Trade mission aims to develop international demand for Australian Wagyu

Beef Central, 06/04/2018

AWA president Peter Gilmour and Ryoko Uchida from NSW DPI (centre), with MLA and Austrade representatives from two major Australian Wagyu importers, Mayfull and Kanpai in Taipei. Click image for a larger view.


FOURTEEN Wagyu cattle producers from across Australia are currently engaged in the Australian Wagyu Export Capability Development Program 2018, targeting Shanghai and Taipei.

This first comprehensive export program for the Australian Wagyu industry is specially designed, in collaboration with government, producers and industry organisations, to maximise trade benefits to the industry.

Being implemented by NSW Department of Industry, the program’s key supporting organisations include the Australian Wagyu Association, Meat & Livestock Australia, Austrade and Export Council of Australia.

NSW DPI’s project manager Ryoko Uchida said on the back of increasing overseas demand for Australian Wagyu products, it was vital for producers to understand international markets and their requirements, as this would help them to define breeding decisions that would better match product to the markets.

Program participants had just returned from a successful marketplace visit to Shanghai and Taipei, Ms Uchida said.

“The customised market visit program provided the industry with opportunities to learn about the markets from different perspectives,” she said.

Through the collaboration between the NSW government and industry, the Shanghai and Taipei programs covered a range of specially organised meetings and visits, including discussions with importers and end-users, MLA, in-market Department of Agriculture and Water Resources representatives and Austrade, along with industry networking functions in both cities.

“A unified message we received through the market visit was the need for continuous initiative, and the NSW DPI will continue supporting the Australian Wagyu industry to raise awareness of the industry and international trade opportunities,” Ms Uchida said.

Selected program participants included 14 producers from 11 Wagyu enterprises across Australia, including Australian Wagyu Association president Peter Gilmour, a WA producer.

“We received valuable support from the various ‘in market’ agencies in Shanghai and Taipei,” Mr Gilmour said. “That included Austrade, in helping understand the customer and to facilitate trade and investment, MLA with its intimate market knowledge and contacts, as well as the NSW Government Trade & Investment Shanghai office for their support, translation and coordination,” he said.

“As delegates we were able to meet customers first-hand to see and understand their requirements, and determine offtake and sales arrangements. There were several compelling presentations and opportunities that could not be accessed without being present in market.”

Mr Gilmour said for many of the customers this was the first time they had met a Wagyu delegation and could appreciate some of the intricacies of Wagyu production techniques.

“The key take-home messages were the need for supply and consistency of AusMeat Marblling score graded product,” he said.

“The tour was thoroughly worthwhile.  I’m sure that many of the Australian Wagyu industry delegates are now working through their 100 or more business contacts that include cold stores, beef traders, food service, restaurants and retail to determine who they would like to do business with, and deliver some Wagyu beef products to these markets.

“This NSW DPI initiative will have a lasting impact on the attending delegates and their businesses.”

Webinars provide follow-up

In addition to the marketplace visit, the DPI’s comprehensive export program also includes post-visit webinars which will be run over the next several weeks.

The webinars aim to further support the participants with the implementation of their export business.

The webinar contents will be customised specially geared at Wagyu export businesses and trade development, assisted by Export Council of Australia and the relevant Government and red meat industry personnel.

Source: NSW DPI



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