The Role of Alaska s Seafood Industry in the Global Food Marketing System

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1 The Role of Alaska s Seafood Industry in the Global Food Marketing System Quentin S.W. Fong Fishery Industrial Technology Center University of Alaska Fairbanks Kodiak

2 The Profit Triangle Benefit Creation Profit Competitive Advantage Internal Operations

3 Background: State of Alaska and Global Fisheries

4 MT (Millions) World Seafood Imports Source: FAO ROW Imports US Imports Year

5 MT (Millions) World Fisheries Production by Method Source: FAO 180 Aquaculture Capture Total Year

6 Billion USD U.S. Seafood Import, Export and Trade Balance Source: USDOC Import Export Deficit Year

7 MT (Million) Alaska Share of U.S. Landings in Volume Source: USDOC U.S. Total AK Year

8 USD (Million) Alaska Share of U.S. Landings in Value Source: USDOC U.S. Total AK 5,000 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1, Year

9 Alaska Commercial Species Landings by Percent Volume 2010 Total: 1.97 Million MT Source: USDOC Rockfishes Cod Pacific Sablefish Pollock Walleye Herring Flatfish Halibut Crab Salmon Other Groundfish 3% 2% 12% 17% 1% 2% 1% 13% 2% 45%

10 Alaska Commercial Landings by Percent Value 2010 Total: 1.6 Billion USD Source: USDOC Flatfish Other Groundfish Cod Pacific Pollock Walleye Other Shellfish Halibut Rockfishes Sablefish Crab Herring Salmon 32% 5% 2% 9% 18% 1% 1% 12% 6% 1% 13%

11 2007 U.S. Landings by Port (Top 20) Dutch Harbor-Unalaska, AK Reedville, VA Em pire-venice, LA Kodiak, AK Intracoastal City, LA Pascagoula-Moss Point, MS Cameron, LA Astoria, OR New Bedford, MA Los Angeles, CA Naknek-King Salm on, AK Cordova, AK Westport, WA Moss Landing, CA Gloucester, MA Port Huenem e-oxnard-ventura, CA Ketchikan, AK Petersburg, AK Sew ard, AK New port, OR Pounds (Millions)

12 2007 US Landings by Port (Top 20) New Bedford, MA Dutch Harbor-Unalaska, AK Kodiak, AK Em pire-venice, LA Hampton Roads Area, VA Honolulu, HI Naknek-King Salm on, AK Cape May-Wildw ood, NJ Sew ard, AK Sitka, AK Cordova, AK Brow nsville-port Isabel, TX Homer, AK Gloucester, MA Intracoastal City, LA Petersburg, AK Key West, FL Galveston, TX Bayou La Batre, AL Port Arthur, TX Dollars (Millions)

13 Estimated Workforce in the Alaska Seafood Industry 2006 Total: 56,606 Shore-based Harvesting Workforce At-Sea Harvesting Workforce Shore-based Processing Workforce At-Sea Processing Workforce 11% 3% 46% 40%

14 Seafood Industry Workforce Relative to Selected Industries, Alaska Statewide 2005 Category No. of Workers Percent Fish Harvesting 27,826 24% Seafood Processing 22,479 20% Other Manufacturing 7,338 6% Construction 38,556 34% Natural Resources 18,554 16% Total 114, %

15 Marketing System Input and Facilitating Industries Retailer Grower And/or Harvester Primary Processor Further Processor And Manufacturer Wholesaler Consumer Regulatory Institutions Food Service Imports Exports

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18 Marketing System Input and Facilitating Industries Retailer Grower And/or Harvester Primary Processor Further Processor And Manufacturer Wholesaler Consumer Regulatory Institutions Food Service Imports Exports

19 2010 Top 5 Food Marketing Companies in U.S. in Billions USD: Manufacturing Pepsico Inc. (36) Nestle (30) Kraft Foods Inc. (29) Tyson Foods (27) Anheuser-Busch (15)

20 Top Seafood Suppliers in North America 2010 Source: Seafood Business Rank Company Name HQ Sales ($Mil.) 1 Trident Seafoods Corp. Seattle 1,250 2 Bumble Bee Foods San Diego Tri-Marine International Bellevue, WA Thai Union International San Diego Nippon Suisan USA Redmond, WA Starkist Pittsburg Highliner Foods Lunenburg, NS Marine Harvest USA Miami Beaver Street Fisheries Jacksonville American Seafoods Group Seattle 431 Other with Significant Alaskan Presence 12 Icicle Seafoods Seattle Ocean Beauty Seafoods Seattle Aqua Star Seattle 390

