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Canadian beef was well represented at Anuga 2021, a biennial trade fair regarded as an important meeting place for the global food industry.

Canada Beef President Michael Young, Executive Director, Export Market Development, Albert Eringfeld, and Canadian Beef Centre of Excellence Culinary and Innovation Manager, Cameron Pappel, participated in the event held in Cologne, Germany, from October 9 to 13.

The Canada Beef team supported Canadian beef suppliers and exporters who exhibited in the Canada Beef booth and helped prepare and serve delicious Canadian beef samples for visiting guests. The team also met with beef and meat industry representatives visiting the trade fair from many different countries to learn about current beef industry trends and new market opportunities for Canadian beef exports as well as challenges. Meetings with Canadian trade commissioners visiting the trade fair from Canadian embassies throughout Europe also took place at the Canada Beef booth.

Anuga 2021 attracted more than 70,000 visitors from 169 countries and over 4,600 exhibitors from 98 nations. The trade show attracts key decision-makers from the foodservice sector. A visitor survey showed over 70% of respondents use Anuga to groom existing and build up new business relationships.

Canada Beef shared a booth with the Canadian Bison Association and the two organizations were part of a larger Canadian meat pavilion, which also included Canada Pork International, the export promotion agency of the Canadian pork industry. Eligible Canadian beef suppliers, and a Canadian beef importer based in Europe, exhibited within the Canadian Beef booth area. Exhibiting within the main meat hall at Anuga allowed Canada Beef to have a strategic location for its booth and to attract the attention of key meat buyers and decision-makers attending the trade fair.

The Canadian Beef and Canadian Bison booth proved to be an active and busy space. Canadian beef suppliers and exporters met with new and existing clients and sampled their products through the support of Canada Beef’s Emerging Markets and Export Market Development programs. Beef and bison industry exhibitors who joined the booth were kept busy throughout the length of the show. They commented that they were very happy with the number of new contacts and sales leads achieved and especially with the quality of the visitors who attended and their interest in the generation of new business opportunities.

Canadian beef, information on Canada’s beef production system, the four main pillars of the Canadian Beef Advantage and protocols required to export beef to Europe were all on display at the Canadian Beef booth.

The show had a number of pandemic requirements and restrictions in place to keep attendees and exhibitors safe, as well as virtual access for those unable to attend in person.

Participating in Anuga is just one example of Canada Beef’s ongoing efforts to secure and support new business relationships for Canadian beef worldwide.
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Executive Director, Export Market Development

Suite 146, 6715 – 8th Street NE
Calgary, AB Canada T2E 7H7
Tel: (403) 275-5890
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