New Zealand King Salmon has inked a deal with two of Japan’s largest retail centralized buying organizations (CBOs) that will allow it to grow its market share in the world’s No. 1 seafood market, the company announced on Thursday.
Japan already imports some 800 metric tons of fresh king salmon from the company, giving it a 3 percent market share. With the new agreement, the company is striving to triple its market share to 9 percent within 36 months. This is part of a larger campaign to increase awareness of the NZ King Salmon brand in the Japanese, Chinese and North American markets.
The two Japanese CBOs reach 80 supermarket chains comprising 2,500 stores.
The new deal will benefit marketing efficiency and new product development, said Rob Morris, Japan country manager for NZ King Salmon. “The CBOs are helping us with sales support, marketing promotions and enabling us to exhibit at their own trade shows as well as introducing us to the decision makers of their chains. Importantly, they are also helping with product development where necessary,” he said.
“Simply because of the way things are done in Japan, we have identified most of our likely growth will be in retail,” he continued. “Seafood is more an everyday staple for Japanese consumers, so products such as fresh salmon tend to be purchased daily by households for consumption at home.”
Mel Shirley, NZ King Salmon’s export marketing manager, added that the domestic market is strong but export growth shows “huge” potential. “New Zealand has a great reputation not only for its scenery and environmental assets but also for its food provenance,” she said. “We are positioning NZ King Salmon at the premium end of the market so there’s a great fit with brand Marlborough.”
NZ King Salmon raises around 8,500 metric tons of king salmon annually, representing 70 percent of New Zealand’s salmon production.
