The market is worth over $3 billion a year to the meat sector, even in hard times such as the past year when issues within the Chinese economy have seen consumers more restrained in their buying habits - a factor that has affected NZ.
To overcome the challenges in that market and to reinforce their commitment to China, a few weeks ago the Meat Industry Association and all the companies that export meat to China exhibited at the 7th China International Import Expo (CIIE) in Shanghai. It's a huge event that over a week attracts close to half a million visitors - many of them buyers of our products.
The NZ red meat sector was there in style with a stand at the NZ pavilion where samples of our lamb and beef were dished out to attendees. Also, the individual companies got out there are showing off their latest innovative products and interacting with their buyers and business partners.
NZ took advantage of CIIE to launch an $8 million surgically focused publicity campaign called Taste Pure Nature (TPN) to woo Chinese consumers to buy our grass-fed meat and differentiate our high-quality meat products from other countries who have gained a hold in the market. What is special with this campaign is that it's industry led and the buy-in to it has been strong and supportive.
The response to the launch of TPN and the high-profile presence by NZ at CIIE has by all accounts been very positive about the future - something that's been lacking for the past year or so.
After talking to buyers and customers, those attending the expo all say they are now optimistic about the future. Sure we may not see some of the high prices there of a few years ago, but wealthy Chinese consumers are looking for the high quality nutritious and sustainable products that we produce. It looks like being a happy new year.
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