MAGAZINE
1ST EDITION
SEA FOOD EXPO GLOBAL
APRIL 30TH 2014
PERUVIAN
SEAFOOD IN THE EYES
OF THE WORLD
EXPO COMING VISIT DEXIM HOW THE SUCCESS PIURA GLOBAL SOON, PAG.5
PAG.36
PAG.16
BEST PERUVIAN OF BUYING PARADISIAC THE WAY TO FIND AMAZING OUR NEXT OF PERUVIAN SEAFOOD IN THE FIRST PLACE THE ETERNAL IS EXPORTED SEAFOOD SUMMER TO THE WORLD?
10 MILES SUMMER FLAVORS FANCY FOOD PAG.10
PAG.30
Seafood Expo Global
THE TEAM love makes this humble magazine
General Director Nahomy Carré S. ncarre@checkin.com.pe International Director Israel Sanguineti A. isanguineti@checkin.com.pe General Redaction Marjorie Carpio mcarpio@checkin.com.pe Contributors in this Edition Carlos Arca Francisco Vía Photography Hans Feldmuth hfeldmuth@checkin.com.pe Edited by globo publicidad General Direction André Meiggs a.meiggs@globopublicidad.com.pe Art Director José Lara publicididad@globopublicidad.com.pe Thanks: Renzo Gonzalez Ingrid Augusto Ingrid Ponce Aisha Yusaf Checkin Fairs and Markets Is a publication of the agency Globo Publicidad SAC CEO & Founder Nahomy Carré S. Advertising and Press Releases info@checkin.com.pe Teléfonos: 00511 265-3282 / 00511 265-3251 www.checkin.com.pe
The Pacific Pearl beginning to shine… According to the sustainable exploitation of wealth and a consistent, planned economic policy, Peru is, today, an emerging economy country, attractive for exploitation, investment and tourism. It is in this process, a significant growth in exports over the last 15 years, both in traditional exports and non-traditional, there are many products through which the country has earned a name and where is a competitor internationally respected.
Today the International Trade Promotion that the country has been performing plays a vital role in allowing opportunities and offers, with which Peru diffuse. That is why to level State and particular, participates increasingly and assiduously in the main international event promotion: international fairs. These are one of the few places where buyers and sellers attend at the same time, both with the intention of negotiate. In despite of all mentioned, the International Trade Promotion is new to many Peruvian companies, especially small and medium; because, it is an activity that requires relatively high levels of investment compared with other activities of this kind, so many companies that want to promote themselves remain marginalized.
We also recommend see our Next section where we can appreciate the benefits of the Summer Fancy Food Show Fair to be held in Manhattan and where we will be present in our next edition. We expect this nascent magazine fulfill its primary purpose, which is to provide a specialized tool in International Promotion. Where, as a showcase, it can appreciate the virtuous offer that Peru has and is an aggregate option for companies, associations and government, but the most important: is that you enjoy it.
By Israel Sanguineti Editor, Check-in Fairs & Markets Seafood Expo Global
Checkin Fairs & Markets Seafood Expo Global
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EDITORIAL // Seafood Expo Global // Checkin Fairs & Markets
Peru
Given to this unmet need and unattended check-in Fairs and Markets born as an advertising medium between our Peruvian companies and promising international market, with an updated and highly specialized team of journalists on the subject. In this issue, our magazine “CheckIn fairs and Markets” has focused on covering the development of Seafood Expo Global, the most important international fair regarding to seafood products, refers also to a special Noth American Fair Seafood performed in Boston.
Checkin Contents - Summary
BRUSELAS - BELGIUM
1st
SEAFOOD EXPO GLOBAL
INTERNATIONAL FAIR By Checkin Magazine Lima - PerĂş
5
Overview
Present the current status of Peru in economic terms. Point out the various aspects of growth in international trade relations sector for seafood products.
10 30
Traveled to the paradise city of Piura for its tourist attractions. Do not miss the city of the eternal summer .
Protagonist ALEXANDER CORREA / DEXIM
Interviewed Alexander Correa, export manager of the fishing company Dexim, who tells us the progress of his business through participation in international fairs.
Special
Tell you all referring Global Seafood Expo, the leading trade fair in the world seafood products made from this May 6 in Belgium, Brussels. In addition, we describe how the Boston Seafood show is developed and what is expected for the next edition.
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INTERVIEW luis torres
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Next Fair
Cannot miss a summary of our next edition Summer FancyFood to be held in New York.
Luis Torres Paz interviewed , Director of Export Promotion PromPerĂş, find out what we recommend to go out and sell to the international market.
OV ER
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EW SEAFOOD
/ EXPO GLOBAL
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alking about Peru’s economy and foreign trade panorama, involves linking different independent particles that work hard to outline a truly sustainable and responsible economic concept. The truth is that in recent years Peru has increased its GDP exponentially, and is no longer a surprise to the world recognizes our country as a thriving nation with great expectations of export, production and economic growth. In this issue, our news team focused on the development of the Global Seafood Expo fair. Thus, let’s see how Peru is regarding fisheries export sector. Peru is one of the countries with the highest export fisheries in the world and, considering that we become the leading exporter worldwide fisheries and the large marine diversity that we currently have, it would not surprise us that in the future, our productions and exports increase immediately. Thus, one of our agencies engaged in economic work is the Peruvian Ministry of Production, who highlighted the optimal development of the fishing industry in 2013, which grew 12.66%, according to the technical report of the National Institute of Statistics and Informatics (INEI). However, it should be noted that this growth was driven by higher landing of species for direct human consumption and that increased by 11.53%. This is due to the increased catch of species for fresh consumption at 31.25%, with the greater availability of species, such as Bonito, hake, weakfish, and so on, meanwhile, fishing for species for the manufacture of canning was increased 12.33% due to the increased discharge of species such as tuna, mackerel, bonito and hog fish. Also extracting species for indirect human consumption, meal and oil increased at 27.15%. This, due to higher anchovy catch in 2013 reached more than 4 million 698 thousand tons.
