Invest Aberdeen News
Scotland Goes Big in Japan
As one of the largest consumers of seafood in the world, Japan is a crucial market for producers from across the globe. In August, Scottish producers have determined to raise the game and reputation for quality by making Scotland’s offering more prominent, coming together for the first time to showcase Scottish seafoods at the Japanese Seafood Expo.
Scotland’s Cabinet Secretary for Fisheries and Food Richard Lochhead said:
“We know there is a huge appetite in Japan and across Asia for the exquisite seafood that we produce in Scotland’s pristine waters. This market has been identified as a top priority in the Scotland Food & Drink Export Plan and so it is fantastic to see Scottish producers will have such a strong presence at this premier seafood showcase. Efforts to drive up food and drink exports in new markets – and seafood exports in particular - have been given extra impetus by the trade sanctions imposed by Russia. It underlines the importance of the Scottish Government, our agencies and industry working together to maximise every opportunity to increase international sales.”
The Japanese Seafood Expo is held from 20-22 August in Tokyo, and in 2013, was visited by 30,000 trade buyers largely from trading companies, wholesalers, distributors, retail and the restaurant trade.
Scotland’s Seafood on Tour (attending Japanese Seafood Expo:
Shetland Catch Ltd: Mackerel, herring
Lunar Freezing & Cold Storage Co Ltd: mackerel, herring
The Scottish Salmon Company: fresh salmon
St James’ Smokehouse: smoked salmon
Denholm Seafoods Ltd: mackerel, herring
Burgons of Eyemouth/The Blue Sea Food Company: Cooked Brown Crab
Scottish Fisherman’s Organisation: Langoustines
Northbay Pelagic Limited: Mackerel, herring
Graham Young, Managing Director of Seafood Scotland, delivery partner for Seafish and member of the Scottish Seafood Collaborative Group, commented: “Japan is such an important market for the Scottish seafood industry. Not only is it a massive consumer of seafood, but it is also a trend setting nation for food culture across Asia and as such, it is important that Scottish seafood is on their radar, and they are aware of the world-class product we can export. The Japanese look for the highest quality, and Scotland can certainly deliver.”
Scottish food and drink exports to Japan have increased by 226% between 2007 and 2012 (HMRC Regional Trade Statistics and Overseas Trade Statistics), and are valued at £91 million.
Susan Beattie, Head of Food and Drink at Scottish Development International, said “We're working with our partners to help seafood businesses use this show as a platform for their high quality products in this discerning marketplace. Japan has been identified as one of Scotland’s top prospect markets and the Scotland Food & Drink Export Plan brings together unprecedented support from SDI and trade associations to put Scottish food and drink produce firmly on the map."
David Markham, Sales Director of The Blue Sea Food Company is hoping that the Japanese market will take to his brown crab. He said: “While Japan is a new market for us, we have been growing our sales in Asia over the last few years. One reason for this is a change in approach.
“Traditionally, Asian cultures have preferred their seafood alive just before cooking. However more recently, with high airfreight costs and a more health conscious consumer, focused on food security, quality and provenance, they are also now looking for cooked and frozen seafood from a trusted marine environment, like Scotland. Scottish seafood is becoming increasingly sought after.”
“For brown crab and other fantastic seafood from Scotland, Japan is an under exploited market, and through our delegation to the Japanese Seafood Expo we hope to change this. As with all new business however, new relationships will need to be built and the only way to do this is to commit time and resources to frequent visits.”
Both Scottish and Japanese chefs will be working hard with the delegation to prepare their products both in western and Scottish culinary styles, but also to demonstrate how Scottish product can be used for more traditional Japanese cuisine, showing the versatility and great fit with a very different culinary culture to back here at home.
Craig Anderson, Managing Director of The Scottish Salmon Company said, “The Japanese market has become an increasingly important focal point for our business. We export over 40% of our Scottish salmon, with around 5% going to the Far East.
“This is predominantly for sushi restaurants, as the discerning Japanese consumer wants only the only the best salmon for sashimi, and there is demand for our quality Scottish produce.”
In addition to attending the Expo, the Scottish contingent is hosting a private luncheon for the All Japanese Chefs Association (AJCA), which comprises some of the most influential chefs across the region. Last year, the AJCA sent a delegation to visit Scotland, and the ‘return leg’ is seen as an opportunity to deepen existing relationships, forge further ties with more chefs and lead to increased use of Scottish seafood on high end menus throughout Japan.
Scottish Quality Salmon is sending its market consultant in France for Label Rouge Scottish farmed salmon, Pierre Maurage, as part of the delegation to Tokyo for the Expo. Maurage said: “Although Label Rouge Scottish salmon is already enjoyed in small quantities in Japan we are keen to scope out what additional opportunities may be available. We anticipate this trip will help us understand the market more and will help determine what support is needed for our existing importers.” His presence at the Expo builds on the SSPO’s participation in the raising awareness campaign for Scottish salmon in new and emerging markets.
Chris Anderson, Director of Northbay Pelagic Limited, which was founded in 2014, commented: “Our business was founded upon the extensive experience and skills of three companies with long associations in the seafood industry, including in Japan. As Northbay Pelagic we will continue to develop export relationships in this key market where we see continued opportunities for growth with existing customers and the development of additional export business through the forging of new working partnerships.”
Craig Anderson if the Scottish Salmon Company concludes: “By attending the Japanese Seafood Expo the Scottish contingent can meet potential buyers and increase awareness of our products, all of which are world class quality. Building better relations with the discerning Japanese market, and better still – letting them taste the product, is a huge opportunity for the Scottish seafood industry as we look to increase awareness of brand Scotland in Asia.”
