On November 12 the Beijing Hualian Hypermarket Inc. (BHG) held a Canadian Food & Beverage Festival in Beijing at one of their flagship retail outlets, SKP. The event’s main theme was the launch of premium Canadian pork complete with a “Farm to Table” quality and safety assurance promise from BHG and the Canadian pork supply partners selected for the program. BHG also featured Canadian Canola oil.
The upscale event included a combination of both live and video presentations to showcase the value proposition and proof points that Canadian pork brings to the table along with a merchandising demonstration from CPI. Attendees were treated to a tasting reception featuring many Canadian pork dishes expertly prepared by a team of local celebrity chefs. The event was well attended by customers, local media and Canadian Embassy representatives.
BHG, which is the 17th-largest retail operator in China with (as of 2015) 150 plus outlets, is one of the largest premium supermarket chains. The majority of their outlets are located in Beijing, a market area of almost 20 million consumers.
BHG and SKP are known for marketing luxury brands in all categories including food. “This position in the marketplace and their reputation for bringing their customers the highest quality products is a perfect fit for Canadian pork supply partners,” says Michael Young, VP Technical Programs and Marketing Services, Canada Pork International. “CPI was an active sponsor of the event and we are working with the BHG team to finalize the meat quality and safety standards for this very innovative program. CPI will also be working with BHG on other projects as the program grows and opportunities develop to further expand market share for Canadian pork in the emerging premium quality table-meat category in China.”
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