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OVERVIEW // Seafood Expo Global // Checkin Fairs & Markets
The Overview - Seafood Expo Global
OTHER COMPANIES
Checkin Fairs & Markets // Seafood Expo Global // OVERVIEW
1.75.337,8
2.241,7 SALES FISHING Small Network Sales of the fishing sector (US$ MM) the total sales of the 500 (US$ 175.377,8) Source: AméricaEconomía Intelligence
Chekin infographys.
I
n order to sensitize artisanal fishermen about the importance of compliance with fisheries rules of sustainability of marine wealth, the Ministry of Production held several briefings and training sessions for 1,460 fishermen in 43 main fishing ports from all regions of the coast. On the other hand, the growth of the fisheries sector is not only their production but also their producers, it means, companies that make the rational exploitation of our marine resources. To date it is known that Peru is home to over 200 companies, between large fisheries companies and PYMES (small and medium companies), which move the export market. Thus, the National Fisheries Society, which has more than 200 member companies, reported that non-traditional seafood exports Peru recorded an average annual growth of 13% in the period that includes the production from 2007 to 2013. This is due to the significant investments made in canneries and frozen. That is why non-traditional fishery consignments are comprised of canned and frozen Fishing and Aquaculture that were valued at 1,060 million dollars in 2013, slightly above the rate of last year when totaled 1.011 million.
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In addition to all this news we should add that, while the volume of total seafood exports grew at an average annual rate of 6% in the period 2007 to 2013, Peru achieved the highest level of fishery exports in 2012, with 3,310 million, of which 2,310 million were traditional exports, fish meal and oil. However, Peru showed a slight fall in terms of traditional exports as it recorded losses of $ 600 million to 1,700 million due to the reduced fee of Fisheries of the second season of 2012 and the limitations for Fishing in South current regulatory regime. However, with all the slow economic in these shipments, the development of the fisheries sector has benefited the people generating 221,000 jobs, both direct and indirect, at year-end 2013 and provided a 1.7% increase the GDP. The National Society of Fisheries warned that the activity generated an average 83,000 direct jobs and 25,000 indirect jobs. Also the fishing guild indicated in absolute terms, the activity of the hydrobiological sector has been rising to an average rate of 7% per year during the period between 2000 and 2012, compared to an average growth of 6% of the Peruvian economy. The way the Peruvian economic outlook develops in the fisheries sector cannot be denied that the projections for this guild will remain positive. Large corporations such as Food Technology, Corporation Pesquera Inca or Pesquera Diamante, are exerting an important social work because of, big companies such as these generate lots of jobs and an increase quality standards of production, which leads to optimal product worthy of export. Chekin infographys.
63,2
HIGH
INCOME
(TECNOLÓGICA DE ALIMENTOS)
Tide Brave Average, minimum and maximum fishing Utilities sector(US$ MM) Source: AméricaEconomía Intelligence
34,7 AVERAGE
INCOME
13,2 LOW INCOME (PESQUERA AYDUK)
Checkin Stadistics // Source: América Economía
COMPANY
1
TECNOLÓGICA DE ALIMENTOS
2
COPEINCA
606,3 326,0
3
FISHERY DIAMANTE
325,4
4
AUSTRAL GROUP
5
FISHERY AYDUK
265,6 248,5
6
FISHERY EXALMAR
7
CFG INVESTMENT
216,9 181,6
8
FISHERY CENTINELA
71,4
VAR VENTAS(%) 12/11
UTILIDAD NETA2012 (US$ MM)
VAR VENTAS(%) 12/11
ROE (%)
ROA (%)
MARGIN NET(%)
1,7 25,5 4,4 -5,0 12,4 13,4 3,8 4,8
63,2 51,6 ND 26,4 13,2 19,3 N.D N.D
-23,3 0,3 -22,8 -35,3 -16,5 -
26,7 10,7 9,3 8,3 -
10,4 15,8 9,9 5,3 8,9 -
61 114 2010 445
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OVERVIEW // Seafood Expo Global // Checkin Fairs & Markets
SUB RK 2012
SALES AND GOALS 2012
These are the companies participating in the Global Seafood Expo 2014 in Brussels:
Checkin Fairs & Markets // Seafood Expo Global // OVERVIEW
Pescados Capitanes Sector companies with higher profits (U.S. $ MM) Source: AméricaEconomía Intelligence
70
30
60
25
50
20 40 30
15
51.6
10
20
26.4
10
19.3
5 0
0
COPEINCA
AUSTRAL GROUP
It is noteworthy that the National Fisheries Society reported that Peru exported to Belgium, in the first half of 2012, 37501.04 thousands of dollars for an amount of 27,167.47 metric tonnes of various species such as fats and fish oils, frozen scallops, fishmeal, squid and giant squid, shrimp and other frozen presentations.
PESQUERA EXALMAR
Chekin infographys.
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urrently, there are over 250 fishing companies relating to export of seafood in general. Being our main flag products fishmeal, frozen seafood, fish oil and a variety of fresh marine species exported to different countries of the world with the ability to meet the most stringent quality requirements. As mentioned earlier, Peru has a lot of dedicated companies to this area, though; here is a list of the top ten.
