April 24, 4:01 pm PST
What is surimi? Fleury Michon answers question with video campaign
The French consumer demands transparency, so when Fleury Michon was exploring ways to increase surimi sales, the company decided to shoot a series of videos explaining what surimi seafood is and where it comes from.
The first video follows Alaska pollock fishermen fishing for Trident Seafoods, showing their harvesting process and practices. Video 2 showcases the processing facility in Dutch Harbor.
In the third video, views get a behind the scenes look at one of Fleury Michon's processing facilities, showing how some of the surimi products are made. The last video is of a chef making hand-rolled surimi bites.
Yoann Pineau, research and development director for Fleury Michon, told IntraFish the company is targeting a 20 percent growth in sales this year from the series of videos.
"There's a lot of people who don't know what surimi is," he said. "For us it's important to show people it's not made of bones ... it's a good meat fish."
Winning the customer over creates a steady future, Pineau said.
"It's not just a strategy for now, but for the future," he said.
(Click here to watch the videos.)
--Josh Stilts
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April 24, 3:32 pm PST
'Ham of the sea'
In France, over the last 25 years, companies have launched more than 200 different surimi products, but only a few have survived beyond 10 years, said Jean-Luc Beliveau, research and development director for Alliance Oceane.
The French market is flat, he said. But that doesn't mean it can't be revitalized using new generation development and new utilizations.
Currently 90 percent of all surimi seafood products are crabstick forms for salads or cocktails, a trend that needs to change immediately.
Coraya, the second largest surimi company in France, has already kicked the process off launching a line of surimi sticks with sauces such as ketchup, curry and mayonnaise.
The surimi sandwich has also shown growing popularity as an alternative to chicken, pork, sold as "ham of the sea."
"Today the snacking and slice surimi seafood market is open," Beliveau said.
--Josh Stilts
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April 24, 2:43 pm PST
The long road to surimi testing methodology begins today
One of the main topics discussed at this year's Surimi Forum is the need for a singular testing standard for surimi production.
Jae Park, professor at Oregon State University, led a panel discussion based on a recent study from 14 different manufacturers.
"The variations are humongous," Park said. "Different plants under the same ownership use a different method."
Allen Kimball, executive VP international sales Trident Seafoods, spoke earlier in the day, calling for the surimi industry to establish such a cohesive testing system.
"There's a lot of grades," Kimball said. "But in terms of the testing side, there's some real advantage to talking the same language and optimizing results. We will actually be able to speak the same language."
Most people in the room agreed that at least some sort of "best practices" standard should be created for the betterment of all surimi companies.
"I think there's a huge benefit for all surimi producers to speak the same language," said David Burgess, director of quailty assurance at Shining Ocean.
John Viechnicki, manager of quality assurance at Trans Ocean Products in Bellingham, Washington, said the problem lies in the diverse product lines that each company makes and the varying gel strength of each.
Similarly, Michele Eddy, director of quality assurance for UniSea, said there were different test results from batches at her company at nearly every step of the production process.
"It's going to be a challenge to get the skill set to perform equally from one company to another," Eddy said. "But there is hope that it can get done ... that test results can be repeated."
Park proposed to the industry to hold a conference call to start the process of established that singular method, whatever it may be. The group responded with resounding optimism.
--Josh Stilts
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April 24, 1:22 pm PST
Surimi bacon?
Prior to his presentation on menu trends in foodservice, renowned chef Jake Fisher prepared his own take on surimi bacon.
"Food is all about the flavor," he said. "The biggest trends in the US are redefined American classics, street vendors, food trucks, and upscale comfort foods."
Consumers are willing to step out of their comfort zone when dining out, but also while cooking at home for their friends and family, which provides a great opportunity for surimi, including a bacon-style strip, surimi rings, surimi lil' smokeys, a nacho dip, tamales, and Vietnamese pancakes, Fisher said.
Whether it's "Pan-Asian" or "Latin American" flavors, US consumers are eager to try new food offerings. Taking a chef approach to foodservice and fusing surimi in trendy foods will only help drive up sales and create a new consumer base.
