USMEF claims success for China beef roadshow
06/10/2017
The events in Beijing, Shanghai and Guangzhou at the end of September brought together US meat exporters and Chinese buyers as part of what USMEF called the ‘US Beef China Roadshow’. It said more than 300 Chinese importers attended each event.
“We started in the north, moved to central China and finally ended up in the south, allowing US companies to see and experience different regions of the country,” explained Ming Liang, USMEF marketing director in China. “At the same time, Chinese buyers from each stop were able to interact with U.S. exporters.”
Each roadshow stop featured USMEF member companies exhibiting US beef products. They included a simple opening ceremony in which a brief overview of the current US beef market was given. Cutting demonstrations and tastings with a USMEF technical consultant also took place at each event.
Image shows Greg Hanes (left), USMEF assistant vice president for international marketing, and Ming Liang, USMEF marketing director in China, at the opening ceremony of the first US Beef China Roadshow event in Beijing (credit: USMEF).
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