børge grønbech, norwegian seafood export council, norway · 2014-11-17 · ”the poland-case”...
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Processing of Pelagic Fish, Trondheim, October 18, 2006 (1)www.sintef.no/ppf
Processing of Pelagic FishPolish-Norwegian Cooperation
Britannia Hotel, Trondheim, October 18, 2006
Organized by:
Børge Grønbech, Norwegian Seafood Export Council, Norway:The European Market for Pelagic Products - Challenges for Norwegian
and Polish Fish Industry.
Processing of Pelagic Fish, Trondheim, October 18, 2006 (2)www.sintef.no/ppf
How to maintain our strong market position in the next years to come?
Herring and mackerel constitute 20-25% of Norwegian Seafood export
0
5
10
15
20
25
30
35
1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Billi
on N
OK
0 %
5 %
10 %
15 %
20 %
25 %
30 %
Perc
enta
ge o
f tot
al e
xpor
t
Norwegian seafood export, value
Pelagic share of total seafood export
Export value small pelagics 2005: 6,8 Billion NOK
Processing of Pelagic Fish, Trondheim, October 18, 2006 (3)www.sintef.no/ppf
Where do we export our herring and mackerel?
19901990
EasternEastern EuropeEurope 5%5%
TheThe EUEU 35%35%
AsiaAsia 40%40%
Where do we export our herring and mackerel?
19901990 20002000
EasternEasternEuropeEurope
5%5% 26%26%
TheThe EUEU 35%35% 32%32%
AsiaAsia 40%40% 35%35%
Processing of Pelagic Fish, Trondheim, October 18, 2006 (4)www.sintef.no/ppf
Where do we export our herring and mackerel?
19901990 20002000 20052005
EasternEasternEuropeEurope
5%5% 26%26% 45%45%
TheThe EUEU 35%35% 32%32% 21%21%
AsiaAsia 40%40% 35%35% 33%33%
Develop new markets
Processing of Pelagic Fish, Trondheim, October 18, 2006 (5)www.sintef.no/ppf
Develop new markets!
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
1000
Ton
nes
Russian and Ukrainian share of the herring export Japanese share of the mackerel export
2005:
70% of the mackerel goes to Japan
55% of the herring goes to Russia and Ukraine
Develop new markets!
Core markets New markets
Mackerel JapanRussia???
ThailandChinaRep. Of Korea
Herring RussiaPolandUkraineGermany
ChinaJapanKazakstan
Processing of Pelagic Fish, Trondheim, October 18, 2006 (6)www.sintef.no/ppf
Develop new markets
Build a strong position in modern retail.
Doubling in the number of hypermarkets the next fouryears!
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100
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300
400
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
num
ber o
f hyp
erm
arke
ts
Poland Russia Ukraine
Build a strong position in modern retail!
Processing of Pelagic Fish, Trondheim, October 18, 2006 (7)www.sintef.no/ppf
Build a strong position in modern retail!-Share of the herring bought in super- and hypermarkets?
0 %
5 %
10 %
15 %
20 %
25 %
30 %
35 %
40 %
Russia Ukraine
Per
cent
age
of th
e he
rring
bou
ght i
nm
oder
n re
tail
2002 2006
Build a strong position in modern retail!
Advantages:Modern and efficientdistributionProfessional marketersOwn distribution centersmakes room for directdeliveries from Norway?Increased product range gives increasedconsumption
Disadvantages: Limited knowledge aboutthe productsPrivate labelsIncreased range ofcompetitive products
Stability and long-term planning:Quality, quantity and price
Processing of Pelagic Fish, Trondheim, October 18, 2006 (8)www.sintef.no/ppf
Develop new markets
Build a strong position in modern retail.
The market demands stability and predictableconditions
The market demands stability and predictable conditions
Norw egian Spring Spaw ning Herring, TAC/catch
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
TAC cat ch
?
• Supply of pelagic species subject to strong yearly fluctuations
• Short fishing period (Sept/Oct- Feb/Mar)
-30%
Processing of Pelagic Fish, Trondheim, October 18, 2006 (9)www.sintef.no/ppf
Predictable and stable prices –”the Poland-case”
Export price, herring
02468
101214
jan.
99 MaiSep
.
jan.
00 MaiSep
.
jan.
01 MaiSep
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jan.
02 MaiSep
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jan.
03 MaiSep
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jan.
