Introductions – Regal Springs Group · Introductions – Regal Springs Group Cameron MacLean...
Transcript of Introductions – Regal Springs Group · Introductions – Regal Springs Group Cameron MacLean...
Introductions – Regal Springs Group
Cameron MacLeanChief Operations Officer
• 22 years in Fishing and
Aquaculture sector.
• 10 years in Engineering Sector
• Director, NAQUA, Saudi Arabia. One of the largest Shrimp &
fish farming and processing operations world wide.
• Managing Director , ASSAB Steels Indonesia
• Operations Manager of Australia’s largest Fishing and
Seafood Processing Group, A. Raptis & Sons
• Track Record of managing large scale farming and
processing operations world wide.
Regal Springs part of Life Sciences Group Feeding Healthier Protein Globally
Gold Coin LivestockGold Coin Livestock
ParazelsusParazelsusRegal SpringsRegal SpringsSyAquaSyAqua
Affiliate
Where We AreGlobal Farms & Offices
USA/ Canada Sales
(Miramar) LATAM Sales
(Mexico City)
Central America Sales
(Guat. City)
Europe Sales
(Hamburg)
Asia Sales
(Jakarta)
Asia Sales
(Jakarta)
We farm in rural areas, in ecosystems that we
work to sustain. We offer high quality work
opportunities based on respect for people and
the environment.
The Regal Springs global headquarters are in
Singapore. Regal Springs Trading, is our U.S.-based
branch, handling sales and logistics from offices in
Miramar Florida.
Our commitment to responsible operations and
respect for our colleagues and the communities
we operate in is a way of working throughout the
business. We work daily to achieve these
standards irrespective of challenging economic,
social or political conditions in the regions we
farm in.
We Care and Develop Communities in order to
raise living standards, develop skills and so
produce Premium Fish that ensures repeat
customers which in turn funds our business
operations and activities.
Mexico Plant/Farms
We raise tilapia in Lake
Penitas and Lake
Malpaso in the rural
state of Chiapas. Our
processing and fish meal
plant are located nearby
operations.
Honduras Plant/Farms
Our tilapia are grown in
Lake Yojoa and El Cajon
Reservoir with nearby
hatchery, feed
and processing
operations.
Indonesia Plants and Farms
We operate two processing
plants in Indonesia located in
Java and Sumatra. Our tilapia
are raised in nearby lakes (4)
Headquarters
(Singapore)
Sales Office HeadquartersPlant/Farms
About Regal Springs Group Worldwide
Established in 1988
Globally recognised for responsibility & high quality food
Regal Springs Group supports over 27,000 jobs direct & secondary
World's largest white fish farming producer in the world
Vertically integrated operations – control over standards
The biggest Employer in each of our Lake Farming locations
The biggest Employer in each of our Factory Processing locations
World's largest Integrated Responsible Premium Tilapia Producer
WE CARE operates in each country
WE CARE is the world's first totally integrated sustainability programme for a white fish farming and Tilapia producer – WE CARE will drive standards towards the 'Best' & 'Most Sustainable'
WE CARE has #15 Scorecards with annual targets to be delivered over the next five years
Responsible Aquaculture
GMP Fish Processing
GMP Energy
Lake Water Assurance Program HON IND MEX
GMP Waste
Responsible Feed Ethical Trading & Social Compliance
Community Programs
Ed
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He
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Infra
struc
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Wa
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Fore
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No Antibiotics
No Additives
No Preservatives
No Polyphosphates
Product Quality Claims Authentication
100% Traceable
100% Pure Fish
Health/Husbandry/Welfar
eResponsible Packaging
WE CARE and Vertical Integration brings unique benefits vs wild capture seafood operations
• 100% Traceability to egg
• 100% Provenance to location
• Better Control of unit operations
• Product Integrity into store
• Certified standards for worker
rights compliance standards
Location
Independent Third Party Certifications across Regal Springs Group
British Retail Consortium
ASCFarming
ASC Chain of Custody
ASC SocialModule
GAABAP 1,2,3,4*
Ethical Trading
Good Manufacturing
Practice
Responsible
AquacultureTraceability
Farming Social
Standards
Responsible
Aquaculture
Social & Workers Standards
Compliance
Honduras SMETA/ESR
Indonesia SMETA/UL/BSCI
Mexico ESR
Regal Springs WE CARE Certifications across Regal Springs farming and processing operations
Scales - Health & Beauty Skin – Medical & FashionFeed
WE CARE Zero Fish Waste Approach through Innovation
Aquaculture is fundamental to feeding the expanding world population in light of reduced quotas on wild catch
Tilapia remains one of the worlds most popular species- Although 90% of consumption remains domestic
Sized based on Kantar Consulting’s ShopperGenetics® database with 55 MM Households*
10% Households
in the Tilapia Categoryin ShopperGenetics® database
Kantar Consulting ShopperGenetics® 52 weeks ending 7/21/2018*The category sizing is based from the shopper conversion of the category and the household base in the ShopperGenetics® database
