11.15 Opportunities of the Global Seafood Market...Opportunities of the global seafood market with a...
Transcript of 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?
Website: http://seafoodprofessionals.org 5
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 $$$ terms
• Lack of public understanding on this issue due to many labels and confusing differences.
• Barrier to trade?
Website: http://seafoodprofessionals.org 9
DISCIPLINE
WHAT DOES YOUR CUSTOMER WANT?
QUALITY begins on the Inside
Website: http://seafoodprofessionals.org 10
…..and works its way out
Cost of Poor Quality
Website: http://seafoodprofessionals.org 11
Glazing/Breading/Weights/Counts
Carbon MonoxideThe use of carbon monoxide in fish processing: Commercial concernshttp://fshn.ifas.ufl.edu/seafood/sst/25thAnn/file11.pdf
Chemicals –
Sodium tri-polyphosphates
Meta-bisulphates
Marketing to ?
• Get your local market working well so you
dominate and then think ahead
• What is your point of difference?
• Aquaculture Benchmarking…..Medals!!
• Should you be working together in specific
markets? Trade Corridor approach?
• Understand your costs (benchmark) and don’t
chase your market down
Website: http://seafoodprofessionals.org 14
COME RICO COME SANO
Aquaculture Benchmarking
ENTER
STANDARD
BENCHMARK
MEDALS
BEST OF CLASS
CHAMPION
China – the IMPACT Factor
WINNERS
• Hair & Skin products (+40%)
• Strollers, car seats and cribs (+10%)
• Baby Bottles (+10%)
• Nappies (+5%)
• Baby milk - NZ Dairy and NZ $ (+2%)
LOSERS
• Condom suppliers
(-10%)
• Parents - $$$ terms
LONG TERM
China
Retailers
Seafood
Website: http://seafoodprofessionals.org 17
THE ROAD TO SUCCESS….
Aqua B.I.G2 - 4 September 2016HONG KONG
Website: http://seafoodprofessionals.org 19
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
Website: http://seafoodprofessionals.org 20