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International ColdWater Prawn Forum Industry Meeting 2012 Welcome ICWPF Industry Meeting 2012 Kensington Close London Sponsored by Laitram Machinery

International ColdWater Prawn Forum Industry Meeting 2012 Introduction by Simon Jarding Kensington Close London Thursday November 15 th 2012

International ColdWater Prawn Forum Industry Meeting 2012 Introduction & Welcome (Simon Jarding) Thursday, November 15, 2012 09:30 to 10:00 Greenland Fishery: Tønnes Bertelsen Production and Marketing: Simon Jarding 10:00 to 10:30 Coffee break 10:45 to 11:15 11:15 to 11:45 11:45 to 12:15 Canada Fishery: Keith Sullivan Production and Marketing: Steve Spicer Norway: Fishery: Tor Edgar Ripman Production and Marketing: Øystein Pettersen Iceland Fishery, Production and Marketing: Yngvi Ottarson US Fishery: Charles Kirschbaum Lunch sponsored by Laitram Machinery

International ColdWater Prawn Forum Industry Meeting 2012 14:00 to 14:45 14:45 to 15:15 15:15 to 15:45 15:45 to 16:15 Coffee break 16:30 to 16:40 16:40 to 17:00 17:00 to 17:20 17:20 to 17.30 Refreshments Thursday, November 15, 2012 Improve your profit per pound An update of the latest shrimp processing technology Laitram Machinery - Presenter Brent Ledet and Lasse Simonsen The UK Market Demands Seafish - Presenter Richard Watson Market Update and the position of Cold Water Shrimp on central markets GEMBA Seafood Consulting Presenter Jens Møller The real competition for Cold Water Shrimp Royal Greenland Presenter Lise Lotte York Callesøe International ColdWater Prawn Forum 2013 Jens Møller Coldwater Prawn Seminar at NASF - March 2013 - in Bergen Øystein Pettersen Appointment of Committee members - Next Steps for ICWPF Simon Jarding Meeting Wrap Up - Simon Jarding

International ColdWater Prawn Forum Industry Meeting Market Update and the Position of Cold Water Prawn at the European Market Kensington Close London Thursday November 15 th 2012 By Jens Henrik Møller GEMBA Seafood Consulting A/S

Agenda Introduction Short run tendencies CWP and WWP import to EU 27 Some market trends Conclusions

GEMBA Seafood Consulting's three main focal areas Fishery projects Aquaculture Marine Maritime Port development Strategy development Sea weed and seafood Economic impact studies Economic analyses Price analyses Market analyses European Seafood analyses

GEMBA Seafood Consulting's main focal areas Fishery projects Marine Maritime Port development Aquaculture Strategy development Sea weed and seafood Economic impact studies CSR Economic analyses Labor and work force conditions Transportation aspects Sustainability aspects Price analyses Market analyses European Seafood analyses

Agenda Introduction Short run tendencies CWP and WWP import to EU 27 Some market trends Conclusions

Trade flow: Short run tendencies shell off (Jan-June) 2012 and 2011

Trade flow: Short run tendencies shell off (Jan-June) 2012 and 2011 Short run tendencies 2012 2011 (shell off): Denmark still main importer (Greenland import) and re-exporter of CWS (shell off) to the European markets Canada s exports to UK decreased, (1.343 t. compared to 1.801 t) - remain stable to Denmark and US Iceland s export to UK decreased, (3.214 t. compared to 4.156 t) Export to Denmark fall from 932 t. to 464 t. Denmark's export to UK is reduced, while export to Germany increases

Trade flows: Short run tendencies shell on (Jan-June) 2012 and 2011

Trade flows: Short run tendencies shell on (Jan-June) 2012 and 2011 Short run tendencies 2011 2012 (shell on): Exports from Greenland to Denmark decrease with 6.000 t. Canadian export to Denmark increases with 2.500 t. Export from Canada to China and Japan increases while Danish export to decreases Denmark still main importer and re-exporters of CWP (shell on) to the European markets

Development in landings 2006-2011 450.000 400.000 350.000 300.000 Tonnes 250.000 200.000 150.000 100.000 50.000 Greenland Canada Iceland Norway - 2006 2007 2008 2009 2010 2011 Year Cold Water Prawns 2006 2007 2008 2009 2010 2011 Norway 58,692 44,824 30,741 27,325 22,125 24,467 Iceland 3,044 2,026 2,193 5,512 7,742 8,316 Canada 178,357 187,435 166,496 137,758 164,218 *153,199 Canada TAC - - 166,592 167,283 176,715 161,399 Greenland 162,652 148,790 155,867 139,190 119,600 120,961 Greenland TAC - 134,000 127,300 114,570 114,570 124,000 * Basedon quotareports