--Josh Stilts
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April 24, 1:03 pm PST
'Live consciously, eat deliciously'
It's no secret that the retail market has seen a flood of new slogans centered around labeling of the country of origin, allergens, genetically modified organisms, gluten free, and all natural.
What is changing, is the volume of sales based on these decisions and the technology being used to capture it, according to Angee Hunt, of Oregon State University.
"Tag lines have developed like 'live consciously, eat deliciously' with people looking for scratch cooking ... cooking from home options, food with integrity," she said. "It's been a true to roots complete utilization, nose to tail, root to stalk."
As the trend has grown, Geo-positioning, personalized enticements, such as coupon offerings that can be sent directly to a consumer's smart phone, could provide a new wave of opportunities for surimi sellers.
Social media has also provided new opportunities for all types of food vendors. Food trucks, for example, have doubled since their inception some 30 years ago, to more than 600 offerings in the Portland area alone.
So the question becomes how does the surimi sector take advantage of it?
According to Hunt, the solution lies in reaching out to consumers on a personal level, promoting their own back to roots effort, and spreading information about surimi directly to the consumer.
"Alaska pollock, Pacific whiting are all wild, sustainable, complete protein source, which has high marketability," she said. "Social media is cheap advertising to reach bigger segments and audiences."
--Josh Stilts
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April 24, 11:17 am PST
Whiting expected to play 'major role' in 2014 surimi production
Global surimi production is in flux,and as the volume of tropical declines and coldwater rises, Pacific whiting (hake) appears to be the answer.
"Whiting will play a major role in coldwater production," said Jae Park, professor at Oregon State University.
How much of a role remains to be seen, but after a 40,000 metric ton drop in tropical supply between 2011 and 2013, an alternative must be found to meet the increasing global demand, he said.
--Josh Stilts
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April 24, 10:55 am PST
Low inventory, high prices? Japan demand unaffected
Stocks of surimi in Japan are the lowest they've been since 1999 driving up prices near all-time highs, but neither is curbing demand, according to a presentation from Takashi Matsumoto, of Nissui.
According to Matsumoto, a weaker Yen, lower import volumes and decreasing surimi production in Japan have all led to a limited market and an "intense" price competition.
While high grade surimi are still needed in Japan, Neri manufacturers are adjusting their recipe using both tropical and pollock-based products based on each supply's volume and prices.
"The competition between Neri manufacturers may become more intense," the report states.
--Josh Stilts
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April 24, 10:23 am PST
Europe switches from tropical to coldwater surimi
For the first time in years, European consumers bought more surimi from Alaska pollock and hake than from tropical fish, Jean-Luc Beliveau, research and development director of Alliance Oceane said.
In Western Europe, markets where Marine Stewardship Council (MSC) have developed, or where new products have been put on the market, it has continued to increase, especially some innovations in France, which represent 45 percent of the entire market.
"MSC certified raw materials is critical, but the question becomes when Alaska pollock price becomes to much, what do we do?" he said.
--Josh Stilts
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April 24, 10:23 am PST
US surimi production to top 80,000 metric tons
Surimi retails sales in the United States are off to a great start as foodservice sales remain steady, which should lead to a rebound in North American sales, according to Robert Bleu, the newly named president of True World Global.
To continue the sales trend and exceed the estimated 80,000 metric tons of sales, Bleu gave the crowd several key goals.
- Differentiate your product or be the low cost producer.
- Create products you’re proud of.
- Communicate well with your customers.
- Create a valued customer or consumer that can recognize the product's value and share that information with others.
--Josh Stilts
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April 24, 10:02 am PST
Surimi sales estimated to increase up to 8 percent
Market prices for surimi rose across the board, from FA to RA grades in Japan during the A season as the supply of surimi from South East Asia, especially in Hokkaido has been down, according to Cathy DuPuis, of American Seafoods.
Finished good sales should be up between 5 and 8 percent with a renewed focus on quality assurance in North America, she said.
In the EU, the United Kingdom is proving to be a new and growing market and since each specie has been put on labels, pollock and hake appear to be the "winners," DuPuis said.
