Market for shrimpcake

Market for shrimpcake
Novel Food from Mushroom Tissue
SECTION 1.
1.1.
1.2.
1.3.
1.4.
1.4.1.
1.5.
MARKET ENVIRONMENT ........................................................................................................................... 3
PRICE .......................................................................................................................................................... 3
CUSTOMER SEGMENT ................................................................................................................................ 3
ADVICE ....................................................................................................................................................... 3
PRODUCT CHOICE....................................................................................................................................................3
NEXT STEPS................................................................................................................................................ 3
SECTION 2.
2.1.
2.2.
2.3.
2.4.
2.4.1.
2.4.2.
2.5.
2.5.1.
EXECUTIVE SUMMARY ......................................................................................................... 3
SITUATION ANALYSIS .......................................................................................................... 1
COMPANY BACKGROUND .......................................................................................................................... 1
BACKGROUND SHRIMPCAKE ..................................................................................................................... 1
SHRIMPCAKE COMPANY ASSIGNMENT ..................................................................................................... 1
SITUATION AS IS. ....................................................................................................................................... 2
DESCRIPTION PRODUCTION ..................................................................................................................................2
DESCRIPTION PRODUCT ........................................................................................................................................2
THREE DIFFERENT POSSIBLE SUPPLY CHAIN POSITIONS ...................................................................... 2
SWOT ANALYSIS ....................................................................................................................................................3
SECTION 3.
RESEARCH QUESTION .......................................................................................................... 4
SECTION 4.
MARKET ENVIRONMENT .................................................................................................... 5
4.1.
4.1.1.
4.2.
4.2.1.
4.2.2.
4.2.3.
4.2.4.
4.2.5.
4.2.6.
4.3.
4.3.1.
4.3.2.
4.3.3.
4.4.
4.4.1.
4.4.2.
4.4.3.
4.5.
4.5.1.
4.5.2.
4.6.
4.6.1.
4.6.2.
4.6.3.
POLITICAL ENVIRONMENT - GLOBAL PROTEIN CHALLENGES DUTCH SOLUTIONS .............................. 6
FUNDING ..................................................................................................................................................................6
HEALTHY PRODUCT ................................................................................................................................... 7
WHAT IS CONSIDERED HEALTHY FOOD? ...........................................................................................................7
NOVEL FOOD GUIDELINES......................................................................................................................................8
FOUR GENERATIONS OF MEAT ALTERNATIVES ................................................................................................8
DEFINITION OF MEAT SUBSTITUTES ...................................................................................................................8
MARKETING HEALTHY FOOD ...............................................................................................................................8
INSIGHTS HEALTHY FOOD .....................................................................................................................................9
WHAT IS EATEN AND WHEN? ................................................................................................................ 10
WHICH PROTEINS DO THE DUTCH PEOPLE EAT? .......................................................................................... 10
EATING MOMENTS .............................................................................................................................................. 10
INSIGHTS DUTCH EATING................................................................................................................................... 12
MARKET SITUATION............................................................................................................................... 12
GENERAL TRENDS IN THE FOOD SECTOR ........................................................................................................ 12
TRENDS IN DUTCH CONSUMPTION OF MEAT, MEAT SUBSTITUTES AND MEAT ALTERNATIVES ........... 13
INSIGHTS MARKET SITUATION .......................................................................................................................... 15
CUSTOMER SEGMENTS ........................................................................................................................... 16
REASONS TO BUY MEAT ALTERNATIVES......................................................................................................... 16
INSIGHTS CUSTOMER SEGMENT ........................................................................................................................ 16
TWO EXAMPLES OF COMPETITORS WITH DIFFERENT PRODUCTS AND SUPPLY-CHAIN POSITION . 18
VALESS................................................................................................................................................................... 18
BEETER®.............................................................................................................................................................. 18
INSIGHTS COMPETITOR EXAMPLES .................................................................................................................. 19
4.7. PERCEPTION OF SHRIMP SUSTAINABILITY BASED ON THE PAST ....................................................... 20
4.7.1. INSIGHTS SHRIMP PERCEPTION ........................................................................................................................ 20
SECTION 5.
5.1.1.
5.1.2.
NUTRITIONAL VALUE ....................................................................................................... 21
NUTRITIONAL VALUE OF INGREDIENTS........................................................................................................... 21
ACTUAL VALUES .................................................................................................................................................. 21
SECTION 6.
EXPLORING THE TARGET MARKET THROUGH B2B INTERVIEWS ................... 21
6.1. INTERVIEW DUTCH WHOLESALERS ...................................................................................................... 21
6.2. SECOND ROUND OF INTERVIEWS ........................................................................................................... 23
6.2.1. RIK HOOGENES OWNER OF VANZON FRESH FOODS...................................................................................... 23
6.2.2. MARC ROSENDAHL, HEAD PRODUCT DEVELOPMENT AT VEZET IN WARMENHUIZEN ........................... 23
6.2.3. ROYAAN ................................................................................................................................................................. 24
6.3. TASTING SESSION IN TIEL ...................................................................................................................... 25
SECTION 7.
7.1.
7.1.1.
7.1.2.
7.1.3.
7.1.1.
7.1.2.
7.1.1.
7.1.2.
7.2.
7.3.
7.3.1.
7.3.2.
7.3.3.
7.3.4.
7.3.5.
7.4.
7.5.
7.5.1.
7.5.2.
7.6.
