The U.S. Grains Council's (USGC) China office participated in the 110th China Food and Drink Fair held in Chengdu, China, from March 19-22. This event provided a platform to highlight the quality of U.S. barley to both consumers and industry professionals in one of the largest export markets for the U.S.
The USGC's booth was a notable attraction at the fair, hosting six Chinese craft beer breweries that utilize U.S. malt. This setup allowed attendees to gain a deeper understanding of the versatility of U.S. malt and the success stories of companies that opt for it. Wennie Liu, USGC program manager, commented on the effectiveness of showcasing high-quality U.S. products in stimulating demand for malt.
The fair witnessed a record-breaking attendance of nearly 400,000 visitors, with 6,600 exhibitors, primarily from the food and beverage sectors, demonstrating their products and services.
Apart from the exhibition, USGC staff also participated in “The Taste of America,” an event organized by the U.S. Agricultural Trade Office in Beijing and the U.S. Embassy. Over 160 guests, including Deputy Chief of Mission at the U.S. Embassy in China, David Meale, attended to sample and appreciate various U.S. products.
Beyond the fair, USGC staff engaged with influential industry figures focusing on sectors such as aquaculture, sorghum exports, and biofuels. Liu highlighted these interactions as crucial for the Council not only to engage with attendees but also to collaborate with partners and strategize for enhancing U.S. agriculture's market share in China.
