ABIEC and ApexBrasil expand the presence of Brazilian beef in China
The Brazilian Association of Meat Exporting Industries (ABIEC), in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil), through the Brazilian Beef project, concluded another mission to China with meetings in Beijing, Chongqing, and Shanghai, reinforcing the presence of Brazilian beef in the sector's main market worldwide.
The program began in Beijing between May 12 and 13, with institutional meetings with Chinese government officials, including the Ministry of Commerce of China (MOFCOM), as well as meetings with importers and representatives of the local sector.
In the Chinese capital, ABIEC also signed a memorandum of understanding with the China Meat Association (CMA) to harmonize the nomenclature of beef cuts exported to China. The goal is to standardize the names used for products shipped to the Chinese market, reducing operational discrepancies and bringing more predictability and security to commercial operations between the two countries.
The Beef and Road
Following that, the mission continued to Chongqing, where ABIEC and ApexBrasil held another edition of the international roadshow “The Beef and Road – Bridging the Brazil-China Beef Routes” on May 14th and 15th, an initiative aimed at expanding the presence of Brazilian beef beyond the traditional markets of Beijing and Shanghai.
The city, considered one of the most strategic regions in inland China, has approximately 32 million inhabitants and more than 50,000 hot pot establishments, a traditional Chinese dish that uses Brazilian beef. The event brought together more than 50 Chinese importers, as well as representatives from the private sector, local authorities, and Brazilian exporting companies.
The program in Chongqing included business roundtables, institutional meetings, gastronomic experiences, and networking opportunities with Chinese importers. The event's opening featured the participation of the president of ApexBrasil, Laudemir Müller, as well as local authorities and representatives from the Chinese private sector. The business roundtables held in the city generated US$22 million in immediate business and US$538.1 million in prospects for the next 12 months.
The Brazilian delegation also conducted a technical visit to the Niu Lang Han factory, a traditional Chinese company specializing in the production of beef jerky and beef-derived products, allowing for closer contact with the local consumer market, as well as an exchange of experiences on processing, distribution, and consumption trends in central China.
“The Chinese market continues to evolve and open new opportunities for Brazilian beef, especially outside the major traditional centers. Being in Chongqing, closely observing consumer behavior, the strength of the food service industry, and the dynamics of local importers, reinforces the growth potential that still exists for Brazilian Beef in the interior of China,” stated the president of ABIEC, Roberto Perosa.
Also in Chongqing, the program included an institutional dinner for the Brazilian Beef project, bringing together authorities, importers, and representatives from the Chinese animal protein sector. The event featured a traditional Chinese cultural presentation and a cooking show led by chef Mao Xiaojun, from the Silver Pot restaurant, which has been awarded a Michelin star for four consecutive years.
Sial Shanghai 2026
The mission concluded in Shanghai at SIAL Shanghai 2026, held between May 19th and 21st, considered one of the largest food and beverage trade shows in Asia. This edition of the fair brought together more than 5,000 exhibitors from over 75 countries and regions, as well as more than 180,000 industry professionals from approximately 125 countries. The event occupied an area exceeding 200,000 square meters at the Shanghai New International Expo Center (SNIEC).
This year, ABIEC and ApexBrasil had the largest pavilion in the sector's history at the fair, consolidating Brazil's leading role as the world's largest exporter of beef. The Brazilian Beef space featured a record participation of 29 member companies and became the largest animal protein pavilion at the entire SIAL Shanghai 2026.
During the official opening of the pavilion, the following were present: the Minister of Agriculture and Livestock, André de Paula; the Brazilian Ambassador to China, Marcos Galvão; the Brazilian Consul General in Shanghai, Augusto Pestana; the Secretary of Commerce and International Relations of the Ministry of Agriculture, Luis Rua; the agricultural attachés Leandro Feijó and Jean Gouhie; the coordinator of International Trade Promotion Projects at ApexBrasil, Paula Soares Caminha; as well as the directors of ABIEC, Julio Ramos, Director of Strategic Affairs, and Fernando Zelner, Director of Sustainability, who accompanied the entire mission in China.
Throughout the three days of the fair, the ABIEC booth hosted authorities, importers, distributors, businesspeople, and representatives from the global beef supply chain. ABIEC's president, Roberto Perosa, also received international leaders from the sector, including the president of the Uruguayan beef association, Gastón Scayola; the president of the Argentinian beef association, Mario Ravettino; and the Uruguayan Vice Minister of Agriculture, Matías Carámbula.
At the traditional Brazilian Beef restaurant, held in partnership with Barbacoa, cuts of Brazilian beef were served to international buyers and guests. The Brazilian steakhouse team prepared an average of 200 kilos of beef per day, including cuts such as ribeye, sirloin, and filet mignon.
Even in the face of a more cautious scenario in the Chinese market, due to the approaching exhaustion of the beef import quota imposed by the Chinese government earlier this year, Brazilian meatpacking companies concluded their participation in the fair with US$157 million in immediate business and US$1.7 billion in projected sales for the next 12 months.
“SIAL Shanghai once again demonstrated the importance of Brazilian beef in the international market. We had a record participation of member companies, the largest animal protein pavilion at the fair, and an intense agenda of networking with importers, clients, and representatives of the global beef supply chain. Even in a more challenging scenario, we continue to strengthen Brazil's presence and build opportunities for the coming years,” highlighted Roberto Perosa.
At SIAL Shanghai 2026, ABIEC also signed a memorandum of understanding with Chongqing Investment Consulting Co. Ltd (CQIC), a Chinese state-owned company linked to the Chongqing municipal government, focusing on modernizing the export logistics of Brazilian beef to China. The partnership foresees studies for the construction of refrigerated storage facilities, processing and distribution centers, and improvements in the cold chain logistics, seeking to increase efficiency, reduce costs, and enhance the security of the flow of Brazilian exports.
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