The first panel, “Road to Recovery,” focused on how companies navigated the critical early days of the pandemic and how they emerged from the crisis. Panelists included Curt Ferguson, president of Greater China, Korea, and Mongolia at Coca-Cola; Frankie Chen, Chairman of PFI Foods; and Norman Gu, General Manager of Hormel Foods, with Sustenture President Xin Li as moderator.

The speakers agreed that their top priority during the crisis was the well-being and morale of their employees, whether it was checking on employees via WeChat groups, properly sanitizing facilities and distancing workers, or providing adequate personal protection gear. When it came to product distribution during the lockdown, Ferguson and Chen said their companies struggled to make deliveries between provinces, when drivers from outside a province were barred from entering. Chen described workers moving inventory from one truck to another at provincial borders to make deliveries.

Coming out of the pandemic, the leaders said their companies focused on creating or updating crisis management manuals to be better prepared for future emergencies, including a possible second wave of the virus. Despite the challenges brought by the pandemic in China, the leaders agreed that they would continue to invest in the country. Gu said that executives in the Hormel head office are anxious for China’s borders to reopen so that they can visit and learn more about the growing market.

During the second panel, “Into the Foodture: Alternative Protein” leaders discussed the emerging market for plant-based proteins in China, with panelists including Jackson Chan, President and Managing Director at Cargill Protein China, Ashley Wang, Regulatory Affairs Director for Human Nutrition at ADM, and Vince Lu, Founder and CEO Of Zhen Rou. David Ettinger, Managing Partner at law firm Keller and Heckman, served as the moderator.

Both Chan and Lu spoke about the rise in popularity of plant-based proteins in China, especially as companies embark on partnerships with major brands including KFC and Starbucks. Despite this growing popularity, the panelists noted the challenges that remain in accessing the products easily in retail stores, as well as the high price tag on many plant-based protein products.

Wang discussed the important regulatory issues in the emerging market, particularly how companies can—or cannot—label their products. While Chinese regulations for cell-based or plant-based proteins are not yet set, other countries, such as Australia and France, are mandating that companies cannot refer to these products as “meat” and cannot call alternative dairy drinks “milk,” so as not to mislead consumers.

Lu also spoke about the importance of marketing and naming these new products carefully. Consumers, he said, do not respond well to calling such items “fake” or “alternative,” as they want authentic products.

As more consumers try plant-based proteins, Chan said it’s important to remember that the future of the protein market is not an “either or” choice between meats and plant-based products. Instead, he said the future of the market needs to include all options.

Norris said that using any new social media strategy should serve as a way for a brand to penetrate a market niche and get products into the hands of customers as a way of “product seeding at scale.” At both McCormick and Doehler, the companies used new livestreaming and social media opportunities to engage with customers, whether by teaching them to cook using McCormick spices or make their own cocktails or mocktails.

The final panel focused on how companies are pivoting as they emerge from the crisis, with panelists including Helen Yang, Vice President of the Public Affairs Center at HEYTEA, David Tseo, General Manager At Andaz Xintiandi, Ashley Wu, Head of Business Development at The Trade Desk, and Alex Chen, Managing Director Of Bevplus. Sarah Köchling, Managing Principal at Shanghai Blossom Innovation, moderated.

Coming out of the pandemic, panelists said their companies were focused on efficiency and innovation. At the Andaz, Tseo said his staff has tried new strategies to generate business, including focusing more on the local market and using livestreaming. Yang said HEYTEA has produced new flavors during the pandemic, keeping up with the company’s emphasis on creating the best flavors and branding for its products.

Chen said that Bevplus has expanded on a shift the company began in 2018 to move from an import focus to a service focus. During the pandemic, Bevplus worked to support clients and is now working with partners and clients to create new consumer experiences. For companies looking to plan how to handle future crises, Chen encouraged them to be innovative and unafraid to try new things.

The day ended with AmCham Shanghai’s third annual FAB awards, to recognize innovative and pioneering food and beverage companies. The finalists included HEYTEA, Alsco China, Baozza, Chicecream, Popeyes, Youkuai/Z-Rou, and Zero Proof/Lyres. This year, HEYTEA won the “Best Food Tech Award,” while linen and uniform rental business Alsco won the “Game Changer Award.”

Thanks to our sponsors for helping to make this year’s conference possible, including booth sponsors Alsco, Hormel Foods, Keller and Heckman LLP, Shiyao Investment Advisory and in-kind sponsor Coca-Cola.

---

 

Scan the QR code below for more photos from today's conference.