Potensi Ekspor Hasil 
Perikanan 
Pertemuan Manajemen Pemasaran Ekspor dan Akses 
DINAS PERIKANAN DAN KELAUTAN 
5 DESEMBER 2014 
Johan Suryadarma
MARKET oriented 
• Maximizing 
• Agricultural 
• Revenue 
through 
• Knowledge 
• Enterprise development 
& 
• Trade
Change our mind 
(Mengubah pikiran kita) 
MARKET ORIENTED 
•NOT 
PRODUCTION ORIENTED 
•NOTPRICE MINDED
Flow chart of export document 
• Business Negotiation – compromises – DEAL 
• Order Confirmation with description in details to be signed 
• LC instruction – LC application – correction (if any) - LC issuance 
• Booking Container – Shipping Instruction – Loading - Shipping Advice (to 
the Buyer) 
• BL copy – Correction (if any) – BL issuance 
• Invoice – Packing List – other necessary documents 
• Health Certificate (if any) – Certificate of Origin 
• Scan or fax all document to the Buyer 
• Full set documents surrender to the Bank against LC 
• or sent by Courier against TT or special payment terms
ORDER CONFIRMATION 
(定购确认书) 
• Commodity Name (货名): 
• Price(s)(价格): US$/kg美元/公斤CFRXX,XX(货价包括海运费到XX.XX) 
• Products(货品): 
• Sizes (规格): 
• Packing (包装/盒): 
• Prices (价格): 
• Quantity (about)数量(大约): 
• Remark (备注): MORE OR LESS 5 % IN AMOUNT OR QUANTITY ARE ACCEPTABLE 
• (允许上下增减百分之五) 
• Destination (目的港): 
• Latest shipment Date (船期): 
• CONSINGEE(收货人): 
• Notify party (通知方): 
• Transshipments/Partial shipments (转运) /(部分运): ALLOWED (准许) 
• Packer (加工厂) : 
• Terms of payment(付款方式) 
Seller (卖方) Buyer (买方) 
• For & on behalf of (代表) For & on behalf of (代表) 
• ----------------------------------------------- ----------------------------------------
Surabaya Shuttle Express 
VESSEL VOY 
SURABAYA 
OPEN 
STAC 
KING 
CLOSING TIME 
SIN 
ETA 
ETB ETD CARGO DOC 
SINAR BIAK 
0 
0 
2 
09/09 - 
14.00 
10/09 - 
16.00 
05/09 - 
14.00 09/09 - 05.00 09/09 - 08.00 12/09 - 24.00 
INDEPENDENT 
SPIRIT 014 
10/09 - 
08.00 
11/09 - 
16.00 
06/09 - 
08.00 10/09 - 02.00 10/09 - 02.00 13/09 - 24.00 
VN SAPPHIRE 021 
13/09 - 
08.00 
14/09 - 
09.00 
09/09 - 
08.00 12/09 - 23.00 13/09 - 02.00 16/09 - 23.00
European destination 
Connecting Vessel Voyage Singapore Le Harve Amsterdam Hamburg Antwerp 
Southampto 
n 
ETA ETD ETA ETA ETA ETA ETA 
Bunga Seroja Satu (BSU) 13W28 20-Jul 21-Jul 6-Aug 8-Aug 9-Aug 12-Aug 14-Aug 
Shanghai Express (SHX) 39W29 30-Jul 31-Jul 13-Aug 15-Aug 16-Aug 19-Aug 21-Aug
LC INSTRUCTION 
• Beneficiary : 
• Advising Bank : 
• Form of Documentary : Credit IRREVOCABLE TRANSFERABLE 
• Currency Code, Amount : 
• Percentage Credit Amount Tolerance +/- 10 % Or (+/- 5%) or 
• (+ /- 10%) 
• Available With.. BANK IN INDONESIA BY NEGOTIATION 
Drafts at... AT SIGHT 
Partial Shipments ALLOWED 
• Tran-shipment ALLOWED 
Loading on Board from... ANY PORT IN INDONESIA 
For Transportation to... ANTWERP (ANTWERPEN) 
Shipment Period TO BE SHIPPED NOT LATER THAN 15 APR 2009 
Description of Goods and/or Services MORE OR LESS 10 PCT IN AMOUNT AND 
QUANTITY ACCEPTABLE 
• INCO TERMS: CFR ANTWERP
LC INSTRUCTION – part 2 
• Documents Required 
• 1. Signed Commercial Invoice plus three copies 
• 2. Packing List plus two copies 
• 3. G.S.P. ‘FORM A’ certificate of origin evidencing goods of Indonesia origin plus one copy 
• 4. Full set of clean ‘SHIPPED ON BOARD’ Bills of lading to order and blank endorsed marked 
freight prepaid and Notify xxxxxx 
• 5. One original Health Certificate plus one copy. 