Among the Main Countries that acquired large volume of Peruvian fish exports it’s United States with $ 96, 975, 97 thousand dollars, Nigeria with $ 50,475,60 thousand dollars and Spain with $ 47,070,66 thousand dollars.
Chekin infographys.
TECNOLÓGICA DE ALIMENTOS CORPORACIÓN PESQUERA INCA PESQUERA DIAMANTE
For the edition of Global Seafood Expo 2014, many companies participate in order to show their varieties of products to the world and achieve greater business opportunities.
AUSTRAL GROUP PESQUERA EXALMAR PESQUERA HAYDUK CFG INVESTMENT
Chekin infographys.
ONC PERÚ SAC PESQUERÍA CENTINELA BPO TRADING
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NEXT FAIR // Seafood Expo Global // Checkin Fairs & Markets
globo Interactive Agency
Our agency specializing in Branding, International Trade, digital marketing, mobile app development, brand positioning globally and communication strategies for exporters, is evaluating potential strategic partners for opening sales offices in Europe and Asia. If you are interested in becoming our strategic partner, please contact our CEO. .
www.globopublicidad.com.pe
globopublicidad agencia interactiva
gerencia@globopublicidad.com.pe (0051)265 - 3251 Luna Peralta 123- La victoria Lima- PerĂş
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@globopublicidad Checkin Fairs & Markets Seafood Expo Global
Checkin Fairs & Markets // Seafood Expo Global // PROTAGONIST
by Marjorie Carpio
THE PROTAGONIST
Alexander Correa Commercial Manager Dexim Company
Dexim Company has operated since 1992 thanks to the initiative of Carlos Milanovich, founder of the company, to the natural opportunity of marine species, especially hake, thanks to the social and local Paita’s city collaboration. In short, there are many conditions that occurred for Dexim to consolidate, today, as a solid, stable and with great expectations. However, there is no doubt that the main determinant for the success of Dexim has been, and will remain, the labor, social and environmental commitment of all its employees.
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PROTAGONIST // Seafood Expo Global // Checkin Fairs & Markets
Alexander Correa Comercial Manager Dexim Company.
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Which are Dexim’s public? Dexim commercialize with almost all countries of the world and because, all countries today, are trading opportunities and potential customers. The country that has a higher demand for our products is currently China, followed by Germany, France and the U.S., performing the largest purchases to Dexim. However, Dexim commercialize with all countries over the world in Africa, Asia, Europe and America.
THE SUCCESS
OF BUYING FIRST 10
MILES
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n this edition, the Checkin’s news team personally spoke with Alexander Correa, foreign trade manager of the company, to tell us how Dexim started, how it has been growing in commerce, social and work environment, in addition, how they plan to short and long term. Let’s see what we got with our visit to their plant in Paita, Piura and let’s know a little more about a history of growth, perseverance and honesty fishing.
Dexim’s flagship product is the hake, for the process of this species we have creeping vessels which allow us to be one of the largest companies in this area. However, hake is also a product that often leaves us more profit since, stays all year, and only has two closed seasons in the month of April and October, although it fluctuates according to the assessment of reproduction of the species.
What is the trend in demand for European and Asian countries in the fisheries sector? A few years ago the European market used to purchase bulk products then they determined the final presentation of their product. In contrast, currently they purchase hake in compact blocks as a final product ready to present on the plate. In this sense, respect to the European market, it is more sophisticated. And this, obviously, leaves much more profit, because it requires more labor and, in general, more prosecutions. This also happens with the mahi mahi, which is exported to the U.S. to important market chains like Wal Mart. According to the Asian market, what more purchase China or Taiwan are cooked fillets, giant frozen squid, fresh tuna or fresh fillet since many years continuing with the pattern of consumption.
What is the product’s process? We are one of the companies that have been used to produce and export mechanically; we usually keep our production by no more than eight to ten days. The process begins with the initial twelve hours of fisheries, then passed to the plant for filleting the raw material, after that, proceed to the sorting and cleaning of the intermediate product and finally frozen at -23 ° or -24 ° to proceed the packaging the finished product in our warehouse.
Protagonists by Marjorie Carpio
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What is the main product of Dexim?
Checkin Fairs & Markets Seafood Expo Global
The most abundant species at the sea is the giant squid, which exceeds biomass between 8-9 times the hake’s production. This is because it is the most common species in the sector, the 90% of enterprises located in Paita work with giant squid.
What is the species with the highest biomass shortage? The species with more shortage is the squid because it appears only seasonally. Europe is the most demanding market of squid, also countries like Spain or Italy, sometimes U.S., however, now is also Asia. The fact that there is no sufficiency in the product is a barrier because, we cannot sustain the selling of the product and business relationships inevitably falls. Argentina is one of the countries which usually trade deals when such situations happen.
In this sense, how coordinate sustainable development and friendly marine ecosystem? Coordinate with the Ministry of Production and IMARPE, who regulate the volume, the pace and type of fishing to be done in different seasons for certain species in order to preserve them. Not on exploiting biomass and rather safeguard reproduction of the species.
How friendly is Dexim with the marine ecosystem? Very friendly. Dexim has a plant that borders the sea and in the ecological sense, we are one of the few companies in Paita has invested in creating a system to reuse water within our own plant in the washing area, toilets, it means for irrigation of parks and gardens. We have a very large ecosystem commitment in order to prevent waste water contaminate the sea. As for fishing, Dexim fits in closed seasons so there is a fair and sensible control of fishing periods that must be taken, always controlled by the Ministry of Production and IMARPE, which are the entities that control such provisions.
