Sanford's CEO leading company to "customer focused operation around fresh, not frozen"
SEAFOODNEWS.COM [Times Herald] By Michael Field - December 15, 2014 -
Sanford’s chief executive, Volker Kuntzsch, wants to add traceability to the fresh fish market.
It sounds counter-intuitive but New Zealand's biggest seafood company is realising that adding value to fish is simple.
Sanford is walking away from being a commodity trader with container loads of frozen hoki.
Sanford's top sellers are led by retail packs of scampi sold frozen into China, followed by the salmon. Another farmed product - green-lipped mussels - is also a big earner.
Its other top value item is Ross Sea toothfish, which Kuntzsch described as a well-managed fishery. At the moment, with only a limited fishing season, toothfish is frozen and exported to the United States.
The company is looking at doing more with it to add value.
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