Agriculture and Agri-Food Canada
www.ats.agr.gc.ca
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Agri-Food Trade Service
CAN NEA Agri-Food Update
May 2009
A quarterly newsletter presented by Canada's agri-food team in North East Asia
Table of Contents
Trade Leads for Canadian Companies
New Market Report @ ATS website
Gaining Recognition and Building Markets
Agri-Food News from the Region
Trade Commissioners @ your service
CHINA
Ottawa: Stéphanie Parisien
parisienst@agr.gc.ca
Post: Grace Kim
grace.kim@international.gc.ca
HONG KONG
Ottawa: Stéphanie Parisien
parisienst@agr.gc.ca
Post: Houston Wong
houston.wong@international.gc.ca
JAPAN
Ottawa: Anita Kuipers
anita.kuipers@agr.gc.ca
Post: Amitabh (Amit) Dutt
amitabh.dutt@international.gc.ca
SOUTH KOREA
Ottawa: Anita Kuipers
anita.kuipers@agr.gc.ca
Post: Richard Ulrich
Richard.ulrich@international.gc.ca
TAIWAN
Ottawa: Chris Anderson
Chris.Anderson@agr.gc.ca
Post: Hugh Moeser
hugh.moeser@international.gc.ca
MONGOLIA
Ottawa : Stéphanie Parisien
Stephanie.Parisien@agr.gc.ca
Post: Byambasuren Narantuya
Byambasuren.naratuya@international.gc.ca
Administrator
Sarah Akhtar
Sarah.Akhtar@agr.gc.ca
New Market Report @ ATS website
Hong Kong Fish and Seafood Market was updated in February 2009.
Trade Leads for Canadian companies
HONG KONG
Hung Food Tong Holdings (http://www.hungfooktong.com/), one of Hong Kong's largest Chinese herbal and soup manufacturers and distributors is looking for supplies of tetra-pack chicken broth and honey products. If you are interested in this trade lead, please contact Houston Wong, Trade Commissioner (AAFC), e-mail: houston.wong@international.gc.ca at the Consulate General.
Wilson International Frozen Foods Limited (http://www.wilsonfoods.com.hk/), one of Hong Kong's largest frozen food importers and distributors is looking for suppliers of premium bottled water and bison meat. For bison meat, the processor should be federally inspected and approved for processing bovine meat for export to Hong Kong. If you are interested in this trade lead, please contact Houston Wong, Trade Commissioner (AAFC), e-mail: houston.wong@international.gc.ca at the Consulate General.
Viola Claro Trading Company Limited (http://www.purple-capital.com/vc.html), a Hong Kong food and beverage trading company is looking for supplies of bottled mineral water and baby formula milk powder. If you are interested in this trade lead, please contact Houston Wong, Trade Commissioner (AAFC), e-mail: houston.wong@international.gc.ca at the Consulate General.
CHINA
Finding Chinese Partners in the Bakery Industry
China Bakery Association (A. C. B. A.) is offering complimentary publication
to Canadian companies in the Bakery Industry on their official web site
www.baking-china.com as well
as at their national trade show, the China Bakery Exhibition, which
is held every May in Guangzhou city. Please forward a short paragraph
introducing your company, products you would like to export to China
as well as any requirement you have on your Chinese buyer or agent.
For more information on this trade lead please contact Maggie Xu, Trade
Commissioner, e-mail: yao.xu@international.gc.ca
at the Embassy of Canada in Beijing, China.
TAIWAN
Matsui Taipei/ Mortise Cooperation – Looking for Canadian geoduck, 180KG per week. Live, ship by air. Contact James Chang at james.chang@mitsuitaipei.com.tw
Ming Sheng Seafood – looking for Canadian scallops. Contact Ruby Wu at w5568903@ms78.hinet.net
Blue Whale Seafood – looking for Canadian spot prawns/ salmon/ ikura. Contact Irene Chang at bwseafood@ms32.hinet.net
MONGOLIA
Looking for beef/dairy cows and dairy farm equipment
exporters
One of Mongolia’s largest and most successful conglomerates is working
to establish a large and commercial scale dairy farm with 1000 Holsteins.
The company is looking for qualified exporters of dairy cows, dairy
farm equipment and machinery, silage technology and alfalfa/corn seeds
for silage. The Mongolian Government is interested in importing Canadian
beef/dairy cows into Mongolia. For further information, please contact,
Byambasuren Narantuya, Trade Commissioner, e-mail: byambasuren.narantuya@international.gc.ca
at the Embassy of Canada in Ulaanbaatar, Mongolia.
Looking for new and used agriculture machinery exporters
Mongolian Government is seeking exporters of new and used agriculture
equipment and machinery. For further information, please contact: Byambasuren
Narantuya, Trade Commissioner, e-mail: byambasuren.narantuya@international.gc.ca
at the Embassy of Canada in Ulaanbaatar, Mongolia.
Success Stories Of Canadian companies in the region
JAPAN
Canadian Beer into the Japanese Market
A Japanese company based in Tokyo has recently started importing
Canadian beer from Alberta. The beer is now being sold
through catalogue sales, department stores and the internet. The
Embassy of Canada in Tokyo will continue supporting this
new business.
Another Japanese Company Purchases Canola from PEI
One non-GM canola seed crusher in Fukuoka has recently signed a
contract to purchase 500MT of this year's crop grown in PEI. This
is the second Japanese company in the region to purchase from non-GM
canola seed from PEI. The first was a Hiroshima,-based company who has
been sourcing from PEI for the last 2-3 years. The Trade Commissioner
in Kitakyushu has been providing these local contacts with information
on PEI growers as well as their planting plan for the last few
years.
New buyer of Canadian Canola oil
One Japanese supermarket chain, which operates 480 stores across Japan,
placed its first order of one container load of Canadian canola oil
from a Canadian exporter. The Canadian company was introduced
to the supermarket operator by the Consulate in Nagoya, Japan.
HONG KONG
Canadian winery established a permanent representative
in Hong Kong
Legends Estates Winery has recently set up an Asian Head Quarter in
Hong Kong to cover markets in Hong Kong, Macao, China, Japan and SE
Asia.
New buyer of Canadian sea urchin
With the assistance of the Consulate General and AAFC's regional offices,
Wakin Enterprises Ltd., a local distributor specialized in Alaskan,
Chilean, and Canadian seafood products visited Canada in July 2008,
where the company identified a capable supplier of fresh sea urchin
roe based in B.C. and since December 2008 has made weekly orders of
this shipment.
