On 22 May, a new product launch and tasting event titled 'Pure New Zealand, Yonghui Fresh to Home' was held at Yonghui Lugu Store in Beijing. Yonghui Supermarket, New Zealand Trade and Enterprise, and Silver Fern Farms jointly announced that chilled grass-fed beef and lamb from the golden pastures of New Zealand's South Island are now available through Yonghui's national stores. The products come from Silver Fern Farms, one of New Zealand's largest red meat exporters, whose livestock is 100% grass-fed and free-range year-round.

The meat is slaughtered, conditioned at a constant temperature for 24-48 hours, and trimmed at a New Zealand plant, then immediately shipped to China under a 0-4°C cold chain. After customs clearance, it is distributed to stores via Yonghui's logistics centre using full cold chain. New Zealand Ambassador to China Grahame Morton attended the launch.

All national stores are now stocking the product, allowing consumers to buy non-frozen chilled meat of the same quality as in New Zealand.

This news represents both new channel opportunities and competitive pressures for small and medium-sized red meat exporters. On one hand, Yonghui, a major Chinese supermarket chain, introducing chilled grass-fed beef demonstrates growing Chinese consumer demand for high-end, natural, cold-chain-delivered products, offering New Zealand beef brands a direct route to the end market. SMEs could consider cooperating with similar channels but must note Yonghui's strict supply chain standards – full 0-4°C cold chain, constant temperature conditioning, etc. – which impose requirements on exporters' processing and logistics capabilities.

On the other hand, Silver Fern Farms, as a giant, is first to secure retail shelf space, potentially squeezing out smaller brands. Local exporters are advised to focus on differentiation, e.g. grass-fed certification, traceability, or developing small-pack portions for e-commerce. Conclusion: This launch confirms the viability of New Zealand chilled meat in China's retail market, but subsequent consumer repurchase rates and channel expansion speed need watching.

SMEs should assess their own cold chain costs and channel bargaining power to avoid blindly following trends.

Keywords: New Zealand chilled beef, grass-fed beef, Silver Fern Farms, Yonghui Supermarket, 0-4°C cold chain, constant temperature conditioning, New Zealand Ambassador to China, Beijing market, imported beef, retail channel

5月22日下午，北京永辉鲁谷店举办“纯净新西兰 永辉鲜到家”新品首发品鉴活动。永辉超市与新西兰贸易发展局、银蕨农场共同宣布，源自新西兰南岛黄金牧场的冰鲜草饲牛羊肉正式通过永辉全国门店销售。产品来自新西兰最大红肉出口商之一银蕨农场，其牲畜100%天然草饲、全年散养。

肉品在新西兰工厂经屠宰、24-48小时恒温排酸和精修后，立即以0-4℃冷链恒温直送国内，清关后经永辉物流中心全程冷链分发至门店。新西兰驻华大使乔文博出席启动活动。全国门店均已开售，消费者可购得与新西兰本地同步品质的不冷冻冰鲜肉。

这条新闻对中小型红肉出口商意味着新的渠道机遇和竞争压力。一方面，永辉作为中国大型连锁超市引入冰鲜草饲牛肉，证明中国消费者对高端、天然、冷链直达产品的需求增长，为新西兰牛肉品牌提供了直接触达终端市场的路径。中小企业可考虑与类似渠道合作，但需注意永辉的供应链标准严格——全程0-4℃冷链、恒温排酸等，这对出口商的加工和物流能力提出要求。

另一方面，银蕨农场作为巨头率先抢占零售端，可能挤压中小品牌的展示空间。建议本地出口商聚焦差异化，例如草饲认证、可追溯性，或开发专供电商的小份包装。结语：此次首发印证了新西兰冰鲜肉在中国零售市场的可行性，但后续需观察消费者复购率和渠道扩张速度，中小企业应评估自身冷链成本与渠道谈判力，避免盲目跟风。

关键词: 新西兰冰鲜牛肉, 草饲牛肉, 银蕨农场, 永辉超市, 0-4℃冷链, 恒温排酸, 新西兰驻华大使, 北京市场, 进口牛肉, 零售渠道

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Source: Tencent News