the eu tuna industry and markettuna2018.infofish.org/images/presentation/day2/tuna... · the eu...

THE EU TUNA INDUSTRY AND MARKET Session III: Tuna trade and market at the regional and global level

Juan M. Vieites Baptista de Sousa General Secretary

ANFACO - CECOPESCA

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The EU tuna industry and market Bangkok, 29 May 2018

1. The EU canned tuna industry and market.

2. Strategic lines of the EU canned tuna industry:

2.1. R&D&i

2.2. Sustainability

2.3. Food safety and traceability

2.4. Internationalization

2.5. Communication and promotion

2.6. Level playing field

3. Conclusions.

INDEX

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2.1. R&D&i

2.2. Sustainability





3. Conclusions.

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INDEX


+ 21,000 EMPLOYEES

DIRECTS, especially WOMEN

THE EU INDUSTRY OF CANNED TUNA

MARKETING ACTIVITY

IN + 169 COUNTRIES

Spain, Italy, Portugal and France

MAIN PRODUCER COUNTRIES IMPORTANT ACTIVITY

SOCIO-ECONOMIC

+ 360,000 TONNES

CANNED TUNA PRODUCTION

+ 100 ESTABLISHMENTS

2nd PRODUCER WORLDWIDE 46% of the EU market

Sector with a sustainable growth

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The EU canned tuna industry and market


REGULATED and CONTROLLED activity

CORPORATE SOCIAL RESPONSABILITY

COMMITMENT with the SUSTAINABILITY of the TUNA

RESOURCES

High efficiency in the

productive process Internatonalised Commitment for R&D&i

Environmentally friendly

QUALITY GUARANTEE, FOOD SAFETY AND TRACEABILITY

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THE EU INDUSTRY OF CANNED TUNA


The European Union produces more than 350,000 tones of canned tuna, on average.

It is estimated 360,000 tons of canned tuna in 2017

EU CANNED TUNAPRODUCTION

Source: Estimates based on data from the business associations representing the sector and Prodcom.

EU COUNTRIES 2017 %

2017s/total

Spain 241,407 67

Italy 75,800 21

France 20,000 6

Portugal 20,000 6

Other UE countries 4,000 1

Total 361,207 100%

+ 2,5% vs 2016

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CANNED TUNA TRADE

EU CANNED TUNA EXPORTS 2017: 250,541 tonnes, valued at €1,255.6 million

Intra comunity: 224,078 Tm / 1,107.3 mill. €

Extra comunity: 26,462 Tm / 148,3 mill. €

EU CANNED TUNA EXPORTS

Volume tons Value Thousands €

2015 2016 2017 2015 2016 2017

Intracomunitary 188,446 191,649 224,078 828,266 899,537 1,107,272

Extracomunitary 26,102 27,900 26,462 128,431 141,304 148,282

TOTAL 214,548 219,549 250,541 956,698 1,040,841 1,255,554

Source: EUROSTAT

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Destination of the EU canned tuna exports

Fuente: EUROSTAT

AMERICA 2.03%

ASIA 1.49%

AFRICA 2.35%

EU 89.44%

REST OF EUROPE 4.51%

MIDDLE EAST 1.3%

OCEANIA 0.12%

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CANNED TUNA TRADE


Main destination countries of the UE

canned tuna countries

Source: EUROSTAT

13,451

1,367

1,413

1,539

1,579

1,656

1,973

2,156

2,267

2,328

2,654

2,806

2,909

3,078

3,213

3,260

3,262

3,515

3,970

4,039

4,152

4,647

4,881

7,692

10,528

10,590

11,449

18,492

29,007

41,731

44,937

0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000

Demás países

Canadá

Malta

Libia

Arabia Saudita

Chile

Argelia

Suecia

Suiza

Dinamarca

Eslovaquia

Irlanda

Hungría

Ceuta

Croacia

Eslovenia

Melilla

España

Rumanía

Finlandia

Grecia

Polonia

R. Checa

Austria

Bélgica

Portugal

P.Bajos

R. Unido

Alemania

Francia

Italia

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EU canned tuna imports 2017: 634.926 toneladas, valued at 2.755,2 million €

