Source:  EC News Release

Equine Canada’s Export Market Development Program Conducts Path Finding Mission to China

This past March, six individuals, focused on the high-level goal of branding Canada’s equine industry, participated in a path finding mission to China. Over the course of five and half days, the delegation had discussions with numerous Chinese national federation and committee directors, government officials and horse and equine business owners.

The mission, one of several activities under Equine Canada’s Export Market Development Program (EC Export), was formed in response to inquiries received from Chinese stakeholders. EC Export is entirely self-funded by contributions from industry participants and Agriculture and Agri-Food Canada’s AgriMarketing Program.

The delegation was led by Susan Stewart of SS Visions, a consultant specializing in export market development strategies, who was contracted by Equine Canada. It also included stakeholders from Canada’s Thoroughbred racing, reining, rodeo and barrel racing sectors and a dedicated communications expert.  Drawing on sector-specific experts ensured knowledge-based discussions on this path finding mission. 

“Conducting this initiative from a national platform enabled us to achieve the mission objectives: to meet with those key individuals responsible for developing the Chinese equine industry and to solidify plans to host Chinese delegations in Canada this year,” reported Stewart. 

Stewart continued, “There will be immense growth in equine-sector commerce between Canada and China. This mission signals the beginning of a program that will support Canadians already doing business with China and will benefit those who are seeking opportunities.  A primary goal is a comprehensive communications strategy to ensure continued engagement with the emerging Chinese equine industry.”

“Our intention with this trip was to seek out information so that we could determine market potential,” stated Bernard McCormack of Cara Bloodstock, who is also the chair of the Canadian Thoroughbred Horse Society’s marketing committee and an Equine Canada Industry Council member.  “We discovered that the Thoroughbred racing industry in China is building and that there is strong interest among China’s affluent to replicate the success that is seen in other developed markets.  It would appear that China has the potential to become one of the largest new racing markets in the world.” 

Interviews with several stakeholders and tours of training facilities revealed that the Thoroughbred horses currently in training have been imported primarily from Japan, Australia and New Zealand. However, it is clear that sourcing Thoroughbreds and other racing stock from North America for both racing and breeding is an attractive alternative.

Horse sport in the Chinese market goes beyond Thoroughbred racing with established interest and activities in barrel racing, show jumping and polo.  Many participants in barrel racing are self-taught and use non-specialized domestic horses.  However, as competition increases, participants have looked to Canada for horses and training.

“What started as an interest in a luxury-based activity is quickly progressing to a strong desire to become competitive in FEI disciplines.  The hunger for western riding disciplines will quickly expand from barrel racing to reining,” stated Gary Yaghdijan, who is the chair of the Canadian Reining Committee of Equine Canada and another participant of the path finding mission.  “Plans are currently underway to host a contingent of individuals for specialized training in Canada in the summer of 2011.”

This model of dedicated expertise has already begun in show jumping, as Chinese participants have started to source horses and training from other parts of the world.  Development in that discipline is occurring at a rapid rate, which will be demonstrated when China hosts its first FEI World Cup Jumping qualifiers in Beijing during August, September and October.

Electronic copies of the information brochure and video that were used in conjunction with this mission to China, as well as a photo journal of the trip, may be found on the EC Export Facebook page at www.facebook.com/ECExport or at www.EquineCanada.ca/Export.

For more information, please contact Susan Stewart, Equine Canada’s consultant on export market development: export@equinecanada.ca.

This initiative was partially funded by the AgriMarketing Program of Agriculture and Agri-Food Canada and supports the Canada Brand for food and agriculture.