THE EU TUNA INDUSTRY AND MARKET Session III: Tuna trade and market - - PowerPoint PPT Presentation

THE EU TUNA INDUSTRY AND MARKET

Session III: Tuna trade and market at the regional and global level

Juan M. Vieites Baptista de Sousa General Secretary ANFACO - CECOPESCA

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The EU tuna industry and market Bangkok, 29 May 2018

• 1. The EU canned tuna industry and market.
• 2. Strategic lines of the EU canned tuna industry:

2.1. R&D&i 2.2. Sustainability 2.3. Food safety and traceability 2.4. Internationalization 2.5. Communication and promotion 2.6. Level playing field

• 3. Conclusions.

INDEX

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The EU tuna industry and market Bangkok, 29 May 2018

• 1. The EU canned tuna industry and market.
• 2. Strategic lines of the EU canned tuna industry:

2.1. R&D&i 2.2. Sustainability 2.3. Food safety and traceability 2.4. Internationalization 2.5. Communication and promotion 2.6. Level playing field

• 3. Conclusions.

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INDEX

The EU tuna industry and market Bangkok, 29 May 2018

+ 21,000 EMPLOYEES

DIRECTS, especially WOMEN

THE EU INDUSTRY OF CANNED TUNA

MARKETING ACTIVITY IN + 169 COUNTRIES Spain, Italy, Portugal and France MAIN PRODUCER COUNTRIES

IMPORTANT ACTIVITY SOCIO-ECONOMIC

+ 360,000 TONNES

CANNED TUNA PRODUCTION

+ 100

ESTABLISHMENTS

2nd PRODUCER WORLDWIDE

46% of the EU market

Sector with a sustainable

growth

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The EU canned tuna industry and market

The EU tuna industry and market Bangkok, 29 May 2018

REGULATED and CONTROLLED activity

CORPORATE SOCIAL RESPONSABILITY COMMITMENT with the SUSTAINABILITY of the TUNA RESOURCES

High efficiency in the productive process Internatonalised Commitment for R&D&i Environmentally friendly

QUALITY GUARANTEE, FOOD SAFETY AND TRACEABILITY

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The EU canned tuna industry and market THE EU INDUSTRY OF CANNED TUNA

The EU tuna industry and market Bangkok, 29 May 2018

The European Union produces more than 350,000 tones of canned tuna, on average. It is estimated 360,000 tons of canned tuna in 2017

EU CANNED TUNAPRODUCTION

Source: Estimates based on data from the business associations representing the sector and Prodcom.

EU COUNTRIES 2017 % 2017s/total Spain 241,407 67 Italy 75,800 21 France 20,000 6 Portugal 20,000 6 Other UE countries 4,000 1 Total 361,207 100%

+ 2,5% vs 2016

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The EU canned tuna industry and market

The EU tuna industry and market Bangkok, 29 May 2018

CANNED TUNA TRADE

EU CANNED TUNA EXPORTS 2017:

250,541 tonnes, valued at €1,255.6 million Intra comunity: 224,078 Tm / 1,107.3 mill. €

Extra comunity: 26,462 Tm / 148,3 mill. € EU CANNED TUNA EXPORTS

Volume tons Value Thousands € 2015 2016 2017 2015 2016 2017 Intracomunitary 188,446 191,649 224,078 828,266 899,537 1,107,272 Extracomunitary 26,102 27,900 26,462 128,431 141,304 148,282

TOTAL 214,548 219,549 250,541 956,698 1,040,841 1,255,554

Source: EUROSTAT 7

The EU canned tuna industry and market

The EU tuna industry and market Bangkok, 29 May 2018

Destination of the EU canned tuna exports

Fuente: EUROSTAT

AMERICA 2.03% ASIA 1.49% AFRICA 2.35% EU 89.44% REST OF EUROPE 4.51% MIDDLE EAST 1.3% OCEANIA 0.12%

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The EU canned tuna industry and market CANNED TUNA TRADE

The EU tuna industry and market Bangkok, 29 May 2018

Main destination countries of the UE canned tuna countries

Source: EUROSTAT

13,451 1,367 1,413 1,539 1,579 1,656 1,973 2,156 2,267 2,328 2,654 2,806 2,909 3,078 3,213 3,260 3,262 3,515 3,970 4,039 4,152 4,647 4,881 7,692 10,528 10,590 11,449 18,492 29,007 41,731 44,937 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 Demás países Canadá Malta Libia Arabia Saudita Chile Argelia Suecia Suiza Dinamarca Eslovaquia Irlanda Hungría Ceuta Croacia Eslovenia Melilla España Rumanía Finlandia Grecia Polonia

