Canned Fish Kenya [PDF]

Zitiervorschau

Kenya : Canned Fish Market Market overview Marine fisheries Kenya is categorized into two sub sectors the coastal artisanal fishery also known as manual fishery and an Exclusive Economic Zone (EEZ) fishery. Artisanal fishers are characterized by small vessels driven by wind sails while the EEZ is characterized by Distant Water Fishing Nations (DWFNs) who use modern fishing vessels (purse seining, long-lining). The foreigners are licensed to fish in the Kenyan EEZ. The main species hunted by Distant Water Fishing Nations are the highly migratory tunas including skipjack, yellow fin and bigeye tuna. Lake Victoria produces the bulk (over 90 percent) of fish in Kenya. The dominant species is Nile Perch which forms about 50 percent of the total catch by weight. This species is used for filleting in fish processing factories. The fisheries products consumed in Kenya consist of: Dried omena, Fresh, sun-dried tilapia and by-products of Nile perch (artisanal processed). Generally, Kenya's capacity to process canned fish for the export market is underexploited. The country imports canned fish products such as tuna, Sardines and mackerels from the European Union and Asia. Also, the country is currently inviting processors to establish a modern factory. Domestic production There are about 25 fish processing factories in the country with a total processing capacity of 25,000 tons of raw fish per year and total production of 13,500 tons per year. These companies deal in different fish species including Nile Perch, prawns, lobsters, octopus, cuttlefish and squids. Some of the large processors include Kenya Cold Storage, Samaki Industries Ltd, Prisco/Midas, Wanainchi Marine Products, Victoria Nile Perch, Trans Africa fisheries ltd, East African sea food, Sea Harvest, Crustacean processors ltd, etc. Individual factory capacity varies from 200 Metric to 4,800 Metric Tonnes per day. The fish is caught in Lake Victoria and transported to these factories for filleting. Kenya has only one major tuna factory called Wanainchi Marine Products Ltd which undertakes processing of cooked frozen tuna loins on behalf of European fishing vessels. The company receives over about 10,000 Metric Tonnes annually from offshore foreign fishers along the Kenyan coastal line. Tuna Species caught within the coastal regions include 5 species of tuna namely skipjack tuna, yellow fin tuna, bigeye tuna, albacore tuna and the southern Bluefin tuna. According to findings by a recent marine fish subsector study (2007), Wanainchi Marine Products requires even more raw Tuna and is willing to provide market outlet for the artisanal fishers for an amount 1

equivalent to 36,000 Metric Tonnes per year to be able to process more for the European market.

Export market production The Nile Perch accounts for 84% of the total fish exports followed by the tuna accounting for 13% while the other species account for 3%. The catching and processing of Nile Perch in Kenya has grown from a local activity into a major export industry Kenya mainly exports Nile Perch to the European Union, Far East and Israel. The tuna loins exported from Kenya are not fully processed. The EU (Netherlands, Belgium, Germany, Portugal, Italy, France and Spain) account for about 62% of all fish exported from Kenya. New markets have emerged, among them Israel, the Far East, North America, the Middle East, and other African countries. Israel became the most prominent single importer of Kenya’s fish, a position it has retained to date. Opportunities Canned fish product is still for the high end market and high middle class income earners. Kenya is a developing country thus most of its population ranges from low class to lower middle class social groups. Therefore, most people prefer to buy whole fish in the market as it is much cheaper and readily available. However, there is also a potential market in big hotels and restaurants who used canned fish and fish products to prepare various kinds of foods on their menus. Distribution channel Most of the canned fish sold in the Kenya is handled by importers and distributor/brokers for sale to the consumer via multiple outlets such as supermarkets and food stores .The distribution of canned fish in Kenya can basically be done through linking up with direct importers and conduct business to business trade. Thailand interested parties may also form links with local Kenyan agents through whom they can sell their products. In this case the agents act as intermediaries/distributors on behalf of the exporter. Import statistics of Canned Tuna: Product: 160414 Exporters

Imported value 2010 (USD)

Imported value in 2011 (USD)

World

437,000

248,000

Thailand

309,000

161,000

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Indonesia

50,000

68,000

United Kingdom

46,000

8,000

Italy

14,000

7,000

China

6,000

3,000

Import statistics of Sardines- Preserved of frozen HS Code: 160413 Exporters

Imported value in 2010(USD)

Imported value in 2011(USD)

World

63,000

57,000

Thailand

19,000

34,000

Algeria

0

12,000

China

0

10,000

10,000

1,000

United Kingdom

Distribution channels for exporters of canned pineapple to Kenya Direct business to business importation: Using direct importing companies is a good distribution channel as these companies that deal with importing have strong relationships with their buyers and have extensive and up-to-date knowledge of the quality demands and market trends. Agents are also a practical channel as they act as intermediaries between the exporter and the Kenyan market. The agents then work on a commission basis. Sample of canned fish in the Kenyan market BRAND Kareena Sardines in tomato sauce

PRICE (ksh) 95

Quantity 125gms

Manufacturer Thailand

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King Bell Pilchards in sunflower oil

190

425gms

Thailand

Crown Tuna Chunk in Brine

175

185 gms

United States

Tropical Jaan tuna in sunflower oil

180

200gms

Thailand

Nautilus Seafood tuna in mixed spices

550

200gms

Hong Kong Produced by: Wanainchi marine products ltd. P. O. Box 81831, Mombasa, Kenya. Packed for : Rubeco International Ltd. Hong 4

Kong [email protected]

