Bindaree Beef sets out to conquer vast Chinese market

1616
Image credit: Bindaree Beef website

NSW meat company Bindaree Beef has signed a lucrative contract to fly fresh beef to supermarket chains across Shanghai, Beijing and Guangzhou.

Bindaree Beef sets out to conquer vast Chinese market
Image credit: Bindaree Beef website

According to the article on the Sydney Morning Herald, the agreement – which was signed yesterday in Shanghai by Tim Sullivan, China manager for Bindaree Beef – will see the company send fresh beef cuts in retail-ready packages to exclusive Chinese stores ready for affluent consumers to use in traditional cooking.

“The opportunity to cut, pack and price label beef to go directly on the shelves is a wonderful value-adding opportunity to supply niche customers in China,” said Mr Sullivan, who is in China with Minister of Agriculture Barnaby Joyce.

“[This] is exactly where Bindaree needs to fit in the supply chain.”

Mr Sullivan said the company would package cuts of meat in Australia before flying them to China, utilising the same supply chain that NSW dairy co-operative Norco uses for distributing fresh chilled Australian milk to supermarkets in major Chinese cities.

Adertisement

Much like Norco, which began sending fresh milk to China after a 1000 litre trial in March and gradually increased shipments to 16,000 litres a week, Bindaree is also expected to increase the export volume over time.

“We saw the success of the milk and I’ve been in touch with the people that put that in place. It seemed like a logical progression for us. We’re not taking over the world. It’s going to be a niche market but it’s a huge market,” Mr Sullivan said.

Bindaree Beef Chairman JR McDonald took the opportunity to thank Mr Joyce and Minister of Trade Andrew Robb on behalf of the company for their efforts to open up the Chinese market for Australian meet exporters and secure brighter future for the Australian resource industry.

“Bindaree Beef would like to congratulate and thank Minister of Agriculture, Barnaby Joyce and Minister of Trade Andrew Robb for proactively working to grow our trade with China. We believe the work we are doing to develop these opportunities will deliver benefits – especially by creating jobs and supporting a sustainable beef cattle industry – that will reward their efforts,” he said.