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Transcript of Dan Minchin Marine Organism Investigations, Ireland Coastal Research and Planning Institute,...
Dan Minchin
Marine Organism Investigations, Ireland
Coastal Research and Planning Institute, University of Klaipeda, Lithuania. September/November 2013
Developing a productHow to market your productEconomic issues
•
Organic products have a limited lifeThe best before date does not mean that
subsequent to this date the food is unsafe to eat!
To extend the shelf life various methods are used
Many of these developed out of necessity at an early time because of seasonal production
Many of these early methods are still valid to-day
Resource development
Small scale to large scale management
Saving excessesReducing wastageExtending life of
productsDevelopment of
products for saleMany preservations
methods
Draws moisture from the tissuesSlows spoilage by micro-organisms
and fungiRetards oxidation of fats preventing a
rancid productCan firm flesh texture when used
laterExamples: Cod
Reduces water sufficiently to prevnt bacterial growth
Examples: Stockfish - gadoid fishes
Smoke is anti-oxidant and anti-microbal
Does not penetrate far into flesh
Often accompanied by drying
Artificial ‘smoke’ liquids used on some products
Many species high in fatExamples: salmon,
trout, mackerel, eelPossible risk of Colo-rectal cancer: Knekt et al., 1999. Int. J. Cancer 80(6): 852-856
Slows down the growth of micro-organisms and enzyme reactions that cause food to rot
Very useful in warm regions
Ice achieves the same result
Used for majority of aquatic products
Examples: most fishes, crustacea and molluscs
Extends shelf lifeMay alter qualityEconomicCan involve long term
storage of some products
Examples: most aquatic species
Removal of air within an air tight bag or bottle
Slows spoilage as many bacterial require oxygen
Short-term storage of fish products and kept cool
Examples: mainly fresh aquatic produce
Product in an edible anti-microbal liquid
Brine, vinegar, alcohol, vegetable oils, lactic acid
May be cooked beforehand
Examples: herring, pike, carp
Cooking food and sealing it
Results in sterilisation eliminating spoiling organisms
Care need as can be conducive for the anerobe Clostridium botulinum
Examples: sardines, salmon, fish eggs
Jellying – gelatin and agar based (eels, siphunculids) Lye – use of sodium hydroxide (Lutefisk) high odour! Potting – heated and sealed with fat (shrimp) Jugging – stewing (not known) Irradiation – ionising radiation (mainly spices, herbs) Pulsed electric field processing – low temperature pasturisation (not
known) Modified atmosphere – gasses, humidity (transport of live products) High-pressure food preservation – 500+Bar (developing technology) Burial in ground – desiccation (Greenland shark) Controlled micro-organisms – micro-organisms that combat spoilage
(beer) Biopreservation – lactic acid bacteria Hurdle technology – elimination of pathogens from food
Hakarl – fermented shark
Poisonous when fresh (uric acid, tri-methyamine oxide)
Beheaded and placed in shallow gravelly hole and pressed with stones
The shark ferments in 6-12 weeks, removed and dried
This varies according to:
ClimateEconomic
circumstancesResource availability SeasonalityEthnic preferenceSocial attitude
In Spain
• large volumes few species• pilchard fishery important• buyers from a large region• pilchard a primary fish product
In long lived deep water and pelagic predators
An event in Japan caused a serious nervous disease in ~1000 people
Condition is known as minamata disease
High levels known from swordfish, shark, tuna & tilefish
Gadus morhua
Gadidae Atlantic cod North Atlantic
Gadus macrocephalus
Gadidae Pacific cod North Pacific
Boreogadus saida
Gadidae Arctic cod Australia
Maccullochella peelii
Percichthyidae
Murray cod Australia
Scorpaena cardinalis
Scorpaenidae
Red rock cod Australia
Epinephelus diacanthus
Epinephalidae
Reef cod Indian ocean
Ophiodon elongatus
Ophiodontidae
Ling cod North-east Pacific
Species Family Range Marketability
Hippoglossus hippoglossus
Pleuronectidae
North Atlantic Quality flesh
Hippoglossus stenolepis
Pleuronectidae
North Pacific Quality flesh
Reinhardtius hippoglossoides
Pleuronectidae
Boreal species Adequate flesh
Product Origin Nature of product
Irish Sea salmon, steaks
Irish cultured or wild salmon
Steaks cut in Ireland
Irish Sea, salmon steaks
North Pacific pink salmon
Steaks cut in Ireland
Marketing will depend on the name
Rat-tails advertised in the 1980’s as a deep water fish for general consumtion
The name was changed to grenadier fish
Astaxanthin – from wild crustacea
Synthetically made from carotene for farmed fish