• R. Checa

Austria Bélgica Portugal P.Bajos

• R. Unido

Alemania Francia Italia

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The EU tuna industry and market Bangkok, 29 May 2018

EU canned tuna imports 2017:

634.926 toneladas, valued at 2.755,2 million €

Intra comunity : 230,927 Tm / 1,108.2 mill. € Extra comunity: 403,999 Tm / 1,647 mill. € EU CANNED TUNA IMPORTS

Volume tons Value Thousands € 2015 2016 2017 2015 2016 2017 Intracomunitary 199,310 199,314 230,927 935,949 952,583 1,108,223 Extracomunitary 394,291 386,065 403,999 1,500,779 1,398,691 1,647,028

TOTAL

593,601 585,379 634,926 2,436,728 2,351,274 2,755,251

Source: EUROSTAT 10

The EU canned tuna industry and market CANNED TUNA TRADE

The EU tuna industry and market Bangkok, 29 May 2018

Origin of the EU canned tuna imports

Fuente: EUROSTAT

AMERICA 18.3% ASIA 15% AFRICA 26% EU 36.4% REST OF EUROPE 0.01% OCEANIA 4.3%

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The EU canned tuna industry and market CANNED TUNA TRADE

The EU tuna industry and market Bangkok, 29 May 2018

Origin of the EU canned tuna imports

Source: EUROSTAT

31,204 7,087 7,313 8,340 9,667 9,671 10,167 11,008 20,111 20,477 26,798 27,266 27,782 28,509 29,105 44,143 47,241 51,761 94,875

122,403

Demas paises El Salvador Madagascar Indonesia Reino Unido Portugal Colombia Vietnam Alemanai Italia Tailandia Costa de Marfil PNG Paises Bajos Ghana Filipinas Mauricio Seychelles Ecuador España

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The EU tuna industry and market Bangkok, 29 May 2018

EU CANNED TUNA CONSUMPTION

Source: Own elaboration based on production and foreign trade data

EU canned tuna apparent consumption in 2017:

745,592 tonnes (+3% vs 2016)

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The EU canned tuna industry and market

The EU tuna industry and market Bangkok, 29 May 2018

Source: Own elaboration based on data on production, foreign trade and population (EUROSTAT )

Germany 0,87 Austria 0,94 Belgium 1,44 Bulgaria 0,09 Cyprus 1,99 Denmark 1,53 Slovakia 0,63 Slovenia 0,84 Spain 3,54 Estonia 0,37 Finland 1,52 France 1,72 Greece 0,58 Hungary 0,34 Ireland 1,84 Italy 2,58 Letonia 0,25 Lituania 0,35 Luxemburgo 1,60 Malta 5,21 Netherlands 0,37 Poland 0,20 Portugal 2,10 UK 1,63 Czech Rep. 0,66 Rumania 0,36 Sweeden 0,58 Croatia 0,76

EU per capita apparent consumption of canned tuna: 1.46 (kg/hab/year)

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The EU canned tuna industry and market

The EU tuna industry and market Bangkok, 29 May 2018

EU CANNED TUNA MARKET

One of the most interesting market worldwide

Big market: apparent consumption of 740,000 tonnes Growing market New consumptions habit: health Growing concern for the environment Canned tuna is the most consumed product in the EU

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The EU canned tuna industry and market

The EU tuna industry and market Bangkok, 29 May 2018

EU TRENDS OF CONSUMPTION

Health and wellness Specialty food Instant and everywhere Sustainable/Ethic Packaging Market niches

PRODUCT INNOVATION:

The key to reach this challenge

Health is one of the main reason why people consume fish, also canned fish, with its flavour, pleasure and convenience.

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The EU canned tuna industry and market

The EU tuna industry and market Bangkok, 29 May 2018

CANNED TUNA: NATURAL AND NUTRITIOUS

MINERALS

High content or source of PHOSPHORUS and SELENIum

HIGH CONTENT OF OMEGA 3 (EPA+DHA)

VITAMINS

High content or source of : niacin,

vitamin B6, vitamin B12, vitamin D, vitamin E (canned tuna in oil)

HIGH content of PROTEINS LOW content of SATURATED FATS

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The EU canned tuna industry and market

The EU tuna industry and market Bangkok, 29 May 2018

• 1. The EU canned tuna industry and market.
• 2. Strategic lines of the EU canned tuna industry:

2.1. R&D&i 2.2. Sustainability 2.3. Food safety and traceability 2.4. Internationalization 2.5. Communication and promotion 2.6. Level playing field

• 3. Conclusions.

