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Markets for Value added Tilapia Products. Kevin Fitzsimmons, Ph.D. Professor, University of Arizona Vice President, American Tilapia Association President, World Aquaculture Society Honolulu March, 2004. Introduction. Quick review of tilapia Explosion in tilapia trade

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Markets for value added tilapia products l.jpg

Markets for Value added Tilapia Products

Kevin Fitzsimmons, Ph.D.

Professor, University of Arizona

Vice President, American Tilapia Association

President, World Aquaculture Society

Honolulu

March, 2004


Introduction l.jpg
Introduction

  • Quick review of tilapia

  • Explosion in tilapia trade

  • The US and International Markets

  • Value added products

  • Opportunities to expand markets


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Tilapia production

  • Currently second in volume to carps

  • Prediction: Tilapia will become most important aquaculture crop in this century

  • Widest demand, no religious/cultural concerns, few environmental concerns

  • More genetic potential

  • Greatest variety of production systems


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Farmed around the world.

  • Tilapia production in 100+ countries.

  • China is world’s largest producer.

  • Philippines, Thailand, Indonesia, Latin America, Middle East significant producers

  • Germany, Belgium, Spain, Canada, Korea, Japan, most states in US

  • Total production >1,500,000 mt in 2003


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Global Tilapia Sales (farmgate)

  • For year 2000

  • US $ 1,706,538,200(FAO Fisheries Circular No. 886)

  • 2003 sales >$ 2,500,000,000


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Tilapia - the aquatic chicken

  • Grows in all kinds of farms

  • Eats all kinds of food

  • Large eggs and easy to rear young

  • Lots of ways to prepare the fish


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Ponds and cages


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Intensive tank culture

Tanks in Arizona

Tanks in California


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Intensive

raceways

Raceway Systems

Extensive

raceways







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Tilapia widely popular around the world and beyond.

  • Common names: Tilapia, boulti, mojara, chambo, lou fei, pla nil, St. Peters fish, freshwater and/or red snapper

  • Used in many cuisine, hundreds of recipes, often replaces over-fished local species

  • Eggs hatched and fry reared on International Space Station


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Established market demand

  • Accepted in many national dishes

  • Popular in many forms (live, whole, fillets, fresh and frozen, smoked, sashimi, fried skins)


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Environmentally correct

  • Primarily vegetarian

  • Most farm systems cause little pollution

  • Tilapia were long ago established as exotic species, common food fish

  • Grown mostly in developing countries

  • Few diseases, essentially no chemicals used


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Research & Development ISTA 6(Manila, Philippines, Sept 12 -16, 2004)

  • International Symposia on Tilapia in Aquaculture


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Major Tilapia Producers (for year 2002)

  • China - 706,000 metric tons / year

  • Philippines - 122,277 mt / year

  • Mexico - 110,000 mt / year

  • Thailand - 100,000 mt / year

  • Taiwan Province - 90,000 mt / year

  • Brasil - 75,000 mt / year

  • Indonesia - 50,000 mt / year


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Mexico - 102,000 mt

Tilapia-shrimp farm in Sonora

Pond Tilapia farm

in Tamaulipas



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Tilapia production & Markets in Brasil

  • Production in Southeast and Northeast

  • Red tilapia in Southeast for fee-fishing and food

  • Cage farms allowed in NE reservoirs.

  • Tilapia leather industry

  • Jump in interest with ISTA 5 in Rio.

  • Developing export markets.


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Tilapia production in Ecuador 27,000 mt

  • Replacing shrimp because of white spot and other shrimp diseases

  • Using shrimp infrastructure

  • Exporting to US and EU

  • Benefits to shrimp culture with polyculture



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Red strains of tilapia most popular

for brackish polyculture systems



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Costa Rica - 15,000 mt ponds

Acuacorporacion ponds in Cañas, Costa Rica


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Jamaica - 5,200 mt pondsTilapia production 1980-2001


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USA ponds 9,000 mt

  • Production in most states

  • Mostly intensive systems, many recirculating

  • Sales to ethnic markets as live fish, high value


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US Tilapia consumption - 2003 ponds(187,000 mt of live weight = 412,260,000 lbs)


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Top Ten Seafoods (U.S.) pondsper capita (lbs)



174 215 165 2002 241 205 610 2003 l.jpg
$ 174,215,165 ponds (2002) $241,205,610 (2003)



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US Consumption of tilapia whole frozen (2003)

  • Imports in 2003 were $241,205,610

  • US production of $30,000,000 at farm

  • 2003 sales were over $271,000,000

  • 1994 - 2003 US tilapia sales (imports and domestic) exceeded one billion $$$


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Major fresh fillet buyers (US) whole frozen (2003)

  • Major restaurant chains (Darden: Red Lobster, Bahama Breeze, Olive Garden, Landry’s: Joe’s CrabShack, Wille G’s, Rainforest Cafe), Ruby Tuesday, Applebees).