Market access in Hong Kong for Canadian beef expanded
Agriculture Minister Gerry Ritz led a delegation comprised of officials
from AAFC, industry and provincial representatives, to Hong Kong January
14 -17, 2009. The key bilateral meeting for the Minister was with the
Hong Kong Food and Health Secretary York Chow. This visit directly resulted
in significantly expanded market access for Canadian beef into Hong
Kong. The Canada Beef Export Federation estimates that the improved
access could mean an increase in Canadian beef exports to Hong Kong
by as much as $26 million, almost doubling our current exports.
Expanded variety of Canadian food items at Jusco
In follow-up with a buyer mission in Canada initiated by HKONG, Jusco,
one of the largest supermarkets in Hong Kong, organized a 14-day Canadian
Food Fair in nine of its outlets in November 2008. Over 247 store keeping
units (SKUs) of Canadian origin were introduced. Partners who contributed
to the success of this event included Alberta Government, Canada Pork
International, Canada Beef Export Federation and some local suppliers.
Jusco is planning yet another promotion that features Canadian fresh
food.
Expanding offers of Maple Leaf's bakery products
in Hong Kong's largest supermarket chain
After the successful introduction of Maple Leaf's bagel in PARKnSHOP,
Hong Kong's largest supermarket chain, the chain is taking on more Canadian
products in their bakeries. The latest additions are scones, English
muffins and cookies which will be introduced to the supermarket chain
in May.
New buyer of Canadian fish and seafood
The Sun Wah Group has formed a new buying division operated by Sun Wah
International Trading Limited. The new company has purchased a container
of frozen Atlantic mackerel from a Canadian fish harvesting and processing
company in Newfoundland. The fish is exclusively supplied to Japanese
restaurants. Since its customers have been satisfied with the fish quality.
Two thousand live lobsters consumed by Treasure
Lake's customers (AB, BC, NS)
Partnering with Alberta Government, Canadian Sablefish Association,
Underwater Harvesters Association, and Clearwater Seafoods Limited,
HKONG worked with the Treasure Lake Chinese Restaurant Group to promote
a variety of Canadian seafood, which included wild sablefish, scallops,
live geoduck and wild lobster. In six of the Group's restaurants, two
thousand Canadian live lobsters were consumed during the one-month promotion
in December! The Group will continue to highlight Canadian lobsters
in its menus and brand Canada as a quality icon of seafood.
CHINA
Beijing Jinhe Baili company ordered Canadian Snack
Bars
Beijing Jinhe Baili company ordered 8 SKUs of snack bars from a Canadian
company based in Ontario following a “Better for You” Specialty
Food Products Virtual Trade Mission funded by AAFC. The video conference
connected Beijing, Shanghai, Hong Kong Montreal, Toronto, Markham and
Vancouver simultaneously on Feb. 25, 2009, and was aimed at introducing
more Canadian companies to China. Beijing Jinhe Baili company was introduced
to company at the event and placed an order shortly after.
Bee Maid Honey supplied to Chinese Women Olympic
Ice Hockey Team
Bee Maid Honey has been actively pursuing the Chinese market for several
years and it has recently supplied its honey to the Chinese Women Olympic
Ice Hockey Team for their meals.
Sun Forward Development Ltd Shanghai Office imported
21,784 pounds of maple syrup from Canada
Sun Forward Shanghai successfully located a maple syrup exporter in
Canada and purchased 21,784 pounds with the assistance of the Consulate
General of Canada.
SOUTH KOREA
New Korean buyer of Canadian monkfish
A seafood importer located in Busan recently imported containers of
frozen monkfish from a Canadian company in Newfoundland. This Korean
company met Canadian exporters at the 2008 International Boston Seafood
Show.
Lotte Confectionary establishes new trade relationship
with a Canadian company
After receiving and testing samples, Lotte Confectionary has imported
286 tonnes of skim milk powder worth $650,000 from a Canadian company.
Canadian wild Coho salmon exported to Korea
In April, a Korean importer signed a purchase order for a shipment of
10 M/T of wild Coho salmon from a Newfoundland company. The value of
this trade lead is US$70,000. If the sample shipment is acceptable to
the Korean company, they will import 3 containers (60 M/T) per month.
Expanding Canadian nutraceutical company in Seoul
A Canadian nutraceutical company opened a branch office in Seoul in
March. This is its first Asian office. Sales volumes since the office's
opening have been very impressive, so much so that the company has already
opened (in early April) a second Korean branch office in the southern
city of Busan. This company uses a multi-level marketing model in Korea,
as it does in all of the countries in which its products are sold. Agri-food
TCs assisted the company with its branch office opening and with KFDA
approval procedures for its products.
Two containers of Canadian lobster tail made their
way to Korea
A Korean company, part of a restaurant franchise, has made an initial
purchase of two containers of frozen lobster tail from a Nova Scotia
company. This same purchaser is now considering importing some Canadian
smoked salmon.
TAIWAN
Canadian smoked salmon being sold in Matsusei
Canadian smoked salmon has been considered as a high quality product
in Taiwan and was mostly available in high-end supermarkets. This March,
Canadian smoked salmon has finally successfully taken into Taiwan's
second largest supermarket chain, Matsusei for daily sale. It is now
trail-selling in a new store in Kaohsiung, and is planned to be sold
island-wide. Matsusei has 260 stores in total all over Taiwan.
New artesian bottled water launched in Taiwan
Jointly facilitated by the post and AAFC Vancouver RO, a B.C. based
premium water manufacturer successfully shipped a 40 foot container
of private labelled products to Taiwan. The company offers naturally
pure water from a renewable artesian aquifer. Canada accounted for 15%
of total imported water in Taiwan in 2008, the 2nd largest supplier,
next to France, which has a dominant market share of 50%.