Socially, we support the community of Paita, quite apart from the labor issue; support is also felt by an education program that solves Dexim. We have built schools, pay teachers and handed out more than 2000 daily breakfast in these educational institutions, support the sport and the integral development of our people.
In the daily happenings of the company, have you required the cooperation of artisanal fisheries to increase production? When we speak of artisanal fisheries greatly influences the demand for giant squid, squid and some other species that are only found within the first 10 miles of the coast, so it requires help of small boats to get them. In fact, much of the artisanal fisheries is directed to the local market and has major advantages in terms of product. For example, the squid is obtained by artisanal fisheries, it is in much better shape and almost intact to be fishing in low volume. They are select products. However, the truth is that Dexim only supports artisanal fisheries legal, registered, as there is now greater control by the Ministry of Production. This is important to stop the predatory of species, and for not unbalance prices.
How much does DEXIM represent to Piura? Dexim represents just a 3% of Piura; in despite of being a large company, Piura has a wide range of companies, businesses, investments, and more. And Dexim means a 30% of Paita, as we are a company that has kept a lot of growth since it was founded.
What does Global Seafood Expo represent for its trade relations? This is the third year that Dexim participates in Global Seafood Expo. And this is a bunch of business opportunities for our company. It also allows us to be at the forefront in the field of technological development, in the issue of competence and that because we are not the only market that produces these species. So it is a unique opportunity.
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PROTAGONIST // Seafood Expo Global // Checkin Fairs & Markets
What are the species with more abundant biomass marine species at sea?
P
Checkin Fairs & Markets // Seafood Expo Global // PROTAGONIST
erhaps the most striking is the path of Dexim that have in this diverse fishing industry, so stay for more than 20 years in the market is not easy. However, the most important impact of Dexim is towards its population. The town of Paita, being an industrial area, is home to many fishing exporting companies. Nevertheless, Dexim is one of the few recognized companies for support socially the educational development of people in Paita, as well as to employ directly and responsibly to hundreds of people that can be developed, today, despite the economic limitations, quality of life, projections and professional studies. Undoubtedly, Dexim is doing well, and this should be recognized as the ecological, industrial, human and commercial work goes hand in hand with sustainable development of enterprises and this has been fully understood by Dexim letter. Hopefully the bunch of fishing Peruvian companies follows this example profile (persistent, fighter, conscious) that has been implementing Dexim on practice from Peru to the world.
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PROTAGONIST // Seafood Expo Global // Checkin Fairs & Markets
Chekin infographys.
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Checkin Fairs & Markets // Seafood Expo Global // CHECKIN
Historically, Piura exists from the year1532 in which Francisco Pizarro founded the first Spanish city in Peru, on the banks of the Chira River in the Tangarará Valley, San Miguel de Piura. The city of Piura was finally established in 1588. On January 4th, 1821, on the campus of the San Francisco Church, Piura declared its independence from Spain.
The Check In’s news team traveled to Piura to personally meet the variety of destinations and tourist attractions of this region. Mancora Beach- Piura Perú
Piura Place by Marjorie Carpio Checkin Fairs & Markets
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PIU
CHECKIN //
URA
Seafood Expo Global // Checkin Fairs & Markets Mancora - Beach Chris Taylor
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Geography & Climate Piura has a geography really varied. In the coastal region stands Sechura desert, the largest in Peru, in which depression Bayóvar, the lowest area of Peru (37 m below sea level) is located. To the east, in the Andean region, the territory is more rugged. Regarding the weather, we can say that is very warm, with no rain all year. The maximum average temperature is 31.2 ° C and minimum 17.7 ° C (63.8 ° F). In summer reaches the 40 ° C. In the years when the Niño phenomenon occurs, no rainfall, especially between the months of December and June. Routes of access:
By land: Lima-Piura: 973 km by the North Panamerican Highway (15 hours by car approx.). By Air: Regular flights from Lima (1 hour and 30 minutes approx.). Distances: From the city of Piura to the following cities: • Sullana (Sullana Province) 39 km / 35 minutes. • Paita (Paita Province) 60 km / 45 minutes. • Talara (Talara Province) 118 km / 1 hour y 30 minutes. • Chulucanas (Morropón Province) 60 km / 45 minutes.
Main Square Piura Main Square is located in the center of Piura. It is surrounded by tamarind, which were brought from the estate of Yapatera and planted in 1870. In the center is the “Pola” marble statue representing freedom and was presented by President José Balta, in 1870. It can be reached by public transport from S/.3 soles or $ 1. Cathedral of Piura Author Unknown
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Catacaos Location CHECKIN //
It is located 12 km southwest of the city of Piura, it takes 15 minutes by car. This village gathers excellent craftsmen dedicated to the development of pottery, woven straw shawl and cotton and the development of gold and silver filigree. The cuisine is also notable considering a reference to sample the best regional cuisine.
Seafood Expo Global // Checkin Fairs & Markets
Colan Beach It lies 65 km west of the city of Piura, it takes 55 minutes by public transport. It can take 10 minutes by car. The Colan beach is a sandy beach with calm and warm waters. The balthing resort is known for its wooden houses located on stone terraces and raised on stilts, from whose balconies are seen some of the best sunsets on the Peruvian coast.
Máncora Balthing Resort Mancora it’s located 187 km from the city of Piura, relatively to 2 hours and 30 minutes by car to the height of 1164 km from the Panamericana Norte highway. Talara Province. Mancora is perhaps the most visited in Piura, Peru and in the world. Sandy excellent sun and warm waters, this resort is considered one of the most important of the Peruvian coast. The waves are perfect for practicing surfing and body boarding. The beach, besieged between Fernandez and Cunulsa streams, is wide and is characterized by small pools that rely on leaks from the sea. Mancora has hostels, restaurants, surf shops and craft.
