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Markets for Value added Tilapia Products

Markets for Value added Tilapia Products

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Markets for Value added Tilapia Products

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  1. 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

  2. Introduction • Quick review of tilapia • Explosion in tilapia trade • The US and International Markets • Value added products • Opportunities to expand markets

  3. 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

  4. 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

  5. Global Tilapia Sales (farmgate) • For year 2000 • US $ 1,706,538,200(FAO Fisheries Circular No. 886) • 2003 sales >$ 2,500,000,000

  6. 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

  7. Ponds and cages

  8. Intensive tank culture Tanks in Arizona Tanks in California

  9. Intensive raceways Raceway Systems Extensive raceways

  10. Intensive farms in buildings in cool climates

  11. Intensive farms with recirculation in greenhouses

  12. Integrated with crop irrigation

  13. How did tilapia get so popular, so fast?

  14. Tilapia - the Perfect Aquaculture Storm

  15. 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

  16. Established market demand • Accepted in many national dishes • Popular in many forms (live, whole, fillets, fresh and frozen, smoked, sashimi, fried skins)

  17. 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

  18. Research & Development ISTA 6(Manila, Philippines, Sept 12 -16, 2004) • International Symposia on Tilapia in Aquaculture

  19. 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

  20. Mexico - 102,000 mt Tilapia-shrimp farm in Sonora Pond Tilapia farm in Tamaulipas

  21. Brasil - 75,000 mt

  22. 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.

  23. 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

  24. Tilapia production in Ecuador and shrimp viral infections WhiteSpot Taura IHHN

  25. Red strains of tilapia most popular for brackish polyculture systems

  26. Tilapia production in outside ponds with shrimp in covered ponds

  27. Costa Rica - 15,000 mt Acuacorporacion ponds in Cañas, Costa Rica

  28. Jamaica - 5,200 mtTilapia production 1980-2001

  29. USA  9,000 mt • Production in most states • Mostly intensive systems, many recirculating • Sales to ethnic markets as live fish, high value

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

  31. Top Ten Seafoods (U.S.)per capita (lbs)

  32. US. Tilapia imports 1993-2002

  33. $ 174,215,165 (2002) $241,205,610 (2003)

  34. 17,952 mt fresh fillets, 23,249 mt frozen fillets, 49,045 mt whole frozen (2003)

  35. US Consumption of tilapia • 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 $$$

  36. Major fresh fillet buyers (US) • 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

  37. Fresh tilapia fillet products • 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

  38. Fresh tilapia fillet product pricesFOB 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

  39. Expanding markets • Quality control and assurance • Advertising • Product placement • Endorsements • New recipes • Substitute for snapper, bass, flounder • New value added product forms

  40. Quality control and assurance • National standards • ISO and HACCP (Hazard Analysis at Critical Control Points) • Industry standards • Buyer standards • Other (NGO’s)

  41. Advertising

  42. Direct retail sales

  43. Consumer evolution • Ethnic buyers (Asian - African) • Up-scale restaurants • Casual dining • Hyper and super markets • Local groceries

  44. www.tilapia.org

  45. Product placement • “Saving Faith” • Murder mystery • Detective fixes elegant tilapia dinner to seduce the beautiful blonde.

  46. Endorsements • 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

  47. New recipes

  48. New recipes

  49. By-products • Leather goods from skin will become a significant contributor to profitability • Pharmaceuticals from skins • Formed fish products • Fertilizer • Fish meal