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Selling Crab in the US Selling Crab in the US - CCFI

Selling Crab in the U.S.

Opportunities and Challenges

U.S. Restaurant Industry

SOUTHERN GULF SNOW CRAB WORKSHOP

MONCTON , NEW BRUNSWICK

January, 2008


Opportunities in the U.S. Market


Darden Restaurants, Inc.


Not Only at Red Lobster…

Crab Alfredo Venezia

Crab Claws


1 st Red Lobster 1968 -- Lakeland, Florida


Red Lobster

Crab Menu Offerings


Menu Items with Crab


Food & Beverage Spending

$1.3 Trillion

Commercial

“Away from Home”

$491 Billion

38%

Other Sales

“Away from Home”

$177 Billion

Restaurant Sales

“Away from Home”

$314 Billion

Other

$12 Billion

1%

“Food at Home”

$778 Billion

61%


2006 U.S. Restaurant Industry Sales

$314 Billion

Mid-Scale

Quick Service

Casual

Dining

Fine

Dining

Source: CREST & USDC


U.S. Restaurant Growth

935,000 restaurants will hit $536.9 billion in sales in 2007

Restaurant Industry Sales

(Billions of Current Dollars)

$536.9

60% Increase in

Last 10 Years

$322.5

$199.7

$42.8

1970 1987 1997 2007 Est.

Source: National Restaurant Association 2007 Restaurant Industry Forecast


2006 U.S. Restaurant Industry Sales

$314 Billion

Quick Service

$181B

58%

Average Meal Price $5

Mid-Scale

$50B

16%

Average Meal Price $9

Source: CREST & USDC


2006 U.S. Restaurant Industry Sales

$314 Billion

Quick Service

$181B

58%

Average Meal Price $5

Mid-Scale

$50B

16%

Average Meal Price $9

Casual

Dining

$68B

21%

Average Meal Price $15

Source: CREST & USDC

Fine

Dining

$15B

5%

Average Meal Price $30

Darden

8% Share of

Casual Dining


Opportunities in the U.S. Restaurant Industry


U.S. Crab Imports 2006

17%

20%

40%

Snow

King

Dungeness

Swimming

Other

0%

23%

US Census Bureau


U.S. Snow Crab Catch

1970 – 2008E

350

300

Millions of Pounds .

250

200

150

100

50

0

70 73 76 79 82 85 88 91 94 97 00 03 06

Year

US Census Bureau


U.S. Snow Crab Imports

1986 – 2008E

U.S. Snow Crab Imports, 1986-2008E

250

Millions of Pounds .

200

150

100

50

0

86 88 90 92 94 96 98 00 02 04 06 08E

Year

US Census Bureau


U.S. Snow Crab Catch Plus Imports

1986 – 2008E

400

350

300

Millions of Pounds .

250

200

150

100

50

0

86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07E 08E

Year

Catch

Imports

US Census Bureau


Global Seafood Procurement…

Not Without Controversy


Darden Environmental Trust


Global Aquaculture -- Darden Actions


Seafood Guides – United States

• Audubon Society (http://seafood.audubon.org/seafood_wallet.pdf)

• Blue Ocean Institute [Seafood MiniGuide: www.blueoceaninstitute.org]

org]

• Monterey Bay Aquarium [Seafood Watch Pocket Guide: www.seafoodwatch.org]

• Environmental Defense [Seafood Selector: www.oceansalive.org]

• NRDC [Mercury in Fish: www.nrdc.org]

• Shedd Aquarium [Rite Bite Seafood Wallet Card: www.sheddaquarium.org]

• Wildlife Conservation Society [Go Fish card: www.wcs/gofish.org]

• Steinhart Aquarium [California Academy of Sciences Seafood Guide:

www.calacademy.org]

• ECHO Fund [Seafood Surveillance Card: www.echofund.org]

• Eartheasy [Sustainable seafood guide:

http://eartheasy.com/eat_sustainable_seafoods.htm]

• Physicians for Social Responsibility [Guide to Healthy Fish: www.mercuryaction.org]

• Organic Styles [Seafood Shopping List: www.organicstyle.com]

• Eating Well [The Essential Eating Well Seafood Guide: ww.eatingwell.com]

ell.com]

• Purdue University [Fish for Your Health: http://fn.cfs.purdue.edu/fish4health/]

u/fish4health/]


Standards/Certification Programs

Global Aquaculture Alliance

Global

FAO & WHO/CODEX alimentarius commission

Global

International Standards Organization (ISO)

Global

Marine Stewardship Council

Global

Naturland

Global

Office international des épizooties (OIE)

Global

Safe Quality Food -- SQF

Global

WWF

Global

Agriculture, Fisheries and Conservation Department of Hong Kong/Accredited Fish Farm Scheme Hong Kong

Alter-trade Japan

Japan, Indonesia

BIO-GRO New Zealand

New Zealand

BIO-Suisse

Switzerland

Brand Canada

Americas

Carrefour Quality Line

Internal

Conseil ds appellations agroalimentaires du Québec (CAAQ)/Quebec Organic Reference Standard Quebec

EurepGAP: Integrated Aquaculture Assurance

Scotland

Friends of the Sea

Jamaica

Fundaciòn Chile

Chile

IFOAM

International

Label Rouge

France

Marine Aquarium Council (MAC)

International

Milieukeur

Netherlands

NASAA

Australian and South Pacific

National Code System for Responsible Aquaculture

Canada

Quality Approved Scottish Salmon/Tartan Quality Mark

Scotland

Safe Quality Food

Canada

Shrimp Seal of Quality

Bangladesh

Soil Association

UK

SPLAM

Malaysia

Swiss Import Promotion Programme (SIPPO)

Switzerland

Thai Quality Shrimp

Thailand

USDA

US

USDA - Organic

US

Whole Foods

Internal


Proposed Solutions -- Short Term

The Role of International Organizations

• Companies in the United States, Japan, European nations,

and other developed nations work to reduce number of

standards.

– Effort should be led by international organizations such as the

Food and Agriculture Organization of the United Nations


Proposed Solutions -- Long-Term

The Role of Governments

• Consumer facing companies, production companies, and supply

chain companies should petition their respective governments

to enhance national laws pertaining to environment and social

justice

– For emerging nations, credibility of their laws and their enforcement ement is

key to government supplanting private standard setting organizations

ions

Partnerships can be developed with stakeholders, such as non-

governmental organizations to avoid negative impacts on

ecosystems, communities, and other unplanned activities


Summary of Market

Opportunities and Challenges

• The Casual Dining and Fine Dining segments of the U.S.

restaurant industry will continue to grow

• Increasing sales to the Casual Dining segment will require

creative approaches where the average meal price is $15.00

• A static global snow crab resource is an opportunity

tempered by consideration for consumers’ price sensitivity

for restaurant meals

• Industry needs to address growing media attention to food

safety, resource management and sustainability


Selling Crab in the U.S.

Opportunities and Challenges

U.S. Restaurant Industry

SOUTHERN GULF SNOW CRAB WORKSHOP

MONCTON , NEW BRUNSWICK

January, 2008

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