China: Global supply chain meets China's growing appetite for imported beef.

Storyline Global supply chain meets China's growing appetite for imported beef An increasing amount of beef from places like Australia, New Zealand and locations in South America, is making its way to Chinese dinner tables thanks to a widening supply chain. At one supermarket in Shanghai, imported beef occupies more than half the shelves. Store managers say imported steaks account for about 50 percent of imported beef and 25 percent of the entire beef category. Other grocery stores in the city are seeing similar trends. Shang Hangxu, deputy store manager, Freshippo Shanghai Jinqiao store: "From January to July this year, sales grew about 30 percent year on year. Online sales account for a slightly higher share – around 60 percent." The sales boom has prompted many beef distributors and merchants, who sometimes sell online, to move their livestreaming studios directly into the grocery stores. Behind the scenes, an import supply chain from overseas is supporting the growing demand. Teng Yaoyao, head of market strategy, Beijing Zhuochen Animal Husbandry Co., Ltd.: "This year, our distributor channel mainly focuses on products from Australia and New Zealand. These two have good growth potential in the Chinese market – with growth of around 20 to 30 percent." According to Shanghai Customs, the city's beef imports reached $35 billion U.S. dollars in July, a nearly four percent annual increase. [Restrictions: No access Chinese mainland]