Upcoming Trade Events In NEA
May
HOFEX 2009, Hong Kong Convention and Exhibition Centre, Hong Kong, May 6-9 http://www.hofex.com
2009 China (Inner Mongolia) International Dairy Show, May 9-11 2009
Seoul Food & Hotel 2009, Korea International Exhibition Center, Korea, May 13 – 16 http://seoulfood.or.kr
Global Pig Forum, Chengdu, Sichuan Province, China, May 14-15, 2009
SIAL China 2009, Pudong, Shanghai New International Exhibition Centre, May 19-21, 2009
Agriculture Inputs and Machinery Show, North China, May 2009
World Dairy Expo & Summit, Hangzhou, Zhejiang Province, China, May 30 – June 1, 2009
June
FHC Beijing 2009, China National Agriculture Exhibition Centre, June 9-11, 2009 http://www.fhcbeijing.com.cn
Shanghai International Wines Expo, Shanghai International Conference Centre, June 10-12, 2009 www.wineshanghai.com
FOOD TAIPEI, Taipei World Trade Center (TWTC) Nangang Exhibition Hall, June 23-26, 2009 www.foodtaipei.com.tw
Fi Asia-China 2009, Ni China 2009, Hi China 2009, Shanghai New International Expo Centre, June 24-26, 2009 www.fia-china.com
Natural Products Expo Asia 2009, Hong Kong Convention and Exhibition Centre, June 25-27. www.naturalproductsasia.com
July
Japan International Seafood & Technology Expo, Tokyo International Exhibition Centre, July 22-24, 2009
Canada Fairs, 13 Laforet Hotels, Japan, July-September 2009
August
World Soybean Research Conference VIII, Beijing International Convention Center, Beijing, China, August 10-15, 2009 http://www.wsrc2009.cn/en/index.asp
Food Expo 2009, Hong Kong Convention and Exhibition Centre, Hong Kong, August 13-17 http://hkfoodexpo.hktdc.com
International Conference & Exhibition of the Modernization of Chinese Medicine & Health Products, Hong Kong Convention and Exhibition Centre, Hong Kong, August 13-17 http://icmcm.hktdc.com
Natural Products Expo Asia 2009, Hong Kong Convention and Exhibition Centre, Hong Kong, August 27-29 http://www.naturalproductasia.com
September
Restaurant and Bar 2009, Hong Kong Convention and Exhibition Centre, Hong Kong, September 1-3 http://www.restaurantandbarhk.com
Seventh China International Meat Industry Exhibition (CIMIE) and the Fifth International Meat Secretariat (IMS) World Pork Conference, Qingdao, China, September 3, 7 www.cimie.com
October
Shanghai International Restaurant Expo, Shanghai Everbright Centre, October 10-12, 2009 www.ire-expo.com
HI Japan 2009, Tokyo Big Sight Exhibition Centre. Oct 14-16, 2009 http://www.hijapan.info/eng/index.php
BioFach Japan 2009, Tokyo Big Sight Exhibition Center, Oct 7-9, 2009 www.biofach-japan.com
Hong Kong Wine and Dine Festival, West Kowloon Waterfront Promenade, Oct 20- Nov 8, 2009 http://www.discoverhongkong.com/hkfoodandwineyear/eng...
November
Canada Food Expo, Tokyo, Osaka, Seoul, November
Hong Kong International Wine & Spirits Fair, Hong Kong Convention and Exhibition Centre, Hong Kong, November 4-6 http://hkwinefair.hktdc.com
Wine & Gourmet Asia 2009, Cotai Expo, Macao, November 5-7 http://www.wineandgourmetasia.com
Food and Hotel China, Shanghai New International Expo Centre, November 18-20, 2009 www.fhcchina.com
China International Seed Expo and Guangdong Improved Seed Demonstration Show, International Exhibition Center of Jinhan,Guangzhou, China, November 25-27 http://www.chinaseedexpo.com.cn/english/index.php
March
FOODEX 2010, Nippon Convention Center, Japan March 2-4. 2010
GAINING RECOGNITION AND BUILDING MARKETS - Report for Feb - May
MONGOLIA
Newly established Canadian Embassy in Mongolia
The Canadian Embassy in Mongolia is newly established and since its
arrival has been consistently raising the profile of Canadian Agriculture
and Agri-food by identifying the sector as the number one area of opportunity
for expanding Canada's commercial relations with Mongolia beyond the
confines of the mining sector. Similarities in climate and the fact
that the Mongolian government has identified agriculture as a priority
sector for enhanced development over the next two years further enhances
the power of this messaging on our part.
JAPAN
Gourmet Navigator featuring Canadian Food
As a result of our successful journalist mission to Canada, Gourmet
Navigator, in collaboration with AAFC and the Embassy of Canada in Tokyo,
has made a special web site page featuring Canadian foods and restaurants.
Gourmet Navigator, an online publication, which provides information
on food and restaurants in Japanese and Korean, visited Canada last
year in September 2008. This website is not only geared to consumers
but to foodservice companies as well. The Canada page on the Gourmet
Navigator website is in Japanese and available at the following link:
(http://www.gnavi.co.jp/world/canada2009)
Isetan Maple Sweets Festival
Isetan in Shinjuku, Tokyo, one of the most popular department stores
in Japan, organized a sweets festival from April 22 to May 5, 2009 with
support from the Embassy of Canada in Tokyo. Several famous Japanese
patissiers participated in this event and made delicious creations such
as cakes, puddings, cream puffs, etc., using Canadian maple syrup and
maple sugar. This event was very successful and many customers came
to Isetan to purchase and to sample the Canadian maple products.
Maple Time Fair 2009
Representing the Canadian maple syrup industry, the Federation of Quebec
Maple Syrup Producers, with the support of AAFC, and Embassy of Canada
in Tokyo organized "Maple Fascination by Chef H. Yamaguchi".
The event was held from March 2 to April 3, 2009 at his 8 restaurants,
2 cafes and 10 patisseries. Chef Hiroshi Yamaguchi is the executive
chef and general manager of Kobe Kitano Hotel, as well as a producer
for restaurants such as Igrek Marunouchi (pictured to right). This
Maple Time Fair was very successful and very well received by
Japanese consumers. Several Japanese food newspapers and magazines covered
the event.
FOODEX Japan, March 3-6, 2009
AAFC, in close partnership with the Embassy of Canada in Tokyo, organized
and managed Canada's presence at FOODEX 2009. The show attracted 78,538
qualified international food buyers from more than 65 countries, and
2,400 exhibitors from over 60 countries and regions. The Canada pavilion
presence featured 28 booths which showcased 40 exporters and 4 associations
from 6 provinces. FOODEX 2010 will be held March 2nd -5th, 2010. Recruitment
information will be posted on the ATS website over the summer.
