1. Shellfish in the Food Service Market Mike Berthet director Fish and Seafood

2. “Your local supplier nationwide” 14 local branches driving our core business –80% branch / 20% central distribution –50/50 split between Independent / Corporate Complete localised service –Local fresh fish buyers –Fresh fish preparation –Telesales & Field Sales –Flexible, yet consistent nationwide Complimented by national expertise –Worldwide sourcing –Development Chefs –Marketing –Corporate Account Team –Technical & Quality Control 24 hour operation, 6 days a week Supplying locally… with national consistently

3. SOURCING – Worldwide - Fresh - Frozen - Chill

4. British Skippers Scheme… Direct from boat to plate Now over 30 Boats sending the last of the day’s catch from four ports direct to your restaurant Peterhead - Poole - Newlyn - Fraser burgh

5. Customer profile White Linen Casual Dining Gastro Pubs Mid-market Restaurant & Pub Groups Contract Catering (Workplace) Education Institutions Fine Dining / Michelin Flexible and tailored approach to each customer’s needs

6. UK Marketplace dynamics Fish & seafood delivered catering wholesale circa £700m M&J market share 16%, Brakes Group 28% –The market leader Fish and seafood is important on menus –Consumers are eating more, but out of home (“I trust the chef – not myself”) –Accounts for 28% of starters, 30% of main courses –Greater usage in independent establishments Increasing consumer demand for fish & seafood driven by: –Healthier eating –Fish is the “food I should eat more of” after fruit and veg –Omega 3 –FSA recommendations “2 a week” ‘SUSTAINABLE’ options –Enjoyment –But lack of confidence in cooking at home, hence faster out-of-home growth –Ageing population –Wider travelled, more health conscious, bigger fish lovers Fish & seafood has a long-term growth outlook Market share: ACNeilson Menu research: Seafish, M&J survey of 900 chefs

7. SHELLFISH CHALLENGE

8. What are the challenges…? Marketing the story! History – shout about it! Sustainable – then get accreditation? Provenance – uniquely the best! Quality – don’t short change your customer Improve packaging – look at your competitors Reduce ‘cost to market’ – consolidate? Understand your competitors – Chile USA Patagonia China France Peru Develop value added – in all directions Strategy to combat bad practice / news – get ready Sustained PR programme – invest for the future

9. Scallops take a soaking! M and J ‘non soaked’ or ‘dry’ Scallops ‘ Soaked’ or ‘Wet’ Scallops Which from some competitors can carry up to 50% added water! ‘The cheaper products offered in the market place are often ‘Bulked- out’ (so they look big) with added water making them appear cheaper but when you start cooking them the scallop shrinks and the added water comes out off the scallop and remains in the pan!

10. Ethical Sourcing Sustainability and Eco labels - Working with NGO’s - a crucial aspect of our Industry

11. Good Catch will direct foodservice professionals to a range of materials and activities offered by the organisations involved, including: a seafood sustainability manual www.goodcatch.org.uk - ‘one-stop-shop’ sustainable seafood website www.goodcatch.org.uk practical support sourcing and using MSC seafood Fish Flash - monthly e-bulletin various seafood-themed workshops a directory of suppliers offering sustainable seafood field-trips connecting with fishermen, fish markets and other businesses. ……..a suite of user-friendly information and practical support; helping restaurants and related businesses improve the sustainability of the seafood they buy, use and promote. Working with NGO’s…Good Catch initiative

