ASMI Travelers: Hannah Lindoff, International Program Director Megan Rider, International Marketing Specialist

Size: px

Start display at page:

Download "ASMI Travelers: Hannah Lindoff, International Program Director Megan Rider, International Marketing Specialist"

Augustine McDaniel
6 years ago
Views:

ASMI Travelers: Hannah Lindoff, International Program Director Megan Rider, International Marketing Specialist Industry Participants: Norman Aoyagi, Pyramid Island Seafoods Michael McGinley, Ocean

1 ASMI Travelers: Hannah Lindoff, International Program Director Megan Rider, International Marketing Specialist Industry Participants: Norman Aoyagi, Pyramid Island Seafoods Michael McGinley, Ocean Beauty Seafoods Lance Magnuson, Blue North Trading Co. Bob Barnett, Harvester, The Alaska Guys Ron Risher, Icicle Seafoods Achaa Oyun, Sogda Limited Motomara Tadauchi, Trident Seafoods Frank O Hara III, O Hara Corporation Alaska Seafood Marketing Institute Southeast Asia Trade Mission Emerging Markets Program Indonesia, Thailand and Vietnam Trip Report February 19 th 28 th, 2016 Activity Budget: United States Department of Agriculture (USDA) Emerging Markets Program (EMP) federal grant award, matching industry contributions and matching State funds. Purpose of Travel: The Alaska Seafood Marketing Institute (ASMI) was awarded a USDA EMP grant to conduct a trade mission to Southeast Asia. The EMP helps U.S. organizations promote exports of U.S. agricultural products to countries that have -- or are developing -- market-oriented economies and that have the potential to be viable commercial markets. The delegation traveled to Indonesia, Thailand and Vietnam to explore market potential for Alaska seafood. The group met with importers, retailers, and government officials. In each location trade seminars were held to educate local seafood industry members on Alaska seafood. The seminars included chef demos, Alaska seafood samples, species introduction lectures, and one-on-one meetings. This served not only as an educational tool for local trade but also educated the Alaska seafood delegation about market potential for domestic consumers and opportunities in Southeast Asia for reprocessing. Dates of Travel: Thursday, February 18 th : Lindoff and Rider depart Juneau, Alaska for Seattle, Washington Friday, February 19 th : Delegation departs U.S. Sunday, February 21 st : Arrive Jakarta, Indonesia, Retail tours, Introduction and housekeeping, seminar run-through Monday, February 22 nd : Country briefing by Agricultural Trade Office (ATO) post, one-on-one meetings, Alaska Seafood seminar, tour of local fish market Tuesday, February 23 rd : Retail tour, plant tour, arrive Bangkok, Thailand

Wednesday, February 24 th : Country Briefing by ATO post, one-on-one meetings, Alaska Seafood seminar Thursday, February 25 th : Retail Tour at Gourmet Market, arrive Ho Chi Minh City Friday,

Depart Ho Chi Minh City, Vietnam and arrive U.S. Summary and Conclusions: The group arrived Sunday, February 21 st, just after midnight.

Pacific salmon kirimi was observed but the industry concluded that this was likely farmed Chilean coho. A high amount of oily fish, close in species to black cod, was observed.

The first trade seminar was conducted on Monday, February 22 nd in the hotel banquet room. From 8:30 AM 2:30 PM local retailers and buyers met with Alaskan experts for one-on-one meetings.

2 Wednesday, February 24 th : Country Briefing by ATO post, one-on-one meetings, Alaska Seafood seminar Thursday, February 25 th : Retail Tour at Gourmet Market, arrive Ho Chi Minh City Friday, February 26 th : Country Briefing by ATO post, one-on-one meetings, Alaska Seafood Seminar Saturday, February 27 th : Retail Tour, Tour of Cold Storage Facility, Plant tour Sunday, February 28 th : Depart Ho Chi Minh City, Vietnam and arrive U.S. Summary and Conclusions: The group arrived Sunday, February 21 st, just after midnight. Later that day, the delegation participated in a retail tour at Carrefour to observe the species available live, frozen, reprocessed and at the wet counter. Pacific salmon kirimi was observed but the industry concluded that this was likely farmed Chilean coho. A high amount of oily fish, close in species to black cod, was observed. That evening the group reconvened for a meet-and- greet and to go over general housekeeping measures with the local contractors, Lieu Marketing and the group conducted a run through of the Alaska seafood lecture presentation. In order to create an engaging and dynamic presentation, the presentation was translated into each local language and the industry experts presented their species of expertise. The first trade seminar was conducted on Monday, February 22 nd in the hotel banquet room. From 8:30 AM 2:30 PM local retailers and buyers met with Alaskan experts for one-on-one meetings. From 1:00 2:00 PM the local American Embassy United States Department of Agriculture (USDA) Foreign Agricultural Services (FAS) Attaché, Counselor, Mr. Ali Abdi from the Office of Agricultural Affairs gave a country breifing. Mr. Abdi discussed local market trends, including seafood consumption and ways in which the Alaska seafood industry and ASMI can work with the ATO in Jakarta. Mr. Abdi mentinoed that his office had not yet been contacted about any techinical trade barriers in Indonesia. Next, during the Alaska Seafood seminar the group presented on the history of Alaska s sustainable fishing practices implemented by the State of Alaska, ASMI 101, the different species of Alaska seafood and tied it all together by telling the Alaska story. About 35 trade members attended the seminar and

the following reception and sampled salmon, ikura, cod, pollock and snow crab.