• 6. Beneficiary Certificate confirming that all packaging and documentation must be marked 
according to EEC Rules and Regulations 
• 7. Original Beneficiaries Certificate confirming that the product is produced, prepared and 
packed in accordance with regulations of the Government of Country of Origin and it is fit for 
export to the importing country. 
• 8. Original Beneficiary Certificate confirming the consignment has been surveyed for the 
external condition only immediately prior to commencement of risk by Lloyds agent and/or 
Lloyds sub agent /or other approved surveyor. 
• 9. Analytical Report issued by Government approved laboratory to include test for xxxxxx
Surveyor report 
preshipment 
• No. Surabaya, 
• Applicant 
• Commodity To Be Shipped Date & Place of Stuffing 
• RF. Container no. Setting Temperature 
• Shipper 
• Consignee 
• Notify Party Also Notify 
• Port of loading Destination 
INSPECTION OF STUFING 
• Cold storage temperature: -25°C. 
• Date Time Container Temp. 
• Commenced : Completed : 
Prior to stuffing During stuffing 
• Cargo temperature : 
• QUANTITY IN CARTONS : 
• SURVEYOR’S NOTES : 
• The product is in good frozen condition. 
• The cartons are apparently in good condition and suitable for export. 
• Correct load stow and count and evidencing loading temperature of cargo below minus 18 degrees centigrade and that container was pre-set at 
same temperature and working correctly. 
• Container has been loaded aboard vessel with intact shipper’s seal no. H 820308 without any kind of exception. 
• Surveyor’s name : 
• Telephone/Fax : 
• Certificate date : 
• This report reflects our findings at time and place of inspection only and is submitted without prejudice. 
• PT. xxxxxxx
Surveyor report –part 2 
• TALLY SHEET STUFFING 
• 
SURABAYA, 
• Container number : HJCU6059591 / 40’ Seal No.: H 820308. 
• Loaded into vessel : VN SAPPHIRE 0114N 
• Place : 
• Destination : 
• Port of loading 
_______________________________________________________________________________ 
Marks & Numbers 
• Packing T A L L Y T o t a l 
• R e m a r k s 
• Temperature of the cold storage -25°C. 
• Temperatures of cargo : 
• Cartons = -19°C. Cartons = -20°C. Cartons = -21°C. Cartons = -22°C. 
• The temperatures were taken by a digital thermometer of mark INS S 500. 
• All cartons were externally in good and frozen condition. 
Grand Total = Cartons 
• Godown Master, Godown Tallyman Tallyman 
• ( ………………. ) ( ……………….. ) .
Bill of Lading 
• Shipping Instruction to the 
Forwarding Agent/ Shipping 
Line : booking the container 
based on schedules 
• Shipping Advice to the 
Buyer : loading report in 
details, ETA, ETD, cargo in 
total & breakdown, 
container no., seal no.
Loading Map 
• Buyer: Vessel: 
• Container No. Seal No. 
• ETD : ETA: 
H D 
E O 
A O 
D R
Reefer Container Number
comparison of High cube : 9’6”
20’ container, B4 loading
Pre-loading : 
phisicalLy check
STUFFING : dimension, 
max height, etc.