Cabo Blanco Beach Located 3 miles west from the district El Alto. it takes 5 minutes by car it’s located 153km to the north of Piura, 2 hours and 15 minuts in public transportation. It is considered a marine paradise, thanks to its rich plankton that the variety of fish, among them the sword fish and marlin. The place is ideal for fishing and scuba diving, and surfing.
Piura Beach Marco Illescas Echenique
Chulucanas Location It is located 60 km east to the city of Piura; it takes 45-minutes car or public transport. CHulucanas Morropón Province is known for its pottery and the quality of its clay. Heirs of the pre-Inca tradition, maintain ocher, green, yellow and black. The latter is achieved by using the handle burnt leaf through a process called “smoked”. CHulucanas artisans reflected in his pieces the customs and traditions of his people.
Piura Place by Marjorie Carpio Checkin Fairs & Markets
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Checkin Fairs & Markets // Seafood Expo Global // CHECKIN
The Huaringas lagoon. From the town of Huancabamba are traveled 27 km to the village of Salala, this journey can be done in mule or walking can be reached in 2 hours and 30 minutes. Huancabamba Province. Fourteen lakes famous for its medicinal properties. The main Lagoon Black or Huaringa, whose meaning in Spanish is “Inca Lagoon� names the collection and is a favorite of most healers. The Shimbe or Siviricuche, turquoise lakes, is called the largest and the only one where you can fish. Also delas mentioned, there is another group of seven lakes. The climate in the area is cold, as the temperature of the water. Nearby grows bunch of ichu, the chilhua, reeds and shrubs as vilco and quinahuiro.
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Ma Att
CHECKIN // Seafood Expo Global // Checkin Fairs & Markets
ain Tourist tractions Mancora - Piura Beach Guido Muniz
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Checkin Fairs & Markets // Seafood Expo Global // CHECKIN
Piura Beach Enquepc
Cathedral of Piura Piura Beach Author Unknown Ubaldo Lescano
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Piura Beach Guido Muniz
CHECKIN //
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Gas tro no my A route trought the typical Extreme Sport Renzo Tasso
Seco de Chabelo Pancho Olavarria
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dishes of the region highlight
Pottery Piura alobos Life
• Cebiche: Fish filet cut into pieces and marinated with lemon, onion and chili. • Majado of roasted pork: Cooked and crushed yucca with chili and accompanied by crackling chifles, banana chips. Thus, Peru has become one of the most famous tourist attractions of Peru since, hosts the best beaches in the country, plus a warm night and family recreation.
Lamb Stew with beans lsalinas
Check in invites all readers to visit this summer oasis that, about $ 500 you can enjoy 3 days 2 nights in top hotels overlooking the sea or the city and enjoy the best food gourmet this city.
Mancora Beach Travis Snelling
Mancora - Piura Beach Martin Filizzola
Banana Chips ashleyemckenney
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Seafood Expo Global // Checkin Fairs & Markets
• Lamb stew with beans: Tender goat stew, marinated in chicha de jora and vinegar, beans seasoned with onions and garlic.
CHECKIN //
• Pork Stew: Stew beef jerk or dried, with homemade banana.
Checkin Fairs & Markets // Seafood Expo Global // SPECIAL
Seafood
Expo Global When we talk about Seafood Expo Global, or European Seafood as it has been denominated until last year, we refer to the most important trade fair in the world for the sector of hydro biological products of direct human consumption, where attend buyers and exhibitors from 140 different countries.
I
n this Edition the magazine Check in has focused on covering, specifically, the Seafood Expo Global 2014, the main impacts generated and all the implications taking shape, as the most important event of fisheries of the world.
Although it should be noted that this fair is international and can also make contacts with buyers from all continents.
About Seafood Expo
Over again, the success that covered this event European Seafood Expo 2013 was unmatched. From May 6th to May 8th will take place in Brussels, Belgium fisheries meeting of major relevance worldwide, the European Seafood Exposition. The event is organized, as every year, by Diversified Business Communications, institution with more than 20 years of experience in the organization of events of this magnitude. Will take part 1697 exhibitors from 76 countries overseas. The trade fair is visited by specialist buyers, representatives, entrepreneurs or functionaries of independent supermarkets, supermarket chains, wholesale markets, distributors, processors, retailers, brokers, and others that comes especially from European countries.
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Checkin Fairs & Markets Seafood Expo Global
As expected Peru will be in Global Seafood Expo 2014, since many years ago our country has a great marine diversity and maintains strong relationship in business with the world. The Peruvian presentation at the European Seafood 2013 comprised 29 exhibitors companies located in the booth of Peru, this group comprised of large, medium and small enterprises and was the largest South American representation at the trade fair.
It is expected that this year the number of participating companies is increased because of, the results of the fair have been fruitful for the growth of this enterprises.
Were 1330 business meetings, 63% of them with new contacts. Therefore, we must stress that our Peruvian presentation is improving year after year; Peru within this trade fair has an increasing importance and is considered an “anchor� in the Hall 7. All fishing companies attending the Global Seafood Expo met their objectives and commented their interest to exhibit again next year in this fair for the many opportunities that are generated in the event. And success translates numerically to U.S. $ 58.11 million as a result of the concretized and expected sales for the next 12 months.
SPECIAL // Seafood Expo Global // Checkin Fairs & Markets
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Checkin Fairs & Markets // Seafood Expo Global // SPECIAL
SEA
FOOD EXPO GLOBAL
Fishermen Author unknown
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Soluzioni International The International Fairs Specialists
Our main services: International Fairs & Shows International Promotional Business Plan Adapting products to International markets Shipping samples Phone: (511) 2620242 Fax: (511) 6282116 isanguineti@soluzioniinternational.com
Cargo, courier
Chekin infographys.
