The NSW Farmers Direct Beef Export to China project investigated the potential for cattle producers to export premium beef products to China using advanced paddock-to-plate marketing and ecommerce platforms.
Opportunities were identified for premium, retail-ready frozen and chilled beef products marketed using strong provenance stories and digital traceability solutions. This "paddock to plate" marketing model, which places the farmer front and centre, suits small exporters aiming to build premium brands and leverages Australia's strong reputation in China as supplier of safe, high quality food.
The project involved extensive in-country research and meetings by cattle producers with leading Chinese ecommerce and logistics platforms, including Alibaba (TMall Fresh) and Yiguo. It also involved a range of extension activites, including the provision of guides and other information for cattle producers about accessing the Chinese market.
The project was funded by the Federal Department of Agriculture & Water Resources as part of the Package Assisting Small Exporters program.