børge grønbech, norwegian seafood export council, norway · 2014-11-17 · ”the poland-case”...

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.


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


Where do we export our herring and mackerel?

19901990

EasternEastern EuropeEurope 5%5%

TheThe EUEU 35%35%

AsiaAsia 40%40%


19901990 20002000

EasternEasternEuropeEurope

5%5% 26%26%

TheThe EUEU 35%35% 32%32%

AsiaAsia 40%40% 35%35%



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


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


Develop new markets

Build a strong position in modern retail.

Doubling in the number of hypermarkets the next fouryears!

0

100

200

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!


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


Develop new markets


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%


Predictable and stable prices –”the Poland-case”

Export price, herring

02468

101214

jan.

99 MaiSep

.

jan.

00 MaiSep

.

jan.

01 MaiSep

.

jan.

02 MaiSep

.

jan.

03 MaiSep

.

jan.

04 MaiSep

.

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


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

0

5

10

15

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 %


Develop new markets



Make our products visible towards consumers.

Make our products more visible towards consumer

-”From which country do you prefer to buy herring/mackerel”?

0

5

10

15

20

25

30

35

40

Russia, Herring Japan, mackerel

resp

onse

rate

2000 2001 2002 2003 2004 2005 2006


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


Norwegian, Chilean, Scottish salmon??????

Carrefour Poland, 2004

“A taste of Norway”-step 1: profile/origin

Carrefour Poland, 2005


”A taste of Norway”

Carrefour Poland, 2006?

Herring?

Saithe?

Mussels?

Develop new markets




New products a must in order to survive



Germany

Poland

Russia

Ukraine


Develop new markets





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

børge grønbech, norwegian seafood export council, norway · 2014-11-17 · ”the poland-case”...

Documents