The glory of tuna Team members Pichaipat (M) Hongsongkeat Lester Oehler Nicholas Saddleton Jing (Royal) Yin Advisor Lee Buddress PS: Ayut is Pichaipat’s previous name.

The glory of tuna Agenda Market Information about seafood, tuna, and warehousing Blue fin in the U.S. Sushi restaurant proliferation and sushi and sashimi consumption Super freezer in the U.S. Distributors National / Regional / By mail Sashimi pricing, revenue potential & estimated profit margin Recommendations Three possible strategies for market entry Marketing ideas and examples Q&A

Market Information about seafood, tuna, and warehousing

Blue fin in the U.S.

Sushi restaurant proliferation

and sushi and sashimi consumption

Super freezer in the U.S.

Distributors

National / Regional / By mail

Sashimi pricing, revenue potential & estimated profit margin

Recommendations

Three possible strategies for market entry

Marketing ideas and examples

Q&A

The glory of tuna Market Information about seafood, tuna, and warehouse Blue fin in the U.S. Sushi restaurant proliferation and sushi and sashimi consumption Super freezers in the U.S.

Blue fin in the U.S.

Sushi restaurant proliferation and sushi and sashimi consumption

Super freezers in the U.S.

Tuna in general TUNA The seafood industry Size Consumption Concentrated (process and fishing) Fragmented (Distribution) The Tuna Industry The disappearing frozen tuna The stagnation of fresh tuna market The shrinking canned tuna market Concerns of FDA and customers

The seafood industry

Size

Consumption

Concentrated (process and fishing)

Fragmented (Distribution)

The Tuna Industry

The disappearing frozen tuna

The stagnation of fresh tuna market

The shrinking canned tuna market

Concerns of FDA and customers

Blue fin in the U.S. “ Blue fin tuna (BFT) – Toro” Blue fin tuna situation World supply Regulation and quota Volume of imported BFT Prices

Blue fin tuna situation

World supply

Regulation and quota

Volume of imported BFT

Prices

Northern blue fin tuna (Thunnus thynnus) fresh/chilled Imported NBFT into the U.S. (Kg) HTS-30235 Sourced from// http://comtrade.un.org/db/ce/ceSearch.aspx?it=bluefin&rg=1&r=842&p=0&y=recent&px=H2

Northern blue fin tuna (Thunnus thynnus) frozen (Kg) HTS-30245 Imported NBFT into the U.S. Sourced from// http://comtrade.un.org/db/ce/ceSearch.aspx?it=bluefin&rg=1&r=842&p=0&y=recent&px=H2

Southern blue fin tunas (Thunnus maccoyii) fresh/chilled (Kg) HTS-30236 Imported SBFT into the U.S. Sourced from// http://comtrade.un.org/db/ce/ceSearch.aspx?it=bluefin&rg=1&r=842&p=0&y=recent&px=H2

Southern blue fin tunas (Thunnus maccoyii) frozen (Kg) HTS-30246 Imported SBFT into the U.S. Sourced from// http://comtrade.un.org/db/ce/ceSearch.aspx?it=bluefin&rg=1&r=842&p=0&y=recent&px=H2

Distributors How to select distributors Selection criterion Market reach Market experience Financial strengths Facilities / Super freezers Need for new suppliers Motivation

Selection criterion

Market reach

Market experience

Financial strengths

Facilities / Super freezers

Need for new suppliers

Motivation

Potential distributors Recommended Distributors

Potential markets & supply bases provided by True World The coverage of restaurants and True World’s DCs More than 1,000 700 > X > 600 300 > X > 200 200 > X > 100 DCs

Potential markets & supply bases provided by LA Fish The coverage of restaurants and LA Fish More than 1,000 700 > X > 600 300 > X > 200 200 > X > 100 DCs

Potential markets & supply bases provided by IMP Fish The coverage of restaurants and IMP More than 1,000 700 > X > 600 300 > X > 200 200 > X > 100 DCs

Potential markets & supply bases provided by Yama The coverage of restaurants and Yama More than 1,000 700 > X > 600 300 > X > 200 200 > X > 100 DCs

Potential markets & supply bases provided by PAFCO The coverage of restaurants and Pacific American Seafood More than 1,000 700 > X > 600 300 > X > 200 200 > X > 100 DCs

Marketing ideas and examples Desired distributor’s qualities Kona Kampachi Marketing model Vertical integration

Kona Kampachi

Marketing model

Vertical integration

Q & A