04 MaiSep
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jan.
05 MaiSep
.
jan.
06 Mai
NO
K/k
g
fillet whole
Season 2000/01:
Price increase onherring fillet: 120 %
Predictable and stable prices- Price index on selected food items, Poland
Processing of Pelagic Fish, Trondheim, October 18, 2006 (10)www.sintef.no/ppf
The market demands stability and predictable conditions
Norw egian M ackere l TAC/catch
0
50 000
100 000
150 000
200 000
250 000
300 000
1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
tonn
es
TAC catch
?-30%
Export price mackerel
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jan.99 Mai
Sep.
jan.00 Mai
Sep.
jan.01 Mai
Sep.
jan.02 Mai
Sep.
jan.03 Mai
Sep.
jan.04 Mai
Sep.
jan.05 Mai
Sep.
jan.06 Mai
NO
K/k
g
Whole frozen
Predictable and stable prices
Seasons 2004/05:
Price increase: 120 %
Processing of Pelagic Fish, Trondheim, October 18, 2006 (11)www.sintef.no/ppf
Develop new markets
Build a strong position in modern retail.
The market demands stability and predictableconditions
Make our products visible towards consumers.
Make our products more visible towards consumer
-”From which country do you prefer to buy herring/mackerel”?
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Russia, Herring Japan, mackerel
resp
onse
rate
2000 2001 2002 2003 2004 2005 2006
Processing of Pelagic Fish, Trondheim, October 18, 2006 (12)www.sintef.no/ppf
We have to make it easier for Japanese to choose Norwegian Mackerel
Carrefour, PolandHerring product, Russia
We have to make it easier for Russiansand Poles to choose Norwegian Herring
Processing of Pelagic Fish, Trondheim, October 18, 2006 (13)www.sintef.no/ppf
Norwegian, Chilean, Scottish salmon??????
Carrefour Poland, 2004
“A taste of Norway”-step 1: profile/origin
Carrefour Poland, 2005
Processing of Pelagic Fish, Trondheim, October 18, 2006 (14)www.sintef.no/ppf
”A taste of Norway”
Carrefour Poland, 2006?
Herring?
Saithe?
Mussels?
Develop new markets
Build a strong position in modern retail.
The market demands stability and predictableconditions
Make our products visible towards consumers.
New products a must in order to survive
Processing of Pelagic Fish, Trondheim, October 18, 2006 (15)www.sintef.no/ppf
New products a must in order to survive
Germany
Poland
Russia
Ukraine
Processing of Pelagic Fish, Trondheim, October 18, 2006 (16)www.sintef.no/ppf
Processing of Pelagic Fish, Trondheim, October 18, 2006 (17)www.sintef.no/ppf
Develop new markets
Build a strong position in modern retail.
The market demands stability and predictableconditions
Make our products visible towards consumers.
New products a must in order to survive
Programme
Welcome by Karl A. Almås, SINTEF Session 1: Norwegian-Polish trade with fish
Norwegian - Polish trade with fish - trends in the herring market. Aleksandra Buczkowska, Innovation Norway, Poland The European Market for Pelagic Products - Challenges for Norwegian and Polish Fish Industry. Børge Grønbech, Norwegian Seafood Export Council, Norway
Session 2: Technology and processing of pelagic fish The processing and consumption of pelagic fish in Poland – today and tomorrow. Piotr Bykowski, Sea Fisheries Institute, Poland Processing challenges arising from customer/market product specifications. Ragnvald L. Vågsholm, Global Fish, Norway Technological solution and possibilities to create an effective and profitable pelagic food industry. Stig Jansson, SINTEF Fisheries and Aquaculture, Norway
Session 3: Implementation of traceability in the industry
The possibilities and difficulties of implementing advanced traceability systems within the Polish fish industry. Olga Szulecka, Sea Fisheries Institute, Poland The importance in using international traceability standards in production and export of pelagic products. Status of global traceability requirements compared with existing solutions. Eskil Forås, SINTEF Fisheries and Aquaculture, Norway Demonstration of traceability systems based on European standards, by Geir Myrold, TraceTracker Innovation ASA, Norway
Session 4: Industrial cooperation between Norway and Poland
Industrial cooperation between Norway and Poland – what are the main challenges, by Krzysztof Szymborski, Rieber Foods Polska SA, Poland
Summing up. Torgeir Edvardsen, SINTEF
Organizers
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