History, Market Analysis History, Market Analysis andand Future Perspective Future Perspective onon Snow CrabSnow Crab from thefrom the Gulf of St. LawrenceGulf of St. Lawrence

Charles AnastasiaCharles AnastasiaOrion Seafood International Inc.Orion Seafood International Inc.January 15, 2008January 15, 2008

1.1.1.1. History of “Gulf History of “Gulf Crab”Crab”

Early 1960 – Start of Early 1960 – Start of the Snow Crab the Snow Crab Industry in CanadaIndustry in Canada

1981-Start of the 1981-Start of the production of “shell production of “shell stock” for the USAstock” for the USA

1982 – Start of 1982 – Start of “shell stock” “shell stock” production for Japanproduction for Japan

1.2.1.2. History of “Gulf Crab”History of “Gulf Crab”

1984 -1987 1984 -1987 Closure of the Closure of the Alaskan Snow Alaskan Snow Crab fisheryCrab fishery

1994 – Start of 1994 – Start of “bulk brine “bulk brine production” from production” from ChinaChina

1.3.1.3. History of “Gulf Crab”History of “Gulf Crab”

1999 – Peak production in Alaska1999 – Peak production in Alaska

2001 – Exodus of Japan from the Gulf2001 – Exodus of Japan from the Gulf

2002 – USA predominance in the 2002 – USA predominance in the marketplace for Gulf Crabmarketplace for Gulf Crab

2.1.2.1. Orion’s history Orion’s history andand market market positioning positioning ofof Gulf Gulf CrabCrab

Pioneering efforts and Pioneering efforts and cooperation in 1981 for cooperation in 1981 for the USA marketthe USA market

Pioneering efforts and Pioneering efforts and cooperation in 1982 for cooperation in 1982 for the Japanese marketthe Japanese market

2.2.2.2. Orion’s history Orion’s history andand market market positioning positioning ofof Gulf Gulf CrabCrab

Further efforts in 2001 Further efforts in 2001 for expansion of the for expansion of the “brine frozen” section “brine frozen” section market in the USAmarket in the USA

Continuing efforts Continuing efforts since 2001 to develop since 2001 to develop market awareness in market awareness in the USAthe USA

3.3. Global Supply Global Supply andand Demand Demand

forfor Snow Crab Snow Crab

SupplySupply– RussiaRussia– AlaskaAlaska– GreenlandGreenland– CanadaCanada

DemandDemand– JapanJapan– USAUSA

4.4. Consumption Patterns Consumption Patterns and and TrendsTrends

Effect of CurrencyEffect of Currency

Effect of PricingEffect of Pricing- General economy concernsGeneral economy concerns

Effect of competition of other Effect of competition of other speciesspecies– King CrabKing Crab– Dungeness CrabDungeness Crab

5.1.5.1. Perspective Perspective ofof Gulf Gulf Crab Crab in thein the MarketplaceMarketplace

Marketing efforts Marketing efforts with snow crab in with snow crab in JapanJapan

5.2.5.2. Perspective Perspective ofof Gulf Gulf Crab Crab in thein the MarketplaceMarketplace

Marketing efforts Marketing efforts in the USAin the USA– Prior to 2002Prior to 2002– After 2002After 2002

RetailRetail

6.1.6.1. Maximizing the Maximizing the Return Return forfor Gulf Crab Gulf Crab in thein the FutureFuture

Branding of Gulf CrabBranding of Gulf Crab– Funding, Advertising, Funding, Advertising,

marketing through ASMI-marketing through ASMI-like organization (Alaskan like organization (Alaskan Seafood Marketing Seafood Marketing Institute)Institute)

– Developing a “Gulf” logo Developing a “Gulf” logo and sloganand slogan

– Agreement and Agreement and standardization of standardization of specification of “Gulf” specification of “Gulf” productsproducts

6.2.6.2. Maximizing the Maximizing the Return Return forfor Gulf Crab Gulf Crab in thein the FutureFuture

Value AddedValue Added– Consumer awareness Consumer awareness

needs to come firstneeds to come first– Development of Development of

consumer packs for consumer packs for the USA and Japanthe USA and Japan

– Development of Development of custom restaurant custom restaurant packs for Japanpacks for Japan