12. Best Choices Arctic Char Barramundi Clams Cod: Pacific (Alaska Longline) MSC+ Crab: Pot Caught Halibut: Pacific or Farmed+ Lobster Mussels: (farmed) Oysters: (farmed) Pollock: (Alaska wild) MSC+ Salmon: (Alaska wild) MSC+ Scallops: MSC Bass: farmed or wild MSC Sturgeon, Caviar (farmed) Tilapia: farmed Trout:: Rainbow (farmed) Tuna: Albacore – Cornish Line Caught Tuna: Yellowfin – pole and line Dover Sole MSC Mackerel MSC Kippers MSC Sardines: Cornish Hake MSC Hoki MSC Haddock Pie Mix MSC Gilt Head Bream – Farmed Meagre – Farmed Plaice Turbot Brill Lemon Sole Good Alternatives Pangasius (farmed) Cod: Icelandic, Norwegian (trawled) Crab: (US) Snow Crab: Imitation/Surimi Flounders, Soles, Dabs Herring: Atlantic/Sardines Lobster: American/Canadian/UK Mahi Scallops: Black Pearl Squid (UK) Swordfish (US Longline)* Tuna: Yellowfin (troll/pole) Tuna: canned Halibut: Pacific Halibut: Farmed Prawns: (Canadian) MSC Monkfish Gurnard Torbay Sole Megrims Sprats Herring Coley Pout Whiting Grey Mullet Black Bream Hake: (Scottish/Cornish) Avoid Chilean Seabass/Toothfish (except MSC)) Marlin: Striped Orange Roughy Rockfish: (Pacific) Sharks Sturgeon, Tuna: Bluefin Support Ocean- Friendly Seafood Best Choices are abundant, well managed and caught or farmed in environmentally friendly ways. Good Alternatives are an option, but there are concerns with how they’re caught or farmed – or with the health of their habitat due to other human impacts. Avoid for now as these items are caught or farmed in ways that harm other marine life or the environment. Key *Limit consumption due to concerns about mercury or other contaminents. Visit www.edf.org/seafoodwww.edf.org/seafood + Some or all of this fishery is certified as sustainable to the Marine Stewardship Council standard. Visit www.msc.orgwww.msc.org

13. Why the demand for Sustainably certified Seafood? Corporate Social Responsibility – SODEXO ORIGIO - ARAMARK-COMPASS-ELIOR-MAB-HILTON-MILLENIUM COPTHORNE – MITIE …. Independent Operators – fed by desires, standards and business models– MOSHI MOSHI - PEACH PUBS - URBAN BEACH HOTEL- LE MANOIR QUAT SAISON Chefs -The Gatekeepers! Conscience driven, desire to make a difference, shared responsibility Peer pressure – Aspirational - Seen to be doing the ‘right thing’ Public pressure – Driven in part by impetus from NGO’S, Documentaries and media

14. WHERE is it most prevalent? USA IS DEFINITELY LEADING THE CORPORATE GAME UK IS DEFINITELY LEADING THE INDEPENDENT GAME HOWEVER THERE ARE POCKETS OF BRILLIANCE IN BOTH CHANNELS IN USA AND EUROPE UK GOVERNMENT IS NOT FULLY ENGAGED WITH THE SUSTAINABLE PROGRAMME A SUPRISING NUMBER OF CORPORATE ARE ALSO NOT YET ENGAGED SOME ‘HIGH PROFILE’ CUSTOMERS ARE STILL FENCE SITTING BELIEVING IT COULD TURN OUT TO BE ANOTHER ‘ORGANIC’ ASPIRATION NOT FULFILLED WHEN IT GETS TO THE CHECKOUT STOP PRESS! www.fish2fork.comwww.fish2fork.com WHOLESALERS SUCH AS OURSELVES DEFINING WHAT IT INVOLVES TO BECOME A LOCKSMITH AND COMMUNICATING THE MESSAGE OLYMPICS WILL HAVE A SUSTAINABLE APPROACH TO FOOD SERVICE

15. Who do the independent operators trust? Who do operators trust most to learn from about sustainable species?

16. SUSTAINABLE SEAFOOD Global leaders with over 70 MSC products for Food Service Largest range of Under Utilised species in the UK Winners of the Billingsgate Sustainable Seafood Award 2008 Winners of the SEAFISH Sustainable Futures Award Only Seafood distributor to ban Blue fin Tuna, Orange Roughy and Shark

17. Caterers’ view of consumer demands…then How often do your customers ask questions about the sustainability of fish and seafood on your menu? 2 years ago

18. Caterers’ view of consumer demands…now How often do your customers ask questions about the sustainability of fish and seafood on your menu? Now

19. MARKETING

20. Splash…following the seasons every month and giving information on sustainable species

21. M&J Website – http://www.mjseafoods.co.uk

22. SUMMARY

23. What are the challenges…? Marketing the story! – Get the message out there History – shout about it! You do have a track record! Sustainable – then get accreditation? This wagon is not stopping Provenance – uniquely the best! Use it to your advatage Quality – don’t short change your customer Act responsibly you know it makes sense! Improve packaging – look at your competitors They have gained an advantage Reduce ‘cost to market’ – consolidate ?– Understand the market place? Understand your competitors – Chile USA Patagonia China France Peru What’s there angle? Develop value added – in all directions Think Claires, Fines and premiums Strategy to combat bad practice / news – get ready Issue briefs to you customers Sustained PR programme – invest for the future Fantastic products but so are the other 300 used by Chefs!

24. Thank you