CONCLUSION ........................................................................................................................ 28
MARKET ENVIRONMENT ........................................................................................................................ 28
REGULATORY INCENTIVE ................................................................................................................................... 28
HEALTHY ............................................................................................................................................................... 28
DUTCH EATING .................................................................................................................................................... 28
TRENDS ................................................................................................................................................................. 28
MARKET SITUATION ........................................................................................................................................... 28
PERCEPTION OF SHRIMP SUSTAINABILITY ...................................................................................................... 29
COMPETITOR EXAMPLES .................................................................................................................................... 29
PRICE ....................................................................................................................................................... 29
PRODUCT OPTIONS ................................................................................................................................. 29
SHRIMP PRODUCT EMPHASIZING HEALTH ..................................................................................................... 29
SHRIMP PRODUCT EMPHASIZING SUSTAINABILITY ....................................................................................... 29
FISH COMBINED WITH SHRIMPCAKE AS PROTEIN AND STRUCTURE INGREDIENT ................................... 30
SHRIMPCAKE AS ALTERNATIVE SOURCE OF PROTEIN FOR LOW COSTS .................................................... 30
VEGETARIAN PRODUCTS WITHOUT SHRIMP ................................................................................................... 31
CUSTOMER SEGMENT ............................................................................................................................. 31
ADVICE .................................................................................................................................................... 32
COMPANIES TO APPROACH IN THE NEAR FUTURE IN ORDER OF URGENCY .............................................. 33
OTHER NEXT STEPS ............................................................................................................................................ 33
SWOT ANALYSIS 2 ................................................................................................................................ 34
REFERENCES ................................................................................................................................................... 35
APPENDIX ........................................................................................................................................................ 40
A - INTERVIEW LISETTA DUTCH WEED BURGER [VEGETARIAN VERSION]................................................... 41
B - NUTRICONTROL OFFER ................................................................................................................................ 41
C - CALCULATIONS CUSTOMER SEGMENT ......................................................................................................... 41
D - NUTRICONTROL ANALYSIS OF SHRIMP SHELLS ......................................................................................... 41
E - DETAILED PRICE CALCULATIONS ................................................... FOUT! BLADWIJZER NIET GEDEFINIEERD.
F - CONTACT INFORMATION COMPANIES ......................................................................................................... 41
2
Section 1.
1.1.
Executive Summary
Market Environment
Based on global food challenges there is
a strongly expressed need for
sustainable protein by government,
institutions and in turn by corporations
aiming to meet the expectations of
government and customers. There is
substantial support and funding available
for new protein solutions.
Dutch consumption turns towards,
healthy, convenient, and less fish and
less meat.
The volume of vegetarian snacks and
meat replacement products without label
is however still limited.
Consumers want payable and
sustainable (protein) products with a
good bite and taste; meat alternatives.
Bringing completely new food to the
market involves considerate investment.
1.2.
Price
We estimated the total production costs
to be less than € 1,5 per kilo. These
estimations will be underpinned by pilot
production starting this summer.
1.3.
Customer Segment
1.4.
Advice
Shrimpcake has the highest potential if
produced, as an intermediate product
that is finalized and marketed by another
company that holds market access.
The choice of product therefore highly
depends on the availability of a partner
for that specific product.
A health and sustainability focused
shrimpcake product currently risks
incoherence from a customer
perspective.
1.4.1.
Product choice
Shrimpcake might be combined with
other fish to a fish product, in case of a
matching partner. Else, the market of low
price protein is more promising.
Pizza
There is no demand for meat like
products as a topping on a fresh pizza.
Vegetables and diary are good meat
substitutes on pizzas.
Pasta
The pasta market has a demand for
differentiation and new fillings, especially
the North European market might be
susceptible for a shrimpcake filling.
Fried Snacks
Royaan Is interested in the product and
convinced by its structure and bite. They
will experiment with some samples and
propose the shrimpcake and the
vegetarian version to their product
development board.
1.5.
Next Steps
The fried snack producer Royaan will
test the product in September, otherwise
pasta producer Pastella, the fish
products producer Polaris and the inhouse butcher form Hanos should be
pursued.
3
Section 2.
2.1.
Situation analysis
Company Background
BAMBOE8 started as a mushroom spawn lab established in 2011 by Wouter
Hassing. BAMBOE8 cooperates with Eco Consult Foundation, which coordinates
research projects dealing with sustainability and the mushroom sector like new
mushroom substrates and alternative uses of spent mushroom compost.
A cooperating venture, MeattheMushroom, was established in 2013 with the goal to
bring the multitude, the versatility and the ecological benefits of mushroom products
under the attention of consumers. Therefore MeattheMushroom grows exotic
mushrooms in Amsterdam and makes use of the meaty characteristics of mushrooms
to develop a new source of protein called MushroomMeat.
2.2.
Background Shrimpcake
With a growing world population, the need for nutritious food is increasing rapidly.
The demand for fish puts a rising pressure on the oceanic ecosystems worldwide.
Nowadays, bycatch is thrown overboard if landing is not permitted or not
commercially attractive. But even off the fish that is processed and brought to land, a
big part ends up in rest streams with low economic value (Steins, 2014).
To decrease the pressure on the oceans and to ensure future protein supply, as few
as possible of the fish caught should fall outside of the food chain. Therefore the
possibilities to upcycle rest streams to attractive protein sources for human
consumption need to be addressed.
A growing volume of rest products also comes from the emerging Dutch machinepealed shrimp sector lead by Telson, Garnalenpelcentrum (GPC) Kant and BluePort
Lauwersoog in Leens, Groningen. The machine pealery from GPC Kant reduces the
need for intercontinental transport for hand peeling in countries with lower wages.
This machine-pealed shrimp is fresh and free of conservation additives. Based on the
machine KPC Kant was awarded with the second place innovation price for Dutch
small and medium enterprises (Bamming-Bluemink, 2014).
However, 10 tons of shrimp catch produce 3 tons pealed shrimp. The other 7 tons,
mainly shells, are disposed outside of the food chain for low or no economic value.
2.3.
