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 Retail promotions Taiwan Canada Beef International Institute (CBII) Taiwan/Southeast Asia office partnered with two premium retail brands in Taiwan and the Philippines. City'Super Taiwan is a longtime Canadian partner. They are a premium retailer in Taiwan with seven locations. The Mid-Autumn Festival (also known as the Moon Festival) is one of Taiwan’s most important holidays. It’s also known for being a barbecue holiday in Taiwan where consumers purchase ingredients to prepare a barbecue at home with their families. CBII supported City'Super for this year’s Moon Festival from August 23-September 10 to boost sales of Canadian beef products. These included rib eye, tenderloin, striploin, short rib, top blade, and short plate.   The Marketplace (operated by Robinson Rustan) is one of the leading premium retail grocery stores in the Philippines. In conjunction with the Embassy of Canada, a Canadian Thanksgiving celebration was produced with Canada Beef and other Canadian products. During the promotional period in October, a special discount was offered on all Canadian beef cuts so consumers could enjoy Canadian beef at their Thanksgiving table.   Demonstration sampling was conducted at three of The Marketplace's main stores on three Saturdays in October. CBII worked with celebrity chef Sherwin Tee to demonstrate Canadian chuck eye. In addition to the special prices on beef at all 35 locations, there was an interactive contest where three lucky winners would win a Canadian Thanksgiving gift box packed with Canadian goodies including Canadian rib eye steaks. COVID-19 Update Taiwan continues to see around 30,000 COVID infections daily. Although the daily number remains high, the death rate continues to be low. All activities have returned to normal in Taiwan although there continues to be a policy for wearing face masks in public places. As of October 13, Taiwan has lifted the quarantine ban for all travellers to Taiwan although capacity is limited to 150,000 passengers per week. Canadian beef at American Club Hong Kong Canada Beef International Institute (CBII) China partnered with the American Club Hong Kong for a Canadian beef menu promotion in their dining rooms in June. This was the first time Canadian beef was offered at this prestigious club. The American Club Hong Kong is well-known for its dining service and exceptional food quality making it a perfect venue to promote high-quality Canadian beef. Established in 1925, the American Club Hong Kong is a membership-based premier club providing a gathering place for social, recreational and business activities for members, their families and guests in a distinctively American atmosphere. The one-month promotion presented Canadian beef to over 3,000 members and 10,000 family members and guests. The club featured Canadian beef throughout their foodservice operations utilizing primary and secondary cuts. They created marketing materials to highlight the attributes of Canadian beef and promote the event. Marketing included digital news, an e-campaign, social media, website ads, posters, digital signage, printed menus and cards. During the promotion, more than 270 kg of Canadian beef was sold. According to the feedback from the American Club, guest feedback was very positive and there may be an opportunity to promote Canadian beef again. COVID-19 Update The resurgence of COVID in some regions continues to affect travel and economic activities such as trade shows, seminars and in-store promotions. This is the peak season for beef consumption however due to economic impacts, beef sales, especially high-end beef sales, are still flat. Retailers are counting on upcoming sales promotions for the 11.11 Festival in November. Foodservice sales in regions with tight COVID restrictions are challenging as dine-in service is restricted and in-home delivery is less expensive. In Hong Kong, there are over 4,000 new cases daily. To attract overseas travellers and boost local consumption, the government has eased quarantine policies, loosened social distancing measures and launched a new wave of vouchers for local citizens in October. The government is also pushing for further progress on reopening the border with mainland China mainland to attract visitors. Back to main page China and SE Asia team Angie Xu, Deana Keo, Rachel Zhange

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