Sapmer sustainable fishing - Fishing net

Sapmer studying direct to consumer sales

Sapmer studying direct to consumer sales

Ahi tuna tataki recipe by Sapmer
17 January 2017


Allowing individuals or professionals to buy tuna products directly from the shipowner is the aim of Sapmer’s new store, which also offers tastings and educational classes with chefs on new recipe ideas.

Sapmer’s main goal for the new year is to continue building on diversifying its different markets, while consolidating current business in Europe and Japan, Paul David, the company’s Sales Director told Atuna.

The French fishing firm returned to profit in the first half of 2016, at around USD 6 million, following a concerning loss-making period the previous year. In 2015’s full financial year the company reported a USD 6.8 million loss. The rise back into the plus was driven partly by some strategic changes to operations, focusing on premium products and increasing catches of its nine tuna purse seine vessels, through the replacement of old nets.

David explained that Sapmer’s tuna operations were established in 2009 with the launch of -40 degree ULT purse seiners, along with on shore processing and logistic facilities to store, cut and deliver high quality products. He believes the latest store concept in Reunion Island will enable anyone to come and taste products and enjoy new recipes. It’s “an educational tool, but also fits in perfectly with our marketing and communication strategy.”

The establishment of this location comes as part of a refocus after what David believes was a necessary long learning curve, with the support of long standing and strong partnerships.

A new concentration on premium product has “definitely helped our market segmentation,” he explained. The standard quality FAD-caught skipjack and yellowfin tuna catch is sold to canneries around the world, while the premium PSS (Purse seiner Special) grades are selected and then sent to the firm’s factory to be processed into steaks and loins for the retail and foodservice markets. Sapmer’s yellowfin product range spans fillets, center cut loins, and steaks, and skipjack fillets join these.

“Today we mainly work on niche markets by offering tailored products. We design packaging, create recipes, support tasting and promotion – the service is part of the product.” David believes that offering more than a product has opened up new markets where seafood lovers want to know the story behind the tuna.

With this Sapmer has enjoyed an increased turnover through full year 2016, up from USD 97.7 million noted for full year 2015. The rise was also aided by tuna raw material price increases, and marketing efforts.

There have been challenges along the way, he acknowledged, mainly in production, having to answer to a rising demand for premium tuna. In purse seining, skilled workers have been needed to grade and select the appropriate catch for each specific market. “We have seen interesting demand for skipjack fillets (used for tataki)…selection and processing of this fish (purse seine caught 3kg up skipjack) have been very new and a great challenge.”

Along with an increasing thirst for premium products, Sapmer recognizes that the market is also hungry for sustainable tuna. However, despite having the high MSC certification standard for its toothfish business, and working towards MSC for its lobster segment, for tuna, David spoke of no such goal.

Instead, he explains that Sapmer tuna products are Friend of the Sea certified, and the firm has recently received FAD-free certification delivered by Friend of the Sea, a certification which it states is of much value to the company and its customers.

When Sapmer first started, its main market was Japan, and now it enjoys a broader customer base for its premium tuna segment also in Europe, Canada, South Africa, Australia and the US. This year it hopes to continue diversifying these new markets.
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