Tokyo fish market:• sea squirt/tunicate product• farmed off Honshu• local consumption
Philippines town market:• the Asian clam Corbicula fluminea• widely distributed• widely traded• spread to North America by Chinese• now in Europe• not eaten by Europeans• highly invasive impacting species
The periwinkle Littorina littorea• eaten in France, Britain and Ireland• not eaten in Scandinavian countries• foraged for on shores• survives alive a long time• so can be widely distributed
Spain
• need to know origin• need to know locality• need to know when collected
• must be carefully washed • must be carefully packed• no contaminants by other species
The Tokyo fish market:
• transport management• storage• facilities: running sea and fresh water• waste removal• • truck drivers• auctioneers• buyers• speciality shopkeepers (eggs, ink..)• cleaners• police• butchers• cooks
Tokyo fish market:• imported from all world regions • flown-in fresh• careful freezing process• variable quality with variable prices• careful examination before sales• bidding very keen• specialised places for carving flesh• specialised knives
• the nematode Anasakis not tolerated
Tokyo fish market:
• live fish• live molluscs• live crayfish
The puffer fish restaurant:
• require a licence and degree• toxin, tetradontotoxin in liver• also in other body tissues• must be carefully prepared • other products, fins in sake!
LOCAL MARKETSOldest marketingMainly in remote regionsLocal produceSeasonal, dried and salted
TRADING BLOCKSCommunications enhanced distribution
INTERNATIONAL TRADEWorldwide productsOften epicurean
What do consumers want?New productsExtension of existing productsFew ‘new’ products succeedContinuity of supplyProduct qualityCultural preferencesPromotionsDistributionPrice
The Philippines local marketing: • no or low transport costs • limited number of products• quality management poor• presentation basic• family business, culture to sales
Tokyo fish market:• products from all world regions• many specialised products• high quality• careful presentation• small and large businesses
Raw product availability (seasonality and continued supply)
Production costsMarketing costsTransport costsShelf-lifeAdvertising and
promotion costs
What type of consumers are you targeting
Basic to epicure foodsHighly specialised foodsUncontaminated product
What to do before sale:
• often time consuming• increase product value• reduces transport costs• may reduce shelf-life
Shellfish toxin events not always predictable
Marketing may cease if toxins exceed a safe level
National programmes for monitoring toxins
Prolonged events can endanger viable production
Unmonitored and unauthorised marketing can cause marketing problems for the entire industry
Tokyo fish market:• careful preparation• small sized portions• specialised packing materials• label of origin
AdvertisingPromotion samplesFollow-upGood and bad outletsMarkets or direct supplyPresentation and
labellingBusiness managementTaxation and returns
Underexploited resources ‘Unused’ bycatch (i.e. Brama brama)Improved energy supply (i.e. freezing)Different processing methods (i.e.
suremi)Greater availability of resource (i.e.
Rapana)
Aquatic species biotechnology
New drugs from the deep
In Japan
• careful preparation• high quality for take-away meals• high quality for fast restaurants
To evaluate differences, requires a control
Range of options 4+ (like extremely) to 4- disgusting
AppearanceAromaTextureFlavour
Quality of shellfish following an oilspill
Looks/tastes /sounds unappealing
Ethnic preferencesNational preferencesNot promotedPoorly marketedCost inefficientMortality in productionPoor recruitment in
productionBad management
Mislabelled fish products
April 2011: 6% of fish species not recorded on supermarket products.
Cheap fishes added to products with higher demands.
Independant study undertaken using DNA
Product Locality Result Reason
Crepidula fornicata The Netherlands
Failure Unpleasant taste
Mytilus galloprovincialis
Japan Failure No cultural tradition
Nuttalia obscurata British Columbia
Success Pleasant taste
Rapana venosa Turkey Success For export market where it is eaten
Eriocheir sinensis Germany Failure Highly variable recruitment
Can the consumer readily obtain the product?Can it be distributed practically, or will it spoil?Does the product carry any unwanted problems?Does the product need further development?
The Freshwater eel Anguilla:
• glass-eel stage harvested from the wild• seasonal fishery• glass eels also used in aquaculture• unsustainable resource• Atlantic stocks may not survive a century
WHAT IS IT?
Peanut worm, a siphunculid
Delicacy in Xiamen, China
ENJOY YOUR MEAL