While US beef has been approved for import into China for some time now, developing that market is still a work in progress. The first shipments of US beef are actually just now reaching China’s shores. However, at the end of this month, the US Meat Export Federation will be showcasing US beef in some of China’s largest cities. USMEF’s Dan Halstrom spoke recently with Radio Oklahoma Ag Network Farm Director Ron Hays about these events and his outlook on the future of the Chinese beef market.
“We’re actually holding three different showcases, or kick-offs,” Halstrom said. “One in Beijing, Shanghai and Guangzhou at the end of September.”
Each event will host approximately 300 professionals from the trade industry, including import distributors, retailers and especially members of the food service sector - who Halstrom says desperately want US beef. A range of cuts will be featured at the events for tasting, accomplishing the critical task of getting the product in their mouths. These events are the best way, Halstrom says, at refamiliarizing China’s food industry with our product. As that process continues, producers and packers back home are ramping up their efforts to produce cattle that qualify for the strict regulations under which beef destined for China’s market must adhere to. All this effort is being done to nurture a new market into eventual maturity, which he believes holds great potential.
"The potential is big on the value side. This market is not going to be the biggest volume market,” Halstrom said, explaining that China's market could grow exponentially over the next ten years or so, particularly in variety meat purchases. “The variety meats in my mind - the USTR did a wonderful job negotiating. This is the hidden benefit of the agreement.”
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