Checkin Fairs & Markets // Seafood Expo Global // SPECIAL
FISHERY PRODUCTS FROZEN AND FRESH CANNED GOODS AND PACKAGED by Marjoie Carpio PRODUCTS BREADED AND READY FOR CONSUMPTION
FORMATS PREPARED FOODS PRODUCTS BASED IN SAUCES
But what is specifically Global Seafood Expo? How to get to the main event of seafood? What gives me the fair to continue growing? With whom can I contact?
Checkin Fairs & Markets Seafood Expo Global Belgium- Bruselas Especial
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The European Union is the major fish markets in the world. Two years ago, non-traditional seafood exports to this destination reached U.S. $ 251 million, which represented 28% of the total non-traditional exports, with a decrease of 20% compared to previous periods. It is noteworthy to say that this decrease is mainly due to lower shipping scallops to France because this market was already provided in 2012, so orders were delayed. Additionally, there was a strong mortality of scallops in Sechura which reduced the exportable supply of this resource. So also with respect to the giant squid, product that
mainly is export to Spain, it appreciated during almost all year 2012 a downward trend of the unit price export which reduced the value of exports of this product to that market. However if we detail which countries with highest demand we include
Spain, with a share of 46%, France with a share of 20%, Italy with a share of 13% and
Germany with a share of 8%. These four markets account for 87% of total exports to the European Union. Also, one of the most important features of this fair is the quality of visitors, usually attends this event the person who decides the purchase. Specifically, the 79% of visitors decide the shopping. The 84% of the guests are looking for new products such as more sophisticated and better quality. A 75% of the attendees plan to buy products or services as a result of their participation in the fair. Each time Growing products appreciate to retail buyers. It is very important that they see Peru as a reliable supplier of these products that have higher added value. The new trends in Global Seafood Expo demand higher preferences for retail products package in different sizes and weights. The presence of small importers in Europe are looking for buying containers with a variety of seafood is also observed, which will force Peruvian companies to partner with the aim of addressing these requests.
Checkin Fairs & Markets // Seafood Expo Global // SPECIAL
BOSTON SEAFOOD SUPPLEMENT
The International Boston Seafood Show 2014 is organized by Diversified Business Communications, as an institution with over 20 years of experience in organizing such events. Is projected will participate 1017 exhibitors from 45 countries at more than 1,700 exhibit booths. The fair is visited by specialist buyers, representatives, entrepreneurs or officials from, independent supermarkets, chain supermarkets, wholesale markets, distributors, processors, retailers, brokers, etc.., who come from different countries, mainly from USA.
Boston Harbor Author unknown
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COMPANIES OF THE SECTOR PARTICIPATE AS EXHIBITORS IN THE PERUVIAN BOOTH AT THE FAIR.
$ 20, 07 MILLION
465
PROJECTED MILLION AS A RESULT OF CONCRETIZED AND EXPECTED SALES FOR THE NEXT 12 MONTHS.
BUSINESS MEETINGS WERE RECORDED, 61% OF THEM WITH NEW CONTACTS.
QUALITATIVE PERU THE PERUVIAN PRESENTATION IS IMPROVING YEAR PER YEAR, PERU WITHIN THIS FAIR IS INCREASINGLY MORE IMPORTANT. ALL COMPANIES ATTENDING THE EVENT MET THEIR OBJECTIVES AND COMMENTED THEIR INTEREST TO EXHIBIT AGAIN NEXT YEAR AT THE FAIR. SEVERAL COMPANIES HAVE MADE PROGRESS IN THE PROCESS OF INTEGRATION TO THE MARKET, REACHING TO DETERMINE GUIDELINES FOR STARTING DISTRIBUTION ACTIVITIES. IS IMPORTANT TO INDICATE THE GOOD RECEPTION OF A PRODUCT LIKE PAICHE, WHICH ALREADY HAS 3 YEARS OF PROMOTION AT THE FAIR AND IS BECOMING BETTER KNOWN.
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SPECIAL // Seafood Expo Global // Checkin Fairs & Markets
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QUANTITATIVE PERU
Checkin Fairs & Markets // Seafood Expo Global // SPECIAL
Market
Overview Although the prices are much lower than those handled last year, what matters is that the U.S. market has a smaller stock and is already demanding this product, which translates into greater opportunities for us, in this sense Peru produce what the market directly required.
Checkin Fairs & Markets Seafood Expo Global Belgium- Bruselas Market Overview
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Checkin Fairs & Markets Seafood Expo Global
The presence of Asian entrepreneurs is pretty evident not only in this show but in all fishing events in the world, it is clear that the increased demand for fish products come and will come from these emerging markets, not only China, but other countries as Thailand , Vietnam, Taiwan and Philippines have an increased presence every year fishing in fairs. The participation of Peruvian companies at the fair in Boston is rising, this year was attended by 14 exhibitors, of which 4 (27%) exhibited for the first time at this fair. It is also expected to hold more fair participants and host companies like Dexim, have managed to grow exponentially since it began its visit to these events which open many windows of foreign trade.