Intra comunity : 230,927 Tm / 1,108.2 mill. € Extra comunity: 403,999 Tm / 1,647 mill. €

EU CANNED TUNA IMPORTS

Volume tons Value Thousands €

2015 2016 2017 2015 2016 2017

Intracomunitary 199,310 199,314 230,927 935,949 952,583 1,108,223

Extracomunitary 394,291 386,065 403,999 1,500,779 1,398,691 1,647,028

TOTAL 593,601 585,379 634,926 2,436,728 2,351,274 2,755,251

Source: EUROSTAT

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CANNED TUNA TRADE


Origin of the EU canned tuna imports

Fuente: EUROSTAT

AMERICA 18.3%

ASIA 15%

AFRICA 26%

EU 36.4%

REST OF EUROPE 0.01%

OCEANIA 4.3%

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CANNED TUNA TRADE


Origin of the EU canned tuna imports

Source: EUROSTAT

31,204

7,087

7,313

8,340

9,667

9,671

10,167

11,008

20,111

20,477

26,798

27,266

27,782

28,509

29,105

44,143

47,241

51,761

94,875

122,403

Demas paises

El Salvador

Madagascar

Indonesia

Reino Unido

Portugal

Colombia

Vietnam

Alemanai

Italia

Tailandia

Costa de Marfil

PNG

Paises Bajos

Ghana

Filipinas

Mauricio

Seychelles

Ecuador

España

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EU CANNED TUNA CONSUMPTION

Source: Own elaboration based on production and foreign trade data

EU canned tuna apparent consumption in 2017:

745,592 tonnes (+3% vs 2016)

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Source: Own elaboration based on data on production, foreign trade and population (EUROSTAT )

Germany 0,87

Austria 0,94

Belgium 1,44

Bulgaria 0,09

Cyprus 1,99

Denmark 1,53

Slovakia 0,63

Slovenia 0,84

Spain 3,54

Estonia 0,37

Finland 1,52

France 1,72

Greece 0,58

Hungary 0,34

Ireland 1,84

Italy 2,58

Letonia 0,25

Lituania 0,35

Luxemburgo 1,60

Malta 5,21

Netherlands 0,37

Poland 0,20

Portugal 2,10

UK 1,63

Czech Rep. 0,66

Rumania 0,36

Sweeden 0,58

Croatia 0,76

EU per capita apparent

consumption of canned

tuna:

1.46 (kg/hab/year)

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http://commons.wikimedia.org/wiki/File:Flag_of_Greece.svg

http://commons.wikimedia.org/wiki/File:Flag_of_Hungary.svg

http://commons.wikimedia.org/wiki/File:Flag_of_Slovakia.svg

http://commons.wikimedia.org/wiki/File:Flag_of_Luxembourg.svg


EU CANNED TUNA MARKET

One of the most interesting market worldwide

Big market: apparent consumption of 740,000 tonnes

Growing market New consumptions habit: health

Growing concern for the environment

Canned tuna is the most consumed product in the EU

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EU TRENDS OF CONSUMPTION

Health and wellness Specialty food

Instant and everywhere

Sustainable/Ethic Packaging

Market niches

PRODUCT INNOVATION: The key to reach this challenge

Health is one of the main reason why people consume fish, also canned fish, with its flavour, pleasure and convenience.

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CANNED TUNA: NATURAL AND NUTRITIOUS

MINERALS High content or source of

PHOSPHORUS and SELENIum HIGH CONTENT OF

OMEGA 3 (EPA+DHA)

VITAMINS High content or source of : niacin,

vitamin B6, vitamin B12, vitamin D,

vitamin E (canned tuna in oil)

HIGH content of

PROTEINS

LOW content of

SATURATED FATS

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2.1. R&D&i

2.2. Sustainability





3. Conclusions.

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INDEX


KEY ASPECTS

• R&D&I • Sustainability • Food safety and traceability • Internationalization • Communication and promotion • Level playing field

CHALLENGE industry

To lead the internatinoal market from the EU

OBJETIVE

Enhance the competitiveness of the company Product improvement

CHALLENGE product

Leave the image of commodity

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Strategic lines of the EU canned tuna industry




2.1. R&D&i

2.2. Sustainability





3. Conclusions.

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INDEX


Achieve positioning of the canned category as a modern category.

