I have found some interesting articles for you describing the seafood
industry in general and developments in the marketplace. Having
significant experience on the buying side for a large supermarket
chain, I would initially suggest using a food broker to get your foot
in the door. However, since you have specifically stated that you do
not wish to use that approach, there is certainly the option of direct
sales.
The good news is that the retail distribution of seafood is a highly
concentrated market. As a result, you can achieve meaningful volume
with just a few sales calls if you have an attractive proposition.
Price is especially important to these buyers.
"To give you some idea of how dramatic this consolidation is in the foodservice
sector, two companies, Sysco and US Foodservice, now represent more than
35% of that market. In the national account business, or restaurant business,
companies such as Dardens and Aramark dominate. In the new retail/club
channel companies such as Walmart and Costco virtually own this segment. A
very small powerful group of companies is now responsible for the vast majority
of the seafood purchases in the world?s largest market -- the US."
"An Address to the National Seafood Sector Council Human Resources
Conference" by Derrick Rowe (November 15, 2002) page 13
http://www.fpil.com/cm/documents/web_pres/Nov%2015%20NSSC_speech.pdf
The speech covers the complete supply chain for wild caught seafood,
and notes the problems resulting from aquaculture-based competition.
In particular, Mr. Rowe notes that consumers and buyers need to be
educated about the premium nature of wild caught seafood and why it
should command premium pricing.
"Restauranteur brings his catfish strips to the masses" by Joanne
Friedrick, Seafood Star (June 2002)
http://www.seafoodbusiness.com/archives/02jun/star.htm
This article describes an individual's experience in developing and
selling a frozen catfish product to Wal-Mart.
Another source of information is the Alaska Seafood Marketing
Institute. The "Fishing & Processing" section of their web site,
located at http://www.alaskaseafood.org/fishingprocessing/index.htm,
contains a number of potentially valuable resources. In particular,
the "Alaska Fisherman's Direct Marketing Manual, 2003" is available
for downloading at http://www.uaf.edu/seagrant/Pubs_Videos/pubs/MAB-53.pdf.
The book indicates that it specifically helps "...fishermen decide
whether to direct market their catch, and tell[s] them how to avoid
potential pitfalls of direct marketing. Chapters address strategies
for distributing seafood, finding domestic and international customers
for the catch, packaging and shipping seafood products, the basics of
business planning, and other important topics."
I hope these resources are useful to you. I personally prefer wild
caught salmon to farm raised, and I hope to find your products in my
local Wal-Mart someday.
Sincerely,
Wonko |