For this 2014, the fair of Boston, Seafood Expo North America, has an area of 1600 square feet and will feature 14 Peruvian exporters, as example: • Refrigerados Fisholg & Hijos S.A.C. • Agropesca del Perú S.A.C. • Dexim S.R.L. • Illari S.A.C. • Sea Protein S.A. • Corporación de Ingeniería de Refrigeración S.R.L. • Perupez S.A.C. • Inversiones Perú Pacífico S.A. • Others
The exhibition shows a growth from previous years. In the months before the fair, demand of mahi mahi was quite slow, however, in recent weeks the market has been boosted, receiving several demands about this product. The exhibition shows a growth from previous years. In the U.S. no one spoke of financial crisis. Prices in general are improving which is quite positive because it indicates that the market is recovering from the recession years ago.
exported for U.S. $ 8.8 million during 2013
According to Sierra Exportadora Market Observatory. US $ 8.8 million in trout were exported last year by Peruvian producers, reaching 1,325 MT in shipments to a number of countries. The main destinations being Canada and the Netherlands, according to the data of the Market Observatory of Sierra Exportadora. Shipments were made within the tariff headings: fresh and frozen fish fillets, and canned fish preparations, reaching sales for $ 31,000, while the first item reached U.S. $ 8,742 million. From these figures, 56.2 % was for frozen trout fillet, while 42.4 % in frozen whole gutted trout and the rest for whole trout, fresh trout filet, and canned trout. Last year, the Peruvian exporters were Piscifactoria de los Andes (66.8 %), Peruavian Andean Trout (31.4 %), Peruvian Aquaculture Company SAC (1.7 %) and Arapa San Pedro y San Pablo (0.2 %). Within the last years, Sierra Exportadora has been articulating with several companies dedicated to trout fish farming. These companies are located in the Peruvian highlands, mainly from Puno, Junin, Lima, Ayacucho and Cajamarca.
This brand promoted the national Andean trout in major international food fairs, such as the:
“Expo Yeosu”, the “ESE” (European Seafood Exposition), the “Expo to the World”, “Peru to the World”, “Expo Fancy Food”, “Expocomer” , and the fair “SIAL” Chief Executive President of Sierra Exportadora, Alfonso Velasquez Tuesta, states that “the association of trout producing companies allowed to boost trout growth, and even, via sustainable promotion campaigns, a 40 % increase in the trout consumption within the local market”. In addition to Canada and the Netherlands, the main destinations for the Andean trout in the world are the U.S.A, Germany, France, Russia, Brazil, Norway, and Japan.
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SPECIAL // Seafood Expo Global // Checkin Fairs & Markets
Andean trout producers
The important part of Sierra Exportadora´s help in exporting Peruvian trout was the creation of the product brand “Andean Trout”.
Checkin Fairs & Markets // Seafood Expo Global // SPECIAL
Our next Fair: Summer Fancy
Food Show 2014 By Israel Sanguineti
Summer Fancy Food Show ultraclay2
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NEXT FAIR // Seafood Expo Global // Checkin Fairs & Markets
Summer Fancy Food Show ultraclay2
T
here are several perspectives to analyze United States of America, some people prefer to criticize it’s foreign policy and some others, to be defenders of their economic model, to protest the fact of not belonging to the Kyoto Protocol to want to live in an rich apartment , consumerist and very cosmopolitan Manhattan, regardless of the crystal, which is a subjective fact- with what we see we cannot disagree in an fact objective: it is the main world market, is the country that purchase more and consume more. This, regardless of the current economic state makes the desire to participate in the U.S. economy, which currently has a population of about 310 million people and has a GDP per capita of $ 49.922.
This has always done the same questions to exporters who are just starting in this evolution of International Trade or those arising diversify search options:
How do we sell to the U.S.? How do we get buyers? International Trade Shows of professional nature are the best way to get buyers, they are one of the few environments where buyers and sellers attend at the same time and place in the mood to do business, this brings us to talk about that, a great opportunity to business: the Summer Fancy Food Fair 2014, to be held between June 29 and July 1 in Manhattan - New York. Summer Fancy Food Show ultraclay2
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Checkin Fairs & Markets Seafood Expo Global
Checkin Fairs & Markets // Seafood Expo Global // NEXT FAIR
Summer Fancy Food Show is one of the most important fairs for gourmet foods in U.S. Involving more than 2,400 exhibitors, with around 180,000 products from 80 countries and regions, with more than 15,400 visitors, the majority of them are responsible for purchasing decisions in the U.S.
Summer Fancy Food Show cimg34491
advertising.
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The Next Fair Summer Fancy Food 2014
NEXT FAIR // Seafood Expo Global // Checkin Fairs & Markets
MAKING
BUSINESS PROMOTING
SELLING
T
he fair will be held at the Jacob K. Javits Convention Center, occupying an area of nearly 30,000 m2, very conveniently located close to the city center as it takes less than 10 minutes walking distance from Madison Square Garden.
This fair is organized by the “National Association for the Specialty Food Trade� (NASFT).
The more than 15,400 visitors which receive every year the fair, are mainly buyers from various commercial channels more important of U.S. food, in addition to influential members of the press, business related to the category of gourmet food, chefs and restaurant owners, retailers participating in the audience target brockers, distributors, importers, buyers various food service industry, hotels, and so forth. If to this interesting market prospection offer that cover the West Coast of the United States , the northern states of the United States and Cities South Western Canada, if we add factors such as the FTA ( Free trade agreement) with Peru account and recover the process which traverses the American Economy, which
allows a constant reassessment of suppliers by importers, the result is an extraordinary business opportunity where we should definitely be present. Israel Sanguineti, our International Director is a specialist in International Trade.