--Josh Stilts
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April 24, 9:28 am PST
Egg whites the new 'gold standard' in surimi commodities
There are typically nine primary commodities that affect surimi production and egg whites are having the biggest impact on prices, according to John Wells, president of Pacific Blends.
In early February 2013, egg whites were trading at roughly $4.80 per pound. Fourteen months later those same egg whites are trading at more than $12 per pound, increasing 150 percent during that time and continue to rise.
Egg white only options at the biggest fast food restaurants, such as McDonalds, have been the major driver of the skyrocketing costs, Wells said.
The other eight commodities include, sugar, corn, cassava (Tapioca starch), phosphate rock, lumber, oil, potato starch, and currency.
Sugar and currency, both massive world commodities have also impacted prices.
Brazil, which produces 55 percent of the world's sugar has been increasing production thus pushing prices down, while currencies and their strengths have varied greatly throughout the last year, he said.
"If you can buy egg white commodities do it," Wells said.
--Josh Stilts
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April 24, 9:04 am PST
Hake is 'looking good' could provide record permissible catch in 2015
The Total Allowable Catch (TAC) for Pacific whiting (hake), was increased some 60,000 metric tons this season due to a massive spike in 3-year-old biomass, and it could lead to an even greater increase in TAC for 2015.
James Ianelli, fisheries scientist with the National Oceanic and Atmospheric Administration, said the 17 percent increase this year over 2013, may be replicated as the maximum permissible catch for next year is estimated to be "greater than highest ever."
Simply put, Ianelli said "hake is looking good."
--Josh Stilts
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April 24, 8:44 am PST
A season pollock recovery on the rise
Since 2010, the A season catch for pollock has risen, but the roe recovery has dropped from more than 4 percent to less than 3 percent in 2013, according to James Ianelli, fisheries scientist with the National Oceanic and Atmospheric Administration.
This season, however, far more of the catch has been harvested closer to the Aleutian Islands where warmer waters have led to better feeding conditions for the fish and far higher roe production.
"Things seem to keep getting better," he said.
Two surveys are planned this summer to use as estimates for the 2015 season. Ianelli said the surveys should show "stable" growth and could lead to a similar Total Allowable Catch (TAC) for the Eastern Bering Sea fishery, which was set at 1.267 million metric tons this year.
In the Gulf of Alaska however, next year's TAC could be some 20,000 metric tons higher as the biomass of 3-year-old fish and older is expected to increase.
--Josh Stilts
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April 24, 8:26 am PST
Speaking the same language
Allen Kimball, executive VP international sales Trident Seafoods, says the surimi industry needs to establish a cohesive testing system.
"There's a lot of grades," Kimball said. "But in terms of the testing side, there's some real advantage to talking the same language and optimize results. We will actually be able to speak the same language."
With an industry-wide agreement on testing, Kimball said each business will be able to identify relative value of products.
"The relative value can be based on what the standards represent ... how we test protocols," he said. "Using the same type of processes and having a group of us agree on that."
--Josh Stilts
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April 24, 7:00 am PST
Global surimi production on low-end
The total output of surimi around the global will be at an estimated 800,000 metric tons in 2014, around the same levels of production last year, according to a presentation from Future Food President Pascal Guenneugues.
In a report released at the Surimi Forum in Astoria, Ore., Thursday, the executive said falls in Southeast Asia surimi production dragged down total output by around 50,000 metric tons.
Alaska pollock surimi production was at 216,000 metric tons, of which US production made up 170,000 metric tons, a decline of 3,000 metric tons over the year prior. Japan's production of pollock surimi, meanwhile, fell from 60,000 metric tons in 2012 to 44,000 metric tons last year. Russian pollock production raised slightly -- just 100 metric tons -- to 2,000 metric tons.
Guenneugues estimates tropical surimi production output was at around 500,000 metric tons, while Pacific whiting and silver carp surimi production reached 25,000 metric tons and 30,000 metric tons, respectively.
The overall production is around 50,000-100,000 metric tons below usage level.
At the European Surimi Forum, Guenneugues estimated world surimi production will drop 10 percent from 860,000 to 780,000 metric tons,” he said.
--Josh Stilts
