China is the world’s largest producer and consumer of agricultural products, and meat is increasingly part of the country’s daily menu. If we look at poultry, the increase in the number of birds slaughtered in 2010 rose by 3.1 percent, and unlike other many other markets, China has strong demand for both chicken and duck meat. By value, meat is the second largest segment of China’s retail food market, and Western-style meat culture has now become mainstream.

Growth in the world’s second-largest economy may have slowed of late, but it nonetheless holds strong in comparison to that of many other economies. Living standards and disposable income continue to increase, and a recent government initiative to subsidize the purchase of domestic refrigerators can only speed the change in eating habits. The rise in production and consumption has been accompanied by other changes. Consumers are not simply demanding more; their tastes are evolving.

Worldwide, consumer attitudes toward food are changing rapidly, and China is no exception. Consumer focus is increasingly on health issues and healthier food. Demand for convenience food products, in smaller, ready-to-eat portions, is also on the rise, and traditional techniques of preparing food are losing ground to more processed options.

Pork remains the most popular meat in China, but poultry products are gaining ground.

Food is not only where change is occurring. Packaging is becoming more important in the selling process because consumers want fresh foods that are conveniently packaged and easy to keep. In short, this is a rapidly evolving market.

Wants and needs   

The animal production and processing industries are facing a challenging time. Because of animal diseases, skepticism among consumers has grown, and guarantees are increasingly sought as to the health status of meat.

Meat safety can only be guaranteed if every step in the meat production chain is carefully monitored and controlled. Today’s meat business is about improving yields, traceability, profitability, quality, portioning, efficiency, hygiene performance and transparency.

Revised and renewed approach   

In its role as the nation’s platform for animal production and meat processing, VIV China showcases the industry’s developments along the chain from feed production to meat production. The event’s Feed to Meat concept brings together supply and demand within the complete animal protein chain and will bring together every step in the meat production process.

The organizers of this year’s edition, VNU Exhibitions Europe and CNAS, note that they have created a new VIV China, which focuses on better matchmaking with quality buyers and the expectation of promising business for exhibitors. A new personalized promotion campaign is focusing on bringing in high-quality buyers from China’s seven most important animal production regions.

A project manager at VNU Exhibitions Europe, comments: “The market will see a completely new VIV China, set to create the perfect business ambience.”

International China Summit   

The International China Summit will take place on September 22 at the Kuntai Hotel Beijing. It will be a combination of a plenary conference focusing on trends in the role of livestock in food security and a series of walk-in seminars focusing on technical best practices and farm management solutions.

For the plenary conference, Rabobank will provide the first of four speakers, while Alltech’s Mark Lyons is the second speaker. There will be an invitation-only roundtable discussion in the afternoon.

There will also be walk-in seminars comprising 30-minute slots where companies will offer presentations. The topics covered will be relevant to Chinese livestock professionals, be they farmers, nutritionists, engineers, feed producers, breeders, or processors. In total, there will be five rooms with parallel presentations.

Poultry and other meat producers will be able to access the latest technology and thinking when the New China International Exhibition Center plays host to VIV China in September this year.