The ‘European beef in Asian markets’ programme is a continuation of the 2022-2023 campaign in Japan and Hong Kong to promote European Union beef in Asian markets. The project drew upon the lessons from UPEMI’s activities in previous years in these markets.
The campaign’s main objective is to increase exports and promote European beef in the two main regions in Asia, namely Japan and Hong Kong, and to build the image of European beef as a premium product that stands out for its quality, animal welfare, and environment. This is increasingly important in Asia, as the quality and origin of products in this region of the world are crucial to consumers.
The campaign also promotes European standards of sustainable production that combine care for the environment, animal welfare and food safety. Sustainable production is a crucial promotional factor in markets increasingly concerned about environmental issues.
As part of the ‘European beef in Asian markets’ project, European producers can showcase their current product range and enrich their knowledge of the expectations of beef customers in Asia.
The project is funded by the Common Agricultural Policy mechanism’s AGRIP SIMPLE programme. It aligns with the Union of Meat Industry Producers and Employers’ long-term strategic plan to establish a foothold in Asian markets for the European meat industry.
UPEMI is a fast-growing industry organisation that brings together key operators in the meat sector, operating both domestically and globally. UPEMI’s main objective is to support companies’ development by creating sustainable business and economic links that contribute to their competitiveness.
The organisation works to build a strong network between businesses, promoting innovation and knowledge sharing in modern production technologies and quality standards. It is also an active broker in establishing business contacts in foreign markets, helping member companies to expand into new markets. For several years, UPEMI has been active in the Asian markets, namely Japan, South Korea, Vietnam and China, supporting the integration of the industry by organising conferences, trade fairs and business meetings, enabling entrepreneurs to exchange experiences and establish fruitful partnerships. UPEMI’s activities also support the promotion of Polish meat products globally, thereby strengthening the brand and position of Polish companies on the global market.
WHY ASIA?
While the Japanese diet mainly consists of fish and seafood, it is also not lacking in beef. The rearing of cattle, including the renowned and highly regarded Wagyu breeds, has a long tradition in Japan. Nevertheless, domestic production fails to meet the internal demand, necessitating the importation of meat from abroad, including the European Union.
The Economic Partnership Agreement (EPA) between the European Union and Japan, in effect since 1 February 2019, has significantly reduced trade barriers for a substantial portion of agricultural goods. This landmark agreement has opened up new avenues for collaboration between Europe and Japan, leading to a steady increase in European beef sales to Japan since 2017.
The fundamental element contributing to this success is a product characterised by superior quality, replicability, and affordability. This situation creates a distinctive opening for European manufacturers to pursue expansion into Asian markets.
Therefore, European manufacturers are constantly enhancing their capabilities and expanding their product range to meet the expectations of even the most demanding Japanese and Hong Kong customers.
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