The EU campaigned “Nice to Beef you” hosted a successful showroom in Beijing last Friday 26th of May with the aim to improve the knowledge of Chinese importers, distributors and media about European Beef.


“Nice to Beef You” is a European Union co-funding campaign implemented by two of the most important beef associations in Europe in terms of production and representatives: PROVACUNO from Spain and ASSOCARNI from Italy. These organizations have joined forces to promote the appreciation and awareness of European beef in Asian markets.

More than70 people attended to the event, Mr. Marco Midolo, Commercial Counselor of the Embassy of Italy in China, delivered a welcoming speech.,He gave a brief description of the trade relations between China and Italy and their vision, and gave high expectations for the event.

After the speech, the leader of the ASSOCARNI association, Mr. Francoise Tomei, highlighted the main attributes of the European beef: its superior production standards, environmental care, and animal welfare.“We have the pleasure to be in the capital of China today to taste and let Chinese meat professionals discover the high level and premium quality of the European Union products. This campaign seeks to establish strong and lasting business relationships between European producers and Chinese professional and consumers. Therefore, in the frame of the Nice to Beef you Campaign, we will organize promotional events and will participate in Exhibitions in China during the next three years”, Mr. Tomei explained.


Then, Professor Alessandra Guidi, Scientific Counselor of the Italian Embassy in China, introduced the technical science, health and environmental aspects of the Italian cattle industry chain, and explained the important factors of the European livestock production model.



Mr. Nicola Santini from the Italian Ministry of Health, who was present online, spoke to us remotely and said that food safety and traceability are the hallmark of European beef’s identity :” Our beef traceability management allows us to track the product at all times, from farm to table,To ensure a healthy, safe and quality product “.



Mr. Wu Wei of the General Administration of Customs of China also attended the event. On behalf of the Chinese government, Mr. Wu introduced the detailed requirements and regulations for the import and export of meat products. The Chinese market welcomes high-quality imported food to the dining table of the people, and hopes that foreign exporters and domestic importers can trade in strict accordance with customs requirements to promote win-win cooperation between the two sides.



Finally, Gianpaolo Bruno, Chief representative of the Beijing Office of the Italian Foreign Trade Commission, spoke on the important topic of strengthening cooperation between Italy and China in the beef sector, saying that both Italy and China are important players in the global agribusiness sector. In particular, there is great potential for cooperation in the field of beef production and trade. China, with its large and growing consumer base, represents an important opportunity for Italian beef producers to expand their export markets and experiment with new ways of growth. Italy has a long tradition of producing quality beef, and as the Chinese market continues to expand, the opportunities for the Italian beef industry are becoming more attractive.


Europe is home to some of the world ́s most productive agricultural regions, an on of the most important products of this sector is beef. European beef is produced in compliance with the requirements established by the European Production Model (EPM), which rest on animal health and feeding regulations, animal wealth fair, sustainability, and respect for the environment.

At the event, Fabio Falanga, a famous Italian chef in Beijing, carefully prepared three dishes with European beef as raw materials, showing the juicy and delicate flavor of European beef. He chose different cuts to showcase the variety of options European beef offers, mentioning that “premium beef” can be distinguished by its tender taste. “European cuisine is known for its bold flavors and delicate ingredients, and beef features prominently in many traditional dishes. Each piece of beef has its own unique flavor, “explains Falanga.



The event participants were amazed by the delicious taste of European beef and expressed interest in continuing to learn about the characteristics of beef and introduce it to Chinese food lovers. The representatives invited to attend the event today include meat importers, meat distributors, representatives of the catering industry, local famous chefs and media journalists in Beijing. In the introduction and tasting of one dish after another, everyone learned about the delicious and diverse European beef and the adaptability of creating various dishes, praised again and again, and welcomed European beef to our Chinese table. At the event, people from various industries talked about their expectations for European beef and the development and prospects of the Chinese beef market. We hope to find an opportunity to reach a consensus on cooperation and work together to enable the Chinese consumer to eat healthy and safe European beef.





PROVACUNO is the Interprofessional Organization for Beef and Veal in Spain. It represents the entire value chain of the beef sector in Spain, from cattle farmers to industrialists and traders, with the objective of promoting consumption and improving the image of Spanish beef both nationally and internationally.


ASSOCARNI is the Italian Beef Association, an organization that brings together the main beef producers and processing companies in Italy. They work to guarantee the quality and food safety of Italian beef and promote its consumption in both domestic and international markets.



Photo credits: ©EUBEEFASIA

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