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Fish and Seafood International Market Development
National Aboriginal Fisheries Forum
October 2nd, 2012
Nick Sylvestri
Seafood Sector Specialist
Agriculture and Agri-Food Canada
Presentation Overview
• Agriculture and Agri-Food Canada (AAFC) mandate and services
• Canada’s export landscape
• Competitiveness models
• Collaboration
2
AAFC’s Mandate
• Responsible for international market development of the Canadian fish and seafood industry
How Does AAFC Deliver on this Mandate?
• Seafood Value Chain Roundtable
• AgriMarketing Program
• Canadian Industry Traceability Infrastructure Program
• Canada Brand
• Trade event support
4
Canada’s Export Landscape
5
Our Exports are Losing Value
• Over the last 10 years, Canadian seafood export volumes have increased, BUT value has decreased:
• 2011 - Canada exported $4.1 billion (609,148MT) worth of fish and seafood
• 2001 - Canada Exported $4.2 billion (503,089MT) worth of fish and seafood
6
Our Export Markets are Shifting
Source: Statistics Canada 7
Getting Lower Value in New Markets
Source: Statistics Canada 8
Species Exports are Similar
Source: Statistics Canada 9
Market Demands Snapshot
Source: Statistics Canada 10
Limited Presence in Some Key Emerging Markets
Source: Statistics Canada 11
Summary of Canada’s Export Landscape
• Losing value overall (exports to new markets are below average value)
• Little change in types of species exported
• Shift in export markets (moving away from the USA, Japan)
• Different market demands (traditional vs. emerging markets)
• Opportunities and challenges of emerging markets (Brazil, Mexico, India)
12
Competitiveness Models • Model 1: High volume/low price
– To compete with low cost producers
– Requires large volume, efficient, mass-scale production
• Model 2: High value niche product
– Targets niche market segments
– Lower volume/premium price
– Branded as high-quality/niche/specialty product
13
Targeting Specialty/Niche Markets What’s it worth? In 2011, $75 billion in the US
alone, or close to 14% of all retail food sales, and growing fast *.
What’s driving growth? • “Affordable luxuries” in a slow economy • Shifting world ethnic demographics • Exposure through global travel, “foodie” TV shows
and websites • Increased awareness/demand for food
safety/quality, health and wellness products
*National Association of the Specialty Food Trade (NASFT) 14
Examples of Specialty Foods Branded Based on Aboriginal Culture
Pentlatch Seafoods Ltd
15
NK’MIP Cellars
American Intertribal Agriculture Council
Contact Us
Nick Sylvestri
Seafood Sector Specialist
Agriculture and Agri-Food Canada
613-773-0165
Faye WU
BC Regional Office
604-666-7798
16
Thank You
17