The next day, Tuesday, February 23 rd, the group toured local grocery store,ranch Supermarket, and then met with the store manager to discuss the logistics of carrying Alaska seafood such as shipping

opportunities. Afterwards, the group visited a reprocessing center to explore opportunities for Alaska seafood. The center had the capability to work with every species from salmon and cod to lamprey.

It was noted that the processing capacipty is significant and that the Alaska sesafood inudstry is too reliant on China for rewprocessing.

3 the following reception and sampled salmon, ikura, cod, pollock and snow crab. That evening the group toured the Pusat Jajan Serba Ikan fish market to educate themselves on local species and the supply chain. The next day, Tuesday, February 23 rd, the group toured local grocery store,ranch Supermarket, and then met with the store manager to discuss the logistics of carrying Alaska seafood such as shipping prices for containers, volumes, types of species of interest, product form, whether fresh, refreshed or frozen product was a more suitable option for the local market, and point-of-sale promotional opportunities. Afterwards, the group visited a reprocessing center to explore opportunities for Alaska seafood. The center had the capability to work with every species from salmon and cod to lamprey. The Alaska seafood experts had mixed views on the potential for Indonesia as an Alaska seafood market. It was noted that the processing capacipty is significant and that the Alaska sesafood inudstry is too reliant on China for rewprocessing. Indonesia has good potential to diversify the re-processing market, however, import quotas are applied by the government and appear to be controlled by four major importers. Indonesia has a massive population and cannot be ignored, although the population has a preference for very oily fish. The experts noted potential for rockfish, ling cod, geoducks, oysters, atka maceral and cod,flatfish and salmon reprocessing. Some estimated that the market was three to five years out, but noted that Alaska s food saftey and sustainability messages would resonate here.

That evening the group departed for Bangkok, Thailand. On Wednesday, February 24 th, the Thailand trade seminar was conducted in the hotel banquet room.

Bobby Richey, from the Office of Agricultural Affairs gave a country briefing, noting the strong Thai interest in American products and high end products. Mr.

He also noted that branding was extremely effective and used the Alaska Seafood bear as an example of something he thought would resonate in the local market.

The Alaska seafood seminiar followed directly afterwards and Mr. Rey Santella of FAS delivered remarks.

4 That evening the group departed for Bangkok, Thailand. On Wednesday, February 24 th, the Thailand trade seminar was conducted in the hotel banquet room. In the morning, the local American Embassy United States Department of Agriculture (USDA) Foreign Agricultural Services (FAS) Attaché, Counselor, Mr. Bobby Richey, from the Office of Agricultural Affairs gave a country briefing, noting the strong Thai interest in American products and high end products. Mr. Richey emphasized how important running promotional campaigns are in the Thai market, and referenced give aways and social media. He also noted that branding was extremely effective and used the Alaska Seafood bear as an example of something he thought would resonate in the local market. Finally, he emphasized the importance of Product of the USA origin branding. From 9:30 AM 2:30 PM industry experts held one-on-one meetings with local retailers and buyers. The Alaska seafood seminiar followed directly afterwards and Mr. Rey Santella of FAS delivered remarks. The event was well-attended with about 35 local representatives present, including many from the USDA Cochran Fellows program that Rider met two years prior in Seattle when ASMI had the opportunity to host and bring the group to industry meetings. Finally, a tasting reception was held where Alaska seafood samples were served. The following day, Thursday, February 25 th, the group did a retail tour at Gourmet Market. Gourmet Market currently has around 130 retail outlets in first tier cities in Thailand and already carries Alaska seafood including black cod, king crab, uni and salmon. Ms. Sunsanee Siriwatjananon, Managing Director, of Thammachart Seafood Retail Company which has the seafood marketed within the Gourmet Market store, hosted a tour of the grocery store. A U.S. seafood promotion was already being conducted

which featured seafood from Alaska and had special point of sale materials such as minature American flags in the product and Product of USA signage prominently displayed.

After the retail tour the group visited a cold storage facility to observe local cold chain logistics. The cold storage was highly modern and completely mechonized but it was not bonded.