Shrimpcake Company Assignment
In this context InnovatieNetwerk from the Dutch ministry of economic affairs has
commissioned a study to Bamboe8 to develop a new concept for upcycling of side
streams from the fish sector to tasty products for human consumption.
We, BAMBOE8 develop a method for solid-state fermentation of side streams from
fish processing with side streams from agriculture to create a new product rich in
protein. The mycelium of edible mushrooms was grown on different edible plant
substrates and shrimp shells.
The process is comparable to Tempeh production: soybeans are overgrown by a
non-toxic mold (“Tempeh Starter (Rhizopus Oligosporus ) 20 Grams,
TempehStarter.com / IndoPal,” n.d.).
In this case mycelium from king oyster, an edible mushroom, is grown through a
mixture of shrimp shells, cereals and vegetables. In this report the product will be
referred to as Shrimpcake.
2.4.
Situation As is.
BAMBOE8 performs research on upcycling with mycelium.
We create a new, sustainable and tasty source of protein by growing tissue of
flavoursome mushrooms through edible substrate like grains, vegetables and shrimp
shells.
2.4.1.
Description Production
The production of Shrimpcake involves, among other steps, cutting shrimp shells into
small pieces, mixing them with hot water and grains, then sterilizing them in plastic
bags and finally inoculating them with king oyster spawn. The mycelium overgrows
the substrate within 2 weeks consuming starch and fibres while building its
mushroom tissue.
The list of substrates that had good results includes shrimp shells, carrots, bulgur,
broken wheat, broken corn, popcorn and buckwheat.
2.4.2.
Description Product
The product is rich in nutritional fibres, vitamins and protein. The colourless product
has a pleasant bite thanks to the fermented and therefore softened fibres and thanks
to the firm king oyster mycelium. The taste is neutral with a hint of fish and develops
a savoury umami when heated. The structure is dependant on the grains used and
on the ripeness, which determines the amount of mycelium relative to the grains.
2.5.
Three Different Possible Supply Chain Positions
The Shrimpcake product might be developed in three or more different grades of
completion together with different partners.
1. A finished fish product, made by the Dutch fishery in Lauwersoog.
2. A finished shelf product made in Amsterdam that is flavoured in cooperation
with Versteege Kruiden or another spices professional that will actively
cooperate in the product development.
3. An intermediate product produced by MeattheMuhsroom that is further
processed by an organisation of the catering sector like the Dutch Weed
Burger to a dish.
2
2.5.1.
SWOT Analysis
The strengths weaknesses, opportunities and threats based on the begin situation
are represented in the following table.
Strengths
Low production costs (expected)
USP
High in fibers
Healthy (to be checked)
Low calories (depends on fat for preparation)
Good
texture/bite/structure,
has
some
characteristics of meat
• Source of natural umami taste
USP
• Natural ingredients of base product USP
Sustainable because:
• Effective conversion rate
USP
• Local production
USP
• Upcycling/Use of rest streams
USP
• Support (INN, PBL (Telson/GPCK)
•
•
•
•
•
Opportunities
•
•
•
3
Demand for USPs
Using rest streams
?
Weaknesses (= facts)
•
Bitterness
•
?
Threats (≠ facts)
•
•
Possibly sand in shrimp more
complicated than expected
?
Section 3.
Research Question
How to position a shrimpcake product, in which market and in
what form?
To answer this question the following sup questions were perused:
•
•
•
•
•
•
Is there a market for shrimpcake?
Consumer product or intermediate/ingredient
Which role in the supply chain
o Mapping The Market environment
(Inter)national motivations for protein alternatives?
What is considered healthy food?
How much of what is eaten when by the Dutch consumer ?
Trends in the food sector.
Market size and growth of connected markets: the
consumption/sales of
o Meat
o Fish
o Meat replacements
o How can the customer segment be outlined
o What can we learn from competitors?
o What are the production costs?
Resources
Labor
Investment
Energy
To construct a concept of the target market and to get feedback on product
options we conducted B2B interviews
Interviews A - In which market might this product find demand?
Interviews B - Exploring the potential target markets through B2B feedback for
fitting companies.
4
Section 4.
€2
Market environment
3
4
5
6
7
8
9
10
11
12
13
14
15
3
4
5
6
7
8
9
10
11
12
13
14
15
Meat
Fish
Vegetarian
Price
€2
(Figure 1: Examples from the product ranges for meat, fish and vegetarian protein dishes spread by price (ah.nl).
5
4.1.
Political Environment - Global Protein Challenges Dutch Solutions
Protein is an essential component of the human diet. Since animal protein contains
the very amino acid compositions the human body consists of, meat and other animal
products are a particular nutritious source of protein. The current European meat
consumption of about 1,25kg per week is at least double than the human need for
specific nutrients and may even impose a health risk (Wild et al., 2014). Most of
these nutrients can be derived from plants too.
The world meat consumption rose from 47 million tonnes in 1950 to 250 million
tonnes in 2005 while the world population grew half as fast (Brown, 2006). The world
population keeps growing and so does the need for protein. Based on population
growth and growing wealth of third world countries, the demand for tasty protein
dishes is expected to double again before 2050 (Minor, 2014). Meat production
requires a particular high amount of resources, of which grains and soy for feed are
frequently used. Conversion rate varies from 2 kilo (chicken) to 7 kg per kilo meat
(Brown, 2006).
In 2010, the Dutch Ministry for agriculture, nature and food formulated the imperative
that within 15 years the Netherlands should be among the global leaders in
sustainable food production (ministerie van Landbouw, 2009). Based on the future
protein consumption and the environmental capacities for meat production, the
protein for our food should be based more on plants and less on animals.
For this protein transition a change in consumer behaviour is needed. The most
important hurdles are formed by culture, existing market regimes and the image or
perception of protein alternatives (de Bakker & Dagevoss, 2010b).