AFTER LOADING, 
B4 DEPT to THE Port
SEALED AFTER COMPLeTION
Be extra careful to the following important points 
• Latest shipment date in the LC 
• Clean on Board Bill of Lading 
• Booking 
• Loading 
• Closing 
• Shipping Lines 
• Forwarding Agents 
• Equipment & Services
Successful TIPS 
• Try best to minimized the LEARNING CURVE by knowing as 
much as you can in full coverage, NOT partial 
• Pay serious attention to the RISKS management 
• The way of WORKING & the way of THINKING 
• Documentation is a very important ROLES and a lot of peoples 
are overlooked or hesitated – it’s completely wrong!
Pangasius Processing Plant in Vietnam
V.A.P.
Tilapia in Indonesia
Tilapia in China
Ijmuiden Port, Netherlands
Processing Plant in Scheveningen, Netherlands
Prevention NOT Detention 
• Sustainable 
• Compliances 
• Traceability 
• Certification 
• Trust building 
• Recording system 
• Full chains control
5 C C + 
+ 
• Consistent (konsisten) 
• Commitment (komitmen) 
• Compliances (kepatuhan) 
• Certifications (sertifikasi) 
• Communication (komunikasi) 
• Cooperation & Coordination 
(kerjasama & koordinasi)
HARMFUL FOR HUMAN HEALTH 
Antibiotics test: 
• ETHOXYQUIN 
• ENROFLOXACIN 
• CHLORAMPHENICOL 
• NITROFURANS 
• TETRACYCLINES 
• FURAZOLIDONE 
• MALACHITE GREEN 
• LEUCOMALACHITE GREEN 
• OXYTETRACYCLINE (OTC) 
• Etc. 
• Microbiology test: 
• TPC 
• E. COLI 
• COLIFORM 
• SALMONELLA 
• VIBRIO CHOLERAE 
• V. PARAHAEMOLYTICUS 
• MERCURY 
• CADMIUM 
• PLUMBUM 
• Etc.
The big potential in fisheries
Keep on improving 
• Infrastructures 
• Transportation 
• Management 
• Authorization 
• Education 
• Handling 
• Training 
• Sense
TRIPLE A 
active 
attitude approach
MEMBANGUN SINERGI
AEC(ASEAN Economic Community) 
31 DECEMBER 2015
Take me, Taste me & Love 
me
How to turn?
T 
H 
A 
N 
K 
Y 
O 
U

Potensi Ekspor Hasil Perikanan

  • 1.
    Potensi Ekspor Hasil Perikanan Pertemuan Manajemen Pemasaran Ekspor dan Akses DINAS PERIKANAN DAN KELAUTAN 5 DESEMBER 2014 Johan Suryadarma
  • 3.
    MARKET oriented •Maximizing • Agricultural • Revenue through • Knowledge • Enterprise development & • Trade
  • 4.
    Change our mind (Mengubah pikiran kita) MARKET ORIENTED •NOT PRODUCTION ORIENTED •NOTPRICE MINDED
  • 5.
    Flow chart ofexport document • Business Negotiation – compromises – DEAL • Order Confirmation with description in details to be signed • LC instruction – LC application – correction (if any) - LC issuance • Booking Container – Shipping Instruction – Loading - Shipping Advice (to the Buyer) • BL copy – Correction (if any) – BL issuance • Invoice – Packing List – other necessary documents • Health Certificate (if any) – Certificate of Origin • Scan or fax all document to the Buyer • Full set documents surrender to the Bank against LC • or sent by Courier against TT or special payment terms
  • 6.
