Shellfish in the Food Service Market

Mike Berthet director Fish and Seafood

“Your local supplier nationwide”

14 local branches driving our core business

– 80% branch / 20% central distribution

– 50/50 split between Independent / Corporate

Complete localised service

– Local fresh fish buyers

– Fresh fish preparation

– Telesales & Field Sales

– Flexible, yet consistent nationwide

Complimented by national expertise

– Worldwide sourcing

– Development Chefs

– Marketing

– Corporate Account Team

– Technical & Quality Control

24 hour operation, 6 days a week

Supplying locally… with national consistently

SOURCING – Worldwide - Fresh - Frozen - Chill

British Skippers Scheme… Direct from boat to plate Now over 30 Boats sending the last of the

day’s catch from four ports direct to your

restaurant

Peterhead - Poole - Newlyn - Fraser burgh

Customer profile

White Linen

Casual Dining

Gastro Pubs

Mid-market Restaurant & Pub Groups

Contract Catering (Workplace)

Education

Institutions

Fine Dining / Michelin

Flexible and tailored approach to each customer’s needs

UK Marketplace dynamics

Fish & seafood delivered catering wholesale circa £700m M&J market share 16%, Brakes Group 28%

– The market leader

Fish and seafood is important on menus

– Consumers are eating more, but out of home (“I trust the chef – not myself”)

– Accounts for 28% of starters, 30% of main courses

– Greater usage in independent establishments

Increasing consumer demand for fish & seafood driven by:

– Healthier eating

– Fish is the “food I should eat more of” after fruit and veg

– Omega 3

– FSA recommendations “2 a week” ‘SUSTAINABLE’ options

– Enjoyment

– But lack of confidence in cooking at home, hence faster out-of-home growth

– Ageing population

– Wider travelled, more health conscious, bigger fish lovers

Fish & seafood has a long-term growth outlookMarket share: ACNeilson

Menu research: Seafish, M&J survey of 900 chefs

SHELLFISH CHALLENGE

What are the challenges…?

Marketing the story!

History – shout about it!

Sustainable – then get accreditation?

Provenance – uniquely the best!

Quality – don’t short change your customer

Improve packaging – look at your competitors

Reduce ‘cost to market’ – consolidate?

Understand your competitors – Chile USA Patagonia China France Peru

Develop value added – in all directions

Strategy to combat bad practice / news – get ready

Sustained PR programme – invest for the future

Scallops take a

soaking!

M and J ‘non soaked’ or ‘dry’ Scallops ‘Soaked’ or ‘Wet’ Scallops

Which from some competitors can carry up to 50% added water!

‘The cheaper products offered in the market place are often ‘Bulked-out’ (so they look big) with added water making them appear cheaper but when you start cooking them the scallop shrinks and the added water comes out off the scallop and remains in the pan!

Ethical Sourcing

Sustainability and Eco labels - Working with NGO’s - a crucial aspect of our Industry

Good Catch will direct foodservice professionals to a range of materials and activities offered by the organisations involved, including:

• a seafood sustainability manual• www.goodcatch.org.uk - ‘one-stop-shop’ sustainable seafood website• practical support sourcing and using MSC seafood• Fish Flash - monthly e-bulletin• various seafood-themed workshops• a directory of suppliers offering sustainable seafood• field-trips connecting with fishermen, fish markets and other businesses.

……..a suite of user-friendly information and practical support; helping restaurants and related businesses improve the sustainability of the seafood they buy, use and promote.

Working with NGO’s…Good Catch initiative

Best Choices

Arctic Char

Barramundi

Clams

Cod: Pacific (Alaska Longline) MSC+

Crab: Pot Caught

Halibut: Pacific or Farmed+

Lobster

Mussels: (farmed)

Oysters: (farmed)

Pollock: (Alaska wild) MSC+

Salmon: (Alaska wild) MSC+

Scallops: MSC

Bass: farmed or wild MSC

Sturgeon, Caviar (farmed)

Tilapia: farmed

Trout:: Rainbow (farmed)

Tuna: Albacore – Cornish Line Caught

Tuna: Yellowfin – pole and line

Dover Sole MSC

Mackerel MSC

Kippers MSC

Sardines: Cornish

Hake MSC

Hoki MSC

Haddock

Pie Mix MSC

Gilt Head Bream – Farmed

Meagre – Farmed

Plaice

Turbot

Brill

Lemon Sole

Good Alternatives

Pangasius (farmed)

Cod: Icelandic, Norwegian (trawled)