The Canadian Wine Seminar & Tasting, February
26, 2009
The Canadian Wine Seminar & Tasting in Osaka was held in February
at the Rihga Royal Hotel Osaka. The event was organized by OMAFRA, the
Government of Ontario International Marketing Centre in Tokyo, and Consulate
of Canada. The event also received support from the Japan Sommelier
Association, the Wine Council of Ontario, the VQA, Délégation Générale
du Québec in Tokyo and Group Export Agroalimentaire. Approximately 80
sommeliers, wine specialists, and media attended this event. Articles
were published in: Japan Food Journal, Shokuhin Sangyo Shinbun-sha,
& Shurui Inryo Nippo.
Agriculture & Agri-Food Investment Roundtable,
March 3 & 9, 2009
AAFC in partnership with the Canadian Embassy in Tokyo and the Canadian
Consulate in Nagoya organized two investment seminars, in Tokyo on March
3rd and in Osaka on March 9th. As part of this initiative, two Investment
Champions in the field of functional foods and nutraceuticals, Dr. Rickey
Yada and Dr. Murray McLaughlin, were invited to present at the seminars.
Japanese contacts learned about Canada's capabilities in the functional
food and nutraceutical sector and about Canada's investment climate.
Companies such as Hanamaruki, Kagome, Yakult, Kikkoman, and Meiji Seika
all expressed their interests in pursuing business development and/or
investment studies in Canada further in detail.
Japanese Seafood Buyers’ Mission, March 15-20, 2009
3 Japanese seafood buyers, Saihoku Fisheries Corporation, Matsuoka Co
Ltd., KB Foods Co. Ltd., traveled to the Boston Seafood Show and to
British Columbia to source a range of seafood products. In Boston, the
buyers met with over 55 Canadian seafood companies. In B.C. buyers toured
a salmon farm site in Campbell River and participated in one-on-one
meetings in Vancouver. AAFC and Post received excellent feedback from
this mission both from Canadian companies and from the Japanese buyers,
and follow-up sales are expected very shortly.
Japanese Processed Food Buyers Mission, March 26
– April 2, 2009
5 buyers from 3 different Japanese companies went to Edmonton, Toronto
and Montreal to source a range of processed food products. In Edmonton
and Toronto, table tops and site visits were arranged, while in Montreal,
the group visited the SIAL trade show. The buyers, CFC Japan Co. Ltd,
Nippon Coffee Trading Co. Ltd., and Overseas Co Ltd., were impressed
with the program and buyers have requested samples from Canadian companies.
SOUTH KOREA
Food Safety Media Mission: Feb. 9-13
6 Korean journalists traveled to Alberta, touring ranches and feedlots,
slaughterhouses, and beef retailers to focus on the BSE safety systems
in place in Canada. The focus was on Canada's excellent cattle traceability,
enhanced feed ban, food safety measures at slaughter, BSE surveillance
and transparency of the results, and the confidence of the Canadian
consumer in the safety of Canadian beef. The mission, co-organized and
sponsored by AAFC, CBEF, and the Alberta government, achieved greater
awareness of Canadian BSE food safety systems through over 12 articles
published in Korean media after the mission.
Seafood Buyers Mission: March 11-19
The Agri-Food Section at the Canadian Embassy in Seoul, with AAFC and
AAFC Atlantic Regional Office, led a Korean Seafood Buyers Mission consisting
of 4 seafood importers to the International Boston Seafood Show and
Vancouver. The Korean buyers had an opportunity to learn about the supply
capability and quality products from Canadian seafood exporters through
one-on-one meetings and processing plant visits. Following the introduction
of the Korean buyers, the next immediate step will be for the Canadian
companies to further develop their new seafood business relationships
with the buyers.
Seoul Food and Hotel 2009: May 13-16
This year’s trade show showcased food products from across the food
& beverage industry. The international section of the show hosted
285 exhibitors at 388 booths and saw approximately 33,300 visitors.
Show organizer Oak Overseas took on the role of selling Canadian
pavilion booths this year. Despite best efforts, this year’s Canadian
pavilion was comprised of only a few players: Bunge Canada, Government
of Alberta, and the Canadian Embassy. Canada Pork International sponsored a
pavilion in the meat section together with other meat competitors. The
embassy information booth provided AAFC fact sheet kits for buyers and
received trade leads. This year's show had fewer exhibitors,
but the Canadian exhibitors present indicated their satisfaction with the
quality of buyers. It is hoped that Canadian food industry associations and additional
provincial governments will support Canadian exhibitors at next year's
show, scheduled for May 2010.
HONG KONG
Minister Ritz urged Hong Kong importers to buy more
Canadian products
Agriculture Minister Gerry Ritz visited Hong Kong and Macao from January
14-17. The Minister's visit expanded the access for Canadian beef in
Hong Kong, and also urged the Hong Kong and Macao agriculture and agri-food
companies to buy more Canadian products. This included a luncheon with
local importers and meetings with 3 key HK companies (Four Seas Group,
Amoy Food Ltd & CK Life Sciences Int'l Inc).
Canada Beef Export Federation 2009 Differentiation
Seminar in January 2009
CBEF hosted a Differentiation Seminar in Hong Kong on January 16 to
provide an update on the Canadian beef industry to Hong Kong and Macao
beef importers and traders. Minister Ritz, joined by Dr. Kee Jim, Board
Member of Alberta Meat and Livestock Agency; Brad Wildeman, President
of the CCA and Cam Daniels, Vice President of CBEF announced the agreement
to further open the Hong Kong market for Canadian bone-in beef and offal
under a phase approach. The announcement was welcome by all traders
at the seminar and some of them have already started to talk to the
CBEF representative on their interest in importing Canadian bone-in
beef.
Hokkigai market study in February 2009
Department of Fisheries and Ocean has contracted an agency to conduct
a market study on hokkigai that involves identifying key consumer markets,
product prices and volumes, important market trends, distribution
network of the sushi market in Asia, market substitutes, and potential
outlook for new products.
“Better-for-you” Virtual Trade Mission to Greater
China in February 2009
A virtual trade mission of 5 Canadian “Better-For-You” food
products companies was successfully staged on February 24 to 44 buyers
in Beijing, Hong Kong, and Shanghai. Videoconference stations were used
to allow the Canadian companies to meet with buyers at a minimum cost.
Visit of HK seafood buyer to Canada in March 2009
Sun Wah Marine visited Nova Scotia and Prince Edward Island from March
7 to 12, and met with a number of new seafood suppliers. The Hong Kong
buyer is currently following up on the export potential of their
shellfish items.
