The U.S. meat industry is intensifying its efforts to penetrate China’s booming consumer market, aiming to bridge cultural gaps by introducing American culinary traditions to China.
“Our goal is to showcase the best of U.S. beef and build a trust-based relationship with Chinese consumers,” Mark Gustafson, chief consulting officer of CLB Management Inc., told Xinhua while talking about the Shanghai leg of the American century-old beef brand culinary tour last week.
The event, a steak dinner party at a premium steak house in Shanghai, was jointly hosted by the China General Chamber of Commerce-USA (CGCC), the U.S. Meat Export Federation, and Greater Omaha, a prominent grain-fed beef producer from Omaha, Nebraska.
Greater Omaha, which has been operational since 1920, was the first American packer to resume beef exports to China in 2017 after a ban imposed in December 2003 due to mad cow disease.
“The evolving Chinese economy has created a significant opportunity for the U.S. meat industry,” said Gustafson, who has been active in the U.S. meat industry, serving, among others, on the U.S. Meat Export Federation’s executive committee.
The significant growth of China’s middle class has increased demand for high-quality food products, including beef, Gustafson said.
“When I speak in the U.S., I emphasize that a 10-percent growth in China’s middle and upper-middle class might seem modest at first glance. However, in the context of China’s vast population, this is equivalent to adding another Japan in terms of market size,” he said.
This demographic evolution has not only increased buying power but also shifted consumer preferences towards higher quality food and lifestyle products, the expert said.
“The potential for U.S. beef in China is vast, and with strategic engagement and quality assurance, we can achieve substantial growth. The journey is just beginning,” said Gustafson.
He also spoke about the food industry’s role in bridging cultural divides.
“We’re not just selling beef, we’re introducing a culture of quality and variety that aligns with the sophisticated tastes of Chinese consumers,” he said.
“The food industry represents a common ground where mutual benefits for both the U.S. and China are realized, strengthening economic ties and fostering goodwill between our countries,” said Gustafson.
This mutual benefit extends beyond commerce, promoting a deeper cultural understanding and collaboration, he said.
He expressed confidence in the untapped potential of China’s market for U.S. meat, foreseeing a future where continuous adaptation to consumer needs will spur growth.
CGCC Chairman Hu Wei, also president and CEO of Bank of China USA, said: “This steak-tasting event in Shanghai represents a blend of economic strategy and cultural diplomacy, aiming to strengthen ties and enhance mutual appreciation between the two nations through the universal language of food.”
Hu noted that regarding cultural exchanges between nations, “large-scale events are sometimes necessary to generate momentum and amplify impact.”
“Conversely, engagements like fostering cross-cultural understanding through culinary experiences that resonate with the everyday lives of ordinary people are also essential,” he said.
“Given China’s rich and ancient culture, with its many unique features, and the United States with its distinct characteristics, history, legacy and appeal, such exchanges and mutual experiences are beneficial for both sides, promoting shared learning and integration,” Hu said.
