PASSPORT - Fish Poolfishpool.eu/wp-content/uploads/2017/04/pdf-Tim-B.pdfSHINE BRIGHT LIKE A DIAMOND...

Fresh salmon sales in European retail

PASSPORT

Name: Tim BrouwerAge: 28Work: Visscher Seafood

Has been a fisherman for 4 years


PRODUCT GROUPS

Salmon White Fish Other


SALMON

NORWEGIAN ASC NORWEGIAN CONVENTIONAL & GG

NORWEGIAN ORGANIC IRISH ORGANIC

SCOTTISH FAROESE & ICELANDIC


CUSTOMERS

RETAIL WHOLESALE & FOODSERVICE INDUSTRIAL & SMOKERS


KNOWLEDGE IS POWERBUT NOT ALWAYS

What would be the impact of the price increase in retail stores after January 1st 2017?



SPOT

10%

SHORT TERM

10%

1 YEAR CONTRACT

80%

2 YEAR CONTRACT

0%

SPOT

10%

SHORT TERM

0%

1 YEAR CONTRACT

10%

2 YEAR CONTRACT

80%

Contract Choicefall 2015 vs fall 2016


2016

44-46 NOK

2017+2018

55-58 NOK

The price increase is 20-25%


LOWER MARGINS

RAISE PRICES

DOWNSIZESALES UNIT

A B C


Customers who chose to pass through the price increase directlyto the sales price per unit see a dramatic decrease of demand.

110000

93000

140000

88000

69000

93000

JANUARY FEBRUARY MARCH

Retail chain X | price increase of 20% per unit

2016 2017


Customers who’ve raised their sales price per unit with 8% or lesssell more units and similar volumes.

67000

72000

68000

66000

73000

71000

JANUARY FEBRUARY MARCH

Retail chain Y | Price increase (8%), downsizedsales unit (10%), lower margin (2%).

2016 2017


Promotions

42000

25000

17000

3700038000

20000 19000

32000

ADD 1 JAN ADD 2 FEB ADD 3 FEB ADD 4 MAR

Salmon adds 2016 vs Salmon adds 2017

2016 2017


Promotions

30000

44000

31000

12000

6000 4500

ADD 5 JAN ADD 6 FEB ADD 7 FEB

Salmon adds 2016 vs Substitute adds 2017

2016 2017


SHINE BRIGHT LIKE A DIAMOND

PASSPORT - Fish Poolfishpool.eu/wp-content/uploads/2017/04/pdf-Tim-B.pdfSHINE BRIGHT LIKE A DIAMOND...

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