R&D&i is key tool for:

Maximize competitiveness and productive efficiency.

Guarantee food safety, traceability and sustainability throughout the supply

chain, production and retail.

Promote business growth

Improve the range of products to align with new consumption habits

and food trends.

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R&D&i


The tuna sector seeks to increase its competitiveness through innovation in two fundamental areas:

PRODUCT INNOVATION

PROCESS INNOVATION

Always guaranteeing maximum food safety and respect for the environment

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R&D&i


PRODUCT INNOVATION

Betting on the development of products that respond to the demands of the current consumer, who looks for

easy formats to prepare and use, respectful with the

environment and fundamentally healthy.

Drivers: Health and Welleness

Instant and everywhere Sustainable/Ethic

Specialty food Market niches

Packaging

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R&D&i


HEALTH AND WELLNESS

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Product innovation in the EU canned tuna market


SUSTAINABLE/ETHIC

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INSTAND AND EVERYWHERE

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MARKET NICHES

Gluten free

Child range

Athletes

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PACKAGING

New design of the recyclabe packaging

Comfortable packaging solutions

Easy opening New format

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SPECIALITY FOOD

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EXAMPLES


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Atún Claro CALVO Ligero


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Isabel


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Rio Mare tonno legero


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Mare Aperto – Easy peel


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Atún Nostromo


PROCESS INNOVATION

Industry 4.0

Drivers: 9 Digital Enablers: Simulation

Additive manufacturing Horizontal and vertical integration systems

Cybersecurity Augmented reality Cloud Computing

Autonomous robots Industrial Internet of things

Big data and analysis

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R&D&i


INDUSTRY 4.0 - FUTURE FACTORY: THE FOURTH INDUSTRIAL REVOLUTION

A set of technologies that accelerate communications in the industry and develop new products, processes and business models, as well as improved man-machine interactions.

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R&D&i


DIGITAL ENABLERS 4.0

The "digital enablers" are the set of technologies that make it possible for the industry to exploit its full digital potential.

These allow the hybridization between the physical and the virtual world to generate an intelligent industry

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R&D&i


IN SUMMARY, INDUSTRY 4.0:

Change of paradigm in manufacturing processes based on a better way to organize the means of production.

The objective is a factory with greater adaptability to the needs and processes and with a more efficient allocation of resources.

The tuna industry should be

•Automated •Flexible •Intelligent •Social •Sustainable •Connected •Customer oriented

Where people, production teams and information

systems reach maximum efficiency in cooperation,

making the operators more intellectual and creative

processes and the machines perform the most routine

processes in an intelligent way.

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R&D&i




2.1. R&D&i

2.2. Sustainability





3. Conclusions.

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INDEX


ECONOMIC

ENVIRONMENTAL

SOCIAL

The sustainability of the tuna sector requires the integration of these three pillars in the food chain:

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Sustainability


The long-term conservation of the tuna resources is the key of the future of the EU sector, being committed with SUSTAINABILITY

Improve the scientific knowledge

Management

measures

Technical measures

Control

measures

Fully compliant with all measures adopted by the RFMOs

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Environmental Sustainability


Regulatory compliance in force: activity totally

regulated and committed to the environment

Codes of good practices and policies of sustainability and responsible and sustainable sourcing

Maximum traceability

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SUPPLY OF RAW MATERIAL TUNA RESOURCES

but in a way RESPONSIBLE

AND SUSTAINABLE

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The EU tuna canning industry is committed to respecting Human and Labor Rights, strictly respecting the established regulatory framework, in the areas where it is established.

CORPORATE SOCIAL RESPONSIBILITY •Policy on sustainable supply.