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INDEX

The EU tuna industry and market Bangkok, 29 May 2018

KEY ASPECTS

• R&D&I
• Sustainability
• Food safety and traceability
• Internationalization
• Communication and promotion
• Level playing field

CHALLENGE industry To lead the internatinoal market from the EU OBJETIVE Enhance the competitiveness of the company Product improvement CHALLENGE product Leave the image of commodity

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Strategic lines of the EU canned tuna industry

The EU tuna industry and market Bangkok, 29 May 2018

• 1. The EU canned tuna industry and market.
• 2. Strategic lines of the EU canned tuna industry:

2.1. R&D&i

2.2. Sustainability 2.3. Food safety and traceability 2.4. Internationalization 2.5. Communication and promotion 2.6. Level playing field

• 3. Conclusions.

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INDEX

The EU tuna industry and market Bangkok, 29 May 2018

Achieve positioning of the canned category as a modern category. R&D&i is key tool for: Maximize competitiveness and productive efficiency. Guarantee food safety, traceability and sustainability throughout the supply chain, production and retail. Promote business growth Improve the range of products to align with new consumption habits and food trends.

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R&D&i

The EU tuna industry and market Bangkok, 29 May 2018

The tuna sector seeks to increase its competitiveness through innovation in two fundamental areas:  PRODUCT INNOVATION  PROCESS INNOVATION Always guaranteeing maximum food safety and respect for the environment

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R&D&i

The EU tuna industry and market Bangkok, 29 May 2018

PRODUCT INNOVATION

Betting on the development of products that respond to the demands of the current consumer, who looks for

easy formats to prepare and use, respectful with the environment and fundamentally healthy.

Drivers: Health and Welleness Instant and everywhere Sustainable/Ethic Specialty food Market niches Packaging

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R&D&i

The EU tuna industry and market Bangkok, 29 May 2018

HEALTH AND WELLNESS

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Product innovation in the EU canned tuna market

The EU tuna industry and market Bangkok, 29 May 2018

SUSTAINABLE/ETHIC

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Product innovation in the EU canned tuna market

The EU tuna industry and market Bangkok, 29 May 2018

INSTAND AND EVERYWHERE

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Product innovation in the EU canned tuna market

The EU tuna industry and market Bangkok, 29 May 2018

MARKET NICHES

Gluten free Child range Athletes

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Product innovation in the EU canned tuna market

The EU tuna industry and market Bangkok, 29 May 2018

PACKAGING

New design of the recyclabe packaging Comfortable packaging solutions Easy opening New format

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Product innovation in the EU canned tuna market

The EU tuna industry and market Bangkok, 29 May 2018

SPECIALITY FOOD

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Product innovation in the EU canned tuna market

The EU tuna industry and market Bangkok, 29 May 2018

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Product innovation in the EU canned tuna market

EXAMPLES

The EU tuna industry and market Bangkok, 29 May 2018

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Atún Claro CALVO Ligero

The EU tuna industry and market Bangkok, 29 May 2018

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Isabel

The EU tuna industry and market Bangkok, 29 May 2018

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Rio Mare tonno legero

The EU tuna industry and market Bangkok, 29 May 2018

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Mare Aperto – Easy peel

The EU tuna industry and market Bangkok, 29 May 2018

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Atún Nostromo

The EU tuna industry and market Bangkok, 29 May 2018

PROCESS INNOVATION Industry 4.0

Drivers: 9 Digital Enablers: Simulation Additive manufacturing Horizontal and vertical integration systems Cybersecurity Augmented reality Cloud Computing Autonomous robots Industrial Internet of things Big data and analysis

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R&D&i

The EU tuna industry and market Bangkok, 29 May 2018

INDUSTRY 4.0 - FUTURE FACTORY: THE FOURTH INDUSTRIAL REVOLUTION

A set of technologies that accelerate communications in the industry and develop new products, processes and business models, as well as improved man-machine interactions.

