From May 19 to 21, 2025, the highly anticipated SIAL International Food Exhibition (Shanghai) grandly opened at the Shanghai New International Expo Center. At this event, the Argentine Beef Promotion Institute (IPCVA), together with 26 premium Argentine beef exporters, showcased their offerings under the core themes of “Quality, Naturalness, and Sustainability,”

                                 

 

 Pictured: The Argentine Beef Promotion Institute Pavilion at the 2025 SIAL International Food Exhibition (Image courtesy of SIAL).

 

The 2025 SIAL International Food Exhibition attracted over 5,000 exhibitors from 75 countries and 180,000 professional visitors, establishing itself as a key hub for international food trade. The Argentine beef delegation made a prominent return, offering not only a feast for the Chinese buyers and consumers but also serving as a strategic opportunity to deepen bilateral cooperation and further promote argentine beef export.

 

 

Pictured: The Argentine Beef Promotion Institute Pavilion at the 2025 SIAL International Food Exhibition.

 

 

At this year’s exhibition, the Argentine Beef Promotion Institute dedicated a spacious 1,150-square-meter branded pavilion in Hall E7 (International Meat Hall). Through cultural and quality visual displays, around-the-clock gourmet tastings, and a variety of commercial activities, the pavilion comprehensively showcased the unique advantages of Argentine beef “naturally grass-fed, hormone-free.” A special business negotiation area was set up during the event to provide a platform for in-depth cooperation discussions between Chinese and international companies, attracting numerous attendees and professional media for exchanges.

 

 

Pictured: Signing Ceremony of the Strategic Joint Promotion Partnership between the Argentine Beef Promotion Institute and JD Supermarket.

 

 

During the exhibition, the Argentine Beef Promotion Institute hosted a series of high-level exchange events within the pavilion. On May 19, Li Ranxin, General Manager of JD Fresh Beef and Lamb Division, Georges Breitschmitt, President of IPCVA, and Mario Ravettino, Vice President of IPCVA, held  the signing ceremony for the “Quality Connects the World · Cooperation Shapes the Future” strategic joint promotion partnership between the Argentine Beef Promotion Institute and JD Supermarket.

 

This cooperation with JD Supermarket aims to further expand the coverage and influence of Argentine beef within China’s e-commerce channels. By leveraging a more efficient, transparent, and traceable supply chain system, high-quality beef products sourced directly from the origin will be delivered to the tables of consumers across China. The signing ceremony attracted coverage from numerous leading financial and video media outlets, becoming one of the most highlighted events of this year’s exhibition.

 

During the three-day SIAL exhibition, the Argentine beef pavilion stood out as one of the highlights, attracting numerous influencers and media thanks to its exceptional product quality and diverse on-site activities. On the first day, the pavilion drew significant attention. In the morning, well-known Douyin food influencer and National First-Class Pastry Chef "Limi Zhu" hosted a live tasting session of Argentine beef at the pavilion, leading both online and offline audiences to an immersive experience of the natural flavors and rich taste of Argentine beef. This event became one of the standout activities of the opening day.

 

 

 

 

 

On the second day of the exhibition, the pavilion’s popularity continued to soar. In the morning, a “KOL Exploration Team” composed of influencers from RED, Douyin, and major media outlets visited the Argentine beef exhibition area. They engaged in in-depth discussions with participating company representatives and personally sampled multiple dishes prepared with Argentine beef, gaining a comprehensive understanding of its unique flavors and sustainable development principles.

In the afternoon, Douyin food KOL “Tian Fan” hosted a live broadcast, preparing three Chinese-style dishes using Argentine beef. By skillfully combining traditional Chinese cooking techniques with the natural, premium quality of Argentine beef, the demonstration showcased the meat’s versatile culinary applications. The live session attracted a large audience, receiving enthusiastic responses.

 

 

 

 

 

Mr. Georges Breitschmitt, President of the Argentine Beef Promotion Institute (IPCVA), stated in an interview: “Our collective participation at the SIAL exhibition with 26 companies representing the highest standards of the Argentine beef industry is a key step in deepening cooperation with China and conveying our commitment to quality. We have always adhered to the philosophy of natural free-range farming without hormone additives, ensuring our products meet the highest international standards in health, safety, and sustainability.”

Argentine beef’s nutritional advantages—naturally low in fat and rich in Omega-3 and high-quality protein—perfectly align with current market trends. Mr. Breitschmitt further explained: “Argentina’s cattle are freely raised on natural pastures, with their entire lifecycle mainly fed on grass. Only during the last four months before slaughter are grains supplemented in moderate amounts to optimize the flavor and texture of the meat. The entire breeding and production process is fully supervised by SENASA (the Argentine National Service for Agri-food Health and Quality).”

 

Pictured: Mr. Georges Breitschmitt, President of the Argentine Beef Promotion Institute (IPCVA).

 

In 2024, Argentina’s global beef exports surpassed 900,000 tons, with exports to China reaching 595,000 tons—accounting for 69% of the total—making China the largest export destination for several consecutive years. Mr. Georges Breitschmitt, President of the Argentine Beef Promotion Institute (IPCVA), stated in an interview: “China is the most important and strategically significant export market for Argentine beef, currently representing about 70% of our total product exports. We fully understand Chinese consumers’ strong emphasis on food safety, nutritional value, and quality assurance. Therefore, we are continuously expanding our product range—from premium beef cuts to processed products—to comprehensively meet the increasingly diverse consumption demands of the Chinese market. I firmly believe that the quality and professionalism of Argentine beef have earned the trust of the Chinese market.

 

 

Pictured: Mr. Mario Ravetino, Vice President of the Argentine Beef Promotion Institute (IPCVA).

 

Moreover, during an interview with Mr. Mario Ravetino, Vice President of the Argentine Beef Promotion Institute (IPCVA), he shared: “ Through green supply chain practices, we are responding to global sustainable development goals and meeting Chinese consumers’ expectations. At the same time, we look forward to obtaining approval from the Chinese government to export high-demand products such as beef offal to the Chinese market, further expanding our product range and deepening bilateral cooperation