We did it… Indonesian pangasius successfully entered the Middle East market

June 17, 2019

The SMART-Fish Indonesia programme, funded by the Swiss State Secretariat for Economic Affairs (SECO) and implemented by UNIDO, recognizes the potential of Indonesia’s marine-based sectors and aims at strengthening selected value chains within the Indonesian fisheries export sector. To unlock this potential and support a sustainable growth of the Indonesian seafood and seaweed industry, Globally Cool was invited by UNIDO to play a lead role in converting the enormous potential of Indonesia’s seafood and seaweed industry.

The Better Choice

Globally Cool assisted the Indonesian Catfish Industry Association (APCI) and its members and developed the branding concept and promotion campaign “Indonesian Pangasius: The Better Choice”. The Middle East being selected as the first priority market, a series of workshops was conducted to optimize digital marketing and trade fair performance in the run up to the SEAFEX tradeshow in Dubai and the Hajj and Umrah Exhibition in Jeddah. In collaboration with the Indonesia Ministry of Marine Affairs and Fisheries (MMAF) the Indonesian pangasius brand was launched and business meetings were conducted with more than 50 prospective buyers. As a result, APCI brought home potential business worth over US$10 million.

Converting Contacts to Contracts

Through intensive follow-up, business contacts that were established at SEAFEX in Dubai and Sales Mission in Jeddah, were successfully converted in actual contracts.The first shipment of pangasius was dispatched on 27 May 2019. It marked the first export of pangasius from Indonesia. A milestone that can be credited to the SMART-Fish program. The pangasius export order is estimated to reach 540 tons. In the first shipment, 3 containers (± 63 tons) were shipped and the rest will be shipped in stages. Currently, APCI has prepared a supply of around 300 tons consisting of 150 tons portion cut and 150 tons fillet. The ceremony of first shipment to the Middle East market was held in Sidoarjo, East Java, in collaboration with SMART-Fish and Ministry of Maritime Affairs and Fisheries of Indonesia and the news was published in various national press. Congratulations Indonesian Pangasius!

Girda Safitri

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