Seafood growth under-performs all other proteins. There is massive headroom for growth
Tilapia Shoppers play a critical role in L4L growth…
Source: Kantar Consulting ShopperGenetics® 52 weeks ending 7/21/2018
Increased Store Traffic
Over-
Conversion
Over-Indexed
Conversion
Bigger Basket Size
Driving higher, more valuable traffic to stores
Maximising conversion to
purchase in Fresh Fish
Expanding basket size and share of
wallet
Tilapia shoppers make more annual trips on average than other shoppers
Kantar Consulting ShopperGenetics® 52 weeks ending 7/21/2018*The share of category trips by Heavy shoppers (top 15% of shoppers in terms of category trips), Medium Shoppers (next 25% of shoppers) and Light shoppers (bottom 60% of shoppers)
Tilapia over-indexes in it’s ability to recruit new shoppers to Fresh Fish
0
20
40
60
80
100
120
140
160
180
200
Tilapia Other White Fish Salmon
Relative Recruitment Index to Fresh Fish
Source: Kantar Consulting ShopperGenetics® 52 weeks ending 7/21/2018
Once purchasing Tilapia, these buyers tend to have larger baskets and are more valuable to the store than the rest of the category
Kantar Consulting ShopperGenetics® 52 weeks ending 7/21/2018
Average Fresh Fish Basket Ring Average Fresh Fish Buyer Worth
$76
$93
Salmon
Tuna
$3,072
$4,065
Salmon
Tilapia
Cod
Tilapia$104
$88
$3,483
Tuna
$3,850
Cod
Leverage Tilapia’s high value to partner with Grocery retailers in optimizing the Fresh Fish aisle
While consumers across countries state that they
want to try to eat more seafood PCC is dropping
across almost every country
1. Customer Experience:
Not all Tilapia is created equal. Cheap/pond
farmed Tilapia = -ve PR and dilutes total category
CheapTilapia
Cheap Tilapia generates poor consumer experience that drives high rates of category abandonment.
*New Buyer Fair Share Index calculates the share of new category buyers attributable to each brand/segment. Kantar Consulting ShopperGenetics® 52 weeks ending 7/21/2018
Most Tilapia disappoints consumers significantly more than average
*Means with unique Uppercase letters are significantly different at the 95% confidence level.
• Cross category average for “worse than expected” is 33%
• Most competitive brands perform significantly worse than this average
• Significant penalties on taste, texture, colour and aroma
Significant/Concerning penalty = weighted mean drop of 0.40 or higher
**Borderline = weighted mean drop of 0.35 or higher
Total Population:
Base 413
Overall Liking
Overall Appearance Liking
Outside Color Liking
Aroma Liking
Overall Flavor Liking
Overall Texture Liking
Overall Freshness Liking
Purchase Interest -T2B
Worse than Expected
Significant Penalties
4.67 4.47
4.59 4.29
4.44 4.11
4.55 4.22
4.65 4.41
4.69 4.66
4.72 4.45
(D) (E)
43% 42%
37% Ab 40% Abc
•Not Flaky
Enough
•Not Flaky
Enough
•Outside
Color Too
Dark
•Aroma
Too Strong
•Too
Chewy
•Outside
Color Too
Dark
•Aroma
Too
Strong
•Too Juicy
•Too Juicy•Too
Chewy
RainforestTropical What’s the impact of delivering a worse than expected
consumer experience?
The research on CX is clear….
Source: RightNow and Harris Interactive Customer Experience Impact 2010
Why does Regal Springs outperform? Because WE CARE To Produce Naturally Better Tilapia
100% free from ANTIBIOTICS & Additives
• Regal Springs Tilapia is an excellent choice as part of a healthy, balanced diet. It is high in protein while low in calories, fats, and carbohydrates.
• Our Tilapia is rich in beneficial Vitamin B12, Niacin, Selenium, Phosphorous and Magnesium and contains more omega-3 than Chicken or Pork.
• We do not sell water or products loaded with polyphosphates. Products with polyphosphates have tested with a PH level similar to bar soap or shower gel while cheap Tilapia loses up to 40% of it’s weight in glazing.
Regal SpringsWe Sell Natutally Better Tilapia and nothing else
Overview
• Tilapia is a popular fish for aquaculture as it is very versatile and is
tolerant of a variety of aquaculture environments; it can be
farmed in brackish or salt water and also in pond or cage systems.
• As an omnivorous animal, tilapia will eat diets composed of both
animal and vegetable origin as well as algae/plankton. As such
Tilapia feeds can consist of higher % of Vegetable proteins, which
are cheaper and more sustainable than Animal or Fish proteins.
• Tilapia will cope with a relatively low feed quality, making them a
suitable species for feed of a lower nutritional value than might be
necessary for some other aquaculture species.
• Tilapia have a relatively quick growth rate and low FCR compared
to other Aquaculture species.
Comparative FCR’s
Species FCR
Salmon 1
Barramundi 1.7
Snapper 2.6
Tilapia 1.5
Grouper 2 to 3
Pangasius 1.7 to 2
Hatcheries
• Generally for Tilapia we can use Two Hatchery Models
– Swim up– Incubation
• Swim Up systems are generally lower capital intensive and high Labour intensive. Because they are generally an open system, there is less control over the system resulting in less reliable results and higher size range of fish
• Incubation systems tend to be more capital intensive and lower labour intensive, but provide much greater control over the hatching process giving more predictable results.
