 60 people attended this event.   Each event featured presentations about the Canadian beef industry, Canadian beef quality attributes and information about the marketing and promotional support available from Canada Beef for partners in these markets. Media interviews also took place in each country. In addition to the formal events, meetings with Canadian beef importers, distributors and retailers took place in all three markets. Canadian beef retail and restaurant promotions were also arranged for participants to experience during the 11-day mission. Asia is a major and growing export destination for Canadian beef. Japan, South Korea, and Vietnam are respectively the second, fourth, and fifth largest export markets for Canadian beef. Back to main page  ALBERT ERINGFELD Executive Director, Export Market Development |
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