Crab: (US) Snow

Crab: Imitation/Surimi

Flounders, Soles, Dabs

Herring: Atlantic/Sardines

Lobster: American/Canadian/UK

Mahi Mahi

Scallops: Black Pearl

Squid (UK)

Swordfish (US Longline)*

Tuna: Yellowfin (troll/pole)

Tuna: canned

Halibut: Pacific

Halibut: Farmed

Prawns: (Canadian) MSC

Monkfish

Gurnard

Torbay Sole

Megrims

Sprats

Herring

Coley

Pout Whiting

Grey Mullet

Black Bream

Hake: (Scottish/Cornish)

Avoid

Chilean Seabass/Toothfish (except MSC))

Marlin: Striped

Orange Roughy

Rockfish: (Pacific)

Sharks

Sturgeon,

Tuna: Bluefin

Support Ocean-Friendly Seafood

Best Choices are abundant, well managed and caught or farmed in environmentally friendly ways.

Good Alternatives are an option, but there are concerns with how they’re caught or farmed – or with the health of their habitat due to other human impacts.

Avoid for now as these items are caught or farmed in ways that harm other marine life or the environment.

Key

*Limit consumption due to concerns about mercury or other contaminents.

•Visit www.edf.org/seafood

+ Some or all of this fishery is certified as sustainable to the Marine Stewardship Council standard. Visit www.msc.org

Why the demand for Sustainably certified Seafood?

Corporate Social Responsibility – SODEXO ORIGIO -

ARAMARK-COMPASS-ELIOR-MAB-HILTON-MILLENIUM

COPTHORNE – MITIE ….

Independent Operators – fed by desires, standards and

business models– MOSHI MOSHI - PEACH PUBS - URBAN

BEACH HOTEL- LE MANOIR QUAT SAISON

Chefs -The Gatekeepers! Conscience driven, desire to make a

difference, shared responsibility

Peer pressure – Aspirational - Seen to be doing the ‘right thing’

Public pressure – Driven in part by impetus from NGO’S,

Documentaries and media

WHERE is it most prevalent?

USA IS DEFINITELY LEADING THE CORPORATE GAME

UK IS DEFINITELY LEADING THE INDEPENDENT GAME

HOWEVER THERE ARE POCKETS OF BRILLIANCE IN BOTH CHANNELS IN USA AND EUROPE

UK GOVERNMENT IS NOT FULLY ENGAGED WITH THE SUSTAINABLE PROGRAMME

A SUPRISING NUMBER OF CORPORATE ARE ALSO NOT YET ENGAGED

SOME ‘HIGH PROFILE’ CUSTOMERS ARE STILL FENCE SITTING BELIEVING IT COULD TURN OUT TO BE ANOTHER ‘ORGANIC’ ASPIRATION NOT FULFILLED WHEN IT GETS TO THE CHECKOUT STOP PRESS! www.fish2fork.com

WHOLESALERS SUCH AS OURSELVES DEFINING WHAT IT INVOLVES TO BECOME A LOCKSMITH AND COMMUNICATING THE MESSAGE

OLYMPICS WILL HAVE A SUSTAINABLE APPROACH TO FOOD SERVICE

Who do the independent operators trust?

Who do operators trust most to learn from about sustainable

species?

SUSTAINABLE SEAFOOD

Global leaders with over 70

MSC products for Food

Service

Largest range of Under

Utilised species in the UK

Winners of the Billingsgate

Sustainable Seafood

Award 2008

Winners of the SEAFISH

Sustainable Futures Award

Only Seafood distributor to

ban Blue fin Tuna, Orange

Roughy and Shark

Caterers’ view of consumer demands…then

How often do your customers ask questions about the sustainability of fish and seafood on your menu? 2 years ago

Caterers’ view of consumer demands…now

How often do your customers ask questions about the sustainability of fish and seafood on your menu? Now

MARKETING

Splash…following the seasons every month and giving information

on sustainable species

M&J Website – http://www.mjseafoods.co.uk

SUMMARY

What are the challenges…?

Marketing the story! – Get the message out there

History – shout about it! You do have a track record!

Sustainable – then get accreditation? This wagon is not stopping

Provenance – uniquely the best! Use it to your advatage

Quality – don’t short change your customer Act responsibly you know it makes

sense!

Improve packaging – look at your competitors They have gained an advantage

Reduce ‘cost to market’ – consolidate ?– Understand the market place?

Understand your competitors – Chile USA Patagonia China France Peru What’s there

angle?

Develop value added – in all directions Think Claires, Fines and premiums

Strategy to combat bad practice / news – get ready Issue briefs to you customers

Sustained PR programme – invest for the future Fantastic products but so are the

other 300 used by Chefs!

Thank you