Lawyer Specialization Degree in Humanities and Sciences in International Business, MBA University of La Rioja Madrid. Soluzioni International General Manager International, Professor at the University of Applied Sciences, Ricardo Palma University and the School of the Exporters Association - Adex. The Next Fair Summer Fancy Food 2014
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Checkin Fairs & Markets Seafood Expo Global
Checkin Fairs & Markets // Seafood Expo Global // INTERVIEW
Luis Torres Organic Peruvian Cotton Textile Ingrow The Interview
This time we talked to Currently, he is in charge of the direction Luis Torres Paz, an en- of Export Promotion in PromPeru. gineer with a Master in Business Administra- It is about a professional, highly recogtion and with a speciali- nized in the business sector and for its zation in Marketing and creation and efficiency in the implemenServices at the Pacifico tation of policies and public and private University; expert in fo- programs for development of foreign trareign trade because of de services and trade facilitation. its great academic and professional career in Let’s see what Luis Torres tells us in this next the world.
interview.
1. This year started a little difficult with the decrease in the value of traditional mineral exports. How you look the possibility of reversing these trends with a view to the future? There are many projects that are targeting to avoid such unexpected drops. For example, the progress of mega projects that will enter soon to production as “Las Bambas”
The Interview Luis Torres Prom Perú
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Checkin Fairs & Markets Seafood Expo Global
and “Toromocho”. This latter will increase by 50% the flow of concentrates in the country . Additionally, projections of GDP mining for the period 2014-2016 are optimistic, it is expected to grow 9% by 2014 and around 10% for 2015 and 2016. Not to mention that Peru maintains a relative advantage of lower costs compared to other mining countries which increases our expectations to reverse this trend and boost exports from the mining sector. 2. To criterion that we share with many specialists, the solution for sustained growth definitive for exports passes through the generation of added value, make the leap from being a producer of raw materials into finished or semi-finished producers. Do you think we can really do it? For Sure. PROMPERU works is to promote exports of non-traditional
3. What are the measures being taken or should be taken to achieve this change? Perform intelligence activities and trade promotion activities that identify new business opportunities for Peruvian products with added value. For example, in 2013 Peru has participated in 49 international fairs, with more than 900 companies. Also, there have been missions, business conferences, business meetings, in which more than 1200 companies between large and small have participated. 4.How can we get to meet the goals, if we take into account that a large part of Peruvian companies the International Trade Promotion is a fairly new topic, and not buy the idea that it is an investment and not an expense? More and more companies are getting involved in the promotional activities organized by PROMPERĂš. We work to identify new companies with export potential and assist PYMEs (small and medium companies) to enable them to participate successfully, and we accompanied them throughout the process. Thus, many of the companies involved with us have started their promotional activities in macro regional trade fairs in Lima, as Peru Moda,
Peru Gift Show, Peru Service Summit, Peru Industries, and so forth. This way they can make direct contact with buyers, and thus have the necessary experience, before going to an international fair. 5. What do you think our greatest potential if we talk about non-traditional exports? The potential is huge considering that the 17 existing trade agreements, involving over 55 countries, and providing legal cover to 95% of Peruvian exports to the world and accessing more than 2 500 million consumers worldwide. Also, new consumer trends, the growing middle class in emerging economies, and strategic alliances with the private sector have allowed boost export growth with higher added value.
INTERVIEW // Seafood Expo Global // Checkin Fairs & Markets
products. These have risen from U.S. $ 1,200 million in 2003 to over U.S. $ 11 billion at end-2013. Ten years ago, fresh asparagus, cotton clothing, and some seafood products exported. Currently, we export machines for the food industry and for the manufacture of boxes. There are also new lines in the clothing sector and sets for children in cotton blouses and underwear to markets where quality is valued. In the agro-export sector not only fresh, but also, juices, jams, dehydrated and canned products; while in the fishing sector stands giant squid frozen in different presentations, scallops, prawns, and others.
6. PromPeru today in addition to support the participation of exporters in international fairs, Trade Missions, is doing a lot more action to the development of the International Trade Promo-
tion as workshops, trainings, conferences, etc. How can we get more entrepreneurs and companies be aware the International Promotion is now absolutely necessary to be part of the commercial world? We work directly with companies provide specialized technical assistance and information to help them have a successful participation in various trade promotion activities.
The Interview Luis Torres PromPerĂş
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Checkin Fairs & Markets // Seafood Expo Global // INTERVIEW
We encourage companies to make contact with international buyers in activities we do in Peru, so that, make contact with previously selected international buyers. This guarantees successful trade negotiations that generate the motivation to continue participating. 7. How could a company get customers abroad, how you can generate contacts and close the sales? It is important that an exporter or a potential exporter participate in various trade promotion activities. This is one of the main ways to contact international buyers. However, you should be prepared to make the experience successful. As we have indicated, PROMPERĂš accompanied throughout the process to ensure that the company and its product meet the requirements demanded by international markets.
The Interview Luis Torres Prom PerĂş
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8. What is your vision for our country in the coming years with respect to foreign trade? In the last ten years it has been working since the implementation of the National Strategic Exports Plan (PENX) and the construction of the network of trade agreements, to encourage the export of value added products, which is happening. Peruvian non-traditional exports are characterized by their quality and, at the moment, we are working hard hand in hand with the private and public sector to venture into new market niches, using Peru as the flagship brand of our trade promotion programs. 9. Finally, what is your opinion on the creation of a magazine specialized in International Trade and International Trade Promotion? It is important to make promotional activities carried out in the major international markets, especially in the Peruvian companies involved. As we know, during an exhibition not only making contact with buyers, but you can also appreciate the products offered by other markets, many of them very new. In this regard, a magazine report on the characteristics and trends in international markets becomes an interesting way to provide specialized information to the export sector.
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Checkin Fairs & Markets // Seafood Expo Global // OVERVIEW