# What markets are BeefLedger trying to address?

### Markets

#### China

Our first application market focused on the needs of the China marketplace for high quality beef products supplied from a number of countries of origin (see below). Demand for beef in China is [projected to almost double in the next 4 years](https://www.researchgate.net/publication/325476324_Current_situation_and_future_prospect_of_beef_production_in_China). This will result in China being 80 million head of cattle per year. So, it’s a market of significant growth potential.

[Analysts](https://www.abc.net.au/news/2019-11-03/blockchain-detecting-beef-fraud-in-australian-exports-to-china/11662950) in the cattle sector have estimated that as much as 90% of beef in the China market is counterfeit in one way or another, namely;

* 30% isn’t from the country it claims to be from;
* 30% isn’t the cut of meat advertised – unsurprisingly cheaper cuts are sold as expensive cuts to an unsuspecting and naive consumer;
* The last 30% just isn’t beef at all; so ....
* That just leaves 10% to be the real deal!

[Demand for meat and beef specifically is projected to grow strongly](http://www.fao.org/3/i9166e/i9166e_Chapter6_Meat.pdf) across Asia and Africa, according to the the United Nations Food and Agriculture Organisation.

As demand for beef in markets like Asia grows, the risks of meat fraud and safety increases.  A robust credentialing platform is needed to ensure the reputation and value of the global beef industry is protected.&#x20;

#### Global - Other

We are now actively expanding into other markets through our involvement in the Smart Trades Networks project, including:

* South Africa (and the African continent as a whole);
* South America (focusing on Argentina, Uruguay and Paraguay as key supply markets);
* Asia (Japan, Hong Kong, Taiwan and Singapore); and
* Australia (domestic supply chain).

New Zealand is also on our radar screen.
