Argentine beef vies for bigger mkt share

Argentina's beef industry is intensifying its presence in China, with plans to diversify its product range and cater to growing market demand, according to officials from the Argentine Beef Promotion Institute (IPCVA) at SIAL Shanghai, a premier international food and beverage exhibition.

IPCVA led a delegation of 26 elite meat companies to this year's exhibition, underscoring China's pivotal role in the South American nation's beef export strategy, according to Georges Breitschmitt, president of the IPCVA.

He emphasized their commitment to promoting "the world's finest beef" since their first participation in SIAL in 2011. "Our mission is to promote Argentine beef as a whole," Breitschmitt said. "These 26 companies represent the highest quality beef even globally."

China has emerged as the cornerstone of Argentina's beef export strategy, absorbing around 70 percent of the country's beef exports. "For IPCVA, China represents one of our most significant export markets," Breitschmitt said.

Mario Ravetino, vice-president of the IPCVA, highlighted that Argentina boasts the world's largest Angus cattle population, globally recognized for its superior meat quality.

The entire production process is strictly monitored by Senasa, Argentina's national food health and quality service, ensuring adherence to rigorous health and safety standards.

"High-quality, natural and sustainable are three key words to introduce our beef," Breitschmitt said. "From breeding to slaughter, we implement rigorous health and safety protocols, ensuring product integrity while protecting both consumer health and environmental sustainability."

Recent data underscore Argentina's position as the world's fifth-largest beef exporter. In 2024, the country's global beef exports surpassed 900,000 metric tons, with China importing 595,000 tons, maintaining its status as the primary destination for Argentine beef.

The Argentine pavilion at the SIAL featured an immersive experience with cooking demonstrations by chefs preparing Argentine beef dishes tailored to Chinese palates.

During the exhibition, IPCVA has established a strategic partnership with Chinese e-commerce giant JD to expand Argentine beef's presence in China's digital retail market.

Li Ranxin, general manager of JD's beef and mutton business, revealed that their platform's annual beef sales reached 3 billion yuan ($415.6 million), with 30 percent year-on-year growth. "As the pioneer in promoting Argentine beef online in China, this partnership will accelerate Chinese consumers' awareness of Argentine beef brands and increase direct sales in China's retail market," Li said.

The industry is now awaiting Chinese regulatory approval to export beef offal products, which have high demand in the Chinese market, according to Ravetino.

zhengzheng@chinadaily.com.cn