The visits involved two recognised names to Europeans: Carrefour, Europe’s largest and the world’s second largest supermarket chain, and Metro, who operates a cash and carry business and are found in many locations in Europe.

The others, Jenny Lou’s and the International High Quality Agricultural Products Exhibition Centre, not the catchiest shop name ever, could be compared to a traditional mid-range department store, the type that is struggling to survive in Ireland in the modern retail era.

In Ireland, supermarkets always focus on their local sourcing credentials and imported produce is almost slipped on to shelves discreetely. It is the opposite in China where imported is highlighted and promoted.

Imports for quality

The strength of the imported offer in a store is seen as a reflection of its commitment to giving its customers quality goods and reflects the continued distrust of the Chinese people of their own production.

Beef and lamb offerings were almost non-existent, while pork, poultry and fish were primarily Chinese production. Where an imported beef range was found, it was Australian.

Dairy products were particularly prominent in all stores visited, with butter and cheeses from different European countries and New Zealand on display.

Kerrygold butter and cheese

China is not a fresh milk market, though there was a large offering of UHT milk. Kerrygold butter and cheeses were prominent and the only Irish offering found in the stores. In Carrefour, a 200g block of Dubliner cheese was on sale at the equivalent of just under €4.50 and a 200g pack of Kerrygold was selling at the equivalent of just over €2.80 on promotion, reduced from the equivalent of €3.64, the normal selling price.

On beef, Australian striploin was on sale at the equivalent of €37.50/kg and fillet at the equivalent of €51/kg. This compares with an Irish equivalent for striploin of between €15.96/kg and €24.23/kg, as sold by Tesco Ireland. However, it must be recognised that the Chinese distribution system isn’t as centralised or efficient as a modern retailer in Ireland or Europe, but it is still an attractive price point for steak meat.

Beef potential

There is no doubt from this short series of visits that beef has serious development potential in China as it and lamb are the most under-represented categories in the meat and dairy sections across all the stores.

It is, however, a growing sector, with the USDA forecasting growth in China and Hong Kong beef imports of 223,000 tonnes this year, an increase of 22%. That is action Ireland needs a slice of.