Changing consumer demand and attitude has been moving to the forefront of issues in animal agriculture. The VIV China 2008 exhibition embraces the significance that consumer behaviors have on the future of the feed and animal agriculture industries by continuing its "feed-to-meat" theme for this October show.

This year's exhibition has a change of venue, relocating to the New China International Exhibition Center (New CIEC), and as a result of this change, the dates have been moved to 20-22 October 2008. VIV China showcases the industry's developments via the feed-to-meat concept. Feed-to-meat brings together supply and demand within the complete animal protein chain. The venue is situated in the Tianzhu Konggang Development Zone, Shunyi District, Beijing, near Beijng International Airport. Last year's event attracted about 380 exhibitors and over 20,000 visitors from 70 countries.

Changing consumer demand

Show organisers recognise that consumers are focusing more on health issues and therefore, demanding healthier food. But at the same time, there is growing demand for convenience products, in smaller ready-to-eat portions, particularly in countries where the standard of living has increased. Consequently, the demand for the industry to deliver fresh and safe meat products with extended shelf life is increasing. Packaging is also becoming more important in the marketing and selling of animal-based food products, say VIV China organisers.

But at the same time as it strives to meet changing consumer demand, the animal production and processing industry is facing a difficult time. Animal health concerns, rising costs of commodities and ingredients, and other issues bring significant challenges. These issues also impact evolving consumer demands. After BSE, classical swine and avian influenza, for example, consumers are skeptical and want guarantees about the meats they eat. Meat safety can only be guaranteed if every step in the meat production chain is carefully monitored and controlled, note VIV China organizers.

In order to stay current and address these developments, it is key that today's meat business continually works toward improving yield, quality, hygiene, traceability, portioning, performance, profitability, efficiency and transparency.

Meat producing and processing companies must continually adapt and improve their production processes to meet these demands. International food quality institutions develop standards for quality assurance and secured traceability. The trend is towards whole systems that cover the entire food chain from primary production to finished products, from feed to meat, which is where organisers say VIV China comes in.


They say the exhibition will be an opportunity to showcase every step in the meat production process. Recognizing the growing significance of dairy production to the region, VIV China is being promoted as the meeting point for milk production specialists. By highlighting this segment, VIV is recognizing the important growth in the dairy sector and the developments in demand for liquid milk and dairy products.

Education program

VIV China includes an extensive conference program. A great number of topics relating to the meat, eggs and dairy products supply chains are expected to be covered with conference offerings targeting topics from feed to meat, feed to eggs and feed to dairy products.

Visitors to VIV China 2008 are anticipated to represent feed mills, poultry farms, pig farms, cattle farms, fish farms, crop farms, meat slaughtering companies, meat processing companies, feed ingredients and additives companies, farm and industry equipment suppliers, distribution/wholesale/retail/trade meat companies, other industry-related distribution/trade agencies, veterinarians, and large-scale integrated companies.

VIV anticipates the profile for exhibitors to mirror that of the visitors. Exhibitors will include companies representing industrial feed processing equipment, supplies, raw materials, feed ingredients and additives, feed, animal health, animal breeding, farm equipment, slaughter equipment, meat ingredients, meat processing, meat packaging, meat handling, refrigeration, egg processing, dairy processing, meat products, and other industries involved in facets of the feed-to-meat supply chain, including consultants.