Mariann Fischer Boel

European agriculture firms are exploring the market possibilities in China, probing the consumption of the growing middle class with an 11-member delegation.

The European Union’s Commissioner for Agriculture and Rural Development Mariann Fischer Boel said the European food and beverage industry could benefit from joint-venture business in China, reported Food Navigator.

China’s growing middle class is increasingly exploring Western-style diets instead of traditional Chinese food.

Ms Fischer Boel is this week leading a delegation of 11 European food companies to China under the ‘Tasty Europe’ flag, with the aim of encouraging joint-venture businesses.

The targets of the business drive are products where “there is an EU presence on the Chinese market and where there is significant potential for growth in the future”.

The 11-member delegation includes two dedicated fresh fruit representatives, and one who combines cereals, fruit and juices. Dairy, meat, spirits, wine, olive oil and potatoes are also represented.

The EU’s agricultural trade with China has grown 82 per cent over the last four years, according to Ms Fischer Boel.

“We continue to see enormous potential on this market for our producers to tap into growing demand for high quality and traditional European food and drink with the very best food safety standards,” she said.

Ms Fischer Boel will be meeting with Chinese agriculture minister Sun Zhengcai, among other government officials and business leaders.

She will also be launching an EU-China project on agri-environment policy later this week, reported Food Navigator.

The delegation coincides with 10th annual SIAL food and beverage trade show in Shanghai, which opens today.