In June 2020 Japan announced plans to increase seriola production by the year 2030. The plan initially put forth in 2016 focused on exports to Hong Kong and Southeast Asia.
New Target 240,000 Tons, 160 Billion Yen
In 2018 about 140,000 tons of seriola were produced and of that about 15.8 billion Japanese yen were exported. The new target is 240,000 tons production exporting 160 billion Japanese yen by the year 2030. That is almost a doubling of production within 10 years of which most is to be exported. If successful the export value will be increased about 10 times.
60% of Export Bound to 3 Countries
Just 3 countries accounted for 60% of exported aquacultural products. Hong Kong was the largest at 29.5%, China was 15.9%, and the United States was 11% of export. Other major export markets were Thailand with 7.8%, Vietnam 6.1%, Taiwan 5.7%, and South Korea 5.2%.
Scallops Most Exported Product
Scallops were the most exported product with 15% share and headed mostly to China, perils accounted for 12.3% mostly bound for Hong Kong, mackerel with 8.8%, and seriola at 5.2%. More than 80% of the exported seriola are for the US market.
The US Market
In 2018 the total value of exported seriola was 15.8 billion yen of which 81.3% was for the United States and just 18.7% for other markets. In tonnage that is about 7,200 tons or about 600 tons per month. According to the Minato Shimbun, the industries major newspaper, exports of seriola decreased 73% in May 2020 to 216 tons and 75% to 364 million yen due to the COVID-19 pandemic. How this will impact future markets and the 2030 plan is unknown.
International Certification
The 2 major international certification programs with offices in Japan are Marine Stewardship Council (MSC) headquartered in London, England and Aquaculture Stewardship Council (ASC) headquartered in Utrecht, Netherlands. There is a competing Japanese certification, Marine Eco-Label Japan (MEL) located in Tokyo. Both the MSC and ASC are recognized globally and their certification is often a buyers requirement.
Ambitious but Feasible Plan
The government plan is ambitious and not without difficulties but it is feasible. In order to achieve these goals changes need to be instigated. Large scale farms as found in Norway, Australia, Mexico and other markets need to be given priority. Large companies have greater resources and higher potential to help the local community and can contribute to the success of the government’s 2030 plan.
Obtaining international certification is not easy and it is costly. However it is a cost that other markets have deemed necessary in order to conduct business with large-scale buyers. If the United States, worlds largest market, is your target then you will need certification for a stable long-term business arrangement.
Effective marketing aimed at international markets, not adaptions of domestic marketing campaigns, need to be created. Large buyers are not looking for niche marketing, they are looking for consistency in product, service, delivery, support, and international compliance, at a competitive price.