A study into the opportunities to influence protein consumption, advised the
government to stimulate not only product innovation but also a change of culture
towards alternative sources of protein. Instead of focussing on price and health, the
protein transition should be stimulated with awareness for sustainability, fairness,
animal wellbeing and future food supply by making the consumer more conscious of
the origin and production process of meat and its alternatives (de Bakker &
Dagevoss, 2010a).
This policy has ben continued in the top sectors Agri & Food, and horticulture &
propagation materials of the 2013 Dutch policy “Golbal challenges,Dutch solutions”
on the one hand (RVO, 2013; 2014) and in the European Horizon 2020 Policy for
Sustainable Food Security - Proteins of the future on the other hand (European
Comission, 2013b).
4.1.1.
Funding
Based on this policies a number of European and Dutch funding programmes focus
on the mitigation of food spilling and the production of sustainable sources of protein.
Such as the Small business innovation research fund for more sustainable food
production by efficient use of resources, limiting rest streams and high value
recycling of rest streams.
6
4.2.
Healthy product
4.2.1.
What is Considered Healthy Food?
Netherlands Nutrition Centre, the national authority on nutrition, which represents the
consensus of the government, science, and the food industry towards consumers,
bases their advice on a scientifically determined healthy daily amount of food
components. The most important minimum and maximum limits are set for fibres,
saturated fat, trans fat, salt, and free sugars (Figure 2).
Moreover the daily protein demand is about 70g per day for adults (voedingscentrum,
2014a).
Recommended daily uptake
•
Min. 25 gram fibres
•
Min. 400 gram of vegetables and fruit
•
Max. 10 % energy from saturated fat
•
Max. 1 % energy from trans fats
•
Max. 2000 mg salt
•
Max. 10 energy% from free sugars
Figure 2 Recommended daily uptake based on scientific consensus, (also the
criteria for the food label “Gezonde Keuze”) (Stichting Ik Kies Bewust
, 2012)
Depending in age and gender this can be translated in to advised amounts per day
which are advertised by the Netherlands Nutrition Centre (Figure 3)
‘De schijf van Vijf’
•
200 g fruit, 200 g vegetables
•
175-245 g bread, 150-250 g potato, rice, pasta or pod vegetables
•
20-30 g cheese, 500-600 ml milk(products), 100-125 g meat(s), fish, eggs or
alternatives
•
15 g cooking fat, 30 - 35 g low fat margarine (halvarine)
•
1000-2000 ml beverages (including milk)
Figure 3 The five food groups to eat from every day - De schijf van Vijf (from (voedingscentrum, 2014c))
A comparison to the ‘Healthy food Plate’ from the Harvard School of Public health,
puts some aspects of the ‘Schijf van Vijf’ into question. Mainly lower consumption of
potato’s, bread that is not whole grain, milk (products), red meat and meats are
advised based on their scientifically apparent effects on either blood sugar or cancer
prevalence (van Leusden, 2013).
7
4.2.2.
Novel food guidelines
Foods and food ingredients that have not been used for human consumption to a
significant degree in the EU before 15 May 1997 need to be considered by the
European commission before being allowed to sell on the market.
The main directive is that they must be safe for consumers and properly labelled to
not mislead consumers (European Comission, 2013a).
4.2.3.
Four Generations of Meat Alternatives
1G
Next to meat the primary and oldest source of protein in human diet are beans
chickpeas, lentils and peas. They form the first generation of meat alternatives (1G).
Combined with grains they fulfil most nutritional requirements. In many poorer
countries they still form the main source of protein.
2G
The second generation of products based on soy and wheat like tofu, seitan and
tempeh have been around for centuries. They have some characteristics of meat but
in their countries of origin they are thought of as alternatives and not mimicking
replacements of meat.
3G
The third generation mimics finished products that originally contain meat like
sausages, burgers, schnitzels and meats. They are often called meat substitutes or
meat replacements. Each product mimics the characteristics of its counterpart that
contains meat. Nevertheless they fool only few people.
4G
The 4th generation of Meat alternatives present from 2010 consists of products that
successfully mimic many characteristics of fresh, less processed meat. They are
aimed at meat eaters and vegetarian that miss meat. They are rather convincing
since some of them are able to fool people into the experience of eating meat
(Leenaert, 2013).
4.2.4.
Definition of Meat Substitutes
Netherlands Nutrition Centre virtually dictates what is considered a meat substitute in
the Netherlands.
The dairy based 3G meat replacement products from Valess contain vitamin B12
from milk and added Iron. GoodBite products (3G) contain added iron and Vitamin
B12. The 4G Beeter® products do in most cases not contain Vitamin B12. Because of
their high content of protein, iron and ether vitamin B1 or vitamin B12, all three are
considered an integral meat substitute.
Nuts (1G) contain sufficient Iron and are rich in vitamin B1. Iron content and vitamin
B1 are also sufficient in pod vegetables such as peas (1G), Tofu, Tempeh (2G),
Vivera (3G) and eggs. They are therefore called ‘good’ meat replacements.
Not considered sufficient for a meat substitute are iron in Quorn and cheese, and B
vitamins in Seitan. In most cases a variable diet is needed to get sufficient of both
vitamin B1 and B12 (voedingscentrum, 2014e).
4.2.5.
Marketing Healthy Food
The consensus of 10 food innovators about what helps to market food as healthy
came down to
• Transparency, to take responsibility and to create trust from the consumer.
8
•
•
•
•
Vegetables or other nutritional fibres as these are consumed too few but are
essential for a healthy diet.
Not unnecessarily processed, since some additives have potential unhealthy
effects for the consumer without being essential for the product.
Sufficient taste, favourably from natural spices and herbs, as they make the
product tasty and therefore lead to satisfaction instead of flat tastes leading to
continuous consumption in traditional fast food chains.
