Fresh investment adding value to Sealord products
Increasing Sealord’s fresh fish offer from negligible to up to 10% of catch by 2018 is the next step in the company’s
growth strategy and the business is putting its resources and investment where its mouth is.
An investment of around $1.5 million in an entirely new line, focusing on fresh chilled fish and thermoform packaging of
both fresh and frozen products, has just come online at the Vickerman Street premises.
According to General Manager of Sealord Fish, Doug Paulin, the company’s expertise in quality frozen fish and position
as New Zealand’s best known seafood brand are good stepping stones to add value to products by selling more fresh fish.
“Sealord is a well- known brand consumers associate with quality frozen products – we believe we can offer the same
level of quality in fresh fish.
“Hoki could become an everyday fresh fish for all New Zealanders and Australians. It has the potential to be the
wild-caught white fish alternative to salmon,” said Paulin.
The fish’s sustainability credentials – including new research showing continued growth of the stocks and recognition of
the global Marine Stewardship Council (MSC) ecolabel – affordability versus more expensive farmed products, and
versatility make hoki an excellent but sometimes under-rated choice.
While hoki is the initial focus, as the company’s expertise develops fresh orange roughy, alfonsino and ling could join
the fresh menu.
With the initial focus is on New Zealand and Australian retailers, MAP (modified atmosphere packaging) which increases
shelf life to up to 12 days, also means Sealord will set its sights on markets further afield such as the US and Canada.
“Around 90% of our New Zealand catch is exported and moving some of this from frozen to fresh, chilled product is an
exciting prospect,” says Paulin.
ENDS