Grocer & Caterer E-Magazine Promotion in
March 2009
Grocer & Caterer - a Hong Kong food trade magazine has launched
a new e-platform to report on Hong Kong food trade and related news. Canadian
product stories provided by Maple Leaf Food in Hong Kong and Canadian
product importers, Ng Wah International Development Limited, and Gold
Regent Resources, were showcased.
Legends Wine Promotions in April 2009
To raise the awareness of their wide array of wine and
Icewine, Legends invited Hong Kong food contacts and media for two food
and wine pairing sessions on April 17 and 24. Shirley
Ong, Consul and TC, delivered an overview of the Canadian wine
industry and business between Canada and Hong Kong in these two
sessions. Hong Kong media will highlight Canadian wine and
seafood in the coming weeks.
Mini Food Fair at Jusco in April 2009
Hong Kong suppliers of Canadian products contributed to a Mini Canadian
Food Fair organized by Jusco in their 9 supermarkets from April 17-29.
Canadian products such as beef, pork, seafood, wine and Icewine,
were introduced in Jusco's weekly flyer.
An Informative Seafood Session in April 2009
Clearwater Fine Foods of Nova Scotia conducted an information session
with their business partner in Hong Kong on April 28. Through various
tastings of Lobster, scallop and surf clam, Chinese restaurant chefs
were able to develop a better understanding of the quality of Canadian
seafood items. The Consulate General of Canada in Hong Kong attended
the event to show support of this promotion.
CHINA
Celebrates 100 years of Canadian Service in Shanghai
A reception celebrating 100-years of Canadian Trade Commissioner Service
in Shanghai was held in January. The menu included Canadian seafood
(lobster, Geoduck, snow crab) and maple syrup. 120 senior local government
and business guests from Shanghai and East China provinces and representatives
of CCBC, CanCham had a chance to taste the delicious and high-quality
Canadian agrifood products.
Directory of Canadian Food Supplies in East China
update
Shanghai updated and printed 1,000 copies of 2009 Directory of Canadian
Food Suppliers in East China. The directory includes 34 Canadian or
Chinese companies that import F/B and seafood products from Canada on
regular basis.
A “Canadian Menu” at the Official Residence in Shanghai
Shanghai developed a “Canadian Menu” for the Official Residence. Each
of the Chinese dishes on the menu has at least one Canadian ingredient,
such as seafood, canola oil, maple syrup or ginseng available in the
local market. Icewine and table wine are also incorporated. This menu
enables the HOM to raise awareness of Canadian food ingredients in his
official functions.
SIFEA buyers delegation to Canada
Shanghai post organized a Shanghai Import Food Enterprise Association
(SIFEA) buyers delegation to Canada. Four buyers and two SIFEA leaders
visited the 2009 SIAL Montreal and attended the business programs in
Toronto and Vancouver from March 28 to April 4.
TAIWAN
Taiwan delegation to Canada, March 23-27
With AAFC/BRTT, the Canadian Trade Office in Taipei (CTOT) organized
and accompanied a four-member mission to Canada from 23-27 March, covering
the SIAL food show in Montreal, a table top event in Toronto organized
by OMAFRA Ontario, and a day of one-on-one meetings with suppliers in
Vancouver. The participants were representatives from 2 importing firms,
the largest manufacturer of sauces in Taiwan, and the Taiwan Association
of Importers and Exporters. Along with exposure to Canadian retailing
trends in the food sector, the participants were able to have intensive
discussions with company representatives, and to sample Canadian foods
at specialty restaurants in all 3 locations. The CTOT is providing follow
up services for the participants.
“Canola oil: Easy to bag it and good for everyone”
Recognizing canola’s health properties, Uni-president, Taiwan’s largest
food company, began to focus on promoting canola oil to the food service
two years ago. Mr. Donut has been using canola oil since Oct.
2007. Uni-president Bakery, who supplies bread to more than 8,000 outlets
of 7-11 on the island, also started to use canola in 2008 in order
to meet government's trans fat regulations and consumer demand for healthier
oil. Both Mr. Donut and 7-11 are Uni-president franchises in Taiwan.
In partnership with the Alberta Taiwan Office and Travel Alberta, the
Canadian Trade Office in Taipei (CTOT) and Taiwan’s Uni-President Enterprises
co-organized a successful canola in-store promotion at 17 hypermarket
stores (Carrefour, RT Mart and Geant) in January, 2009 to raise the
awareness of canola oil’s health benefits. Travel Alberta and Alberta
Taiwan Office offered stylish shopping bags to jointly promote Alberta
and canola. Sales increased by 40%. The in-store promotional personnel
approached more than 103,901 consumers during the promotional period
of 4 weekends. Among consumers approached, 54,871 actually had
a conversation with the promotional personnel for more than 3 minutes.
In-store direct marketing is considered one of the most effective communication
methods in Taiwan. As a result of this promotion’s success, a larger
scale in-store promotion is planned for the summer of 2009.
Kuang Chuan Charity Walk – Promoting Canadian Non-Gmo soybean Kuang Chuan Dairy, Taiwan’s leading soymilk manufacturer, has been branding Canadian Non Gmo soybeans with its own logo for many years. Following the signing of a co-branding agreement with AAFC recently, a number of marketing activities are planned to promote its soymilk for the coming summer season. The Head of Mission (HOM) of the Canadian Trade Office in Taipei (CTOT) spoke at a charity walk sponsored by Kuang Chuan and the Hope Foundation, whose mandate is to promote healthier lifestyle. The presence of CTOT HOM raised the profile of Canada and further strengthened the relationship between Canada and Kuang Chuan
GAINING RECOGNITION AND BUILDING MARKETS - Upcoming Period
TAIWAN
Upgrade of Canadian Trade Office Chinese language
Internet website
The Canadian Trade Office in Taipei is preparing to upgrade its Chinese
language Internet website, as part of an ongoing effort to incorporate
best practices and the latest technology into the site. At present the
website offers a range of standard information including news, food
fact sheets and agri-profiles, trade opportunities, health information
and recipes, investment information, and links to other sites. The CTOT
has held discussions with two local internet service providers. The
objective is to improve the performance of the website in terms of targeted
audiences, interactive capabilities, and the potential of services offered
to reduce office workload related to routine trade enquiries. The experience
of, and suggestions from posts and companies with a Canadian connection
in the Asia region are welcome.