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R&D&i

The EU tuna industry and market Bangkok, 29 May 2018

DIGITAL ENABLERS 4.0

The "digital enablers" are the set of technologies that make it possible for the industry to exploit its full digital potential. These allow the hybridization between the physical and the virtual world to generate an intelligent industry

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R&D&i

The EU tuna industry and market Bangkok, 29 May 2018

IN SUMMARY, INDUSTRY 4.0:

 Change of paradigm in manufacturing processes based on a better way to

• rganize the means of production.

 The objective is a factory with greater adaptability to the needs and processes and with a more efficient allocation of resources. The tuna industry should be

• Automated
• Flexible
• Intelligent
• Social
• Sustainable
• Connected
• Customer oriented

Where people, production teams and information systems reach maximum efficiency in cooperation, making the operators more intellectual and creative processes and the machines perform the most routine processes in an intelligent way.

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R&D&i

The EU tuna industry and market Bangkok, 29 May 2018

• 1. The EU canned tuna industry and market.
• 2. Strategic lines of the EU canned tuna industry:

2.1. R&D&i

2.2. Sustainability

2.3. Food safety and traceability 2.4. Internationalization 2.5. Communication and promotion 2.6. Level playing field

• 3. Conclusions.

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INDEX

The EU tuna industry and market Bangkok, 29 May 2018

ECONOMIC ENVIRONMENTAL SOCIAL The sustainability of the tuna sector requires the integration

• f these three pillars in the food chain:

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Sustainability

The EU tuna industry and market Bangkok, 29 May 2018

The long-term conservation of the tuna resources is the key of the future of the EU sector, being committed with SUSTAINABILITY Improve the scientific knowledge

Management measures Technical measures Control measures

Fully compliant with all measures adopted by the RFMOs

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Environmental Sustainability

The EU tuna industry and market Bangkok, 29 May 2018

Regulatory compliance in force: activity totally regulated and committed to the environment Codes of good practices and policies of sustainability and responsible and sustainable sourcing Maximum traceability

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Environmental Sustainability

The EU tuna industry and market Bangkok, 29 May 2018

SUPPLY OF RAW MATERIAL TUNA RESOURCES but in a way

RESPONSIBLE AND SUSTAINABLE

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Environmental Sustainability

The EU tuna industry and market Bangkok, 29 May 2018

The EU tuna canning industry is committed to respecting Human and Labor Rights, strictly respecting the established regulatory framework, in the areas where it is established. CORPORATE SOCIAL RESPONSIBILITY

• Policy on sustainable supply.
• Policy on environmental

responsibility

• Policy on quality and food safety
• Policy on social responsability
• Policy of transparency and

promotion of research

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Social Sustainability

The EU tuna industry and market Bangkok, 29 May 2018

It is essential for countries and companies to comply with the rules and principles and fundamental rights at work recognized worldwide and respect for human rights.

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Social Sustainability

The EU tuna industry and market Bangkok, 29 May 2018

• 1. The EU canned tuna industry and market.
• 2. Strategic lines of the EU canned tuna industry:

2.1. R&D&i 2.2. Sustainability 2.3. Food safety and traceability 2.4. Internationalization 2.5. Communication and promotion 2.6. Level playing field

• 3. Conclusions.

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INDEX

The EU tuna industry and market Bangkok, 29 May 2018

The tuna canning industry of the EU scrupulously complies with the HYGIENIC-SANITARY and FOOD SECURITY requirements, which emanate from European regulations, and the implementation of a quality management system certified under the ISO 9001 standard, as well as systems of food safety certificates under the BRC or IFS standards.

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Food safety and traceability

The EU tuna industry and market Bangkok, 29 May 2018

The TRACEABILITY SYSTEM of the EU canned tuna industry provide detailed data of the food chain and all safety guarantees of control for its products

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Food safety and traceability

The EU tuna industry and market Bangkok, 29 May 2018

• 1. The EU canned tuna industry and market.
• 2. Strategic lines of the EU canned tuna industry:

2.1. R&D&i 2.2. Sustainability 2.3. Food safety and traceability 2.4. Internationalization 2.5. Communication and promotion 2.6. Level playing field

• 3. Conclusions.

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The EU tuna industry and market Bangkok, 29 May 2018

• Internationalization is a strategic pillar of the canned tuna industry since its

beginning and will continue to be a priority for the future to promote the development

• f the sector, both from the point of view of the commercialization of the products

and the assurance of the raw materials.