    ORDER CONFIRMATION (定购确认书) • Commodity Name (货名): • Price(s)(价格): US$/kg美元/公斤CFRXX,XX(货价包括海运费到XX.XX) • Products(货品): • Sizes (规格): • Packing (包装/盒): • Prices (价格): • Quantity (about)数量(大约): • Remark (备注): MORE OR LESS 5 % IN AMOUNT OR QUANTITY ARE ACCEPTABLE • (允许上下增减百分之五) • Destination (目的港): • Latest shipment Date (船期): • CONSINGEE(收货人): • Notify party (通知方): • Transshipments/Partial shipments (转运) /(部分运): ALLOWED (准许) • Packer (加工厂) : • Terms of payment(付款方式) Seller (卖方) Buyer (买方) • For & on behalf of (代表) For & on behalf of (代表) • ----------------------------------------------- ----------------------------------------
  • 7.
    Surabaya Shuttle Express VESSEL VOY SURABAYA OPEN STAC KING CLOSING TIME SIN ETA ETB ETD CARGO DOC SINAR BIAK 0 0 2 09/09 - 14.00 10/09 - 16.00 05/09 - 14.00 09/09 - 05.00 09/09 - 08.00 12/09 - 24.00 INDEPENDENT SPIRIT 014 10/09 - 08.00 11/09 - 16.00 06/09 - 08.00 10/09 - 02.00 10/09 - 02.00 13/09 - 24.00 VN SAPPHIRE 021 13/09 - 08.00 14/09 - 09.00 09/09 - 08.00 12/09 - 23.00 13/09 - 02.00 16/09 - 23.00
  • 8.
    European destination ConnectingVessel Voyage Singapore Le Harve Amsterdam Hamburg Antwerp Southampto n ETA ETD ETA ETA ETA ETA ETA Bunga Seroja Satu (BSU) 13W28 20-Jul 21-Jul 6-Aug 8-Aug 9-Aug 12-Aug 14-Aug Shanghai Express (SHX) 39W29 30-Jul 31-Jul 13-Aug 15-Aug 16-Aug 19-Aug 21-Aug
  • 9.
    LC INSTRUCTION •Beneficiary : • Advising Bank : • Form of Documentary : Credit IRREVOCABLE TRANSFERABLE • Currency Code, Amount : • Percentage Credit Amount Tolerance +/- 10 % Or (+/- 5%) or • (+ /- 10%) • Available With.. BANK IN INDONESIA BY NEGOTIATION Drafts at... AT SIGHT Partial Shipments ALLOWED • Tran-shipment ALLOWED Loading on Board from... ANY PORT IN INDONESIA For Transportation to... ANTWERP (ANTWERPEN) Shipment Period TO BE SHIPPED NOT LATER THAN 15 APR 2009 Description of Goods and/or Services MORE OR LESS 10 PCT IN AMOUNT AND QUANTITY ACCEPTABLE • INCO TERMS: CFR ANTWERP
  • 10.
    LC INSTRUCTION –part 2 • Documents Required • 1. Signed Commercial Invoice plus three copies • 2. Packing List plus two copies • 3. G.S.P. ‘FORM A’ certificate of origin evidencing goods of Indonesia origin plus one copy • 4. Full set of clean ‘SHIPPED ON BOARD’ Bills of lading to order and blank endorsed marked freight prepaid and Notify xxxxxx • 5. One original Health Certificate plus one copy. • 6. Beneficiary Certificate confirming that all packaging and documentation must be marked according to EEC Rules and Regulations • 7. Original Beneficiaries Certificate confirming that the product is produced, prepared and packed in accordance with regulations of the Government of Country of Origin and it is fit for export to the importing country. • 8. Original Beneficiary Certificate confirming the consignment has been surveyed for the external condition only immediately prior to commencement of risk by Lloyds agent and/or Lloyds sub agent /or other approved surveyor. • 9. Analytical Report issued by Government approved laboratory to include test for xxxxxx
  • 11.
