CHINA: EBLEX developing "sophisticated" Chinese strategy

By Katy Askew | 14 November 2012

EBLEX developing Chinese marketing strategy

EBLEX, the organisation for the English beef and sheep industry, has said it plans to develop a "more sophisticated" approach to marketing its products in China to build on its presence in the country.

EBLEX is part of a trade delegation organised by the UK Food and Drink Exporters Association attending the Food and Hotel China exhibition in Shanghai this week. Speaking to just-food from the event, export manager Jean-Pierre Garnier said the group aimed to promote pork, lamb and beef products in China.

"The Chinese meat market is experiencing good growth and our analysis points out to rising needs of imports over the next five years," Garnier explained. "We export high quality offal and carcase meat totally suited to Chinese taste with a high level of food safety and environment credentials. Obviously regarding meat, we only offer natural, untainted and unprocessed products."

EBLEX promotes its offering in China by attending three trade shows a year and enjoys "very good relations" with its partners in the country, Garnier revealed.

"Going forward we will need a more sophisticated marketing approach," he added.

EBLEX has had a commercial presence in China for four years. In this time, Garnier said the group has seen "a huge development" of sales "which should top 25,000 tonnes this year".

Earlier this week, Environment, Food and Rural Affairs Secretary Owen Paterson emphasised the need for UK food exporters to grow in China. Paterson is "spearheading" what the UK government has termed "the biggest ever food trade delegation" to the country.

Sectors: Emerging markets, Meat & poultry