2023 March Board Book

CHINA

Effective from December 30, 2022, China will adopt the new policy on processed cheese, requiring cheese content to be over 51%. Products that were produced by December 30, 2022, can still be sold based on previous regulation (15% cheese content). New production after that will need to follow the new standard including imported items. The outbreak of covid-19 after China’s opening has led to increased demand for dairy protein. Over 91% of the consumers interviewed by CBN Data reflect that they believe in dairy as the top source of nutrition. Fresh milk (86%) and yogurt (85%) are the top sellers among all dairy products. 15 leading cafés and restaurants on social media platforms participated in the co-branding event with CMAB China. Using the cream cheese and cream fraiche from California, each café and restaurant has developed at least one RCM specialty menu, like incorporating the Cal cream fraiche with Chinese mug wort to form a cheese cap for the coffee, etc. All the 15 cafés and restaurants launched the Cal Dairy Specialty Menu Promotion from December 24, 2022, which will last for a whole month till the Chinese New Year. 40 KOLs on TikTok and Red Book platforms are invited to visit the restaurants and post articles/videos about the event, expected to generate over 4.5 million impressions.

CMAB China is working with Jijieu.com, the B2B E-commerce platform to build up the California Dairy Pavilion. Jijieu.com is selecting products based on the CMAB catalog. The online pavilion will allow Cal dairy to have year-round exposure of product info and pricing to the potential dairy buyers in China. Individual orders can be collected from the platform to form container load quantity for importation.