5 which featured seafood from Alaska and had special point of sale materials such as minature American flags in the product and Product of USA signage prominently displayed. The group noted that the Alaska Responsible Fisheries Management (RFM) logo was prominently placed on a package of smoked Alaska salmon under the Labeyrie label. After the retail tour the group visited a cold storage facility to observe local cold chain logistics. The cold storage was highly modern and completely mechonized but it was not bonded. The group was impressed with the sophistication of the market in Thailand, which appear about years ahead of Jakrata and Vietnam. Two of the participants already had factories in Thailand and were looking to enter the end-market. Another noted that he will likely focus on this market and move forward. Consumer preference for oily whitefish was noted but another member stated that he was surprised to see the variety of seafood already available, specifically smoked salmon and sashimi. The median income class can afford attractively pacakaged products and seeks imported products. There is potential for retail packs of pink salmon, it could be a good pollock block market, there was interest in flounder and for small Alaskan companies to enter as a niche market. That evening the group departed for Ho Chi Minh City. The next day, Friday, February 26 th, the third and final trade seminar was held. In the morning the American Embassy United States Department of Agriculture (USDA) Foreign Agricultural Services (FAS), Senior Agricultural Attaché Mr. Gerald H. Smith gave a country briefing. Mr. Smith noted the potential for American seafood products and the efforts that FAS is undertaking in Vietnam, including an upcoming outbound retail tour to the United States. From 10:00 AM 2:00 PM the industry experts held one-on-one meetings with local retailers and buyers. After the seminar concluded, Mr. Barnett demonstrated how to fillet a salmon for the attendees. He also spoke about the different species featured in the in-ice display such as flat fish, salmon and cod as well as all other Alaska seafood species. Afterwards, a reception was held where smoked salmon was served to guests.

On Saturday, February 27 th, the group toured another cold storage facility.

The deligation participated in an extensive tour of the plant to view the operations and practices.

The overwhelming interest in Alaska salmon heads was noted in Vietnam.

6 On Saturday, February 27 th, the group toured another cold storage facility. Following that tour, they visited the Gift of Nature processing factory who are soon to open the Trung Son Corporation seafood processing factory. The deligation participated in an extensive tour of the plant to view the operations and practices. They also had the opportunity to sample items produced at the plant such as shrimp burgers, seafood spring rolls and fried mackerel. The overwhelming interest in Alaska salmon heads was noted in Vietnam. The challenge will be for the industry to find a price point and to further educate the trade about the different species of Alaska salmon, head sizes and cuts available. Market potential for off grade salmon to be used in dumplings and other value added products was disscussed, as was the potential for cod by-products, although it was noted that Alaska Pacific cod in this region might have reprocessing potential but not end market potential. The group departed for the U.S. on Sunday, February 28 th.

7 Recommendations: ASMI must remain in contact with the ATOs in Indonesia, Thailand and Vietnam, to capitalize on opportunities to work together to promote Alaska seafood. Thailand is ready for promotional efforts and ASMI must work with the post to find a way to assist in an already organized USA seafood promotion. The full market potential and the performance measures for the EMP should be measured with meetings with delegation members following their attendance at the two major seafood shows of the spring, in Boston and in Brussels. ASMI will share its conclusions with their International Marketing Committee and Board of Directors as to the market potential and the next steps. Future Plans: Rider will meet with a Thai Cochran group in Seattle on March 15 th and 16 th and interview the attendees to ascertain their perspective on market potential and where they might need assistance from ASMI. ASMI will work with FAS Thailand on planned events for summer ASMI will conduct one on one follow up meetings with delegation participants during the summer salmon season to fully assess the impact of the trade mission. Deliverables: Number of Key Trade Meetings in Indonesia: 53 Number of Key Trade Meetings in Thailand: 71 Number of Key Trade Meetings in Vietnam: 64 Number of Alaska seafood seminars conducted: 3 Sales Pending: $ figure to be determined after the harvest season Sample Shipment Arranged: industry members made arrangements for sample shipments Promotions: A US/Alaska seafood promotion with Gourmet Markets in first and second tier cities in Thailand is in preliminary stages. ASMI assisted a trade member set up an Alaska seafood promotion in Singapore. Sales results awaited. Follow-up Activities: On March 15 th and 16 th Lindoff and Rider will meet with the USDA FAS Cochran Fellows for industry meetings in Seattle, WA, as well as plant tours in Bellingham and Anacortes, WA. They will also have a one-on-one meeting with the FAS rep to determine next steps for working together with the post for an Alaska seafood promotion in Thailand. ASMI has been invited by FAS to participate in a regional seafood seminar and showcase activity in Malaysia, Singapore and Thailand in August, showcasing salmon, cod, pollock, flatfish and more. What we are implementing to impact the division from the trip: ASMI will continue to work closely with the Foreign Agricultural Service to maximize promotional efforts and funds in the region. ASMI will foster export growth in SE Asia by making materials from the trip available on the international website and providing more technical materials in metric measurements for industry use. ASMI will follow up with the Alaska seafood industry to determine the best path forward, and if applicable, apply for a follow up EMP grant or a US Seafood Global Based Initiative from FAS. Total Travel Dollar Amount for Group: (Please note the United States Department of Agriculture (USDA) Emerging Markets Program (EMP) federal grant award paid for the industry to travel and ASMI collected matching industry contributions, matching State funds paid for Lindoff and Rider): $62,717.00

Alaska Seafood Marketing Institute International Marketing Committee July 22, 2014 Nordby Conference Center DRAFT MINUTES

Alaska Seafood Marketing Institute International Marketing Committee July 22, 2014 Nordby Conference Center DRAFT MINUTES A regular meeting of the Alaska Seafood Marketing Institute (ASMI) International