Our China IMR recently collaborated with Yonghui Superstores supermarket chain, to host a promotion to market live American lobster for Chinese Valentine’s Day.
With China purchasing and consuming the largest quantity of seafood in the world (45% of global consumption volume), it remains a top target market for Northeast US seafood suppliers. Working with our China In-Market Representative, SMH International, Food Export–Northeast recently collaborated with Yonghui Superstores supermarket chain, headquartered in Fuzhou, China with 1,035 locations across the country, to host an online and in-store promotion to market live American lobster to Chinese consumers as they celebrated Chinese Valentine’s Day. In-store promotions were held in 30 stores in East and South China, in conjunction with targeted online advertising and a live-stream event yielding impressive results.
To drive sales and build consumer interest in American Lobster products, Yonghui supermarket kicked off the promotion on August 14, 2021. Chinese consumers were either able to purchase live American lobster in-store at 30 locations or online via the Yonghui shopping application.
The promotion featured:
Online via the Yonghui app:
Media engagement and outreach to build awareness for the promotion across the region
Over the 15-day period, American lobster was in high-demand across all Yonghui stores and the online app.
“Given the strong performance of this first-time promotion, Yonghui saw a spike in demand for high-quality seafood and greatly appreciated the support provided by Food Export–Northeast for this promotion. We look forward to partnering with Yonghui in the future on other Northeast US seafood product promotions,” said Roger Zhang, Food Export–Northeast In-Market Representative for China.
If you’re curious about ways your company can partner with Food Export–Northeast to promote your seafood products in new markets, get in touch or visit our website to learn more about Food Export–Northeast’s programs.
About Food Export USA – Northeast
With its extensive programs and educational offerings, Food Export USA–Northeast (Food Export–Northeast) is recognized as the preeminent expert and cost-effective resource for Northeast seafood and agricultural suppliers looking to sell their products overseas. Founded in 1973, Food Export–Northeast is a non-profit organization that works collaboratively with its 10 member states’ agricultural promotion agencies from Connecticut, Delaware, Maine, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island and Vermont, to facilitate trade between suppliers and worldwide importers and to promote the export of food, agricultural and seafood products from those states. Since its founding, the organization has helped Northeast seafood suppliers gain access to a broad range of export markets, supported overseas in-market educational and promotional programs and offers emerging suppliers access to funds to help grow their export business. The organization is funded through the Market Access Program (MAP), administered by the USDA’s Foreign Agricultural Service.
Your Connection To Growth®
©2023 Food Export Association of the Midwest USA and Food Export USA–Northeast. All Rights Reserved.
Food Export–Midwest and Food Export–Northeast prohibits discrimination in all its programs and activities on the basis of race, color, national origin, religion, sex, gender identity (including gender expression), sexual orientation, disability, age, marital status, familial/parental status, income derived from a public assistance program, political beliefs, reprisal or retaliation for prior civil rights activity. (Not all bases apply to all programs.) Persons with disabilities who require reasonable accommodations or alternative means of communication for program information (e.g., Braille, large print, audiotape, American Sign Language, etc.) should contact us. Additionally, program information may be made available in languages other than English.
To file a program discrimination complaint, complete the USDA Program Discrimination Complaint Form, AD-3027, found online https://www.ascr.usda.gov/filing-program-discrimination-complaint-usda-customer.
Food Export–Midwest and Food Export–Northeast reserve the right to deny services to any firm or individual which, in the sole opinion of Food Export–Midwest and Food Export–Northeast, does not comply with FAS, MAP or Food Export–Midwest and Food Export–Northeast regulations or policies, or otherwise offer the best opportunity to achieve its mission of increasing food and agricultural exports. Submission of any false or misleading information may be grounds for rejection or subsequent revocation of any application or participation. Food Export–Midwest and Food Export–Northeast are equal opportunity employers and providers.