Canada Promotion in Taichung, July 1
The Canadian Trade Office in Taipei will host a reception on July 1st
in Taichung City (3rd largest metropolitan area in Taiwan) to celebrate
Canada Day. A number of events to raise Canada's profile are planned
including a food promotion at the Hotel One hotel, an Alberta Beer Festival,
a Canadian Beef Bicycle Rally as well as academic and cultural activities.
Jasons Market Place to hold Canada Promotion - September
The Canadian Trade Office in Taipei and Jasons Market Place will co-organize
a Canada Promotion in September. Jasons is Taiwan's largest upscale
supermarket chain with 6 outlets in major cities around Taiwan. In spite
of the global economic downturn, food industry experts suggest this
was good timing to invest in branding to better prepare for the economic
recovery. As the Canadian dollar remains strong and shipping costs are
high, it is suggested to associate Canadian products with high-end retailers
to add value to Canadian products. Jasons would be one of the best retailers
for Canadian agri-food products to test the water and gauge market potential.
“Fly to Canada” – Kuang Chuan soymilk in-store promotion,
July - August
Kuang Chuan, a leading soymilk manufacturer in Taiwan, is planning to
launch a major in-store promotion in July/August at island wide convenience
stores, hypermarkets and supermarkets to brand Canada. Taiwanese
Consumers will have an opportunity to win air tickets between Taipei
and Vancouver as top lucky draw prizes.
Canadian Food Promotion at the Lalu Hotel, October
The Lalu, Taiwan’s international award winning hotel, will be holding
a Canada Food and Wine Promotion in the coming fall season. The
hotel will invite a guest chef from Alberta to introduce traditional Canadian
dishes featuring Canadian beef along with secret recipes from Canada.
Partnering with Taiwan’s only 6 star-rated hotel is expected to raise
Canada’s profile as a gourmet foods supplier.
JAPAN:
Canada Promotion at Ikspiari
The Canadian Embassy in Tokyo will be working with Ikspiari, a major
shopping and entertainment complex, on a Canada promotion September
18 – October 1, 2009, highlighting Canadian food, arts, culture,
tourism and education. Ikspiari is located next to Tokyo Disneyland
and features 140 shops and 15 restaurants. 550,000 visitors from all
over the country are expected to attend. For more information please
contact Megumi Kobayashi at the Embassy in Tokyo at megumi.kobayashi@international.gc.ca
The 17th Annual Parent-Child Cooking Competition
TV Program
The Parent-Child Cooking Grand-Prix 2009 will be held in Nara, Japan
on August 2nd, 2009. This annual competition will feature parent-child
teams preparing original Canadian themed recipes using Canadian
ingredients. Contestant pairs will be required to use three Canadian
ingredients: Canadian pork, Canadian Pasta (Canadian durum
wheat) and flour brands that have Canadian wheat, and an optional third
Canadian ingredient such as salmon, lobster, maple syrup/sugar, blueberries,
etc. A one-hour special program will be broadcast by four TV stations
in the Kansai region of Japan in August. Organised by TV Osaka and The
Tsuji Cooking School (Japan's largest culinary school), the 2009 competition
received support from the following organizations: Canada Pork International;
Canadian Wheat Board; Canadian Tourism Commission; Agriculture and Agri-food
Canada; Provincial offices in Japan: Quebec, Ontario, Alberta,
British Columbia; the Canadian Consulate, Prefectural Board of Education
in the Kansai region; Kansai Electric Power Company (KEPCO); Panasonic;
and many other well-known Japanese corporations.
Canada Fair at 13 Laforet Hotels
Mori Kanko Trust will organize Canada Fairs at 13 Laforet hotels
throughout Japan from July to September, 2009. The main theme of
this Canada Fair is the "80th Anniversary of the Japan-Canada Relationship".
Canadian food, souvenirs and Canadian tourism information
will be provided to their visitors. Before this event, they will
also organize a Canada Fair Promotion Party for Japanese media. This
promotion party will introduce the Canada Fair to media and travel
agents in advance of the promotion to generate traffic to the event. The
Embassy of Canada in Tokyo and 4 provincial offices in Japan (BC,
Alberta, Ontario, Quebec) are supporting this event.
HONG KONG
Wine Activities at the Open University in May/June
2009
The Open University in Hong Kong invites Canada once again to participate
in this year's Mini Wine Fair to increase the Canadian wine and Icewine
exposure in the community through a number of activities including radio talk
show, education seminar, wine booth, online wine quiz, celebrities
and wine experts tasting panel.
MONGOLIA
Recruiting of selected Canadian companies to visit Mongolia and take advantage of concrete market leads for cattle and seed.
CHINA
Canadian Seafood Festival in Wuhan, Oct 2009
To further promote Canadian seafood in second tier cities in East China
territory, and to celebrate the Canadian Trade Office (CTO) opening
in Wuhan of Hubei Province, we plan to conduct a one-month Canadian
Seafood Festival in the five-star Jin Jiang Hotel in Wuhan, the capital
city of Hubei Province in Oct, 2009 in coordination with AAFC, Canadian
industries and local food suppliers. Hubei is a potential market for
Canadian seafood and also a gateway for Canadian seafood to enter the
central China market. Canadian seafood, such as lobster, geoduck, scallop,
snow crab, sablefish, coldwater shrimp and canola oil as well as other
food ingredients will be introduced into the hotel's menu during the
promotion. All Canadian food ingredients will be purchased directly
by the host hotel from local importers/distributors. The target audience
of the event are local seafood importers/distributors, HRI and media
journalists. HOM, STC and GR section will be engaged in this activity.
OVERCOMING TECHNICAL BARRIERS - Report for Feb - May
HONG KONG
Hong Kong’s amendment to labels of pre-packaged
foods
The Hong Kong Government proposed and passed the legislation that the
current Chinese rendition of “use by” – “此日期前食用”
will be replaced by “此日期或之前食用”
as of July 1, 2010. The Hong Kong food trade will be permitted to use
the new Chinese rendition starting January 2010. If you are responsible
for affixing the Chinese “use by” date for the Hong Kong
market, please contact your Hong Kong importers about the change or
you may also contact the Consulate General for more information.
CHINA
China’s New Food Safety Law
China’s New Food Safety Law will come into force on June 1 2009. Please
direct any concerns and/or questions on this issue to AAFC Trade Policy
Analysts Laurie Hayley at laurie.hayley@agr.gc.ca
and/or Mike Hawkins at mike.hawkins@agr.gc.ca.
