Stål HeggelundExecutive DirectorNORDSEE International GmbH

2115 years history

Originally founded in 1896 by a group of ship owners and merchants from Bremen to sell fresh seafood to customers, Nordsee celebrates its 115th anniversary in 2011.

3Mile Stones

1896: Foundation in Bremen and 1st retail store opened

1936: Take-over by Unilever

1964: First restaurant opened

1980: Launch of fish-snacks

1999/2000: First Franchise partner in Switzerland and Czech Republic

2005: Take-over of NORDSEE by HK Food GmbH

2008: Development of the international expansion

2009: Foundation of the NORDSEE International GmbH

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> 115 years of experience in fish / seafood business

Number 1 seafood QSR - chain in Germany & Europe

> 350 high frequency locations in Germany

> 70 high frequency locations abroad

Almost all stores in core markets are company-controlled

NORDSEE has a strong brand name with a high level of brand awareness

In Germany NORDSEE has about 20 million individual customers accounting for 85 million transactions annually

High international acceptances of the NORDSEE brand

Proved international Franchise System

Strengths of the Business

5Competition in Germany

2009: Quickservice Sales €m # Stores

1. 2.909 1.361

2. 765 700

3. 298 351

4. 230 798

5. 148 130

6. Edeka 138 2.500

7. 110 29

8. 101 932

9. 92 143

10. Joey's Pizza 80 158

Quelle: food-service - Systemgastronomie in Deutschland 2009

6Sales and number of stores 12/2010

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NORDSEE – main focus on the European markets

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09/2011Country

Bulgaria / Sofia

Czech Republic / Prague, Brno

UAE / Dubai

Hungary / Budapest

Romania / Bucharest

Slovakia / Bratislava

Switzerland / Zurich

Turkey / Istanbul

Egypt / Cairo

Russia / Moscow, St. Petersburg

Cyprus / Nicosia

Italy / Milan

Belgium / Brussels

Total

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FranchisePartner

Franchise negotiation

Corporate stores

German seafood consumption (in 1000 t.) – Source FIZ

15,715,515,513.7Per capita in kg

1,2831,2731,2761,129= German consumption

2342- Feed

91810501032743- Export

1,9292,0201,9821,615+ Import

274306330259Harvest2010200820072000

Ranking consumption in % - Source FIZ

1.72,41,84.0Cod

3.14,43.13.4Saith

4.44.94.64.8Trout

5,66,74.53.0Pangasius

10.09,910.310.7Tuna

12.813,812.112.4Salmon

20.017,819,817.3Herring

23.321,425,024.9Alaska Pollack

2010200920082007

German Retail Data

German favorites

12Trends in Germany

Key market trends

• Increasing demand for healthier food

• Seafood is poised to benefit from this trend as it is considered a healthy type of food

• Increasingly time-constrained food consumption

• Fast food sector poised to benefit this trend

• Predominantly elderly people tend to eat seafood – favourable demographics

• Seafood consumption per capita in Germany lags behind other Western countries

The market, in which Nordsee operates, is poised to continue benefiting from favourable mega-trends

Health and wellness Convenience food Growing seafood consumption

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Meeresbuffets - 142 locations• Retail trade specialized in fresh fish and fish specialties, fine seafood,

smoked fish and deli salads for household consumption • Quick-service-restaurant serving a variety of seafood dishes, fresh salads

and beverages • Range of snacks and beverages available from the take-away window

Restaurants - 256 locations• Quick-service-restaurant serving a variety of meals, fresh salads and

beverages. • Range of snacks and beverages available from the take-away window

Snack Shops - 19 locations• Stand-alone-concept, with snacks and beverages on offer for quick and

easy take-away

Sales Channels

14Product - Channels

Snacks Meals

Retail

15Presentation counters

16Presentation counters

17Presentation counters

18NORDSEE - City 2 Brussels

19NORDSEE - City 2 Brussels

20NORDSEE - Nicosia

21NORDSEE - Nicosia

22NORDSEE Sofia, Prague, Dubai

NORDSEE Bucarest, Moscow

24In-house Gastronomy

Assortment • Fish dishes• Salads• Beverages

Sales Price Range € 5-9 per meal

Main Traffic Hours Peak at lunchtime

Positioning • Quick lunch• Price/Value• Healthy• Atmosphere

Meals Beverages

25Take-away Snacks

Assortment • Baguettes• Hot snacks in boxes

• Sushi

• Wraps

• Beverages

Sales Price Range € 1,79 – 4,99 per item

Main Traffic Hours lunchtime and late afternoon

Positioning • Impulse consumption

• Spontaneous appetite

• Healthy alternative

Worldwide sourcing

Sourcing

Yearly requirement of food = 25.000 t.

• Fish fresh / deep frozen = 8.000 t.• Fish marinades = 1.000 t.• Shrimps = 1.000 t.• Potatoes / vegetables = 6.000 t.• Fresh green salads = 2.000 t.• Bread rolls = 3.000 t.• Others like fry fat, oil etc. = 4.000 t.

Nordsee has not any own productionNordsee is sourcing all needed items under own responsibilityNordsee logistic is operated by Deutsche See / HAVI

Sourcing - Fish

Yearly requirement: 8.000 T.Wild Resources 7.500 T.Aquaculture 600 T.

Aquaculture 600 T.Salmon 380 T.Seabass & Seabream 60 T.Trout 100 T.Cod 60 T.Others 20 T.

Why are there challenges in the German market ?

• Low per capita consumption of seafood (15,7 kg/year)• Few fresh fish counters• Norwegian origin not visible to the consumers• Norwegian products are not „top-of-mind“ to the

consumers• No preference among German purchasers to source

Norwegian products• Few joint sales/marketing campaigns with Retail and

HoReCa

Norwegian origin at NORDSEE

Norwegian origin at NORDSEE

• Cod & Shellfish

How to sell more to Germany and NORDSEE

• Product innovation (alone or with third parties)• Quality / price• Stable deliveries• Participate in NORDSEE‘s monthly campaigns• NORDSEE International – smaller volumes• Lobby purchasers – create „Top-of-Mind“

– Relationship building• Get Norwegian products back in the counters and on the

menu by:– Increased focus on joint sales and communication campaigns with

Retail and HoReCa• National Norwegian weeks with selected products• „Norwegian“ fish counters• Norwegian origin

Thank you for your interest…

Mr. Stål Heggelunds.heggelund@nordsee-int.comMobile: +49 175 189 89 22

NORDSEE International GmbHPrinzenallee 13 D – 40459 Duesseldorf, Germanywww.nordsee-int.com

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