Co-funded by the European Union, the EU BEEF ASIA: NICE TO BEEF YOU campaign is designed to boost the competitiveness and consumption of European beef in key Asian markets, particularly China and South Korea. Spearheaded by PROVACUNO (Spain) and ASSOCARNI (Italy)—two of Europe’s leading beef industry associations—the initiative aims to raise awareness of European beef’s superior quality, safety, and sustainability.
At the fair, visitors will enjoy an immersive experience that highlights Europe’s farm-to-fork excellence. European beef is produced under some of the world’s strictest standards for animal welfare, natural feeding grain-based, full traceability, and food safety. From responsible farming to precision-controlled cold chain logistics, every step ensures beef that is pure in flavor, tender in texture, and safe for consumers.
The “Nice to Beef You” booth will feature an interactive cooking show area, where chefs and experts will showcase the versatility and superior quality of European beef. Through live cooking demonstrations, educational displays, and visual storytelling, guests will discover how European beef integrates seamlessly into a wide range of culinary styles.
Moreover, European beef producers are deeply committed to sustainable agricultural practices, prioritizing the health and well-being of their livestock while actively working to reduce carbon emissions and environmental impact. This aligns with the growing demand among today’s consumers for greener and healthier food choices.
Participation in SIAL Shanghai 2025 reflects the campaign’s strategic focus on the Chinese market, where demand for premium imported beef continues to rise. “Nice to Beef You” is eager to connect with industry professionals, chefs, importers, and food lovers to showcase why European beef is the benchmark for excellence.
We warmly invite all trade visitors and food enthusiasts to join us at Booth E7 B001 to experience the unique taste, quality, and sustainability of European beef—an authentic expression of healthy, flavorful living.
