Beef 2015

Official Chinese delegation to visit Beef 2015

Jon Condon, 23/12/2014



AN  Agriculture Ministry delegation from China will headline the official international attendance at Beef 2015 in Rockhampton next May, as the event continues to gather recognition as one of the world’s key meat and livestock industry gathering points.

Meat & Livestock Australia’s China region manager Andrew Simpson*  told Beef Central recently that a group representing the Chinese Ministry of Agriculture, together with a Provincial government group, will visit the Beef Expo next year.

It is not yet clear whether the tour group will include Chinese Agriculture minister, Han Changfu.

Headquartered in Beijing, the Ministry of Agriculture’s responsibilities includes agriculture and environmental issues relating to agriculture, consumer affairs, animal husbandry, animal welfare, foodstuffs, as well as higher education and research in the field of agricultural sciences.

The Chinese tour group will also include about 16 representatives from the Provence of Hunan, a major agricultural region.

While Chinese individuals and company representatives have visited the three-yearly Rockhampton Beef Expos previously, this will be the first official visit by a Chinese Government delegation, either national or provincial.

“The visit by the Chinese delegation to the Beef Expo is part of the long-term intent of seeing Australian agriculture as both an investment portal, and a partner in food supply,” Mr Simpson said.

The visit to Beef 2015 would not only cover beef exports, but potentially animal genetics, live cattle, and equipment and infrastructure. It will also allow those important P2P and B2Cconnections to be made, Mr Simpson said.

The announcement comes as Australia and China have recently completed discussions over a Free Trade Agreement.

China has exploded as a chilled and frozen beef customer for Australia over the past 18 months, taking 160,000 tonnes of beef in the 2013-14 fiscal year, up from 92,000t the previous year and just 32,000t in 2011-12.

There is also widespread expectation that Australia and China are on the brink of reaching protocol agreements over the export of live cattle, adding another important customer for Australia’s live export sector.

“The issue with Australia’s trade into China is that the market is still only very new,” Mr Simpson said. Many trading partners are still only making their connections. We’ve really only started to spread our wares across a few ‘tier one’ cities in China, but there are dozens and dozens of ‘tier two’ cities, with populations measured in the multi-millions, that we have not even thought about,” he said.


Overseas visitors warmly welcomed

Under the ‘International Handshakes’ program, visitors to Beef 2015 from overseas will be given free entry to the expo, as well as free access to the QantasLink VIP Business Lounge. They will also be provided with invitations to a number of high-level industry functions and networking events attended by the leaders of the Australian beef industry.

The QantasLink VIP Business Lounge will provide overseas visitors with a great venue to develop business networks.

A program of timely and topical Q&A trade sessions will be held on Tuesday, Wednesday and Thursday, May 5-7. Click here to access further information.


International Handshakes

Beef 2015 organisers have developed several special programs to assist international delegates to meet and engage with companies across Australia’s beef supply chain while at Beef Australia 2015.  Collaboration and networking opportunities are led by a free ‘business-matching’ program, called ‘International Handshakes’, provided by the Queensland Government in partnership with the Australian Trade Commission.

‘Handshakes’ provides an ideal opportunity for international agribusiness companies to meet face to face with Australian enterprises and livestock specialists to explore business prospects.

Australian businesses can register here to participate in the ‘Handshakes’ program. International visitors wishing to participate in the ‘Handshakes’ program should register as an international delegate for Beef Australia 2015.


Information for prospective overseas visitors:

Beef Australia 2015 provides a unique opportunity for overseas visitors to develop contacts in the Australian industry. The event attracts around 85,000 visitors from more than 30 different countries and facilitates new trade opportunities by exposing the Australian supply chain to the global industry.

Who will be there and who will I get to meet?

  • International and domestic beef industry leaders
  • International guests coming to Beef Australia 2015 keen to do business and invest
  • Other domestic companies from across the Australian beef supply chain

Who should come?

  • Companies keen to meet international visitors to Beef Australia 2015 and who are already exporting or interested in exporting, or have projects seeking investment
  • Participants are not limited to beef and live cattle exporters. A wide range of goods and services relevant to the beef industry supply chain will be showcased, ranging from  stock handling and animal identification equipment, seeds, investment, services and technologies, genetics exports, and a host of other fields

Why should I come?

The event will give international visitors the opportunity to:

  • meet and engage with Beef Australia 2015 guests and companies from across the Australian and international  beef supply chain
  • hear global insights first-hand from those doing the business as well as give you the opportunity to meet them to discuss any ideas and projects you have
  • create business matching opportunities for you and your business not just with the speakers but also with those in the audience
  • identify possible new business opportunities, partners and investors to grow your business.


* Following a recent re-organistion of MLA’s regional marketing programs, Andrew Simpson is moving into a new marketing role focused on southeast Asia,  while Michael Finucan, currently Korea manager, will assume responsibility for China.








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  1. Bruce Collins, 04/02/2015

    That will be really beneficial for Qld won’t it when we have a Qld Ag Minister who doesn’t know which end of a cow makes which noise; and Agriculture may not get a Minister in Labor’s smaller Cabinet.

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