• Who is Whitecap?

• What types of seafood are Chinese consumers eating today?

• How do Chinese consumers select their seafood purchases?

• What are the fast growing trends for seafood consumption in China?

• How do we as an industry in Newfoundland and Labrador best pursue opportunities in China?

• Asia Pacific (outside China) – brief overview.

• Conclusion

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• Full Service Cod Marketer

• Once Frozen Cod Fillets

• Frozen at Sea Fillets

• Salt Fish

• Minced

• Blocks

• Technical Support

• Certification Support to help plants get BRC, Retailer Certifications

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Source: Customs Data

• By 2022

• 76% of Urban Households will be in Middle Class

McKinsey

• By 2030

• 854 million people

• Disposable income per capita 30.000 USD

ANZ Research• By 2030

• Spending power will be similar to US consumer in 2000

Economist Intelligence Unit

Source: Mckinsey/ANZ Research/Economist Intelligence Unit

Similar to the average in the EU

US currently spends 6% on Food

Consumption Expenditure in

Urban Households

Relative seafood and animal protein expenditure per income group (from lowest to highest) in China

Source: National Bureau of Statistics of China, Industry reports, 2016

Source: OECD 2016

App. 300.000to+

(Est. 2017)

200.000to (2013)

H&G or dried

Mainly in Northern China

Pollock

Farmed Salmon

More than 100.000MT

Mainly from Chile

Norway

Salmon4.500MT of Atlantic Cod fillet products

McDonalds promoted Alaskan Cod

Cod

Source: Customs Data/Ministry of Agriculture/Industry sources

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2016 Best 10 Famous Import Seafood Original Brand1

Canadian Coldwater Shrimp2

Argentine Red Shrimp3

Norwegian Salmon (farmed)4

Chilean King Crab5

Ecuador Vannamei Shrimp (farmed)6

French Oyster (farmed)7

French Chilean Seabass (caught from South Indian Ocean)8

Chilean Salmon (farmed)9

Canadian Lobster10

Canadian Geoduck11 Irish Brown Crab

2016 Best 10 Emerging Import Seafood Original Brand

1 Argentine Cuttlefish

2 Canadian Salmon (farmed)

3 Alaska King Crab

4 Canadian Green Whelk

5 New Zealand Green Mussel (farmed)

6 Canadian Surf Clam

7 Greenland Halibut

8 Icelandic Lumpfish

9 US Pacific Dungeness Crab

10 US Maine Lobster

The Major E-commerce Platforms In China

The Major Vertical Fresh Food E-commerce Companies

China’s Major Hypermarket E-commerce Platforms

Latest New Retail Chains.

All focus on high end seafood retailing

Invested and

owned by

Yonghui

Invested

Alibaba

and Tmall

Invested and

owned by

JD com

Channel Development is key to success for the China Market

Consumer Education

Retail Promotion

E-commerce Promotion

Integrated Marketing

Media Trips Visit Canada

Product Knowledge,

Nutrition

Ready to Eat, Hot Dishes

Hypermarkets, E-commerce

Gastronomy Magazines

TV Cooking Programs

Blog, Weibo Wechat Youku, AqiyiGlobal

Seafood

Canadian Coldwater Shrimp Media Selection

Canadian Coldwater Shrimp Association Sina Weibo

account has 221,350 followers

Canadian Coldwater Shrimp Wechat account has 7000 followers.

Majority are seafood importers, distributors and retailers

Interactive Website Canadian Coldwater Shrimp Association Official

Website:

www.coldwatershrimp.com.cn

BLOG EXPERIENCE - 2 famous bloggers went on shrimp fishing vessels for 2 weeks and experiencing the fishermen life and wrote seriesreports/stories

Average reading of these weibos she wrote during the trip on CWS fishing vessels:

200,000

Reposted: 766

@YoYo食色空间 Weichat publications

This article total reading: 10,313

Production of a series of KOL cooking recipes, animations -

published on different web platforms

Viewing are from 20,000 to 300,000

Coldwater shrimp E-promotion on Tmall

Coldwater Shrimp E-promotion with

vertical E-commerce companies

Advantages

1. Fast, high volume2. Marketing Driven3. High price4. Transparent5. Strong brand6. High loyalty

Governments,associations

select marketingagent

Exporters join marketing programs

Marketing agentrecommend

suitable importers

Importers importing

E-commerce, restaurant & hypermarket promotion to

end consumers

Retailers order from importers

The Leading Foreign Seafood Brands, Seafood Certification Organizations

How to promote Newfoundland and Labrador Cod in China

• Expand more high quality harvesting techniques such as hand line and hook

and line cod.

• Invest in plant upgrades and technological production advancements.

• Invest in sustainability and global food safety certification.

• Educate consumers about our pristine waters and the intrinsic quality of our

seafood.

How to promote Newfoundland and Labrador Cod in China

• Run retail promotion at new retail chain stores include Hema, Super Species, 7

Fresh in large cities

• Run retail promotion in the major commercial centres at the outset.

• Produce cooking recipes and original place short videos and publish on different

platforms

How to develop Newfoundland and Labrador cod in China

• Work closely with major importers and distributors for new product development

• Run more promotion with restaurants chains

• Engage Canadian Embassies and Consulates to assist on this strategy.

Alda Möller, Groundfish ForumKristjan Hjaltason, Ocean Trawlers, EuropeIngrid K. Pettersen, Norw. Seafood CouncilDurita í Grótinum, JFK, FaroesBundesverbandFischindustrie, GermanyFan Xubing, Beijing Seabridge Marketing Co., CHKun Song, AlimexKonrad Geldenhuys, Sea HarvestFrancois Olivier, HanganaAlex Ocampo/Mariano Mansilla, Seaman Int.Mario Inostroza, EmdepesPierre Marquian / St. Monica, PeruCooke Aquaculture for UruguayAnnie Clarkson / SealordAndrey Buzin, Russian Fishery

Mathias Radvan, E. KratzensteinSteve Spencer, Pacific SeafoodTorunn Halhjem, Trident SeafoodsRon Rogness, American SeafoodsRasmus Soerensen, American SeafoodHoa Phan, Vinh HoanRandy Rhodes, Harvest Select Daniel Montoya, BlumarMorten Lindrupsen, Norw. Seafood CouncilRagnar Nystoyl/ Lars D. Garshol, KontaliTae Wang, Don Wong Fisheries, KoreaY. Sakurai, NissuiH. Takanori, Fish. Research Council, JapanMarine Research Institute, Iceland