Heinz Tuna flakes in Brine

190

185gms

Europe-United Kingdom

John west Sardines in tomato sauce 195

120gms

Europe- United Kingdom

Royal Umbrella Tuna chunks in vegetable oil

185gms

Thailand

275

Conclusion and recommendation 5

Kenya does not have the capacity to process canned fish. The only company that a process Tuna loins targets the export market therefore there is no local supplier of canned fish. All canned fish brands in the Kenyan market are imported as seen from the import statistics provided. The market for Tuna is quite favourable because all of hotel still has high demand and more people are consuming the product in urban areas unlike the scenario of Mackerel fish products and sardines. It would be advisable for Thailand exporters to concentrate on the Tuna market. The target market will be from the middle upper class to the high class. Seafood Importers Kenya COMPANY Brand Imports

East Africa Sea Food Ltd

Products Importer of Herring, Mackerel, Tuna, Sardines smoked mussels in sunflower oil, Dressed crab/lobster and assorted canned fish Imports and distributes seafood products like the Pacific Mackerel, Jack Mackerel, Herrings and Sardines

Akaba Investments Ltd

Canned juice, Canned fruit, confectionery, powder milk, Canned tuna.

Adamji Multi Supplies Ltd

Importer of food All items

Contacts and Physical Location Mr. Aku Shah [email protected] 254 (20) 820 408

Postal Address P.O. Box 39833 – 00623 Nairobi Kenya

Airport South Rd, Embakasi, Nairobi.

Mr. Prakas (Quality Assurance Manager) [email protected] [email protected] [email protected] www.alphaafrica.com Tel: 254 20 3513510 Tel: 254 20 3513502/3 Tel: 254 20 6533355 Tel: 254 20 6531610 Fax: 254 20 3513501 Fax: 254 20 6533750 Fax: 254 20 6532616 Road A off Enterprise Rd, Industrial Area, Nairobi Geoffery Kinuthia (Sales and Marketing Manager) Head Office [email protected] Tel: 254 11 227 318 Tel: 254 11 221 568 Fax: 254 11 229 349 Cell: 254 722 820 900 Dar-es-Salaam Rd, Shimanzi, Mombasa Mr. Murtaza [email protected] [email protected] www.adamji.com Cell: 254 721 331 796 Tel: 254 20 821 784/773/806 Tel: 254 20 392 9000 Tel: 254 20 272 0793 Fax: 254 20 392 9001

P. O. Box 1027100400 Nairobi, Kenya

P.O. Box 4309 00506, Nairobi

P. O. Box 44605 - 00100 Nairobi Kenya.

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Fax: 254 20-271 1701 Hurlingham Lenana Rd, Milimani, Nairobi Branded Fine foods

Aryuv Agencies

Kenroid Ltd

Yeast, Fresh fruits, Canned Fish, Whipping Cream, Sauces

Canned Tuna importer

Tuna and Sardine Importer and local distributor

Bizmania Ltd

Canned tuna importer

Jambo Biscuits (K) Ltd

Canned food importer

Portcross Limited

Canned fish, Kara coconut products, Canned Tuna, Isotonic Beverages, Soy milk, Noodles, Biscuits, Pepsi Beverages…

Benir international (K) Ltd,

Importer of: Canned tuna &

Anthony Muramba (Import Manager) Iqbal Valli (MD) Zainul Iqbal Valli (CEO) [email protected] Tel: 254 41 249 1130 Fax: 254 41 490 093 Off Lumumba Rd, Near Kingsway Tyres, Mombasa Mr. Sanjay Chandrakant Kotecha [email protected] [email protected] [email protected] Tel: +254(41) 249 6011 Fax: +254(41) 249 6053 Habo Plz, 2nd Fl, Jomo Kenyatta Ave, Mombasa Mr. Bhiru Shah [email protected] [email protected] [email protected] Cell: 254 722 511 278 Cell: 254 723 318 391 Tel: 254 20 559 761 Tel: 254 20 559 728 Tel: 254 20 200 1719 Imara Daima Est Rd off Mombasa Rd, Nairobi. Mr. Edward [email protected] Tel: 254 20 820983 Fax: 254 20 820983 Cell: 254 733 735156 Off Airport north Road Nitin P. Dawda [email protected] [email protected] Tel: 254 20 6533860/1 Tel: 254 20 650097 Fax: 254 20 652530 Kampala Road, Industrial Area, Nairobi. Iqbal Dadani Cell: 254 722 717 271 Email: [email protected] Tel: 254 20 3748797 Fax: 254 20 3747328 Unit 12, “Pink gates” Complex 5TH Parklands Ave, Opp Iregi Road Joseph Mureithi Kanyita (Managing Director) [email protected]

P.O. Box 99403 Mombasa Kenya

P.O. Box 1662 – 80100, Mombasa, Kenya

39375 – 00606 Nairobi, Kenya

P.O. Box 25727 – 00603 Nairobi, Kenya

P.O. Box 78681 – 00507 Nairobi, Kenya

P.O. Box 46230 – 00100, Nairobi Kenya

P.O. Box 1828400100 Nairobi, Kenya

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canned meat. Cookies and jams. Pet food. Fruit juice.

www.benirinternational.com Cell:254 722 269072 Tel: 254 20 2015374 Fax: 254 20 828895 Mombasa Road., Piranha Centre

References 1. Kenya capture fisheries value chain case study by USAID; http://41.215.122.106/dspace/bitstream/0/1794/1/PNADN416.pdf 2. Kenya Fishery Industry- Export Processing Zones. www.epzakenya.com 3. International Trade Centre (ITC) : www.intracen.org 4. Trade Invest Kenya www.tradeinvestkenya.com 5. Kenya Bureau of Standards (KEBS ) website

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