Scotland’s Cabinet Secretary for Fisheries and Food Richard Lochhead said:
“We know there is a huge appetite in Japan and across Asia for the exquisite seafood that we produce in Scotland’s pristine waters. This market has been identified as a top priority in the Scotland Food & Drink Export Plan and so it is fantastic to see Scottish producers will have such a strong presence at this premier seafood showcase. Efforts to drive up food and drink exports in new markets – and seafood exports in particular - have been given extra impetus by the trade sanctions imposed by Russia. It underlines the importance of the Scottish Government, our agencies and industry working together to maximise every opportunity to increase international sales.”
The Japanese Seafood Expo is held from 20-22 August in Tokyo, and in 2013, was visited by 30,000 trade buyers largely from trading companies, wholesalers, distributors, retail and the restaurant trade.
Scotland’s Seafood on Tour (attending Japanese Seafood Expo:
Shetland Catch Ltd: Mackerel, herring
Lunar Freezing & Cold Storage Co Ltd: mackerel, herring
The Scottish Salmon Company: fresh salmon
St James’ Smokehouse: smoked salmon
Denholm Seafoods Ltd: mackerel, herring
Burgons of Eyemouth/The Blue Sea Food Company: Cooked Brown Crab
Scottish Fisherman’s Organisation: Langoustines
Northbay Pelagic Limited: Mackerel, herring
Graham Young, Managing Director of Seafood Scotland, delivery partner for Seafish and member of the Scottish Seafood Collaborative Group, commented: “Japan is such an important market for the Scottish seafood industry. Not only is it a massive consumer of seafood, but it is also a trend setting nation for food culture across Asia and as such, it is important that Scottish seafood is on their radar, and they are aware of the world-class product we can export. The Japanese look for the highest quality, and Scotland can certainly deliver.”
Scottish food and drink exports to Japan have increased by 226% between 2007 and 2012 (HMRC Regional Trade Statistics and Overseas Trade Statistics), and are valued at £91 million.
Susan Beattie, Head of Food and Drink at Scottish Development International, said “We're working with our partners to help seafood businesses use this show as a platform for their high quality products in this discerning marketplace. Japan has been identified as one of Scotland’s top prospect markets and the Scotland Food & Drink Export Plan brings together unprecedented support from SDI and trade associations to put Scottish food and drink produce firmly on the map."
David Markham, Sales Director of The Blue Sea Food Company is hoping that the Japanese market will take to his brown crab. He said: “While Japan is a new market for us, we have been growing our sales in Asia over the last few years. One reason for this is a change in approach.
“Traditionally, Asian cultures have preferred their seafood alive just before cooking. However more recently, with high airfreight costs and a more health conscious consumer, focused on food security, quality and provenance, they are also now looking for cooked and frozen seafood from a trusted marine environment, like Scotland. Scottish seafood is becoming increasingly sought after.”
“For brown crab and other fantastic seafood from Scotland, Japan is an under exploited market, and through our delegation to the Japanese Seafood Expo we hope to change this. As with all new business however, new relationships will need to be built and the only way to do this is to commit time and resources to frequent visits.”
Both Scottish and Japanese chefs will be working hard with the delegation to prepare their products both in western and Scottish culinary styles, but also to demonstrate how Scottish product can be used for more traditional Japanese cuisine, showing the versatility and great fit with a very different culinary culture to back here at home.
Craig Anderson, Managing Director of The Scottish Salmon Company said, “The Japanese market has become an increasingly important focal point for our business. We export over 40% of our Scottish salmon, with around 5% going to the Far East.
“This is predominantly for sushi restaurants, as the discerning Japanese consumer wants only the only the best salmon for sashimi, and there is demand for our quality Scottish produce.”
In addition to attending the Expo, the Scottish contingent is hosting a private luncheon for the All Japanese Chefs Association (AJCA), which comprises some of the most influential chefs across the region. Last year, the AJCA sent a delegation to visit Scotland, and the ‘return leg’ is seen as an opportunity to deepen existing relationships, forge further ties with more chefs and lead to increased use of Scottish seafood on high end menus throughout Japan.
Scottish Quality Salmon is sending its market consultant in France for Label Rouge Scottish farmed salmon, Pierre Maurage, as part of the delegation to Tokyo for the Expo. Maurage said: “Although Label Rouge Scottish salmon is already enjoyed in small quantities in Japan we are keen to scope out what additional opportunities may be available. We anticipate this trip will help us understand the market more and will help determine what support is needed for our existing importers.” His presence at the Expo builds on the SSPO’s participation in the raising awareness campaign for Scottish salmon in new and emerging markets.
Chris Anderson, Director of Northbay Pelagic Limited, which was founded in 2014, commented: “Our business was founded upon the extensive experience and skills of three companies with long associations in the seafood industry, including in Japan. As Northbay Pelagic we will continue to develop export relationships in this key market where we see continued opportunities for growth with existing customers and the development of additional export business through the forging of new working partnerships.”
Craig Anderson if the Scottish Salmon Company concludes: “By attending the Japanese Seafood Expo the Scottish contingent can meet potential buyers and increase awareness of our products, all of which are world class quality. Building better relations with the discerning Japanese market, and better still – letting them taste the product, is a huge opportunity for the Scottish seafood industry as we look to increase awareness of brand Scotland in Asia.”