Variation since a range of different forms of nutrients is healthier
(Claus, de Groen, & Reus, n.d.).
4.2.6.
Insights Healthy Food
There are more ore less accepted definitions for healthy food, meat alternatives and
meat replacement products. Further there are a number of accepted practices to
position a healthy product. These should be kept in mind during the further design of
shrimpcake.
9
4.3.
What is Eaten and When?
4.3.1.
Which Proteins do the Dutch People Eat?
In the 3 years before 2010, Dutch adults ate on average 377,7 g dairy products, 2,5 g
mushrooms and 2,7 g grain and pod vegetables (peas etc.), 4,5 g soy products, 7,9
nuts and nut products (eg. spreads), 107 g meat, of which 50 g processed, and 15 g
fish of which 3,3 g processed fish products like fish in crumbs, per day (RIVM et al.,
2011). Most protein comes from dairy and meat. When related to the other main food
groups such as potato-like (92,2 g/day) and cereal products including bread (205,8 g
/day) (Figure 4 ), dairy consumption is relatively high and fish, mushrooms, pod
vegetable’s, and soy are relatively low. Fruit (112 g/day) and vegetable consumption
(120 g/day) are about consumed 40% less than the minimal advised intake
(voedingscentrum, 2014c).
Food groups
median /day
mean g/day
p5 g/day
p95 g/day
01. Potatoes and other tubers
75.0
92.2
0.0
243.2
02. Vegetables
110.5
120.9
2.0
276.5
03. Fruits, nuts and olives
82.5
112.0
0.0
330.9
04. Dairy products
325.3
377.7
27.5
895.0
05. Cereals and cereal products
190.7
205.8
76.0
390.0
06. Meat and meat products
94.5
107.1
10.0
237.7
07. Fish and shellfish
0.0
15.2
0.0
90.0
08. Eggs and egg products
0.0
11.7
0.0
50.1
09. Fat
23.4
26.2
3.0
59.3
10. Sugar and confectionery
35.0
48.8
0.0
143.0
11. Cakes
35.2
48.1
0.0
142.5
Figure 4: Average and distribution of consumption in the most important food groups based on the Dutch
National Food Consumption Survey 2007-2010. Explained example: The average day includes around 23,4 g fat
consumption, fat is eaten on average 26,2 g, and an average fat consumption of more than 3 g/day and less than
90 g/day is true for 90% of the consumers (RIVM et al., 2011).
4.3.2.
Eating Moments
Consumption of food can be classified in different eating moments. These include
breakfast, lunch and dinner, but also in-between moments, such as pre-lunch snack,
afternoon snack and evening snack.
Distinguishing eating moments allows for a very consumer oriented approach
towards the circumstances a food product should be made for.
10
Eating moments in the Netherlands 2007-2010
01 Potatoes and other tubers
02 Vegetables
04 Fruits, nuts and olives
05 Dairy products
06 Cereals and cereal products
07 Meat and meat products
08 Fish and shellfish
09 Eggs and egg products
11 Sugar and confectionery
0%
10%
Breakfast
20%
30%
Lunch
40%
50%
Dinner
60%
70%
80%
90% 100%
Inbetween
Figure 5: The total consumption of nine different food categories allocated to four eating moments. Data by
(RIVM et al., 2011).
Eating moments for diary, meat, cereal products and other food
The national food consumption 2007-2010 survey mapped different food categories
to eating moments throughout the day (Figure 5 )
Breakfast
A quarter of the total consumed cereals and dairy and some of the consumed eggs
are eaten at breakfast.
Other than for cereal, dairy and egg products, only a small part of the Dutch
consumption of meat takes place at breakfast (RIVM et al., 2011), presumably this is
mainly cold consumed meats (sandwich fillings) or fried meat (bacon, sausages).
Lunch
During lunch about a quarter of the daily consumption of fish, egg products and dairy
and takes place, while a sixth of the daily amount of meat is consumed during
lunch(RIVM et al., 2011). This may be likewise cold consumed meats (sandwich
fillings) and meat as part of a convenient warm meal (croquet, burger, soup, pasta,
salad, kibbeling). Most of the daily amount of cereal products is consumed at lunch
(RIVM et al., 2011).
Dinner
Dinner is the eating moment where three quarter of the meat- and two third of the fish
consumption takes place in the Netherlands (RIVM et al., 2011), likely as part of
either a convenient warm meal (croquet, burger, soup meat, pasta eat pieces, salad
meat) or as a more extensive dinner (meat, meat dishes).
Also a quarter of the cereal products, a third of the dairy, half of the egg products and
about 90% of the potato’s and vegetables are consumed at dinner (RIVM et al.,
2011).
Inbetween
Of the total daily amount, the remaining 20 % of dairy and around 10% of cereal and
egg products, fish and meat are consumed in-between the main meals (RIVM et al.,
2011). This may includes products like sausages, bifi and surimi.
11
4.3.3.
Insights Dutch Eating
Dutch eat lots of dairy, few fish, mushrooms but also not enough vegetables and fuit.
Meat and fish are something for dinner would the Dutch say.
4.4.
Market Situation
4.4.1.
General Trends in the Food Sector
In the context of food products, several trends in the Netherlands have been outlined
in a study for the Dutch horticulture innovation foundation (Op de Beek, SIGN,
Hartkamp, & Oei, 2011).
Health and wellbeing builds on exercise, relaxation and a healthy diet, in all of
which people are willing to invest.
Convenience is a central factor that differentiates many successful healthy products
from the less successful ones.
Customers want to be informed about health indicators and origin of their products.
Convenience of the information delivery-method is again important.
Local products, through the implied efficiency regarding transport and sometimes
history enjoy rising popularity.
Pure products with minimal additives have a rising popularity.
