2018
Introduction
Background In 1978 the company changes its name into DTD RIBARSTVO
In 1952 the company „Šaran“ from Petrovaradin was founded
In 2010 a modern facility for production of extruded and pelleted fish feed under the brand Riboks is built
In 2006 the company is beign privatised and becomes one of the leading fish distributers in Serbia
In 2012 fish pâtés made from freshwater and sea fish are introduced to the market under the brand Ribella
In 2011 a contemporary plant for fish processing and packing is built
In 2013 a new facility for production of hummus is built
About the company •
DTD Ribarstvo farms crops, produces fish feed, farms, processes and distributes fish and produces fish pâtés and hummus
•
Farming: farming crops, breeding cattle and growing fruits are conducted on three locations in Vojvodina on total surface of 5,082ha Aquaculture: freshwater farming is performed on 690ha of ponds on two locations in Vojvodina, Jazovo and Srpski Miletić Processing and production plant: two factories are built in Bački Jarak – factory for production of fish feed under the name Riboks and factory for fish processing and packing and production of fish pâtés and hummus (Middle eastern delicacy) Retail products are placed on the market under the brand name Ribella Quality management systems are introduced in order to produce high quality products using modern technology and food safety standards
• • • • •
Certificates: HACCP, EN ISO 9001:2008 and IFS
brand • The first products in the market under the brand Ribella appeared in 2009. Today, under the brand Ribella there are the following products:
Humus Pates Frozen fish Half Ready Fish meals Semidurable meat products from Tuna - Tunino
• The new concept and strategy of the company DTD Fisheries is to provide consumers with innovative and different products, which are easily accessible, convenient and healthy for consumption, for quick, easy and nutritious meal under the brand Ribella.
What is
?
Delicacy originated from the Middle East made from chickpeas, sesame paste, garlic and lemon juice Hummus can be used in many variations, like spread, quick and healthy meal, side dish, dip or as a sauce Hummus is ready to eat
history • Chickpeas are cropped for over 10,000 years - it is believed that hummus was also created a few thousand years ago • Humus originates from the Mediterranean/Middle East, from region of Turkey, Syria, Lebanon, Israel, Palestine and Egypt • First noted hummus recipes are found in Egypt in the 13th century • The word „hummus“ in Arabic means „chickpeas“ • Today hummus is national dish in many Arabic main ingredient in their food diet • In the western world hummus enters the supermarkets Great Britain • and the USA in the 90-ies of the 20th century
countries and
Advantages of Rich in fiber – regulates normal functioning of metabolism and helps better digestion, as well as normalization of fat in the body Almost double iron content than in same meat quantity, as well as folic acid and phosphorus – recommended for pregnant women and anemic people Magnesium – key mineral for regulation of blood pressure
• •
CHICKPEAS
TAHINI (SESAME PASTE)
•
• • • •
Rich in calcium – building bone and teeth element, needed in regular muscle functioning Vitamin E – reducec cell ageing Vitamins B complex (B1, B2, B3 and B5) - help in building healthy cells Rich in manganese and healthy Ω – 3 fat acids
•
Rich in vitamin C – great antioxidant, builds strong imune system and helps dygestion, speeds up fat burning and improves absorption of nutrients Improves absorption of iron and regenerates vitamin E
•
LEMON • • •
GARLIC
Lowers blood pressure and cholesterol Natural antibiotic – helps in fighting colds and flew Improves the immune system and antibodies in organism, as well as protects blood vessels
Sales trends in the USA HUMMUS SALES PER CAPITA IN THE USA
$2,23
25% of American homes in 2015 (81 billion customers) had humus in their refrigerators on regular basis
$2,18 $1,88
The same sales trend as in 2015 is forecasted for 2016
$0,48
2007
2013
2014
2015
Source: USA Drypea & Lentil Council
Sales trends in Great Britain HUMMUS SALES PER CAPITA GREAT BRITAIN
41% of all British homes in 2015 (38 billion customers) had humus in their refrigerators on regular basis
£1,21 £1,14
£0,94
2012
2015
2016
Source: Consumer research Kantar Worldpanel – BBC News
British eat more than twice as much hummus as the rest of the EU countries and were the first to start this trend 20 years ago
Ribella
portfolio
Packaging 200g: • Natural • Pumpkin seeds • Pikant • Shitake • Beetroot • Urnebes • DUO MIX HUMMUS AJVAR • DUO MIX HUMMUS SWEET ONION SALAD Packaging 80g: • Natural • Pumpkin seeds • Pikant • Shitake
Storage: (0 - 4°C ) Shelf life: 150 days
Subbrand •
Portfolio – Two new products
Why Ribella
?