• The final Stage of the Hatchery is the Larvae Rearing.
Tilapia Production Cycle
Incubation
Spawning
Stripping
Hatching
Larvae Rearing
Swim Up
Spawning
Collecting
Larvae Rearing
Post Larvae Stage
From consumption of egg sack to 0.07gms (7 to 10 days) Feed is 50% protein powdered feed.
• Almost always done in tanks.
• During this stage the fish begin sex reversal.
• This process is done by mixing Methyl Testosterone Hormone into the feed to produce all male fish.
• Generally the success rate is around 95% males.
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Nursery
Happas
• Happa’s are used in ponds to hold the small fish. Again this is a low cost alternative but the pond environment has a lot more variables such a temperature, O2, and issues of Disease and predators.
Tanks
• In Higher technology Nurseries Tanks are used. By using tanks you have more control over water quality and conditions.
• Tanks systems can be either
– RAS where you can use high
stocking Density and high
water Turn over, or
– Biofloc, where you have low
stocking Density and no water
turn over.
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From 0.07gms to 2.5gms (+-21 days). In this stage the small fish complete the sex reversal process. Feed is usually from 42% to 36% protein on powder to 0.8mm pellets.
Pre-Growout
• This stage can be broken into two stages Nursery (2.5 to 5gms) and Pre Growout or combined into one process.
• Generally a Nursery stage us used if you want to grade the fish at 5gms.
• The finish weight of 25gms is primarily because at this size the fish can be vaccinated. So a process of grading and vaccination is carried out before the final Growout Cycle.
• Due to the size of the fish this can be done in large Happa’s or floating cages.
• Fish are generally feed 36 to 34% protien feed
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From 2.5 grams to 25gms (84 days)
Grading
• Grading is an important stage to ensure uniformity of your biomass.
• Grading can be done through Mesh Graders or mechanical graders.
• Mechanical graders are generally preferred for fish over 5gms as they can also count the fish.
• Good Practice is to grade at
– 0.07gms
– 5gms
– 25gms.
• Generally grading is done into three sizes, with the smallest and biggest 10% discarded.
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Growout
• The final stage of the farming process. The fish stay in growout through to harvest.
• As the fish grow bigger they consume more feed, so feed management is Critical through this period.
• Fish at this stage are generally feed 34 to 32% protien
• Following good husbandry practices is also critical, such as:
– Keep nets clean and free of fouling.
– Removing dead fish daily
– Maintaining Basic Bio Security
– Predator (Bird) protection.
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Disease and Vaccines Management
• Tilapia are prone to several Diseases, mainly:
– Streptococcus (A, B, III, and Iniea.
– Iridovirus
– TLiV
• Streptococcus is generally the major source of Biomass loss and is prevalent in Malaysian lakes and waterways.
• There are very effective vaccines available for most strains of Streptococcus.
• Due to slow approval process for vaccines and high cost of application, many disease outbreaks are still treated with Antibiotics.
Genetics
• Genetics is an important part of any husbandry. There is much work being done on Genetics.
• Broiler chickens in the 1960s could grow from day-old chicks to around 400g in six weeks. Today’s broilers can gain over 1kg during the same period
• Likewise, Nile tilapia was initially developed to produce the genetically improved farm tilapia (GIFT) strain, which came about in 1990 after 10 years of selective breeding. This strain grew 85 times faster than its ancestors.
• The Two main strains grown commercially in Asia are the
– GIFT (Black).
– Asian Red.
• Where as the Gift is faster growing, lower FCR and better disease resistance, the Asia Red is more consumer acceptable as a whole fish.
Developing Technologies
• Non Hormone / Non Antibiotics:– Consumer concerns about health
and environment is driving consumer preferences forward. Much work is being done to move away from the use of Hormones for sex reversal and the use of Antibiotics to treat disease. This is being addressed through Vaccine development and Genetics.
• Feeding Technologies:– Hand feeding is being replaced by
Auto Feeders. This range from semi automatic systems to Fully automatic systems that respond to Tilapia feeding behaviour.
• Nappies:– Concern about the impacts of waste
from intensive farming systems on the water ways is driving development of Nappy Systems to collect faeces from the cages and remove it from the water system. This biproduct can be dried and sold as fertilizer.
Tips for New Farmers
• Never compromise on Biosecurity.
• Producing is easy, Selling is hard. Ensure you have your sales channels clearly mapped out before investing in farming.
• Feed is you single biggest cost, this must be managed properly.
• Record all data and what you do. Farming is about trial and error, so you always need to measure everything and review results to identify what works and what doesn’t.
• Make sure you source fingerlings from a reliable certified hatchery. Poor fingerlings will not perform, and diseased fingerlings could destroy your farming site for years.
• Look after your water. Water Quality is the blood of Aquaculture. You pollute your water you poison your future.