Even though convenience is important, investing time and care in preparing slow
food, cooking is linked to relaxation whereby quality and the enjoyment of the food
are key.
Just like details of ancient epic poetry were remembered for generations, products
stick much more in the mind of customers if they connect to a memorable story.
This is even more so if the offer, acquisition or consumption is linked or integrated
into an experience. People want a food-experience and food with a story.
Another ways to engage people for food are the quite popular cooking programs
where the chef takes the role of a hero, and is subsequently seen as an idol and
role model.
Niche segments of products with new creative properties like taste combinations or
in this context new ingredients, attract a wide range of people that are in search of
new and therefore stimulating food since it helps them to feel individual.
Because of ecological and other considerations, customers exhibit more and more
consciousness-driven buying behaviour directed to local, fair-trade and organic
products.
More and more companies adapt their policies towards the expectations of investors
and customers of corporate social responsibility and sustainability towards the
environment (this list was adapted from (Op de Beek et al., 2011)).
A gluten free diet is practiced by more than only the 1% of the population that has
coeliakie. In 2013 the turnover from gluten free products grew by more than 25 %
(NOS, 2014).
These trends indicate what direction the early adapting consumers are going
regarding consumption. However it is never sure how far the penetration of these
trends will go and if it will be taken over from the early adaptors or if it will be held
back by other developments.
12
4.4.2.
Trends in Dutch consumption of Meat, Meat Substitutes and Meat
Alternatives
Shrimpcake has a certain relation to meat, fish and meat alternatives. The situation of
these three markets might give an indication what market is more attractive because
of on going growth.
Trends reported by a range of food media underline a transition of consumption away
from meat (Bakas, 2013; Flexitariër, 2012; Het Niewsblad, 2013). This can be
confirmed by the following data.
4.4.2.1.
Market Sizes and Distribution
The market of meat is about 2,5 billion euro in size (Distrifood, 2013a) of which
supermarkets hold about 75% (HBD, 2013).
In 2013 the market of meat replacement products was 70.1 million euro, which is
about 2,8 % of the meat market. Albert Heijn holds a good half of this market
(Distrifood, 2013b).
GFK or Visbureau published no clear data on the total Dutch fish market for recent
years. However in 2013, 408 million € was spent on fish (fish and shellfish and other
seafood) in supermarkets (van Eekelen, van Bakel, van Helden, & Bekkers, 2014)
which held 77% of the eat at home market in 2012 (visbureau, 2013).
4.4.2.2.
Meat Consumption Decreasing
Daily consumption of meat is getting less common in the Netherlands. While in 2002
42% of the population was said to consume meat every day (AFD, n.d.) this fraction
was determined to be 25% in 2009 (Redactie, 2009), 13% in 2011 (Janssen, 2011)
and 10% in 2012 (Vegter & van der Lelij, 2012).
It should be noted that consumer reported decrease in meat consumption may be
influenced by altered perception through peer pressure and underestimation of what
contains meat (Ritsema, 2012).
Nevertheless the meat consumption (verbruik) per capita has been slowly decreasing
in the last years (Productschap Vee en VleesProductschap Pluimvee en Eieren,
2013), and even the total consumption volume saw a decrease in Q3 2012 (Moesker,
2012). 2013 Data has not been published yet.
4.4.2.3.
Dutch Fish Market is Shrinking
Subsequent to an interview below with a Dutch wholesaler, also the size of the Dutch
fish market was consulted.
Although media and governmental organizations stimulate fish consumption, which
ought to be eaten 2 times a week (voedingscentrum, 2014d), real consumption of fish
in the Netherlands is very low.
Of the Dutch 20% did not eat fish at al in 2013, another 25% ate fish less than once a
month. Only 23% ate fish at least once a week (van Eekelen et al., 2014).
Most fish caught and processed in the Netherlands is sold internationally since the
demand for Dutch fish is higher in Belgium, Germany, France, Italy, Spain, and
Japan (visbureau, 2014a).
From 2003 to 2010 fish consumption has been rising to 3,6 kg per capita and 58,75
(visbureau, 2010; 2012) million kilo at home but after 2010 the consumption has been
shrinking to 3,34 kg/capita and 56 million kilo at home in 2013 (visbureau, 2012;
2013; 2014c)
13
60000
55000
50000
45000
40000
35000
3,90
3,70
3,50
3,30
3,10
2,90
2,70
2,50
Figure 6: Total at home fish consumption (red, lefts scale) in tonnes and per capita fish consumption (blue, right
scale) in kg (visbureau, 2014c; 2010; 2012; 2013). Some kg per capita were calculated with (CBS, 2014).
4.4.2.4.
Apparent Demand for Vegetarian Dishes and Meat replacements
Out of Home
A demand for new meat alternatives is getting apparent in restaurants. About a third
of the Dutch consumers express a need for more variety of vegetarian and vegetable
dishes in the out of home market (Stichting Natuur en Milieu
, kien onderzoek, & Schanssema, 2013)
. This is confirmed by the horeca industry, which saw 21,8% increased demand for
vegetarian products from 2007 to 2010 and even a 54,5% increase from 2010 tot
2013. The out of home demand for dedicated meat replacement products which was
decreasing from 2007 to 2010 by 11% grew from 2010 to 2013 by 26% (Qreactiv, de
Plantijnhogeschool
, Expo, Horeca Revue
, 2013)
.
4.4.2.5.
Stagnating Demand for Meat Replacement Products Without
Label
Buying or consuming meat replacement products is still only conventional for a
minority of the Dutch consumers One quarter of the consumers (Food for Food,
2012) and one third of the 7,5 million Dutch households prepares these products, on
average 8 times a year (Eiwitinnovaties, n.d.), (Planbureau voor de Leefomgeving,
CBS, PBL, Wageningen UR, 2014).
