D. A. M. De Silva 2011 Food and Agriculture Organization

Table of contents 1

Executive Summary 4

Introduction 6

1.1 Introduction 6

1.2 Fish supply chain 6

1.3 What does fishery value chain mean? 7

1.4 Value chain analysis 7

1.5Purpose of the study 8

Drivers and governors of change on fish demand 10

2.1 Introduction 10

2.2 Demographics 10

2.2.1 Ethnicity and race 10

2.2.2 Geographic distribution 11

2.2.3. Extent of travel 11

2.2.4. Literacy 11

2.2.5. Retailer promotion 11

2.3 Consumer preferences 12

2.3.1 Convenience 12

2.3.2 Year round availability 12

2.3.3 Variety and nutritional content 13

2.3.4 Safety 13

2.3.5 Greenness 13

2.3.6 Fair trade 13

2.4 Buyer specification 14

2.4.1 Volume 14

2.4.2 Presentation 14

2.4.3 Labelling 14

2.4.4 Private standards 15

2.4.5 Certification 15

2.4.6 Price point and service 16

2.4.7 Technology 17

2.5 Regulatory change 19

2.5.1 Official standards and associated certification 19

2.5.2 Labelling (nutrition, country of origin labelling, allergens) 19

2.5.3 Environmental protection 20

2.6 Market access 21

2.8 Economic growth trends 22

Drivers and governors of change on the fish supply 24

3.1 Introduction 24

Fish and fishery products supply chain is a network of food fish-related business enterprises through which fish and fishery products move from production through consumption, including pre-production and post consumption activities. The term “Value-added” is used to characterize fish and fishery products that are converted from raw fish through processes that give the resulting product an “incremental value” in the market place. An “incremental value” is realized from either higher price or expanded market. Moreover, value-added is also used to characterize fish and fishery products that have incremental value in the marketplace by differentiating them from similar products based on product attributes such as: geographical location (Mediterranean tuna, Norway salmon, Thailand Black Tiger shrimp, etc.); environmental stewardship (MSC label, Eco-labelling, fair trade); food safety (HACCP, Free from antibiotics and heavy metals, etc.); or functionality. Value and values are also used to characterize the nature of certain business relationships among interacting fish and fishery business enterprises, rather than any attribute of the product itself. This collection of relationships is known as a supply chain and these relationships are expressly based in an articulated set of values, they are becoming known as values-based supply chains or value chains. 24

3.3 Procurement practices 25

3.3.1 Factor prices and availability for production and shipping 25

3.3.2 Producer preference 26

3.3.3 Technology 27

Global fishery value chains 29

4.1 Introduction: Value chain and concepts of marketing – 4Ps to 7Ps 29

4.2 What is the fish supply chain? 31

4.3 Value Chain 32

4.4 Value chain versus supply chain 35

4.6 PESTLE analysis of the fisheries industry 37

4.7 Global fishery value chains: a literature review 42

4.8 Types of global fishery value chains 43

Figure 6: Global fishery value chains 44

4.9 Fish production 44

4.10 Processors 46

4.11 Distributors and traders 47

4.12 Retailers 48

4.13 Fish consumption 49

4.14 Domestic market 50

4.15 International market 52

4.16 Bottlenecks of the global fishery value chains 53

4.17 Conclusions 55

Summary 57

References 57

Shamsuddoha, M. D. 2007. Supply and Value Chain Analysis in the Marketing of Marine Dried Fish in Bangladesh and Non Tariff Measures (NTMs) in International Trading, European Association of Agricultural Economists in its series 106th Seminar, October 25-27, 2007, Montpellier, France, Accessed 10th August 2010, http://ideas.repec.org/p/ags/eaa106/7941.html 62