115 pm NAFFII Overview - PANEL Wild Capture Fisheries - NICK SYLVESTRI
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Transcript of 115 pm NAFFII Overview - PANEL Wild Capture Fisheries - NICK SYLVESTRI
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Fish and Seafood International Market Development
National Aboriginal Fisheries Forum
October 2nd, 2012
Nick Sylvestri
Seafood Sector Specialist
Agriculture and Agri-Food Canada
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Presentation Overview
• Agriculture and Agri-Food Canada (AAFC) mandate and services
• Canada’s export landscape
• Competitiveness models
• Collaboration
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AAFC’s Mandate
• Responsible for international market development of the Canadian fish and seafood industry
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How Does AAFC Deliver on this Mandate?
• Seafood Value Chain Roundtable
• AgriMarketing Program
• Canadian Industry Traceability Infrastructure Program
• Canada Brand
• Trade event support
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Canada’s Export Landscape
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Our Exports are Losing Value
• Over the last 10 years, Canadian seafood export volumes have increased, BUT value has decreased:
• 2011 - Canada exported $4.1 billion (609,148MT) worth of fish and seafood
• 2001 - Canada Exported $4.2 billion (503,089MT) worth of fish and seafood
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Our Export Markets are Shifting
Source: Statistics Canada 7
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Getting Lower Value in New Markets
Source: Statistics Canada 8
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Species Exports are Similar
Source: Statistics Canada 9
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Market Demands Snapshot
Source: Statistics Canada 10
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Limited Presence in Some Key Emerging Markets
Source: Statistics Canada 11
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Summary of Canada’s Export Landscape
• Losing value overall (exports to new markets are below average value)
• Little change in types of species exported
• Shift in export markets (moving away from the USA, Japan)
• Different market demands (traditional vs. emerging markets)
• Opportunities and challenges of emerging markets (Brazil, Mexico, India)
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Competitiveness Models • Model 1: High volume/low price
– To compete with low cost producers
– Requires large volume, efficient, mass-scale production
• Model 2: High value niche product
– Targets niche market segments
– Lower volume/premium price
– Branded as high-quality/niche/specialty product
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Targeting Specialty/Niche Markets What’s it worth? In 2011, $75 billion in the US
alone, or close to 14% of all retail food sales, and growing fast *.
What’s driving growth? • “Affordable luxuries” in a slow economy • Shifting world ethnic demographics • Exposure through global travel, “foodie” TV shows
and websites • Increased awareness/demand for food
safety/quality, health and wellness products
*National Association of the Specialty Food Trade (NASFT) 14
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Examples of Specialty Foods Branded Based on Aboriginal Culture
Pentlatch Seafoods Ltd
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NK’MIP Cellars
American Intertribal Agriculture Council
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Contact Us
Nick Sylvestri
Seafood Sector Specialist
Agriculture and Agri-Food Canada
613-773-0165
Faye WU
BC Regional Office
604-666-7798
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Thank You
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