|
Production increased from 15,000 tons in 2001 to nearly 30,000
tons in 2006 (Figure 3). Based on the 3rd Medium-Term Business Plan,
Nissui intends to increase its production volume with Atlantic Salmon
as the main species. Nissui is also aiming to expand its production
to a total of 48,500 tons consisting of 3,900 tons of Coho Salmon,
20,700 tons of Sea Trout and 23,900 tons of Atlantic Salmon in 2010.
SA is moving forward with global marketing by reinforcing
its production system. Although sales to Japan accounted for 90%
or more until 2002, this number decreased to 68% and we intend to
keep a fifty-fifty ratio in sales between Japan and other countries
in the future. In addition, Nissui will place an emphasis on the
development and expansion of valueadded products such as fillets,
portions and smoked salmon in each market as a starting point in
order to mature as a producer.
| Figure
3. Salmon and Trout Production of SA (calculated
by H&G*) * Headed & Gutted
fish |
 |
Those who provide strong support to SA are distributors
of the Group including F.W. Bryce of North America, Europe's
Nordic Seafood and Brazil's Nordsee. Owing to the great performance of these distributors
(Group Links), the sales potential of SA is beginning
to expand extensively (Figure 4). SA is growing
rapidly, ranking as one of the top companies in the Brazilian and
Russian markets, which are positioned as its strategic target. Cooperation
between SA and these distributors will be continuously
required in the future.
| Figure 4. Sales
Movement of SA Products and World Market Trends |
| Japan |
Important
market where the world's No. 1 value-added trout products
are sold. This position will not change in the future. |
| USA |
The main item in
the market is Atlantic Salmon fillet products. In the past,
the Company mainly sold products to Asian restaurants, however,
as F.W. Bryce joined the Group, opportunities to expand
sales to USA-owned restaurant chains and retailers were created
and further growth is expected. |
| Europe |
One of the greatest
farmed salmon production areas with a wide market. The market
is classified into the H&G market for commercial use and
the fillet and portion market for retail and food service.
Sales have increased drastically since Nordic Seafood joined
the Group. Nissui sells portions and fillets of Atlantic Salmon
as its main products. |
| Brazil |
Second and third
grade products used to be sold in this market. However, products
of an equivalent level to those distributed in western countries
are increasingly consumed today. The synergistic effect that
came about as a result of the expansion of the market for Atlantic
Salmon fillets and the establishment of Nordsee has lead to the country becoming
an important market. |
| Russia |
Sales of SA have been growing rapidly since 2007. The main product
is trout H&G. Although the amount is small, exports of
fillets have begun. Nissui will introduce sales of value-added
products in the future. |
*H&G: Headed & Gutted fish |
With an eye toward the world marketplace, a new processing base
was also born. Nissui (Thailand) (NTC) is an intermediate
plant specializing in salmon and trout processing. Building on an
18,000 m2 plant site, the plant is fully equipped with a laboratory
where testing for bacteria and some antibiotic substances can be
conducted. It also has F Grade refrigerators with storage capacities
of 2,500 tons and a drainage facility with a processing capacity
of 1,000 tons per day. The salmon processed there are Chilean Sea
Trout guaranteed with aquaculture history traceability, Japanese
Chum Salmon (akizake) and Russian Sockeye Salmon purchased by Yokohama
Trading Corporation. Their products are mainly fillets and
diverse ingredients for Japanese mass retailers and for commercial
use. Fillet products account for 80% of all of the products, 60-70%
of which are boneless fillets. Having already obtained HACCP in
the USA and the EU, Nissui will bring sales not only to Japan but
also to western counties in the future.
From the left: External view of Nissui (Thailand) view
of processing operation at the company, drainage facility |
 |
 |
Products produced at Nissui (Thailand)
top: "Juicy boneless trout fillets grilled with salt"
bottom: "Sockeye Salmon fillets"
(Both are sold for commercial use) |
While the vertical-integration system enables highly fresh processing
with single freezing technology, sometimes it obliges SA
to limit the processing form in consideration of the balance among
the amount harvested, production quantity and processing speed,
as well as seasonal factors affected by species and labor cost.
NTC complements this downside and creates products that have completely
new forms. Having the advantage of high processing capacity, short
lead times and competent human resources, NTC will be able to perform
the diverse and complex processing that SA cannot
handle.
An important factor for Nissui in building a solid global supply
chain throughout the world is to globally establish the "Nissui
brand," with wild and farmed salmon and trout by endeavoring
to use its production function. For aquaculture operations, Nissui
customers worldwide will recognize the quality and value of its
products, including the "FIVE STAR" brand of SA. For wild fish operations, the Company will foster global
marketing with the
"Nissui brand" by processing salmon and trout from Russia,
North America and Japan at various locations around the world. Nissui
is aiming at reaching roughly 100,000 tons in sales through Global
Links in 2011, when it will mark its 100th anniversary.
|
