Council Showcases U.S. Barley At World’s Largest Food Convention

In March, the U.S. Grains Council’s (USGC’s) China office participated in the 110th China Food and Drink Fair, an opportunity to showcase the quality of U.S. barley to consumers and industry professionals in one of the U.S.’ largest export markets.

The Council’s booth hosted six Chinese craft beer breweries that use U.S. malt for attendees to get a better perspective on the various applications of U.S. malt and the success of companies that choose it.

“The craft beer booth was wildly popular and having high-quality U.S. products on display is an effective way to increase demand for malt,” said Wennie Liu, USGC program manager. “The Council’s presence at such an important event reinforces its strong relationship and partnership with the Chinese craft beer industry, positioning U.S. malt to make further progress in this massive market.”

The event, held March 19-22 in Chengdu, China, set a record with nearly 400,000 visitors in attendance to learn from the 6,600 exhibitors, most of which represent the food and beverage sectors.

Council staff also attended “The Taste of America,” an event organized by the U.S. Agricultural Trade Office in Beijing and the U.S. Embassy. More than 160 guests gathered to sample U.S. products and Deputy Chief of Mission at the U.S. Embassy in China David Meale was on hand to meet participants.

Off the exhibition floor, Council staff also had the chance to meet with multiple influential industry figures focused on aquaculture, sorghum exports and biofuels.

“In addition to the opportunity to meet so many engaged attendees on the exhibition floor, these events are also vital for the Council to connect with its partners and coordinate strategies to maximize U.S. agriculture’s market share in China,” Liu said.