Total turnover from meat replacement products with and without label was shrinking
in 2011, and 2012 to 70,1 million-euro and stayed the same in 2013.
Plant based meat replacement products with a label (keurmerk) made up 20% of the
turnover (13,7 Milion) in 2013 (Bakker, 2012; 2013; 2014)
14
Label versus no Label
The turnover from meat replacement products with label (keurmerk), grew 2,4% in
2011 shrank 3,8 % in 2012 and grew again 7,9 % in 2013 to 13,7 million euro.
In 2011, the turnover for meat replacement without label roughly stayed the same. In
2012 and 2013 the turnover was declining with 9,7% and 9,5% respectively.
Supermarkets versus Specialty Stores
In al three years the specialty stores saw growth by 8,5%, 5,9% and 9,3 %
respectively. In the same years the supermarkets saw decline for meat replacement
products. In 2013 also the subset of meat replacement products with label (keurmerk)
in the supermarket did not share the decline but grew 6,8% (Bakker, 2014).
From 2011 to 2013, the market share of specialty stores for meat replacement
products with label (keurmerk), grew from 37,6 % to 43,1% (Bakker, 2012; 2013;
2014).
80
70
Revenue in Mln €
60
50
40
30
20
10
0
2010
2011
59,4
2012
57,4
2013
56,4
Eco Super
7,8
8,1
7,3
7,8
Eco Specialty Store
4,7
5,1
5,4
5,9
No label
Figure 7: Revenue for meat replacement products in specialty stores and supermarkets with and without label
(Bakker, 2012; 2013; 2014).
4.4.3.
Insights Market Situation
Consumer trends are turned towards, healthy convenient, experience and less meat.
Meat consumption is shrinking; consumers eat more vegetarian, but do not buy more
meat replacements. Also the Dutch fish market is relatively small and shrinking.
There is a growing demand for vegetarian dishes in the out of home market.
15
Customers eat less meat but do not consider meat replacement products an
important alternative. In the last 3 years the turnover from meat replacement products
is only growing though products with a label (label), mainly in the specialty stores.
4.5.
Customer Segments
In 2011 the intention to buy meat replacement product was relatively higher in in
young adults, females and higher educated consumers (Food for Food, 2012). They
are still mostly popular with young fulltime vegetarians (Bakker, 2014).
Nevertheless from a marketing perspective the focus might be on the heterogeneous
but growing group of flexitarians (meat reducers=vleesminderaar) (Vegter & van der
Lelij, 2012). They more or less consciously regard meat consumption as nonmandatory and are susceptible to motivators that might change their protein
consumption behaviour (de Bakker & Dagevoss, 2010a).
Within the mayor customer segment of flexitarians, the four sub-segments animal
friendly, convenience, health oriented and hedonistic (enjoyment focused) consumers
can be distinguished (Wild et al., 2014).
4.5.1.
Reasons to Buy Meat Alternatives
Flexitarierism is a term defined by not eating meat every day. The most common
reason not to eat meat every day is diversity. In 2011 conscious choices based on
health, environmental impact and animal wellbeing were each growing motivations
for flexitarierism. Convenience was a relatively decreasing factor while costs stay
important.
Reasons not to eat meat
Variation
My health
The environment
Animal wellbeing
Money
Convenience
Curiousity
Taste
Partners opinion
Other reasons
No conscious reason
2011
32
12
14
14
16
11
12
4
3
0
24
2012
37
24
23
20
17
9
8
7
3
1
21
Figuur 8: The relative importance of consumer reasons not to eat meat (table from (Vegter & van der Lelij,
2012)).
Diary and fish most commonly substituted meat, while 17% used meat replacement
products and 27% did not substitute meat with anything (Vegter & van der Lelij,
2012).
Many flexitariers are not looking necessarily for a meat imitation, (Talkinfood, 2013)
4.5.2.
Insights Customer Segment
The customer segment for a product that is to be consumed as an alternative to meat
is represented by the following:
16
I, the flexitarian am a rather young woman (59%) with high education (57%). Today I
eat something else than meat because I mostly look for variation (37%) but also care
about health and wellbeing for myself (24%), the environment (23%) and animals
(20%). Money (17%) convenience (9%), curiosity (8%), taste (7%) and the habit of
my partner (3%) also play a role for me.
Figuur 9: The relative importance of consumer reasons not to eat meat (data from (Vegter & van der
Lelij, 2012) and (Food for Food, 2012) calculations in appendix D),
Dutch people would buy more meat replacement products if they were more tasty
(Emfkruyssen, 2011; Food for Food, 2012; Janssen, 2011; Wolkers, 2010), cheaper,
more divers, easy to find and more readily accepted by family members.
Consumers are especially critical about bite, taste and juiciness (Vegter & van der
Lelij, 2012)
(Wild et al., 2014).
Another important reason not to buy meat substitute products is not to know how to
incorporate them in a dish (Vegter & van der Lelij, 2012; Wolkers, 2010).
Many Dutch consumers also don’t buy Meat replacement product because they
consider them to be less healthy than meat (NL, 2012)
17
4.6.
Two Examples of Competitors with Different Products and SupplyChain Position
Innovations can be sold as concepts, intermediate products or finished products. Two
scenarios are shown by the two biggest meat alternatives Valess and Beeter®.
Friesland Campina bought the innovation, makes the finished Valess product, and
does its own marketing. They use animal protein from milk.
Ojah makes an intermediate product called “Beeter®” and does not market the final
product for the cosumer. They use plant protein from soy.
4.6.1.