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24 Ocean Beauty Source: Vertically Integrated: importing, manufacturing and distribution Species: Alaskan species plus imported such as yellowfin and albacore tuna, mahi-mahi, swordfish Distribution in Oregon, Washington, Utah and Texas Value Added Products e.g. hot and cold smoke salmon, salmon burgers, crab cakes, stuffed salmon, seafood sausages

25 Trident Seafoods Inc. Source: Vertically Integrated: importing, manufacturing and harvesting Species: Alaskan species plus imported such as yellowfin tuna, mahi-mahi, swordfish, and tilapia Harvesting: 3 freighters, 10 tenders, 3 crabbers, 11 trawlers, 7 processing vessels, and 3 factory trawlers Value Added Products e.g. tempura shrimp, salmon burgers, shrimp wraps, oven-ready battered pollock etc.

26 Marketing System Input and Facilitating Industries Retailer Grower And/or Harvester Primary Processor Further Processor And Manufacturer Wholesaler Consumer Regulatory Institutions Food Service Imports Exports

27 Top 5 Food Marketing Companies in U.S. in Billions USD: Wholesalers Grocery (2008) Foodservice (2010) Supervalue ($41) Sysco Co. ($37.9) C&S Wholesale Grocers ($19.4) Wakefern Food Corp (9.9) Associated Wholesale Grocers ($5.7) Nash Finch ($4.2) U.S. Foodservice ($19.8) Performance Food Group ($10.2) Gordon Food Service ($6.8) Reinhart Foodservice ($3.6) Source:

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38 Marketing System Input and Facilitating Industries Retailer Grower And/or Harvester Primary Processor Further Processor And Manufacturer Wholesaler Consumer Regulatory Institutions Food Service Imports Exports

39 Number of Grocery Wholesale Companies and Establishments Source: USDOC No. of Establishments Grocery Wholesalers , ,627 % Change % No. of Companies , ,212 % Change %

40 Food Retailer s Profit Source: Food Marketing Institute A. Retailers Gross Margin Total Net Company Sales 100% Cost of Goods Sold 72.30% Gross Margin 27.70% B. Retailers Operating Cost Total Payroll 12.00% Employee Benefits 3.80% Property Rental 1.70% Depreciation and amortization 1.20% Utilities 1.30% Supplies 1.10% Maintenance and Repair 0.80% Taxes and licenses 0.30% Insurance 0.30% Other Operating Expenses 3.30% Total Operating Costs 25.90% Retailers Net Profit (A-B) 1.46%

41 Net Profit (% of Sales) 2 Food Retailer s Profit - Trend Source: Food Marketing Institute Year

42 Percent Share of Food-at-Home Expenditure by Type of Grocery Outlet Source: USDA Traditional Supermarket Convenience Other Specialty Food Total

43 Percent Share of Food-at-Home Expenditure by Type of Grocery Outlet Source: USDA Nontraditional Supercenters & Warehouse Clubs Mass Merchandisers Other Home Delivered & Mail Order Total

44 Seafood Sales Breakdown by Product Form Source: Seafood Business 6% 2% 8% 40% 19% 25% Fresh never frozen Frozen Previously Frozen Value-added Live Other

45 2010 Top 5 Food Marketing Companies in U.S. in Billions USD: Retail Grocery Retailers Foodservice Wal-Mart Stores ($302) McDonald s Corp ($30.9) Kroger ($76.2) Subway ($10.0) Costco ($69.9) Burger King ($8.9) Safeway ($40.9) Wendy s ($8.4) Supervalue ($40.6) Starbuck s ($8.3) Source: Supermarket News

46 U.S. Restaurants

47 Restaurants

48 Restaurant - Malaysia

49 Restaurant - Chinese

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54 Restaurants - Japan

55 U.S. Retail Pike s Market

56 U.S. Retail Pike s Market

57 U.S. Retail Wholefoods

58 U.S. Retail Wholefoods

59 U.S. Retail Wholefoods

60 Retail - China

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65 Marketing System Input and Facilitating Industries Retailer Grower And/or Harvester Primary Processor Further Processor And Manufacturer Wholesaler Consumer Regulatory Institutions Food Service Imports Exports

66 Product Benefit Services Benefit Personnel Benefit Image Benefit Monetary Cost Time Cost Energy Cost Total Customer Benefit Total Customer Cost Determinants of Customer Benefit Customer Delivered Benefit Psychic Cost

67 Salmon Easy to Open Ease of Storage Information Aesthetic Easy to Handle and Prepare

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69 Value-Added Sea Urchin Roe Japan

70 Frozen Geoduck Trunk China

71 Uni - Sea Urchin Roe Global

72 Frozen Half-Shell Oysters World

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74 Baby Food Asia

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