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 Demand-building seminars are an important market development tactic undertaken by Canada Beef in targeted export markets to promote the Canadian Beef Advantage. These seminars also provide the opportunity to educate buyers, introduce Canada Beef marketing programs and services and support Canadian beef suppliers and their in-market partners. Attendees include beef importers, distributors, retailers, foodservice operators, chefs and other local food industry decision-makers and influencers. In November, Canada Beef successfully completed a market development mission that included stops in Japan and South Korea. Seminars were delivered in three locations in Japan including Tokyo, Nagoya and Fukuoka and in Seoul, South Korea. Joining the roadshow from Canada were beef cattle ranchers Chad and Crystal Ross from L-7 Land & Cattle Co., Jennifer Haley from Veal Farmers of Ontario (Japan only), Russ Malland and Patrick MacNeil from Atlantic Beef and Albert Eringfeld, Vice President, Export Market Development with Canada Beef. Also joining and participating in the seminars were local representatives from Canadian beef suppliers Ontario Corn Fed Beef in Japan, Bouvry Exports in South Korea and Cargill and JBS Canada in Japan and South Korea. Canada Beef International staff in Japan and South Korea helped organize and execute the program in each market and participated in the seminars and meetings. A special shoutout to Mary-Beth Takao from the Alberta Japan Office and representatives from the Canadian Trade Commissioner Service for their participation. The events in all four locations were well attended, with over 400 participants in total. In addition to presentations made by the Canada Beef delegation and Canadian beef suppliers, a networking reception followed each seminar, where dishes featuring Canadian beef were served. The Canada Beef delegation met with Canadian beef importers, distributors and retailers buying and selling Canadian beef in both countries between seminars. A visit to the Coex Food Week trade show, where Canada Beef was exhibiting, rounded out the visit to South Korea. In Japan and South Korea, Canada is recognized as an important supplier of high-quality grain-fed beef. Japan is Canada’s second-largest beef export destination, with South Korea ranked fourth. Back to main page ALBERT ERINGFELD Vice President, Export Market Development

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