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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