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 Canada Beef promotion and demand-building seminar in Vietnam Canada Beef International Institute (CBII) Taiwan, in collaboration with local Canadian beef partners, the Canadian Embassy and Consulate officers, hosted events in September in Ho Chi Minh City, Vietnam. The purpose was to celebrate Canadian beef in Vietnam, to keep the momentum in the market growing and to create more opportunities with potential local clients. Launch restaurant promotion A promotional event took place in a Korean BBQ-style restaurant to promote new Canadian beef dishes on the restaurant’s menu. CBII Taiwan and the restaurant hosted a launch event with a cooking demonstration and tasting by a professional chef. The promoted products were Canadian beef hanging tender, rib finger, and short ribs. Guests included local industry partners, the media, and influencers. A well-known food critic joined the event, and his social media post gained 146,600 views and reactions over one week. Restaurant sales were up 8% compared with non-promotional days.   Canadian beef demand-building seminar CBII Taiwan organized a demand-building seminar and reception on September 18. More than 60 guests including industry partners (importer, distributor, retailer, foodservice owner), government and media participated in the event. The presentation opened with a discussion of Canadian beef quality attributes and the marketing support services available for the Vietnamese market. Canada Beef President Michael Young presented a cutting demonstration followed by a cooking demonstration by a professional chef. The day concluded with a reception dinner served to guests that highlighted Canadian beef dishes.   The event generated a television interview and a number of social media posts. Reaction was impressive, with 82,900 views. Canadian beef available at AEON retail mall in Vietnam A consumer sampling event also took place at the AEON retail mall hosted by a Canadian beef in-market import/distribution partner and supported by the Canadian Embassy. Young provided welcome remarks at the event, followed by a cooking demonstration by a professional chef. Canadian beef attributes and cooking tips were highlighted during the demonstration. CBII Taiwan’s promotion and demand-building events successfully boosted Canadian beef recognition and enhanced relationships with major industry partners in Vietnam.   Back to main page  Deana Kao Director, Market Development, Taiwan/Southeast Asia |
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