Agenda Introduction Short run tendencies CWP and WWP import to EU 27 Some market trends Conclusions

Import of CWP and WWP to EU27 700.000 600.000 500.000 EU27 import of CWP went down from 139.000t. in 2008 to 113.000t. in 2011 400.000 300.000 200.000 100.000 CWP A reduction on 26.000t. or 18 %. Average import prices on CWP increased with: 28 % from 2008 to 2011. - 2008 2009 2010 2011

Import of CWP and WWP to EU27 700.000 600.000 500.000 400.000 300.000 200.000 WWP CWP Import of WWP to EU27 went up from 440.000t. in 2008 to 479.000t. in 2011 An increase on 39.000t. or 9 %. Average import prices on WWP increased with: 13 % from 2008 to 2011. 100.000-2008 2009 2010 2011

Import of CWP and WWP to EU27 700.000 600.000 500.000 400.000 300.000 200.000 100.000 Residual WWP CWP The total import of CWP and WWP to EU27 went from 592.000t. in 2008 to 609.000t. in 2011 Total import increased with 3 % CWS market share (measured in import): Decreased from 23,4 % in 2008 to 18,6 % in 2011. - 2008 2009 2010 2011

Agenda Introduction Short run tendencies CWP and WWP import to EU 27 Some market trends Conclusions

Market trends Italy Some findings from the FAO -report The market for CWP is in the northern Italy and is mainly sold in brine Certification and environmental concerns are not of major concern in Italy Economic insecurity leads to a decrease in willingness to pay extra for value added shrimp products Prices remain rather stable while the consumption is slightly increasing mainly WWP

Market trends Spain Some findings from the FAO -report Spain is among the largest seafood markets in Europe WWP are an important component in Spanish cooking and has a long tradition No or low awareness about difference between CWP and WWP Sustainability and MSC plays an insignificant role at consumer level Import of frozen CWP has from 2008 to 2011 decreased by 37 %

Market trends France Some findings from the FAO report: Slight increase in frozen and chilled CWP from 2008 to 2011 CWP is considered a luxuries product and is often applied in premium salads for special occasions Sustainability and MSC is increasingly entering in to the awareness of costumers and producers The market is for shell on and head on meaning that prawns are imported and processed in France

Market trends - Germany Some findings from the FAO report: High focus on sustainability and MSC certification is a requirement at the retail level High willingness to substitute CWP with WWP if the price is in favor of WWP Rather stable CWP consumption The total prawn import went up by 12 % from 2008 to 2011

Market trends - Sweden Some findings from the FAO report: Highest per capita consumption of CWP app. 2 kg Increasing CWP consumption from 2008 to 2011 Slight decrease in consumption from 2010 to 2011 CWP is considered better and more sustainable than the WWP There is a general a high concern for MSC and environmental impact of fisheries

Conclusion The CWP is loosing market share to WWP at the European market But average import prices of CWP increase more than the average import prices of WWP. The European economic crisis causes a decreased willingness to pay for value added products. Concerns about sustainability differ very much among the markets in Europe

Thank you for your attention! Jens Henrik Møller Partner GEMBA Seafood Consulting Bygstubben 4 2950 Vedbæk Denmark Tel. + 45 45 65 55 00 Fax + 45 45 65 55 09 Cell. +45 40 79 10 11 jm@gemba.dk

International ColdWater Prawn Forum Industry Meeting 2012 International ColdWater Prawns Forum Conference 2013

International ColdWater Prawn Forum Industry Meeting 2012 Place: London Date: 21. November 2013 (Thursday week 47)

International ColdWater Prawn Forum Industry Meeting 2012 Venue: Fishmongers Hall? Alternative? - Conference hotel nearby FMH - Dinner event at Fishmongers Hall

International ColdWater Prawn Forum Industry Meeting 2012 Coldwater Prawn Seminar at NASF Place: Bergen Date: March 6-8, 2013 Øystein Pettersen

International ColdWater Prawn Forum Industry Meeting 2012 What is NASF?

International ColdWater Prawn Forum Industry Meeting 2012 What are ICWPF s outcome of a 2-3 hours seminar at NASF: -Contact to new buyers? -Higher profile in the seafood world?

International ColdWater Prawn Forum Industry Meeting 2012 Appointment of Steer Committee Next steps for ICWPF S

International ColdWater Prawn Forum Industry Meeting 2012 Meeting Wrap Up

International ColdWater Prawn Forum Industry Meeting 2012 Thank you to

International ColdWater Prawn Forum Industry Meeting 2012 Refreshments!