gsa traders
feature
catch What a
Gino Asaro the founder of wholesale seafood supplier GSA Traders started his fish processing business from scratch in 1989 – today it continues to expand beyond his expectations.
By Ian Armitage 2
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GSA Traders focus FOOD & AGRICULTURE
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SA Traders are wholesale suppliers of quality seafood products. Established in Cape Town some 23 years ago by Gino Asaro and his wife Susan (GSA - Gino and Susan Asaro), this seafood importer and exporter has developed a comprehensive regional network to become a clear leader in terms of market size. To quote its website, GSA is “entrenched in the South African market as seafood wholesalers and catering suppliers and deals with many international companies importing from various sources and exporting seafood products throughout the world.” Mr Asaro has a long association with the ocean, fishing and seafood industry. He grew up fishing with his father Leonardo, a fisherman with his own trawlers, before a four-year stint in the navy and a few years in the boat manufacturing business led him to start producing and selling fish in 1989. “We started small, building what has now become the substantial GSA Group of companies,” he says. “It all began on a smallholding in Cape Town with a modest factory for smoking fish and processing for restaurants and small markets. Our export market started to develop in Italy and Greece, but we were unable to process
for the European Union and exported products branded in the name of another company who were approved for this market. The only way forward was develop our own brand and risk all we had to construct our own 2000m² state of the art EU processing plant and cold store in Killarney Gardens and we have never looked back. “Today, the business is thriving. We have developed into an extremely versatile company which has been necessary with ever changing South African and International economies. While others are struggling we are actually doing brilliantly. We export, we import, we process, and we supply locally so we always have an alternative. “Our Cape Town factory employs experienced and well trained staff; they are skilled and knowledgeable about all aspects of fish and seafood. Our seafood products are good value for
Today, the business is thriving
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GSA Traders focus food & agriculture
money, of superior quality and we are trusted and accepted by the market. We process under our own GSA label, but can efficiently arrange CMT (processing) of your own fish, tailor making the products to your own special requirements. All controlled with our established HACCP system. “Over in Durban,” he adds. “We have GSA Traders KZN (Pty) Ltd which is based in Glen Anil, Durban North. It was established in February 2003 and the division quickly grew and thrived. It is primarily a cold store, with a sales and distribution network, which is a wonderful base for fast and easy access to our local clients there.” Key markets other than the local one include Europe, America, Asia and Australasia. “The UK is an excellent export market for us at present along with the United States and Australia. Africa is another important market which is showing a considerable amount of potential,” Asaro says. “It is a huge market and we are supplying the cheaper lines of fish which allow the masses a cheap source of good protein. Ghana is developing nicely along with Nigeria and the Congo.” He is keen to be in as many markets with as many products as possible – it spreads the risks inherent of a changing industry and opens the product to a larger audience. Although GSA runs without fish quotas, it is buying fish from those who do. Asaro says a number of quota holders are struggling in the current climate as they have all relied heavily on Spanish and European markets. “As we know Europe is struggling and buying less. 4
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Susan Asaro, General Manager and Gino Asaro, Managing Director
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Locally, we are benefiting, as a lot more fish is available to us, which is lowering the market price. We are excited about the future prospects for our business, despite challenges which may lie ahead. We deal with our problems as an enthusiastic team and we always resolve them with a good solution, utilising our resources to the full and keeping everyone employed. We have never found it necessary to retrench anyone in 23 years. Hopefully our continued success can help to build our economy and create secure employment for more South Africans. Education, good training and employment are definitely the most important criteria for the growth of
Our seafood products are good value for money, of superior quality and we are trusted and accepted by the market
our country, and of course; more people earning a salary means more people buying and eating fish! “We are very blessed and manage to do better and better every year, so I can see a positive way ahead. We have been fortunate to be able to acquire the properties on either side of our existing premises in Killarney Gardens and are eager for opportunities to expand in the future.” The product list of what GSA Traders can supply is huge and, thanks to strong relationships with many suppliers in many countries, it can readily source from around the world. To learn more visit www.gsatraders.co.za. END www.southafricamag.com
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