• The process of internationalization of this industry started in earlier times, becomes

more important in the XXI century, not only in terms of export is concerned, but also in the establishment abroad of the industry.

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Internationalization

The EU tuna industry and market Bangkok, 29 May 2018

Main routes of internationalization of the canned tuna companies are:

• Exports
• Investment in third countries
• Cooperation and alliance

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Internationalization

The EU tuna industry and market Bangkok, 29 May 2018

• 1. The EU canned tuna industry and market.
• 2. Strategic lines of the EU canned tuna industry:

2.1. R&D&i 2.2. Sustainability 2.3. Food safety and traceability 2.4. Internationalization 2.5. Communication and promotion 2.6. Level playing field

• 3. Conclusions.

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INDEX

The EU tuna industry and market Bangkok, 29 May 2018

 All the agents of the chain must work together to improve the image of tuna and canned tuna.  Importance of communication and education: Positive information on consumption: communicate its benefits and nutritional properties, range of products, product innovation, the concept of convenience, recipes, forms of preparation, the different ways of cooking fish, messages about the conservation methods, ...  Importance not only of the "education of consumers and future consumers", but also of the role of prescribers at the point of sale and at the place of consumption.  Build trust.  Link the concept of leisure, health and consumption  Optimization of the point of sale: Visibility, closeness, attractiveness.  Importance of the promotion to encourage and promote the consumption of canned tuna.

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Communication and promotion

The EU tuna industry and market Bangkok, 29 May 2018

EXAMPLES

Spain Italy

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Communication and promotion

The EU tuna industry and market Bangkok, 29 May 2018

France Portugal

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EXAMPLES Communication and promotion

The EU tuna industry and market Bangkok, 29 May 2018

• 1. The EU canned tuna industry and market.
• 2. Strategic lines of the EU canned tuna industry:

2.1. R&D&i 2.2. Sustainability 2.3. Food safety and traceability 2.4. Internationalization 2.5. Communication and promotion 2.6. Level playing field

• 3. Conclusions.

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INDEX

The EU tuna industry and market Bangkok, 29 May 2018

The great effort that companies in this sector are making every year in their opening to new markets and their internationalization must be complemented by a commercial policy that guarantees their competitiveness. The EU Trade Policy must respond to the priority of the Commission: Guarantee the competitiveness of the industry so that it can compete in the world market from the EU, thus promoting employment and the generation

• f added value in community territory.

The Commission and its priorities

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Level playing field

The EU tuna industry and market Bangkok, 29 May 2018

The existence of effective monitoring and control mechanisms is essential to guarantee this level playing field. To achieve the challenges of the tuna canning industry in the EU, it is vital that the so-called level playing field be guaranteed in the market, in terms of access conditions (social, labor, environmental, health, ...), to ensure fair competition among all operators.

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Level playing field

The EU tuna industry and market Bangkok, 29 May 2018

OBSERVATORY OF TRACEABILITY

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Level playing field

The EU tuna industry and market Bangkok, 29 May 2018

• 1. The EU canned tuna industry and market.
• 2. Strategic lines of the EU canned tuna industry:

2.1. R&D&i 2.2. Sustainability 2.3. Food safety and traceability 2.4. Internationalization 2.5. Communication and promotion 2.6. Level playing field

• 3. Conclusions.

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INDEX

The EU tuna industry and market Bangkok, 29 May 2018

THE EU CANNED TUNA INDUSTRY IS:

An industry committed to the principles of corporate responsibility in the social, economic and environmental fields. An industry that defends the maintenance of employment and production in Spain (EU). An industry that is committed to internationalization. An industry that is committed to innovation, development and research. An industry that is committed to food quality and safety. An industry that firmly respects the standards and regulations for the responsible and sustainable marketing of its products.

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Conclusions

The EU tuna industry and market Bangkok, 29 May 2018

THE EU CANNED TUNA INDUSTRY ASK FOR:

A stable legal framework, coordination between all EU policies and policies aimed at enabling a competitive industrial base in the EU territory, guaranteeing its growth and the promotion of employment in the EU, a priority for the Commission. Effective monitoring and control mechanisms of EU and international regulations. A level-playing field (social, labor, environmental, hygienic-sanitary, ...) for all

• perators in the market.

Guaranteeing the raw material in competitive conditions.

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Conclusions

The EU tuna industry and market Bangkok, 29 May 2018

THANK YOU

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