SUSTAINABLE AQUACULTURE TECHNOLOGY
AgriMarine Inc. …introducing a better way to farm fish
Company Overview
Over exploitation of wild fish 75% of wild fish
stocks
Growing population Rising
demand for fish
Inefficiencies of existing fish farms Feed Disease
Opportunityo Headquartered in Vancouvero R&D/Innovation/Improvements
o Commercialized in Chinao Benxi Farmso Trout
Technology
Product
FinfishDefining Characteristics
Eco-friendly Quality
Healthier Fewer pesticides used Cleaner water Constant swimming Feed enhances Omega 3 fatty acid
Fresher Production located close to market
Firmer-Flesh
Product Strategy: consistent premium quality position as defined by healthier fresher, and firmer-fleshed fish differentiated by the environmental sustainability of the production process
Adaptation Salmon
Differentiation Eco-label
Position Premium, high-quality
Emphasized through our pricing strategy
Perceptual Map
High Quality
Low Quality
Eco-friendly
Not Eco-friendly
Local Farmed
Local Wild
Imported Wild
Imported Farmed
Pricing Strategy
Quality Leverage price-quality relationship But consider changing value perception Price-quality leader objective
Wholesale: 850 Yen/kg (10.15 USD) Retail: 920 Yen/kg (11.10 USD)
Consistency No seasonal Pricing
Sustainability Market Share objective