•Policy on environmental responsibility

• Policy on quality and food safety • Policy on social responsability

•Policy of transparency and promotion of research

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Social Sustainability


It is essential for countries and companies to comply with the rules and principles and fundamental rights at work recognized

worldwide and respect for human rights.

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Social Sustainability




2.1. R&D&i

2.2. Sustainability





3. Conclusions.

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INDEX


The tuna canning industry of the EU scrupulously

complies with the HYGIENIC-SANITARY and FOOD

SECURITY requirements, which emanate from European

regulations, and the implementation of a quality

management system certified under the ISO 9001

standard, as well as systems of food safety certificates

under the BRC or IFS standards.

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Food safety and traceability


The TRACEABILITY SYSTEM of the EU canned tuna industry provide detailed data of the food chain and all safety guarantees of control for its products

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Food safety and traceability




2.1. R&D&i

2.2. Sustainability





3. Conclusions.

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INDEX


Internationalization is a strategic pillar of the canned tuna industry since its

beginning and will continue to be a priority for the future to promote the development

of the sector, both from the point of view of the commercialization of the products

and the assurance of the raw materials.

The process of internationalization of this industry started in earlier times, becomes

more important in the XXI century, not only in terms of export is concerned, but also in

the establishment abroad of the industry.

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Internationalization


Main routes of internationalization of the canned tuna companies are:

Exports

Investment in third countries

Cooperation and alliance

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Internationalization




2.1. R&D&i

2.2. Sustainability





3. Conclusions.

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INDEX


All the agents of the chain must work together to improve the image of tuna and canned tuna. Importance of communication and education: Positive information on consumption:

communicate its benefits and nutritional properties, range of products, product innovation, the concept of convenience, recipes, forms of preparation, the different ways of cooking fish, messages about the conservation methods, ...

Importance not only of the "education of consumers and future consumers", but also of the

role of prescribers at the point of sale and at the place of consumption. Build trust. Link the concept of leisure, health and consumption Optimization of the point of sale: Visibility, closeness, attractiveness. Importance of the promotion to encourage and promote the consumption of canned tuna.

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Communication and promotion


EXAMPLES

Spain

Italy

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France

Portugal 56

EXAMPLES





2.1. R&D&i

2.2. Sustainability





3. Conclusions.

57

INDEX


The great effort that companies in this sector are making every year in their opening to new markets and their internationalization must be complemented by a commercial policy that guarantees their competitiveness.

The EU Trade Policy must respond to the priority of the Commission:

Guarantee the competitiveness of the industry so that it can compete in the world market from the EU, thus promoting employment and the generation

of added value in community territory.

The Commission and its priorities

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Level playing field


The existence of effective monitoring and control mechanisms is essential to guarantee this level playing field.

To achieve the challenges of the tuna canning industry in the EU, it is vital that the so-called level playing field be guaranteed in the market, in terms of access conditions (social, labor, environmental, health, ...), to ensure fair competition among all operators.

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Level playing field


OBSERVATORY OF TRACEABILITY

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Level playing field




2.1. R&D&i

2.2. Sustainability





3. Conclusions.

61

INDEX


THE EU CANNED TUNA INDUSTRY IS:

An industry committed to the principles of corporate responsibility in the social, economic and environmental fields.

An industry that defends the maintenance of employment and production in Spain (EU).

An industry that is committed to internationalization.

An industry that is committed to innovation, development and research.

An industry that is committed to food quality and safety.

An industry that firmly respects the standards and regulations for the responsible and sustainable marketing of its products.

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Conclusions


THE EU CANNED TUNA INDUSTRY ASK FOR:

A stable legal framework, coordination between all EU policies and policies aimed at enabling a competitive industrial base in the EU territory, guaranteeing its growth and the promotion of employment in the EU, a priority for the Commission.

Effective monitoring and control mechanisms of EU and international regulations.

A level-playing field (social, labor, environmental, hygienic-sanitary, ...) for all operators in the market.

Guaranteeing the raw material in competitive conditions.

63

Conclusions


THANK YOU

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