Selling an Idea or a Product
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Transcript Selling an Idea or a Product
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Introduction
• There are drawbacks to both fresh and frozen
seafood
• Freezing seafood can change its color, flavor
and texture
• Fresh fish may not be as “fresh” as you would
think
• Tuna is a great specie to use for our example
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Fresh Tuna
• Top quality tuna is the most valuable food animal in the
world
• In June 1999, our company president witnessed a
Bluefin Tuna being sold, in the round, for 19,000yen/kg
• That translates to $58.23/lb
• The fish weighed 800 pounds
• Total sale price was $46,587
• The auction price for the actual meat was $97.05/lb.
• On January 18, 2001 a single Bluefin Tuna was sold for a
record $140,000
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Here is an actual path to
market for “fresh” Tuna…
• A boat can take 1 week to get to the fishing area,
fish for 1 week and take 1 week back
• It can take 1 to 2 days to process and pack the fish
• It can take 1 to 3 days in transit to get to the
distributor
• 1 to 3 days to get to the seafood store or
restaurant
• 1 to 3 days before it is served to the public
• After 25 days, as long as it never been frozen, this
fish can still be called “fresh”
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For tuna to be top quality
it has to be…
• Caught properly
• Processed and iced while on the boat
• Shipped to the end customer as soon as
possible
• Consumed as soon as possible
• A problem with any of these steps may
cause the tuna to be unusable
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Frozen Tuna
• When tuna is frozen using conventional
methods, the flesh turns brown and dry
• This frozen tuna may
be acceptable for cooking or canning
but it loses most of its appeal
• It is totally unacceptable for sashimi
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In Japan, Most Tuna is Frozen
• In Japan, tuna is frozen and stored in
special -75ºF freezers
• This freezing method maintains the
desired characteristics
• Freezing and holding fish at these
low temperatures is expensive and is
impractical outside of Japan
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Customer
Requirements
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Consistent superior product quality
Predictable competitive prices
Consistent supply
Consistent sizing
Have it on hand when they need it
No shrink
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The Answer
Cryofresh® is a revolutionary seafood processing
technology patented by
Hawaii International Seafood, Inc.
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What’s Cryofresh® ?
• Cryofresh® utilizes filtered wood smoke
to capture the vitality of seafood in a
“live” state with no degradation to color
or cell structure
• These super premium products can be
stored in standard -10ºF freezers for up
to 9 months and have a thawed shelf life
of 3 to 5 days
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Our Process
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Start with Good Raw Product
Trim Skin & Bloodline
Cut into Steaks
Treat with our patented Tasteless
Smoke
• Pack & Freeze
Retention of
Characteristics
• When Tuna is treated with chilled
“Tasteless Smoke” it retains its fresh
characteristics during freezing
• Normal decomposition occurs after
the product is thawed
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Product
Strengths
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Spectacular Quality
• The color and texture must be
experienced to be believed
• The flavor is so good that top
corporate chefs around the world have
added Cryofresh to their menu
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Consistent Size
• Cryofresh is available in random or portion
controlled sizes
• Competitive, consistent price and supply
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Regardless of season, weather or phase of the
moon, the price and availability hold constant
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The skin, bones and blood line have been
removed so you only pay for useable product
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Surface shipping a frozen product is 1/10 the
cost of an air shipped fresh product
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Other Species
• The first question people ask us is “How did you
guys do that?”
• That is always followed by “What else can I get?”
• Any fish can be frozen with superior results using
the Cryofresh process
• We are always pursuing production of new species,
we are currently offering
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Tuna
Swordfish
Snapper
Grouper
Mahi
Shark
Tilapia
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Summary
• Cryofresh® is a revolutionary seafood processing
technology process patented by Hawaii International
Seafood’s president, Bill Kowalski
• Cryofresh produces seafood with spectacular color and
flavor
• These exceptional products can be stored in standard -10º
F freezers for up to 9 months and have a thawed shelf life
of 3 to 5 days
• The price and supply is consistent and competitive
• Tuna and Swordfish are available as Steaks and Loins
• Other species such as Marlin, Snapper, Mahi and Grouper
are also available
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For More Information
• Hawaii International Seafood, Inc. corporate offices are
located in Honolulu, Hawaii
• Our Mainland phone number is (248) 608-6963
• Our Mainland fax number is (248) 726-7643
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