    Surveyor report preshipment • No. Surabaya, • Applicant • Commodity To Be Shipped Date & Place of Stuffing • RF. Container no. Setting Temperature • Shipper • Consignee • Notify Party Also Notify • Port of loading Destination INSPECTION OF STUFING • Cold storage temperature: -25°C. • Date Time Container Temp. • Commenced : Completed : Prior to stuffing During stuffing • Cargo temperature : • QUANTITY IN CARTONS : • SURVEYOR’S NOTES : • The product is in good frozen condition. • The cartons are apparently in good condition and suitable for export. • Correct load stow and count and evidencing loading temperature of cargo below minus 18 degrees centigrade and that container was pre-set at same temperature and working correctly. • Container has been loaded aboard vessel with intact shipper’s seal no. H 820308 without any kind of exception. • Surveyor’s name : • Telephone/Fax : • Certificate date : • This report reflects our findings at time and place of inspection only and is submitted without prejudice. • PT. xxxxxxx
  • 12.
    Surveyor report –part2 • TALLY SHEET STUFFING • SURABAYA, • Container number : HJCU6059591 / 40’ Seal No.: H 820308. • Loaded into vessel : VN SAPPHIRE 0114N • Place : • Destination : • Port of loading _______________________________________________________________________________ Marks & Numbers • Packing T A L L Y T o t a l • R e m a r k s • Temperature of the cold storage -25°C. • Temperatures of cargo : • Cartons = -19°C. Cartons = -20°C. Cartons = -21°C. Cartons = -22°C. • The temperatures were taken by a digital thermometer of mark INS S 500. • All cartons were externally in good and frozen condition. Grand Total = Cartons • Godown Master, Godown Tallyman Tallyman • ( ………………. ) ( ……………….. ) .
  • 13.
    Bill of Lading • Shipping Instruction to the Forwarding Agent/ Shipping Line : booking the container based on schedules • Shipping Advice to the Buyer : loading report in details, ETA, ETD, cargo in total & breakdown, container no., seal no.
  • 14.
    Loading Map •Buyer: Vessel: • Container No. Seal No. • ETD : ETA: H D E O A O D R
  • 15.
  • 16.
    comparison of Highcube : 9’6”
  • 17.
  • 18.
  • 19.
    STUFFING : dimension, max height, etc.
  • 20.
    AFTER LOADING, B4DEPT to THE Port
  • 21.
  • 22.
    Be extra carefulto the following important points • Latest shipment date in the LC • Clean on Board Bill of Lading • Booking • Loading • Closing • Shipping Lines • Forwarding Agents • Equipment & Services
  • 23.
    Successful TIPS •Try best to minimized the LEARNING CURVE by knowing as much as you can in full coverage, NOT partial • Pay serious attention to the RISKS management • The way of WORKING & the way of THINKING • Documentation is a very important ROLES and a lot of peoples are overlooked or hesitated – it’s completely wrong!
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
    Processing Plant inScheveningen, Netherlands
  • 30.
    Prevention NOT Detention • Sustainable • Compliances • Traceability • Certification • Trust building • Recording system • Full chains control
  • 31.
    5 C C+ + • Consistent (konsisten) • Commitment (komitmen) • Compliances (kepatuhan) • Certifications (sertifikasi) • Communication (komunikasi) • Cooperation & Coordination (kerjasama & koordinasi)
  • 32.
    HARMFUL FOR HUMANHEALTH Antibiotics test: • ETHOXYQUIN • ENROFLOXACIN • CHLORAMPHENICOL • NITROFURANS • TETRACYCLINES • FURAZOLIDONE • MALACHITE GREEN • LEUCOMALACHITE GREEN • OXYTETRACYCLINE (OTC) • Etc. • Microbiology test: • TPC • E. COLI • COLIFORM • SALMONELLA • VIBRIO CHOLERAE • V. PARAHAEMOLYTICUS • MERCURY • CADMIUM • PLUMBUM • Etc.
  • 33.
    The big potentialin fisheries
  • 34.
    Keep on improving • Infrastructures • Transportation • Management • Authorization • Education • Handling • Training • Sense
  • 35.
    TRIPLE A active attitude approach
  • 36.
  • 37.
  • 38.
    Take me, Tasteme & Love me
  • 39.
  • 40.
    T H A N K Y O U