11.15 Opportunities of the Global Seafood Market...Opportunities of the global seafood market with a...

Opportunities of the global

seafood market with a

focus on sustainabilityBy

ROY PALMER

ASSOCIATION OF INTERNATIONAL SEAFOOD

PROFESSIONALS

PLANNING TO FAIL?• Failing to Plan is?

• Your GREATEST Asset

• Marketing Plan

• Quality

• Fraud

• Think Local

• Where to

N. America?

Europe? or Asia?

YOUR ROAD TO SUCCESS

• What is YOUR biggest asset?

• Compare top sport with top industry re hours

training

• Can you just know ‘food safety’?

• Continuous learning – START NOW…

• Employ the best and reward them

• Academia working with Industry?

Website: http://seafoodprofessionals.org 4

Workforce capacity and capability?


MARKETING PLAN

• Unique Selling Proposition

• Research

• Target

• Know your costs

• Distribution

• Communication

• Budget

• Solutions not Problems

8

What is Most important to Seafood Customers in a Restaurant. Retail Was Similar

Source: Seafood Business 2014

CERTIFICATION

Seen as a key, BUT….

• Only about 8% of all Aquaculture and 12% Fishing is Certified

Limitations –

• Costs, consistencies

• Benefits unclear in $$$ terms

• Lack of public understanding on this issue due to many labels and confusing differences.

• Barrier to trade?


DISCIPLINE

WHAT DOES YOUR CUSTOMER WANT?

QUALITY begins on the Inside


…..and works its way out

Cost of Poor Quality


Glazing/Breading/Weights/Counts

Carbon MonoxideThe use of carbon monoxide in fish processing: Commercial concernshttp://fshn.ifas.ufl.edu/seafood/sst/25thAnn/file11.pdf

Chemicals –

Sodium tri-polyphosphates

Meta-bisulphates

Marketing to ?

• Get your local market working well so you

dominate and then think ahead

• What is your point of difference?

• Aquaculture Benchmarking…..Medals!!

• Should you be working together in specific

markets? Trade Corridor approach?

• Understand your costs (benchmark) and don’t

chase your market down


COME RICO COME SANO

Aquaculture Benchmarking

ENTER

STANDARD

BENCHMARK

MEDALS

BEST OF CLASS

CHAMPION

China – the IMPACT Factor

WINNERS

• Hair & Skin products (+40%)

• Strollers, car seats and cribs (+10%)

• Baby Bottles (+10%)

• Nappies (+5%)

• Baby milk - NZ Dairy and NZ $ (+2%)

LOSERS

• Condom suppliers

(-10%)

• Parents - $$$ terms

LONG TERM

China

Retailers

Seafood


THE ROAD TO SUCCESS….

Aqua B.I.G2 - 4 September 2016HONG KONG


THE FUTURE OF SEAFOOD

WHERE WILL WE BE IN TEN YEARS

TRADE CORRIDOR

PLEASE……….

• Work together – Collaborate - Join an Industry Association

• Train your people

• Work with established importers and professionals

• Take responsibility – think Quality

• Know your Costs & Markets and understand Certification

• Think integrity – brand, industry, country, global


QUESTIONS & ANSWERS

ROY PALMER

[email protected]

Skype – seafoodhealth Twitter @assocseafood

11.15 Opportunities of the Global Seafood Market...Opportunities of the global seafood market with a...

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