With rising disposable incomes, China is set to be in the radar of New Zealand’s Silver Fern Farms as one of the most lucrative export market for meat.
Simon Limmer, Chief Executive of Silver Fern Farms said, “China is one of the largest markets for meat. It consumes the most pork, poultry and mutton, and its consumption of beef and veal is second only to the US.”
China is also the largest importer of New Zealand red meat, demonstrating its preference for New Zealand as a country of origin for the product category, added Limmer.
Data from the General Administration of Customs showed that in August, China imported 658,000 metric tons of meat, up 2.4% on a month-to-month period. In the first 8 months of 2022, China imported some 1.7 million tons of beef, up 12% from a year ago.
An analyst from Interpublic Group China said, “Amid the COVID-19 pandemic, Chinese consumers are paying more attention to the quality of food and pursue higher-quality ingredients.” New Zealand’s quality grass-fed red meat products will continue to become increasingly popular among Chinese consumers.
To better target the Chinese market, in September, Silver Fern Farms launched ‘Pure Box’ vending machine meals, a convenient meal solution for Chinese consumers to enjoy New Zealand grass-fed beef and lamb. It is also working with local partners on some ready-to-cook products that meet local consumers’ tastes. Furthermore, it is promoting exchanges and cooperation with chefs from high-end food service niches in the hotel, restaurant and cafe segment. Limmer said, “With their support, we can help create more red meat recipes preferred by Chinese consumers.”
Until last year, Silver Fern Farms venison products were mainly available in catering packs in China and were only offered during festive seasons by way of Christmas and New Year gift boxes at Sam’s Club. However, after this year’s China International Import Expo in November, its branded retail venison products covering French venison racks, ribs, striploin and flank cubes, shall be available in both online and offline channels.
Limmer concluded that Silver Fern Farms will continue to develop targeted market programs and strategic customer relationships specifically for the complex, multi-culinary and huge China market.