Great taste and high product quality
Gluten free, no additives and artificial colors No cholesterol Rich source of iron, vitamins and minerals (magnesium and calcium)
Low glycemic index, high nutrition Made from high quality ingredients – constant quality
Healthy food that can be easily combined in well balanced meal On track of world food trends Ready to eat (no additional preparation needed), as individual meal, side dish or in combination with other ingredients Rich source of fiber
Target group Primary
Women 25 – 45 yrs • Leading healthy lifestyle • Follow food trends • Take care of everyday meals • Trying to eat healthy, for her, as well as for her family • Looking for healthy option for quick meal, side dish or addition to other meals
Secondary •
• • •
Very active persons/in constant move, in need of healthy and nutritious ingredients in order to refill energy People on special diet or with different health problems, with food restrictions Vegetarians and vegans Trendsetters and culinary trend followers
Key messages
TASTY
HEALTHY
PRACTICAL USE
INNOVATIVE
Key selling point
Ribella hummus – leader and innovator on the healthy food market offering a solution for healthy, balanced (optimal protein, carbo hydrates and healthy fat balance), easily digested quick meal, without additives, sugar and cholesterol, rich source of iron, vitamins and minerals, helping well functioning of metabolism.
Distribution • Primary • • • • •
Hipermarkets Supermarkets Bigger stores Healthy food stores HoReCa
• Demografic: Big cities (urban)
Promotion ATL
• • • •
TV Print PR Digital
Promotion BTL
• • • •
Degustations - promotions Sampling Events POSM
Semi durable meat products
Tunino portfolio
TUNINO – Semi durable meat products made of pure tuna fillets Three product types in small and large packaging:
• Tunino Tuna Fillets Bologna Salami– in 1,2 kg i 250 g packaging – min 40% of pure Tuna meat, 15.7% of Fats, 202 Calories per 100g of product • Tunino Pressed Tuna Fillets - in 1,2 kg i 250 g packaging – min 50% of pure Tuna meat, 0.47% of Fats, 77 Calories per 100g of product • Tunino Smoked Tuna Fillets – in 900 g i 320 g packaging – min 58% of pure Tuna meat, 0,76% of Fats, 88 Calories per 100g of product
Large packaging design
Fi - 75 mm
Fi - 70 mm
Small packaging design
Fi - 45 mm
Fi - 50 mm
Key messages
TASTY
HEALTHY
PRACTICAL USE
INNOVATIVE
Semi durable meat products of pure tuna fillets Tasty – taste and quality without compromise Healthy – healthier substitute for existing products in this category Practical use – without limitation in consumption Innovative – complete innovation on meat market in Serbia, Balkan region and wider
TUNINO - Competitive advantage Key advantages of Tunino products comparing with other competitors: Made of pure Tuna fillets – without bones – without MSM (Mechanically separated meat, cartilage, fats… Tuna meat is healthier then pork/chicken meat: • Rich in Omega-3 fatty acids • Rich source of proteins, iron, selenium… • Rich source of vitamins – B12 and D • Low calorie • Good for heart / blood pressure • Good for health in general • Mood boosting food
Product taste is almost identical to top selling and most recognized products in this category
TUNINO – Market opportunities
TUNINO – Completely new type od product in semi durable meat products category:
Expands the existing category – we don’t have similar product on market Creates new consumer needs Introduces Healthy food segment in semi durable meat products category Makes profit
TUNINO – About product
TUNINO – Completely new type od product in semi durable meat
products category: PRODUCT TASTE is almost identical to top selling and most recognized products in this category Fish aroma and flavor are not so intense There is no need to wipe off the meat slicer after slicing Tunino products
PRODUCT IS NOT VEGGIE, it contains animal proteins in small amount Top quality TASTE is the main goal Vegetarians are not the primary target group Made of pure tuna fillets – that is why it is healthier than all the other products in this category
- Tuna Fillets Bologna Salami -About product Package: 1,2 kg (big), 250 g (mini) Shelf life: 90 days Storage temp: 0 – 4 C
BENEFITS:
From Pure Tuna Filets (min 40%) No bones Rich with 3 fatty acids Rich with proteins BALANCED FLAVOUR FOR KIDS Optimal for SANDWICH/PASTA
- Pressed Tuna Fillets - About product Package: 1,2 kg (big), 250 g (mini) Shelf life: 90 days Storage temp: 0 – 4 C
BENEFITS:
From Pure Tuna Filets (min 50%) No bones Rich with 3 fatty acids Rich with proteins Optimal for SANDWICH/PASTA/PIZZA
- Smoked Tuna Fillets -About product Package: 1,2 kg (big), 250 g (mini) Shelf life: 60 days Storage temp: 0 – 4 C
BENEFITS:
From Pure Tuna Filets (min 58%) No bones Rich with 3 fatty acids Rich with proteins Optimal for SANDWICH/PASTA/BUSCHETTA
Distribution • Primary • • • • •
Hipermarkets Supermarkets Bigger stores Healthy food stores HoReCa
• Demographic: Big cities (urban)
Promotion ATL
• TV campaign
Promotion ATL
• Print -newspaper ads, advertorials
Promotion
ATL
• PR campaign • Digital – online campaign, FB, Instagram, YT
Promotion BTL
• Degustations – promotions – In-store tasting programs for consumers in order to achieve trial and product recognition • Sampling • POSM – wobbler, liner, posters • Events
SEE YOU SOON...