Changing Consumer Attitudes and Market Trends

Consumer perspectives and behaviors toward food are undergoing rapid transformation worldwide. Health consciousness is increasing, leading to a stronger preference for nutritious and wholesome foods. At the same time, demand for convenient, ready-to-eat, and portion-sized meals continues to grow. As a result, the need to provide fresh, safe meat products with longer shelf lives has become more critical than ever. Packaging now plays a vital role in product appeal and sales—fresh products must be attractively packaged, easy to handle, and simple to store.

Challenges in Animal Production and Processing

The livestock and meat processing industries are facing significant challenges. Modern consumers are increasingly cautious and demand full transparency and safety guarantees for the meat they purchase. Ensuring meat safety requires rigorous monitoring and control at every stage of the production chain—from farm to fork.

Industry Adaptation and Quality Assurance

In response, meat producers and processors are enhancing their operations to meet evolving consumer expectations. International food safety and quality organizations have introduced comprehensive standards for assurance and traceability. The industry trend is moving toward integrated systems that oversee the entire food supply chain—from animal feed to the final packaged meat product. This is precisely where VIV plays a key role.

Exhibitor Target Groups

• Industrial feed processing machinery, materials, and equipment

• Feed ingredients and additives

• Animal feed

• Animal health and veterinary products

• Breeding and genetics

• Farm equipment and technology

• Slaughtering and meat processing systems

• Meat ingredients, packaging, handling, refrigeration

• Egg and dairy processing solutions

• Meat, dairy, and egg-based products

• Services and expertise related to any stage of the meat supply chain

• Research, consultancy, and knowledge exchange

Visitor Target Groups

• Feed manufacturers and mills

• Poultry, pig, cattle, and fish farmers

• General agricultural enterprises

• Meat slaughtering and processing companies

• Producers of feed ingredients and additives

• Equipment suppliers for farms and industries

• Distributors, wholesalers, retailers, and traders of meat products

• Trade and distribution agencies

• Veterinarians and animal health professionals

• Researchers and consultants

• Integrated agribusinesses

• Government authorities at national and local levels

VIV China – A Brief History

The first VIV China event took place in 2000 as a collaboration between the Chinese National Animal and Veterinary Service (CNAVS) and VNU Exhibitions Europe. Since its inception, the show has grown steadily alongside China’s rapidly expanding economy. Despite numerous domestic competitors, VIV China has distinguished itself as the leading international trade exhibition for animal husbandry in China, maintaining its reputation as the industry’s key meeting point.