For the first time since the outbreak of COVID-19, SIAL China returned to the trade show scene. From 18–20 May, Australian exporters welcomed the opportunity for face-to-face meeting opportunities with the industry in China after the three-year break.
Hosting 18 Australian red meat exporters, the MLA display was a total area of 342sqm (about the area of a tennis court), and featured a kitchen for sampling, cutting and cooking demonstrations by Calvin Gung and guest chefs. Large display chillers also showcased Australian beef and lamb to potential trade buyers and consumers.
Guests to the stand were able to view video footage about MLA programs, as well as profiles of the red meat export participants. The interest in Australian red meat products was very high, with more than 900 new followers to the MLA WeChat official account within the three-day event period.
During the show, MLA held a networking function at Wanfeng Club with more than 400 industry attendees, including:
- Australian government representatives
- Chinese government representatives
- Exporters
- Importers
- Wholesalers
- Chefs
- Retailers.
MLA’s General Manager of International Markets, Andrew Cox, said the team had been building relationships in China for decades.
“China was the largest market by value for Australian beef and sheepmeat last year – the consumers have a very strong trust and affinity for Australian beef and lamb, so we take the long-term view for China,” Andrew said.
MLA’s Regional Manager of Greater China, Joe Zhu, said that the team at MLA’s China office had taken advantage of digital technology to promote Australian beef and lamb, with selected suppliers and retailers through livestreaming in different channels.
“In the future, we plan to hold more activities in second-tier cities in China as we see the demand of premium products there,” Joe said.
SIAL China remains a key event for targeted business development for Australian beef and lamb brands. It is vital in building relationships with the Chinese market and driving demand for Australian red meat.
