Tilapia Marketing in the Americas Kevin Fitzsimmons, Ph.D. Professor - University of Arizona Sec.
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Transcript Tilapia Marketing in the Americas Kevin Fitzsimmons, Ph.D. Professor - University of Arizona Sec.
Tilapia Marketing in
the Americas
Kevin Fitzsimmons, Ph.D.
Professor - University of Arizona
Sec. / Tres. - American Tilapia Association
President - US. Aquaculture Soc. Chapter
of WAS
August 2001
Tilapia introductions to the
Americas
Oreochromis
mossambicus first in the
Caribbean in 1949 by C.F. Hickling
To United States in 1954
Oreochromis aureus introduced in 1957
Throughout the Americas by 1970
Oreochromis niloticus into Brazil 1971
Red strains developed in 1970’s and 80’s
Oreochromis niloticus spreads in 1990’s
Total production of 257,000 mt in 2000
Production widely distributed
around the Americas.
Tilapia
introduced to every country
Tilapia, mojarra, St. Peters fish,
Jamaican freshwater snapper,
Cherry Snapper
Used in hundreds of recipes
Live, Whole, fillets, fresh and
frozen, smoked
Supply and Demand
Supply
primarily from tropical
countries
Demand is in producer countries
and US
With rapid increases in supply,
demand must increase at least as
fast to support price.
Major Tilapia Producers in the
Americas (for year 2000)
Mexico
- 102,000 metric tons/year
Brazil - 45,000 mt / year
Cuba - 39,000 mt / year
Colombia - 23,000 mt / year
Ecuador - 15,000 mt / year
Costa Rica - 10,000 mt / year
USA - 9,072 mt / year
Honduras - 5,000 mt / year
Production of Tilapia in the
Americas 2000 (by volume)
COSTA RICA COLOMBIA
9%
4%
CUBA
ECUADOR
15%
6%
JAMAICA
3%
US
4%
OTHERS
1%
BRAZIL
17%
HONDURAS
2%
MEXICO
39%
Major Tilapia Products in
International Trade
Costa
Rica - fresh fillets
Ecuador - fresh and frozen fillets
Honduras and Jamaica - fresh and
frozen fillets
Mexico, Brazil, Colombia, Cuba
USA - strong domestic demands,
minimal exports
Estimated cost of production
Brazil,
Ecuador, Cuba - $1.10 / kg
Costa Rica, Jamaica - $1.20 / kg
Colombia, Mexico - $1.25 / kg
USA - $2.00 / kg
Canada - $2.10 / kg
International markets
Costa
Rica was first major exporter
Ecuador is now major exporter from
the Americas
Honduras has rapid expansion
Colombia, Cuba, Brazil and Mexico
are supplying strong domestic markets
Prices on international markets will not
increase from present levels.
International markets
Ecuador
has passed Costa Rica as
supplier of fillets to US
Ecuador integrating with shrimp
production
Colombia and Mexico were exporters
to US, but exports levels decreased
while production increased
Tilapia production and Markets
in Mexico
Production
in most states of
Mexico
Intensive in north, lake ranching in
south
Strong domestic markets; on ice,
fillets in grocery stores
Will eventually develop export
markets.
Tilapia production & Markets in Brasil
Production
in Southeast and Northeast
Red tilapia in Southeast for fee-fishing
and food
Cage farms allowed in NE reservoirs.
Tilapia leather industry
Jump in interest with ISTA 5 in Rio.
Will eventually develop export markets.
Tilapia in Colombia
Before
1980, Colombia had strong
domestic market
Developed export trade to US
Domestic market has grown so
strong that exports were suspended
Colombia imports tilapia from
Venezuela and Ecuador
Tilapia aquaculture in Colombia
TILAPIA PRODUCTION IN COLOMBIA
25,000
Production (m t)
20,000
15,000
10,000
5,000
0
1994
1995
1996
1997
Year
1998
2000
Tilapia production in Ecuador
Replacing
shrimp because of white
spot disease
Using shrimp infrastructure
Exporting to US and EU
Will they revert to shrimp if
disease is controlled?