  • Major grocery chains (Safeway, Kroger, Winn-Dixie, Wegmans, Publix, Basha’s)

  • Food service (supply small restaurant & grocery chains) - SYSCO, Fleming Co., Shamrock

  • Brokers - most based in Miami, Tampa, Houston, Los Angeles, San Francisco, New York, Seattle


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Fresh tilapia fillet products whole frozen (2003)

  • Size (under 3 oz, < 85 g) 3-5 oz, 85 - 140 g 4-6 oz, 110 - 170 g 5-7 oz, 140 - 195 g over 7 oz, > 195 g

  • Skin on, shallow skin or deep skin

  • Individual wrap, 2 or 5 kg package, master pack


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Fresh tilapia fillet product prices whole frozen (2003)FOB Miami

  • Size (under 3 oz, < 85 g) $2.80 - 3.00/lb 3-5 oz, 85 - 140 g $3.00 - 3.10/lb4-6 oz, 110 - 170 g $3.10 - 3.25/lb5-7 oz, 140 - 195 g $3.15 - 3.40/lbover 7 oz, > 195 g $3.35 - 3.55/lb

  • Variation in prices due to skinning, packaging, volumes and history with buyer

  • Additional variations with terms of payment


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Expanding markets whole frozen (2003)

  • Quality control and assurance

  • Advertising

  • Product placement

  • Endorsements

  • New recipes

  • Substitute for snapper, bass, flounder

  • New value added product forms


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Quality control and assurance whole frozen (2003)

  • National standards

  • ISO and HACCP (Hazard Analysis at Critical Control Points)

  • Industry standards

  • Buyer standards

  • Other (NGO’s)


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Advertising whole frozen (2003)


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Direct retail sales whole frozen (2003)


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Consumer evolution whole frozen (2003)

  • Ethnic buyers (Asian - African)

  • Up-scale restaurants

  • Casual dining

  • Hyper and super markets

  • Local groceries


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www.tilapia.org whole frozen (2003)


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Product placement whole frozen (2003)

  • “Saving Faith”

  • Murder mystery

  • Detective fixes elegant tilapia dinner to seduce the beautiful blonde.


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Endorsements whole frozen (2003)

  • Dear Kevin,

  • I recently began using farm raised Tilapia fillets. I buy these in individual vacuum sealed packages in one pound bags at Wal-Mart. My husband has diabetes and we both are very weight conscious. This fish is the perfect food item for us, I love the way it is packaged, just use what I need for one meal. It is reasonably priced, always available in the market and consistently high quality.

  • I LOVE THE PRODUCT!!!!

  • Marian Birnie Aug. 12, 2001


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New recipes whole frozen (2003)


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New recipes whole frozen (2003)


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By-products whole frozen (2003)

  • Leather goods from skin will become a significant contributor to profitability

  • Pharmaceuticals from skins

  • Formed fish products

  • Fertilizer

  • Fish meal


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EU / US Supply and Demand whole frozen (2003) TRENDS

  • Supply of fillets primarily from China, Southeast Asia, South and Central America.

  • Demand for live fish needs to expand beyond Asian markets

  • With rapid increases in supply, demand must increase at least as fast to support price.


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Major Tilapia Producers in International Trade whole frozen (2003)

  • China - whole frozen, IQF fillets

  • Ecuador - fresh fillets

  • Taiwan - whole, IQF, sashimi

  • South & Central America - fresh fillets

  • Zimbabwe - Fresh fillets

  • Indonesia - IQF fillets

  • Thailand - IQF fillets


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Current International Market Trends whole frozen (2003)

  • Increase in demand for all forms of tilapia

  • Demand increase will be greatest for fresh fillets

  • Prices have been constant for several years and will remain stable, will not increase with inflation


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Changes and Predictions whole frozen (2003)

  • Further intensification in virtually every country


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Changes and Predictions whole frozen (2003)

  • EU / US production will increase slowly, intensifying current production methods


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Changes and Predictions whole frozen (2003)

  • Polyculture with shrimp will become common in most shrimp farming areas (already practiced in Thailand, Philippines, Mexico, US, Ecuador, Peru, Eritrea)


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Tilapia - shrimp polyculture whole frozen (2003)


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Changes and Predictions whole frozen (2003)

  • Production will be 75% Oreochromis niloticus, 20% Red strains, O. aureus and O. mossambicus mostly for hybridization


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Changes and Predictions whole frozen (2003)

  • Production will be 50% intensive ponds, 30% cages, 10% intensive recirculating and tank systems, 10 % other


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Predictions for Value-added products whole frozen (2003)

  • Processing and "value-adding" will intensify in producing countries


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Sashimi whole frozen (2003)


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IQF Fillets whole frozen (2003)


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Breaded tilapia products whole frozen (2003)


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Fried tilapia skins whole frozen (2003)


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Smoked products whole frozen (2003)


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Changes and Predictions whole frozen (2003)

  • More “organic” forms

  • Reduction in MT for sex reversal


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Changes and Predictions whole frozen (2003)

  • World tilapia production (1,265,780 mt in 2000, FAO) reached 1,500,000 mt in 2003 and 2,000,000 mt by 2010

  • 2003 sales over $2 billion

  • 2010 sales over $4 billion


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Thank-you ! whole frozen (2003)

  • Questions?




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Strain evaluations whole frozen (2003)

  • For saline waters - Hybrid red strains are preferred

  • For cage and pond culture Chitralada strain of O. niloticus originally from Thailand and further developed in Brasil.

  • The GIFT strain of O. niloticus, originally developed in Philippines is most common in Philippines and China

  • YY Super males - Genetically Male Tilapia


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Estimated cost of production whole frozen (2003)

  • China - $0.70/kg

  • Philippines, Indonesia, Brasil - $0.80/kg

  • Thailand, Peru - $0.85/kg

  • Ecuador, Honduras, Costa Rica - $0.90/kg

  • Mexico - $1.00/kg

  • Taiwan Province - $1.05/kg

  • US - $2.00/kg

  • Canada - $2.10/kg


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