Argentina to Showcase Beef at International Food Fairs
The president of the Institute for the Promotion of Argentine Beef (IPCVA), Jorge Grimberg, has announced that Argentina will be participating in two major international food fairs. In October, Argentina will showcase its beef at the International Food Fair (Anuga) in Cologne, Germany. Following that, in November, Argentina will be present at the China International Import Expo (CIIE) in Shanghai, China.
Expanding Beef Market in China
This decision highlights Argentina’s commitment to tap into the middle sectors of the Chinese market and entice consumers to incorporate Argentine beef into their diets on a regular basis.
Neonatal Calf Diarrhea: A Challenge to Productive Efficiency
The commitment to participate in these fairs was made after a delegation from China visited Argentina to certify the country’s presence. Over 30 refrigeration companies and export agents will be representing Argentina at the exhibitions. The last participation in China was at the Shanghai Sial in 2023, where 34 livestock firms resumed their presence after a postponement since 2019. Despite the disruptive changes caused by the Covid-19 pandemic, the IPCVA evaluated the previous experience as satisfactory.
However, there were unexpected challenges. The high temperatures and environmental pollution in Chinese cities affected the normal performance and mood of the inhabitants. Jorge Grimberg, the president of IPCVA, acknowledged the difficulties in solving these problems due to the large concentration of people in one place. He emphasized that Argentina is just a small grain of sand in the vast consumption landscape of China.
Grimberg stressed that increasing meat consumption in China would surpass global production capacity. Currently, Chinese consumers prefer small cuts of beef that require several hours of cooking in a wok. This preference was evident at the small restaurant set up by IPCVA, where Asian diners found the traditional steak sizes uncomfortable and preferred smaller portions.
Regarding prices, Grimberg noted a downward trend in the market. However, he believes that the upcoming fair in November will provide an opportunity to improve marketing strategies. Argentine businessmen are expected to be better prepared to adapt to the new market dynamics.
Despite the challenges, Argentina’s participation in international fairs has established it as a leading cattle-raising country in South America. The quality and health standards of Argentine beef are highly regarded.
Changing Consumer Behavior
The IPCVA promotions department has observed a shift in consumer behavior in China. Chinese citizens are constantly engaged with their personal phones, relying heavily on social media for information, advertising, and promotions. Therefore, social networks have become the primary method of communication and diffusion of information in China.
Jorge Grimberg highlighted that advertising on public roads or other traditional means of attracting attention are less effective compared to social media promotions. Chinese consumers save money to spend at fairs, which are highly attended and offer a wide range of products and experiences.
Argentina is now aiming to expand its beef market in China by participating in two major international food fairs. The country will showcase its beef at the International Food Fair in Cologne, Germany in October, followed by the China International Import Expo in Shanghai in November. Argentina’s goal is to tap into the middle sectors of the Chinese market and encourage consumers to regularly consume Argentine beef. This decision comes after a delegation from China visited Argentina to certify its presence, and over 30 refrigeration companies and export agents will be representing Argentina at the exhibitions. Despite the challenges brought by the Covid-19 pandemic, the previous experience of participating in food fairs was deemed satisfactory by the Institute for the Promotion of Argentine Beef.
How is Argentina planning to expand its beef market in China?
Argentina is planning to expand its beef market in China through several strategies.
One of the key approaches is increasing beef exports to China. Argentina has been working towards obtaining the necessary approvals and certifications to export more beef products to the Chinese market. This includes gaining access to the Chinese market for specific cuts that are in high demand, such as offal and premium cuts.
The Argentina-China Comprehensive Strategic Partnership, signed in 2014, specifically addresses the expansion of beef exports. In this context, Argentina is building new slaughterhouses and processing plants that meet Chinese quality control standards. Additionally, efforts are being made to improve sanitary protocols and ensure traceability throughout the entire beef production chain.
Promotional campaigns are also being carried out to raise awareness and generate demand for Argentine beef in China. This includes participating in international food expos, organizing trade missions, and collaborating with Chinese importers and distributors to increase visibility and availability of Argentine beef in the Chinese market.
Furthermore, Argentina is working towards strengthening bilateral cooperation and trade relations with China. This includes negotiations to establish new trade agreements, reducing trade barriers, and promoting economic integration between the two countries.
Overall, Argentina aims to position itself as a reliable supplier of high-quality beef in the Chinese market and increase its market share by diversifying its product offerings and strengthening trade relations with China.