The Law is available in English online: http://sousuo.gov.cn/...
SOUTH KOREA
Organics
Korea is contemplating changes to the certification regime for imported
organic food products that could prove very costly for Canadian exporters
of organic food. Together with other concerned countries, Canada has
prepared comments on Korea's proposed new regime and submitted those
to the Korean government for their review. AAFC officials in Ottawa
and Seoul have also consulted both exporters and importers about the
potential impact of the new regime.
OVERCOMING TECHINICAL BARRIERS - Upcoming Period
HONG KONG
Making “Health Claims” on pre-packaged products
Hong Kong has developed a scheme for making nutritional claims on pre-packaged
food products. As health claims are made based on the Chinese Nutrient
Reference Values, Canadian pre-packaged food manufacturers producing
for the Hong Kong market should contact their Hong Kong importers about
the applicability of the health claims made on the Canadian package.
For details of the labeling requirement, please visit this web site:
http://www.cfs.gov.hk/english/programme/programme_nifl...
or you may contact the Consulate General if you have a specific enquiry.
IMPROVING MARKET ACCESS - Report for Feb - May
CHINA
New certification for export of live fish to China In February 2009, Canada and China successfully negotiated a new certification for the export of live fish to China for human consumption. This is a significant market access achievement for the Canadian live fish industry.
China-Canada scientific exchange On April 21, 2009, Chinese and Canadian experts met in Beijing for a day-long workshop to exchange scientific information on Ractopamine and its safe use in animal production. The workshop provided an opportunity to share frank views and establish working relationships for further collaboration in the future.
SOUTH KOREA
Beef Market Access On March 20, Minister Gerry Ritz traveled to Korea to meet Korean trade and agriculture ministers to discuss the almost 6-year long ban on Canadian beef. He expressed Canada's willingness to take the dispute to the WTO if the ban were not lifted very soon. On April 9, once it became clear that the ban would not be lifted imminently, Canada requested WTO dispute settlement consultations regarding Korea's ban on Canadian beef. Canada plans to make use of the WTO consultations phase to resolve this dispute if possible.
Market Access for Canadian Pork and Live Swine Canada has been a valued supplier of frozen and chilled pork and live breeding swine to Korea for many years. Following the identification of H1N1 influenza in North America in April, Korea instituted a temporary ban on live swine imports from Canada, and began testing Canadian pork for the virus. So far, pork testing is causing very little trade disruption, however SEOUL will continue to monitor the issue closely and to advocate for the cessation of testing and the lifting of the ban on live swine, on the basis of science.
HONG KONG
Canadian under-thirty-months bone-in beef returns to Hong Kong To implement the agreement for a phase approach on opening the Hong Kong market to Canadian beef that Minister Ritz made with the Hong Kong Secretary for Food and Health in January, Hong Kong opened their market to under-thirty-months bone-in beef on March 9. The first air shipment of chilled Canadian bone-in beef has already arrived at Hong Kong. Due to the limited supply, it was largely used by Hong Kong's food services trade.
MONGOLIA
Approval of health certificates for export of Canadian bovine Mongolia has, as of the week of May 11, 2009, approved all health certificates required for the export of Canadian bovine semen/embryos and live cattle and porcine semen. This is a significant market access milestone in Canada-Mongolia commercial relations.
TAIWAN
Open Market for Pork Taiwan continues to maintain an open market for pork despite a growing number of cases of Influenza A/H1N1 around the world and decisions in some other countries to place restrictions on imports of pork, pork products and live swine. The Minister of Health and the Department's Food Safety Bureau have remained firm in their position that the virus is not transmitted through pork that has been cooked, reflecting similar guidance from the WHO. For the first time since the Peoples Republic of China assumed China's seat in the UN system, Taiwan will attend the World Health Assembly of the WHO as an observer.
BAPHIQ Inspection Visit of facilities in Canada
In February the Taiwan Bureau of Animal and Plant Health Inspection
and Quarantine (BAPHIQ) conducted an inspection visit of facilities
in Quebec and Alberta for the manufacture of dried porcine blood and
other feed ingredients. The inspections took place at the invitation
of the CFIA, after a period of extensive bilateral consultations following
the first case of BSE in Canada in 2003. Assessment of the results of
the inspections by BAPHIQ are expected to take some months, after which
a decision will be taken on opening of the market in Taiwan for imports
of these products from Canada.
Two pet food plant Inspections Completed
In January 2009, an official from Taiwan's Bureau of Animal and Plant
Health Inspection and Quarantine (BAPHIQ) visited Ontario for the purpose
of inspecting two pet food plants. Both plants were approved. Following
the outbreak of BSE in Canada in 2003, Canadian pet food companies wishing
to export to Taiwan are subject to plant inspection by BAPHIQ. Canada
exported more than CDN$1.5 million of pet food to Taiwan in 2008, an
increase of 18% over the same period last year
IMPROVING MARKET ACCESS - Upcoming Period
HONG KONG
Regulating Pesticide Residues in Food in Hong Kong
The Hong Kong Government is proposing to regulate pesticide residues
in food by complying with the Codex standard. Approximately 400 pesticides
will be included in a positive list and a maximum residue level for
each pesticide will be given. The Canadian Government will continue
to monitor the drafting of the regulations to ensure Canadian interest.
MONGOLIA
Export certificates for Mongolia currently under
negotiation
Export certificates for meat products, swine, ovine semen/embryos, and
caprine semen/embryos are under negotiation and the post expects successful
negotiation and acceptance of the certificates in the coming months.
TAIWAN
Regulation on Organic Products
Canada is seeking an understanding with Taiwan on equivalence for Canada's
new regulations on organic products, which are to enter into force on
30 June, 2009. The new regulations were notified in draft form to WTO
members earlier. Separately, the Canadian Trade Office in Taipei has
submitted a request for equivalence to the Agriculture and Food Agency
of the Taiwan Council of Agriculture. In the absence of an understanding
on equivalence, Canadian organic products can enter the market in Taiwan
labelled as organic if they have been certified by a certification body
to the standards of a country that has already concluded an understanding
with Taiwan. These include the US and a number of European countries.
