TUNAKOREA: Opening New Possibilities for Korean Baitfish: From the African Market to Europe
Enhancing the competitiveness of the Korean fisheries industry and diversifying export markets have long been challenges. Especially in the baitfish market (frozen mackerel, sardines, herring, etc.), unexpected variables like the Russia-Ukraine war and Japan's radioactive water issues are causing rapid changes. Have you ever wondered about this? In a market once led by Mexico, Russia, and Japan, how can Korea secure competitiveness and create new opportunities? TUNAKOREA answers these questions and is shaping a bright future for Korean baitfish.
Rapidly Changing Baitfish Market: Opportunity or Crisis for the Korean Fisheries Industry?
The baitfish market was previously dominated by Mexico, Russia, and Japan. However, Russia is currently facing export difficulties due to war, and demand for Korean baitfish has increased because of issues with Japan's radioactive water discharge. While European baitfish maintain high quality and freshness, their prices are high, raising interest in competitively priced Korean baitfish. Yet, the Korean fisheries industry has been criticized for lagging systems in maintaining freshness and faces challenges in quality management and securing price competitiveness. Amidst these circumstances, TUNAKOREA is creating new opportunities through proactive market analysis and differentiated strategies. Believing in the potential of Korean baitfish, TUNAKOREA has successfully expanded from the African market to the European market, presenting new possibilities for the Korean fisheries industry.
TUNAKOREA's Distinct Approach: Quality, Price, and Trust
TUNAKOREA is not just a baitfish export company. It is a company that continuously innovates and strives to enhance the competitiveness of the Korean fisheries industry. TUNAKOREA increases customer satisfaction and strengthens market competitiveness through the following differentiated approaches: First, by establishing a thorough quality control system to supply fresh and safe baitfish; second, securing price competitiveness by minimizing distribution stages and establishing efficient production systems; third, prioritizing trust with customers to build long-term partnerships through transparent and reliable transactions. TUNAKOREA's flagship product is 'Premium Frozen Mackerel.' This product applies rapid freezing technology to preserve the freshness and nutrition of mackerel, is rich in omega-3 fatty acids, and has acquired various international certifications such as EU Catch Certificate, EU Health Certificate, and CERTIFICATE OF PRODUCT-SPECIFIC APPROVED EXPORTER to ensure product safety and quality. Thanks to these efforts, TUNAKOREA's baitfish remain popular in the African market and have recently achieved successful results in the European market.
Expanding Successfully from Africa to Europe: TUNAKOREA's Growth
TUNAKOREA has consistently achieved export results focusing on frozen mackerel and sardines (70g-150g) in the African market. In Africa, where there is a high demand for grilled mackerel and sardines, TUNAKOREA's baitfish is loved by local consumers. Particularly, with the backing of Chinese capital, MH Fisheries conducts large-scale exports centered on the African market, enhancing the status of Korean baitfish. Besides private business, public development assistance (ODA) has supported baitfish exports, allowing TUNAKOREA to secure a more stable export base. However, TUNAKOREA did not settle for the African market alone but actively pursued entry into the European market. Despite high quality standards and intense competition, TUNAKOREA developed products favored by European consumers through thorough market research and analysis, and executed active marketing activities. As a result, TUNAKOREA succeeded in exporting 300 tons of frozen mackerel to Kali Tuna in Croatia for $240,000, establishing a foothold in the European market.
Customer Feedback: "Satisfied with Freshness, Taste, and Reasonable Prices!"
Customers who have experienced TUNAKOREA's baitfish consistently express high satisfaction. Particularly, there is no shortage of praise for freshness, taste, and reasonable pricing.
"I tried TUNAKOREA's frozen mackerel for the first time, and I was amazed by its freshness and taste. There's no fishy smell, and it's plump, making it incredibly delicious whether grilled or braised. The reasonable price means I can purchase without any burden, which is great."
"We import and sell TUNAKOREA's sardines in Africa, and the response from local consumers is truly positive. Especially, many people love grilling sardines sized 70g-150g, so we receive steady orders. Thanks to TUNAKOREA's quality, our business is thriving."
"The perception of Korean baitfish in the European market wasn't good, but experiencing TUNAKOREA's frozen mackerel completely changed my view. Completely satisfied in terms of freshness, taste, and price, we are continuously importing it. Thanks to TUNAKOREA, we confirmed the competitiveness of Korean baitfish in the European market."
★★★★★ – Satisfied with freshness maintenance, clean packaging, and reasonable pricing.
TUNAKOREA, Becoming a Beacon for the Future of the Korean Fisheries Industry
TUNAKOREA is presenting new possibilities in the Korean baitfish export market. It has succeeded in entering the European market beyond the African market through active market development and quality improvement, despite difficult circumstances like the Russia-Ukraine war and Japan's radioactive water issues. TUNAKOREA's success has a positive impact not just on a single company's growth but on the entire Korean fisheries industry. TUNAKOREA will continue to elevate the quality of Korean baitfish through continuous investment and innovation and expand various markets to strengthen the competitiveness of the Korean fisheries industry. In particular, TUNAKOREA will actively address tasks such as improving freshness maintenance systems, strengthening quality management, and securing price competitiveness, which is essential for the Korean fisheries industry. Furthermore, by linking ODA projects with private investment, it will expand the African market and continue efforts to obtain quality certifications and enhance marketing for entry into the EU market.
Future Implications and Lessons: The Importance of Sustainable Growth and Innovation
TUNAKOREA's success story provides us with the following critical insights. First, proactive response to rapidly changing market environments and continuous innovation is necessary. TUNAKOREA utilized unforeseen variables like the Russia-Ukraine war and Japan's radioactive water issues as opportunities, enabling it to develop new markets and grow. Second, long-term partnerships forged on quality and trust with customers should be developed. Through thorough quality management and transparent transactions, TUNAKOREA has built customer trust and achieved steady growth. Third, efforts for sustainable growth are necessary. By linking ODA projects with private investment, TUNAKOREA is expanding the African market and is continuously striving for quality certification acquisitions and marketing to enter the EU market. Fourth, TUNAKOREA's strategy involves a two-track approach of securing price competitiveness and developing premium products. The focus is not solely on low prices but on providing the best quality at a reasonable price.
TUNAKOREA will continue to be a beacon lighting the future of the Korean fisheries industry, providing inspiration and charting the way for more companies to succeed in the global market. We cheer on TUNAKOREA's ceaseless challenges and innovations and look forward to a bright future for the Korean fisheries industry.
TUNAKOREA was instrumental in navigating these challenges by focusing on quality control, strategic market diversification, and building strong relationships with both suppliers and customers. Their success serves as a powerful case study for other Korean fisheries looking to expand their global footprint. By adapting to market changes and prioritizing sustainable practices, TUNAKOREA is not only achieving commercial success but also contributing to the long-term growth and resilience of the Korean fishing industry.
The Korean baitfish industry is at a significant turning point amid a changing global demand environment. Korean baitfish, such as frozen mackerel and sardines, are earning positive responses not only for price competitiveness but also for quality, and TUNAKOREA is expanding its presence in the international market based on this. We look forward to baitfish exports becoming a sustainable growth engine for the Korean fisheries industry.
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