China was NZs largest export market for sheep and beef in 2022 and now that China’s Covid rules have been relaxed there was talk of a big bounce back with more consumers choosing red meat as a kind of reward for their Covid hardships. Meat Industry Association CEO Sirma Karapeeva says a rise of 4.4% in consumption was predicted but it seems that hasn’t quite happened with high inflation meaning consumers are now counting their Yuan before making a decision on what to buy.