Post on 16-Dec-2015
The Fish Processing Perspective – Market segmentation, general opportunities and
eco-labelling.
Alex Olsen; A. Espersen A/S
Conclusion
Global is getting local and local is getting global
Stronger vertical integration
Eco-labels will not make the choice of consumers easier!
Facts about Espersen
Established 1937
A leader in the processing of frozen seafood products
Turnover approx. 270 million Euro
More than 1,450 employees in Europe
Strong partnerships with customers, suppliers and employees
Production in Europe and Asia
Head office in Rønne on the island of Bornholm
Director J.P.A. Espersen and wife, Mrs. Dagny Espersen’s Foundation is the owner of A. Espersen A/S.
The main purpose of the foundation is to invest in A. Espersen A/S and to support various humanitarian purposes
.
Locations and International Supply
Bornholm in the Baltic Sea
Fredericia and Hirtshals, Jutland, Denmark
Koszalin, Poland
Klaipeda, Lithuania
Qingdao, China
Ho Chi Minh City, Vietnam
Flexibility / contingency: Europe >< Asia
- deliberate not profit optimization strategy
- efficient, assured supply strategy
China’s comparative advantage
Low production cost & big labor force• Labor cost approx. 10-11
RMB (1,1€) /h
• 15-20% of the final product value
Manual filleting and processing• Increase yield (15 %)
(University of Tromsø)
Challenges?
Responsible and sustainable sourcing
Environmentally responsible behavior
Ethical issues
Cultural differences
Strategy
Stay in frozenStay in frozen •Where we perform good
•Vertical integration
More value addingMore value adding •Further processing
•New species
•Investing
EngagementEngagement •Sustainability:
Governments
EU
NGO’s
We say what we do
and we do what we say !
Why is seafood a business where you would like to be also in the future:
Increased consumption
Long term more consumers
Long term increased disposable income for European citizens in general
Growth potential within convenient food sector
Obesity – fish is a powerful low calorie tool in the fight against obesity
Market demand
Product image
Assure supply of raw material
Optimize profit throughout the value chain
Global is getting local and local is getting global
Stronger vertical integration
Eco-labels will not make the choice of consumers easier!
Conclusion