Share of the North American Precooked Frozen Seafood Market

Gorton's share of sales in the precooked frozen seafood market has risen consistently since 1995. In 2004, it reached 35.6%, marking a historical high far surpassing the market shares of the second and thirdranked companies combined.

Business between Gorton's and UniSea has increased more than fourfold. In addition, Gorton's has contributed to the development of an Asian market for white fish blocks by introducing clients who purchase its battered products to UniSea. The flour that Fishking uses is now supplied by a Gorton's plant. Since 2004, Gorton's has functioned as an entryway for the Nissui Group into the global McDonald's Group, and Gorton's has directly procured raw materials bound for McDonald's in the USA from Nissui Group companies in South America. At the same time, Gorton's has a close relationship with Nissui itself as the group headquarters. Collaboration has already begun on marketing seminars at head office, training in Japan by the mutual learning team for improving productivity, and joint efforts to improve the quality of white fish flesh with the Central Research Laboratory and Product Research & Development Center at head office.

Seafood consumption in the USA is rising annually due to the increasing health-consciousness of consumers. Nevertheless, it amounts to only one third of consumption in Japan. A spokesperson at Gorton's says, "Mothers in the USA want to give their children seafood meals for health reasons. However, they do not know how to prepare fish, and they even have a fear of handling raw fish. Precooked frozen seafood is perfect for these kinds of people. We even offer the same salmon dishes that consumers eat at restaurants. Fortunately, our new products have been well received by small families and families that often dine on fish, so we have hope for continued success in the future."

Gorton's product family

For the time being, Gorton's aims to focus on getting consumers and customers in the huge North American market to make the connection that "Seafood = Gorton's." It also aims to continue its relationship with McDonald's as the chain's No. 1 global seafood partner. Through efforts to understand the market and establish cooperative links toward the common goal of satisfying consumers and customers, the tirelessly innovative Gorton's is stepping ahead powerfully.