The following link provides the complete list of certifying bodies accredited
by countries which have established equivalency with Taiwan's Council
of Agriculture. If your products are certified by any of them, COA will
also recognize the export certificate issued by these certifying bodies:
http://www.afa.gov.tw/Public/saftyAgriculture/2009319939357055.pdf.
For further information contact Mike Hawkins in AAFC BRTT, or Hugh Moeser
or Karen Huang at the Canadian Trade Office in Taipei.
Canada-Taiwan Working Group
The eighth session of the Canada-Taiwan Agriculture Working Group is
tentatively scheduled for September 2009. The venue for the annual sessions
alternates between Canada and Taiwan. This year the meeting will be
held in Ottawa. In broad outline it will cover scientific and technical
cooperation, market access issues, exchanges of information on programs,
policies, and negotiations in other fora, and bilateral arrangements
under negotiation. Visits to agricultural research facilities are also
under consideration.
Agri-Food News from the region
TAIWAN
Taiwan lowers the tax for distilled spirit
Taiwan’s Legislative Yuan passed an amendment to the Tobacco and Alcohol
Tax Act to adjust the distilled spirit tax to NT$2.5 per degree of alcohol
strength. Originally designed to reduce the levy on rice wine, a staple
ingredient in local cuisine, the tax reduction was also extended to
imported distilled spirits such as whisky and brandy after representation
from offshore distillers. Canada exported more than CAD$275,000 of whisky
to Taiwan last year, accounting for 14% market share.
Recent development of Taiwan's supermarkets
The global economic downturn makes Taiwan's retail market even more
challenging as the density of retail stores was believed to be one of
the highest in Asia. In addition, supermarkets in Taiwan did not have
a clear identity compared with hypermarkets, which offer good value,
and easy access of convenience stores. Nevertheless, the top three players
are re-positioning themselves in hopes of attracting different segments
of consumers. PX Mart, with more than 457 stores, is planning to open
larger stores to compete with hypermarkets. Another new strategy is
to expand items of fresh goods. Wellcome plans to increase the number
of X-Market stores, a smaller-size supermarket locating in suburban
communities, from 50 to 100 by end year. Matsusei, the 2nd largest chain,
will focus more on fresh and organic products and renovate stores to
create a higher-end image.
JAPAN
Japan to Promote Farm Investment Overseas for Food
Security
Japan, the world’s largest grain importer, will help local companies
invest in agricultural production and distribution overseas to ensure
stable supply as global food demand increases. Japan is considering
providing loans from a government-owned bank for companies to purchase
and lease farmland abroad. Japan relies on imports for 60% of its food
and Japan aims to boost its food self-sufficiency, the lowest among
industrialized nations, to 45% by 2015 to protect consumers from volatile
global prices.
Conditions right for organic growth in Japan, says
market expert
The potential of the organic food and beverage market in Japan remains
largely untapped, according to the market research think tank, Global
Intelligence Alliance (GIA). The Japanese Trade Commission estimates
that organic foods currently make up less than 0.5 % of Japan's grocery
market. With increasing consumer concern about food safety, and increased
interest in the provenance of food, market conditions are right to see
growth in Japan's organic market. However, the GIA warned that boosting
sales of organic products will not be a simple task due to consumer
obsession with the look of food products and the significant price difference
between conventional and organic foods. Imports will most likely be
a significant portion of Japan's organic market, as Japan has limited
farm space and traditionally use more pesticides than in North America
to fight off insects due to arelatively hot and humid climate.
HONG KONG
Petition for stopping seal hunt
The Society for the Prevention of Cruelty to Animals (SPCA) of Hong
Kong is running a petition on stopping the seal hunt and urged the Hong
Kong Government to ban the import of seal fur. Without recognizing the
need for a control on the seal population, the SPCA initiative did not
receive much support in Hong Kong. The Consulate General will continue
to help both the Hong Kong Government and the general public to obtain
a full perspective on the seal hunt.
Canada Beef Export Federation appointed a new Marketing
Manager for Hong Kong
Ken Chow, an experienced promoter of Canadian food products was recently
appointed as the Marketing Manger of Canada Beef Export Federation in
Hong Kong. The appointment signified the commitment of Canadian beef
to the Hong Kong and Macao markets.
CHINA
China Grain Production Strategy
China plans to boost its annual grain output capacity to more than 550
million tonnes by 2020, an increase of 50 million tonnes from 2007.
China had its fifth consecutive record summer harvest in 2008, grain
output increased at a yearly rate of 5.4% to a record high of 528.5
million tons. Wheat is expected to be oversupplied and recent drought
did not affect wheat production as much as expected. China does not
expect import of wheat for the coming year.
China's Oilseeds/oil Production and Demand
China rapeseed production in 2008 was 12 million tonnes. 2009 estimate
is 13 million tonnes. Oilseed production is highly regionalized with
75% coming from 13 provinces (out of 31) in China. Consumption
of vegetable oil is increasing in China and the demand volume amounts
to about 23-25 million tonnes/year including rapeseed oil. Consumption
of oil has increased 180% since 2000. The average oil consumption is
now 17.8kg/person/year. It's projected that consumption of oil in China
will increase at a rate of 5% annually. China is only
40% self-sufficient to meet its vegetable oil needs for 1.3 billion
people. Soybean oil accounts for 40% of the total oil consumption (current
imports are 38 million tonnes of seed and 2 million tonnes of oil),
followed by palm oil (5 million tonnes imported) and rapeseed oil
at 20% (4 million tonnes). Future demand is expected to continue to
increase. Given China needs to import 60% of its total oil consumption,
China will continue to reply heavily on imported oilseeds and oils to
fill that supply gap.
Industrial Food Enterprise Survey Results from Food
Magazine in Shanghai
While local hotel business and high-end restaurants are severely
affected by the current global financial situation, a recent survey
indicates that the prospects may be improving. "Business Opportunities"
a professional food magazine in Shangahai conducted an industrial
survey with 90 food enterprises on behalf of the Shanghai government
in early March. The surveyed included Chinese companies, joint
ventures and WOFEs (wholly owned foreign enterprise) such as food manufacturers
and traders. Each company had an annual sales of at least RMB5 million
(about CN$1 million) in 2008. In summary 76% of the 90 companies surveyed
reported their sales increased in 2008. 89% of the same 90 companies
surveyed believe that their sales will increase in 2009 by around 10-20%.T
the survey outcome looks promising. The results are likely linked to
the Chinese currency which provides companies with increased purchasing
power.
