Mowi Asa · OSL:MOWI
Mowi Asa — Marine Harvest — Havbrukskonferansen 2011
17 slides from Mowi Asa's conference presentation, Nov 22, 2011
Slide 1: How to re-vitalize the US market
Marine Harvest How to re-vitalize the US market Havbrukskonferansen, Oslo 22 November 2011
Slide 2: Marine Harvest at a glance
Marine Harvest at a glance Turnover NOK 15.2bn 2010 Sales breakdown Salmon volume 338 thousand tonnes (HOG) 5 000 employees Presence in 21 countries Global market share of ~25% Farmed Atlantic Salmon Leading producer in: Norway Canada (West Coast) Harvest volume 2011E (HOG) Scotl
Slide 3: Marine Harvest - Global farming network
Marine Harvest - Global farming network 3
Slide 4: Development in global supply (CAGR 5%)
Development in global supply (CAGR 5%) Increase of ~150 k tonnes (8-12%) 4 Source: Kontali
Slide 5: Gravity: Available volume clears at the right price
Gravity: Available volume clears at the right price Global supply Change in av. price Y-o-Y growth FCA Oslo 2000‐01 13% ‐25% 2001‐02 7% ‐10% 2002‐03 8% ‐3% 2003‐04 5% 11% 2004‐05 4% 17% 2005‐06 2% 23% 2006‐07 10% ‐21% 2007‐08 5% 4% 2008‐09 3% 18% 2009‐10 ‐4% 24% • Supply growth of 6-7% has historica
Slide 6: Development in reference prices
Development in reference prices Reference prices Q3 2011 Change vs Q3 2011 Change vs NOK Q3 2010 Market (4) Q3 2010 Norway (1) NOK 25.69 -32.3% EUR 3.31 -30.6% Chile (2) NOK 21.64 -29.4% USD 3.93 -20.8% North America (3) NOK 13.56 -25.6% USD 2.47 -16.5% Notes: (1) Average superior HOG price per kg (
Slide 7: Global volumes by market
Global volumes by market 7 Note: (1) Atlantic Salmon (HOG tons), Q3 2011 Source: Kontali
Slide 8: Development in key markets
Development in key markets 8 Source: Kontali
Slide 9: Development in the US market
Development in the US market 11% 26% 43% 9 Source: Kontali
Slide 10: Dominant finfish category in the US market
Dominant finfish category in the US market Finfish – % of Value (USD) Finfish – % of Quantity (kg) CA TFISH TILA P IA 13.3% COD CA TFISH TILA P IA 15.9% 4.5% HA DDOCK 20.0% 13.8% COD 3.7% 3.6% HA DDOCK TUNA 3.1% 3.7% TUNA FLOUNDER 2.4% 2.6% FLOUNDER 2.2% SWORDFISH 2.4% SNA P P ER 1.6% HA LIB UT TROU
Slide 11: Reporting continuity based on source of origin
MHG - Skill based organisational setup Functional organisation based on required skills to optimise overall value creation Total value creation commodity operations (Op. EBIT/kg) Added value (Op. EBIT %) Cost achievement focus Margin achievement Value added focus Reporting continuity based on source
Slide 12: MHG - Global sales network
MHG - Global sales network Norway Poland Canada Faeroes Belgium Scotland Holland China Ireland Czech Rep. South Korea France USA Italy Spain Taiwan Japan Hong Kong Singapore Chile 12
Slide 13: MHG - Well positioned in the US market
MHG - Well positioned in the US market • Processing plants and warehouses located close to Miami and Los Angeles International Airports. • Only Salmon producer with own processing, distribution and storage facilities in both coasts of the US • Full Control and traceability from egg production until
Slide 14: How to grow the US Market - Retail
How to grow the US Market - Retail • Price and stability in quality • Accessibility • Consistent availability throughout the year • Logistics • Product development • Category management • Market reputation key parameter • Provide clear, strong answers to the basic reputation issues • Continuous focu
Slide 15: Greenpeace campaign on Costco seafood policy
marineharvest excellence in seafood GREENPEACE Greenpeace International ¢ | + Home Aboutus Whatwedo News Multimedia Get involved (IEG Home > Press Centre > Greenpeace Press releases > Greenpeace Campaign on U.S. Retailer Costco To Protect Oceans Ends With Chain Creating New Seafood Policy Greenpeace
Slide 16: How to grow the US Market – Food service
How to grow the US Market – Food service • Price and stability in quality • Menu development with chain restaurants • New concepts ( Health, taste, ethnic food, sustainability) • Tailor-made products for chain restaurants ( VAP) 16
Slide 17: Summary
Summary • MHG well positioned to cater for further growth in the US market • The only company with salmon production in all regions • Processing of fresh and smoked salmon within the US market • Proven logistics • Can serve all states in the US form our three factories • Focus on developing the mark