Marketing Sustainable Seafood

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1 Marketing Sustainable Seafood Atlantic Salmon Closed-Containment Workshop Wednesday, April 30, 2014 Wilfred M. Carter Atlantic Salmon Interpretive Centre, Chamcook, New Brunswick, Canada Guy Dean VP, Import/Export - Albion Fisheries ltd.

2 Who Is Albion? Western Canada s largest Seafood Distributor HACCP approved, vertically integrated, full line, full service seafood company Head office in Vancouver (Richmond), BC Canada with 3 additional distribution centres spread across Western Canada Distribution business includes retail, foodservice, and import/export Global Seafood procurement Early Pioneer focused on offering sustainable options both Wild and Farmed Aligned with various engo organizations -SeaChoice partner, Oceanwise founding partner, MSC chain of custody Traceability, UUI Fisheries Sea Pact Founding Member Ethical and Environmentally responsible GHG emissions Shore line clean ups Promote Community based initiatives

3 Consumer Purchase Decision is Being Re-shaped Fair Trade Quality Ecology & Environment Government Advice Media Influence Consumers Health Label Information Price Climate Change Shopping is no longer a simple transaction between desire and bank balance Supply Chain: Fishery/Farm, Processor, Retailer Peer Influence/ Social Media

4 Sustainability =? Sustainability = Good Quality? Sustainability = Food safety? Sustainability = Ethically produced? Sustainability = Fair Trade product? Sustainability = Climate change reduction? Sustainability = Carbon Footprint reduction? Sustainability = Local? Sustainability = Natural?

5 Importance to Consumers Response of Vancouver Aquarium members in 2012 to the question How important is it to you that your seafood comes from a sustainable source? Percentage Very important Somewhat important 5 Not important Not applicable 2

6 Sustainable Seafood

7 Continuous Improvement Industry engagement What s a FIP Fishery Improvement Project What s an AIP Aquaculture Improvement Project Measurable improvements leading to Positive ranking or certification

8 Sustainability Statements by Canadian Retailers Sobeys (1,583 stores) 2013 Safeway Canada (214 stores) 2015 Loblaw's (1,053 stores) 2013 Wal-Mart Canada (388 Stores) 2013 Overwaitea Food Group (120 stores) -2015

9 Sustainability Statements by US Retailers Wal-Mart U.S.A. (2,906 stores) 2012 Kroger Co. (2,470 stores) 2015(2011 for aquaculture) Safeway US (1,486 stores) 2015 Supervalu Inc. (1,516 stores) 2013 Ahold USA (708 stores) 2015

10 Ongoing Growth According to Nielsen s TDLinx and Progressive Grocer, the U.S. grocery industry, which includes conventional supermarkets, supercenters, limited-assortment and natural/gourmet-positioned supermarkets, had approximately $584 billion in sales in 2011, a 3.8% increase over the prior year. Within this broader category, natural product sales through retail channels were approximately $73 billion, a 10% increase over the prior year, according to Natural Foods Merchandiser, a leading trade publication for the natural foods industry. We believe the growth in sales of natural and organic foods is being driven by numerous factors, including: heightened awareness of the role that healthy eating plays in longterm wellness; a better-educated and wealthier populace whose median age is increasing each year; increasing consumer concern over the purity and safety of food; and environmental concerns.

11 Positive Business Model 20% of our seafood is Ocean Wise but this accounts for about 50% of our sales Albion Volume of sustainable seafood Percentage Volume of sustainable seafood Year

12 Ocean Wise Research Survey and interview data indicate that there exists public concern for our oceans and aquatic life and a common desire among the general population to consume sustainably. In order for the program to flourish and extend beyond its current consumer base, it must consider becoming more accessible towards different ethnicities within the city. Book et al Wise on Ocean Wise: The Spatial Distribution of Ocean Wise Partners in Vancouver.University of British Columbia.

13 750M N. American Demand 102M West Coast Sustainable Demand The Market 4M Sust. Supply Fine Dining Big Box Retail Premium Pricing Price Commodity Pricing Time 13

14 Branding Definition: The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Assist in telling the story

15 Brand Recognition A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. Brand recognition is most successful when people can state a brand without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and color

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18 Market Demand Summary Food safety is top of mind with consumers Consumers are paying increased attention to the story behind their food The demand for sustainable seafood is far greater than the supply, with consumers looking to ENGOs to confirm sustainability The ability to deliver consistent quality of product is mandatory, regular supply is also important A strong branding and marketing program will optimize price premiums

19 Market Demand Summary From other LBCCA produced species and organic products we have learned: The market will pay a significantpremium for a consistent quality fish produced in a contained, fully traceable system, with no/minimal use of antibiotics/therapuetants, and minimal impact on the environment The downside price risk is insulated from the fluctuations of commodity prices for farmed fish, and to a lesser extent wild fishery pricing Given the pent up demand for sustainable seafood, production volumes can increase substantially before the premium starts to decline

20 Questions? THANK YOU

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