Australian beef is now available online for purchase for the first time in China as consumers there seek fresh, safe and 100 per cent traceable beef.
A partnership between premium meat exporter Bindaree Beef Group and JD.com has launched the First Cut Pure Australian Beef to Chinese consumers in China this week.
Specially designed recipes have been designed for each product as First Cut celebrity chef Michael Zhao performs both private and public First Cut cooking demonstrations throughout 2016.
Sanger Australia executive Tim Sullivan says his team have been preparing for the partnership through investments in local advertising in addition to setting up Australian and Chinese websites.
“We are working with some of the best traditional and digital communications agencies in China. Whilst we have now had a launch event with key Chinese KOL’s, we won’t be launching and leaving. We’re here to stay,” Sullivan said.
First Cut also recently featured specially designed First Cut plates with an iPhone holder in the plate, allowing customers to eat their meal while simultaneously sharing a photo of it with friends and followers through social media networks.
The beef was developed with support from Meat & Livestock Australia’s (MLA’s) Collaborative Marketing Program, which enabled Sanger to develop a brand secure JD.com as a valued customer in China.