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Canada Beef International Institute Promotes Its Brand in Korea
Beefy Press Conference
Canada Beef International Institute Promotes Its Brand in Korea
  • By mary
  • March 20, 2015, 01:45
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From left: Daisuke Shimojima, Asia executive director; Jack Hextall, chairman; and Rob Meijer, president of the Canada Beef Brand speak at a press conference promoting Canadian beef in Seoul on March 19.
From left: Daisuke Shimojima, Asia executive director; Jack Hextall, chairman; and Rob Meijer, president of the Canada Beef Brand speak at a press conference promoting Canadian beef in Seoul on March 19.

 

The Canada Beef International Institute (CBII) held “The Canada Beef Press Conference” yesterday in the Plaza Hotel in Seoul. CBII is the national marketing organization that markets and promotes Canadian beef and veal worldwide. To establish strategic partnerships with Korea it is devoted to facilitate and support relationships between Canadian beef suppliers and Korean clients in the domestic market.

As South Korea becomes one of the most important and prioritized Asian markets, Canadian beef has prepared to export and market throughout Korean key partners such as importers, distribution vendors, food services, hotels, and retail outlets. Especially this year, the Canada-Korea Free Trade Agreement (CKFTA) has begun to be enforced. Expecting to expand Canadian beef exports in the Korean market, CBII invited media partners to officially announce its global marketing strategies and unique plans.

As world class premium beef, Canadian beef is recognized by over 100 countries’ customers as well-marbled, flavorful, and tender meat with firm, white-coloured fat, highly desirable traits. Canada's cattle producers are committed to the sustainability of the land for future generations and to the humane treatment of animals, with demonstrated global leadership in animal health. Above all else, Canada, with an abundance of land, fresh water, and clean air, is the perfect place for raising cattle. And Canada's exacting standards ensure wholesome beef with consistently high quality and safety.

To differentiate Canadian beef and beef products, the Canadian Cattlemen Market Development Council developed an industry-wide, global brand strategy called the Canadian Beef Advantage (CBA). The main objectives of the CBA are to expand and secure Canada's access to markets that will accept all beef cattle products, and to clearly define Canadian beef and its advantages over competitors.