The return of a signature USMEF event in China attracted more than 900 importers, distributors and buyers from the country’s retail, foodservice and catering sectors.
The U.S. Meat Traders Club reception, held in conjunction with the opening day of the SIAL China trade show in Shanghai, brought food trade and government officials together to celebrate U.S. pork and beef. Themed “Meet Meat, Meet You, the event also provided attendees a chance to meet potential business partners and learn about changes in consumer demand in wake of the global pandemic.
A brief video from the event can be seen here.
Funded by the Texas Beef Council, the National Pork Board and the Agricultural Trade Promotion Program (ATP), USMEF’s effort included informational booths, tasting sessions and a U.S. red meat “Pop-Up Shop” that featured a team of chefs preparing U.S. pulled pork burgers, smoked U.S. beef brisket and a variety of beef and pork steaks.
The Pop-Up Shop was a preview to a special program to be launched by USMEF in China in late summer. At the Meat Traders Club reception, the shop was a creative way to remind China’s food industry about the quality of U.S. red meat.
“The trade environment changed in 2020 due to COVID and it continues to change in 2021, with new challenges – and certainly new opportunities – for the retail and foodservice sectors,” said Ming Liang, USMEF marketing director in China. “Our goal for the 2021 edition of the U.S. Meat Traders Club reception was to place a new emphasis on the advantages of U.S. pork and beef and reinforce confidence in U.S. products.”
Through prerecorded videos, USMEF President and CEO Dan Halstrom welcomed attendees and thanked them for supporting the U.S. red meat industry. Joel Haggard, USMEF senior vice president of the Asia Pacific, presented on current conditions of the global meat market and how U.S. pork and beef is positioned to meet expected swings in consumption. A special emphasis was placed on the sustainability and safety of the U.S. red meat industry.
Chinese food industry leaders were joined at the event by U.S. Embassy Charge de Affairs Robert Forden, acting Shanghai Consul General Jeff Graham, USDA Agriculture Minister Counselor Bobby Richey and USDA Acting Deputy Under Secretary for and Trade and Foreign Agricultural Affairs Jason Hafemeister.