German frozen fish and seafood processor Femeg's strategy to pit itself against the industry's big players in the highly competitive German and European markets can be described as both rational and pragmatic.

The company knows its strengths -- and its weaknesses. And this knowledge has paid off since it started operating as a family-owned business 25 years ago.

Today, the Rehna-based firm boasts a stable turnover of about €30 million ($32.8 million) annually, processes about 7,000 metric tons of fish and seafood a year, and counts Europe's "five most successful retailers" as its biggest customers, Stefan Drewes, head of marketing at Femeg, told IntraFish