Tilapia aquaculture in Ecuador
TILAPIA PRODUCTION IN ECUADOR
16,000
14,000
Production (m t)
12,000
10,000
8,000
6,000
4,000
2,000
0
1990
1991
1992
1993
1994
1995
Year
1996
1997
1998
1999
2000
2000
1998
1996
1994
1992
1990
1988
100,000
90,000
80,000
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0
1986
Metric tons
US Tilapia consumption (mt)
Source of US Tilapia supply
2000 (by volume)
2000 US Tilapia Supply
HONDURAS US
12%
5%
TAIWAN
28%
INDONESIA
3%
ECUADOR
13%
OTHER
4%
CHINA
24%
JAMAICA
1%
COSTA RICA
10%
US. Tilapia imports 1993-2000
Sources of imported tilapia to US
70000
others
60000
(LWE in metric tons)
Thailand
Indonesia
50000
Colombia
40000
China
Mexico
30000
Jamaica
20000
Ecuador
Costa Rica
10000
Taiwan
0
1993
1994
1995
1996
1997
1998
1999
2000
Value of tilapia products
imported to U.S.
Figure 2. Value of Tilapia product forms imported to the U.S.
$120,000,000
$100,000,000
$80,000,000
$ US
Whole Frozen
Whole Frozen
Fillet Frozen
$60,000,000
Fillet Fresh
$40,000,000
Fillet Frozen
$20,000,000
Fillet Fresh
$0
1992
1993
1994
1995
1996
1997
1998
1999
2000
Tilapia Production in the US = Live Sales
International market
changes
Increasing
domestic consumption
in producing countries especially
Colombia, Brazil, Mexico, Costa
Rica
Colombia starting to export again,
Mexico and Brazil will follow
Current International Market
Trends
Increase
in demand for all forms of
tilapia
Demand increase will be greatest
for fresh fillets
Prices have been constant for
several years and will remain
stable, will not increase with
inflation.
Current International Market
Trends
US
and EU growers will
concentrate on live sales and
highly processed forms
Latin America and Southeast Asia
will be primary US suppliers
Latin America, Caribbean and
Africa will supply EU
Marketing - Push vs. Pull
Push
= get distributors to take more
product
Pull = get consumers to demand more
product
Push = often more expenses with
product, prices and profits lower
Pull = advertising, higher prices and
profits
Marketing - Push
Lower
prices
Advertise in business magazines
Add value to product -processing
Better bulk packaging
Other sales incentives
Marketing - Pull
Advertise
to consumer
Advertise in general interest magazines
Product placement - movies, TV, books
Value adding to product
Better retail packaging
Point of sale recipe cards & promotions
Testimonials
Internet Tilapia Market sites
Internet Tilapia Market sites
www.tilapia.org
Dear Kevin,
I recently began using Tilapia fillets farm raised by Sea
Best and distributed by Beaver Street Fisheries, Inc. I
buy these in individual vacuum sealed packages in one
pound bags at Wal-Mart in San Marcos, Texas. My
husband has diabetes and we both are very weight
conscious. This fish is the perfect food item for us, I
love the way it is packaged, just use what I need for one
meal, it is reasonably priced, always available in the
market and consistently high quality. I trust you will
forward these comments to the producer.
I
LOVE THE PRODUCT!!!!
Marian Birnie Aug. 12, 2001
Packaging and Delivery
New product forms Push and Pull
Smoked tilapia
Sashimi grade tilapia
Changes and Predictions
Further
intensification in
virtually every country
Production will be 75% Oreochromis niloticus, 20% Red
strains, O. aureus and O. mossambicus mostly for
hybridization
Production will be 50% intensive ponds, 25% cages, 10%
intensive recirculating systems
Changes and Predictions
Further intensification in virtually every country
Production
will be 75%
Oreochromis niloticus, 20%
Red strains, O. aureus and O.
mossambicus mostly for
hybridization
Production will be 50% intensive ponds, 25% cages, 10%
intensive recirculating systems
Changes and Predictions
Further intensification in virtually every country
Production will be 75% Oreochromis niloticus, 20% Red
strains, O. aureus and O. mossambicus mostly for
hybridization
Production
will be 50%
intensive ponds, 25% cages,
10% intensive recirculating
systems
Changes and Predictions
Leather
goods from skin will
become a significant contributor
to profitability
Processing and "value-adding" will intensify in producing
countries
Polyculture with shrimp will become common in most
shrimp farming areas
Changes and Predictions
Processing and "value-adding" will
intensify in producing countries
Changes and Predictions
US production will increase slowly, intensifying current
production methods
Production
in the Americas
will reach 500,000 mt by
2010 and 1,000,000 mt by
2020
Marketing tilapia
Increasing
demand / markets should begin
in producing country
Opening new markets will be required in
US
Plenty of techniques can be used to build
markets
Many are free or low cost (placement,
samples, live tanks, Web sites)
Most effective forms require investment