Valess
Valess has already been very much established in the Netherlands since its
introduction in 2005 by Friesland Campina. The product was invented by Adriaan
Cornelis Kweldam who was 80 years old at the time. Through a similar process as
making cheese, proteins are extracted from milk and combined with fibres form
algae. Originally 6 litres of milk were used for 1 kilo of Valess (Azough, 2005), today
both 6 (Valess, 2014b) and 2-3 litres are stated (Valess, 2014a) at the official
websites. The conversion of feed to milk is in between 1 and 1,5 kg feed per litre milk
in the Netherlands (van Duinkerken, André, de Haan, Hollander, & Zom, 2007).
Mr. Kweldam chose to sell the idea and to leave the development to a company that
had a big chance of success. FrieslandCampina a prominent milk processor was very
much interested. The option to keep and exploit the invention himself might have ben
discarded because of his age. He was full 30 years older than the “Good ol’ Colonel
Sanders” when he invented Kentucky fried Chicken and 6 years older than the
Colonel when he sold KFC (KFC Corporation, 2012).
After 2 years of product development, FrieslandCampina invested 3 Million Euro,
more than ever before, on the first year of the Dutch marketing campaign. This was
done for a product, which had been considered by the Ad Men from FHV/BBDO to
“sell it self” (Azough, 2005).
Although Valess was to be distinguished from meat and not to be considered a meet
substitute, the media campaign in the end featured meat eaters that were very
successfully fooled into the perception of eating meat (Azough, 2005).
4.6.2.
Beeter®
In 2010 the Vegetarische Slager introduced a new vegetarian product developed by
Ojah featuring a texture that convincingly imitates muscle fibres up to 15 cm long of
chicken, beef, pork and fish (Innofood, 2010).
The base product made by Ojah is called Beeter® Basis and is made exclusively from
sustainably grown non-GMO soy-flower and water. The weight conversion from soy
to Beeter® is claimed to be four times more efficient that that of meat. The same is
true for the use of other resources like water, even compared to meat substitutes
based on vegetables. Most products based on Beeter® are vegan and do not contain
gluten or cholesterol while they have high nutritional value because of their protein
content comparable to meat. The distinctive innovation, however, lies in the texture,
which is achieved by mechanical and thermal modification.
The details of the texturizing procedure are subject to secrecy but it starts with
mingling of the soy flower and water followed by kneading and squeezing of the food
mass (Ojah, 2013) at different temperatures and pressure (Wiedenhof, 2010).
The initial process was invented in 2006 leading to a convincing prototype in 2008. At
that time a choice had to be made about who would produce and market the product.
18
Selling the whole idea for a fixed price or a periodic licence payment puts most of the
risk out of hand while decreasing the potential gain, since the risk justifies a low price
for the exploiting company. Producing the product themselves on the other hand
demands sizable investments in production facilities but ensures a more substantial
profit if the product is successful. Lastly to finalize and market the final consumer
product themselves would bring much control over de product and potentially a
higher margin.
Product processing and marketing are, however, a business distinct from making a
good base product and Ohja would have had to diversify their activities while still
being a relative small company.
In the end the inventers decided to keep the critical steps of production in their own
hands but to leave the product completion and marketing to partners that were more
equipped and skilled for making this innovation a successful consumer product.
So far keeping hold of the main production, while outsourcing product processing and
marketing, served them well as they successfully introduced the product range in
2010 (Ojah, 2013) with de Vegetarische Slager, founded by politically renown people
concerned about both animal wellbeing and the prevailing irreplaceability of meat
(Mac van Dinther, 2010).
Ojah won the innovation price for Dutch small and medium enterprises in 2012, 5
years after their technical implementation. Which is remarkable since innovation in
the dutch agri-food sector is very low in general (Zuil, 2012). This year, after 7 years,
they expect the business finally to break even (Jeroen Willemsen, 4th of July in Tiel).
In 2010 the founders of Beyond Meat purchased a similar technology (Pierson, 2013)
from scientists at the university of Missouri in the USA (Basi, 2010) which is now sold
successfully as vegetarian chicken and beef in US retail stores and catering.
4.6.3.
Insights Competitor Examples
Bringing an innovation to the market involves substantial investment in marketing and
product development, even if the product is one that “sells itself”.
Even a business model for ingredient production involves high financial commitment,
which, in the very successful example of Ojah, led to a break even after 7 years.
19
4.7.
Perception of Shrimp Sustainability Based on the Past
Shrimp has been and still is on of the most popular kinds of seafood in a number of
countries including the United States [BRON] and the Netherlands (on 9th place) (van
Eekelen et al., 2014)
Shrimp live close to the sea floor and are traditionally fished by dragging a beam with
a net attached close above the sea floor while scraping the ecosystems with chains
to scare the animals into the net. Therefore traditional shrimp fishing has a
destructive effect on the seafloor flora and fauna on the one hand and involves a very
high percentage of bycatch (not targeted species) and discard (targeted (young) and
non targeted species thrown away or dumped at sea) on the other hand (Gillett, FAO,
FIji, 2008). In 1994 the average discard rate was estimated to be 85% globaly and
98% in the Northeast Atlantic (ClucasFAO, 1997).
Shrimp from aquaculture on the other hand have no bycatch but nonetheless an
extremely high impact on the environment. The toxin levels in aquaculture shrimp can
be extraordinarily high (Páez-Osuna, 2001).
In the last 20 years many efforts have been made to reduce bycatch in shrimp fishing
wile keeping the costs low enough for economically viable fishing (Gillett et al., 2008).
In the Netherlands the average discards between 2008 and March 2012 were
estimated on about 60%, half of which are juvenile shrimp. An English study
indicated that most of the shrimp survive. Based on that, only an estimated 35% of
the total catch would die and/or be eaten by predators. Nevertheless, new fishing net
technologies, that preserve non-targeted species and the ecosystems at the sea
floor, have yet still to be generally adapted by Dutch fishers. Also from April to
November Dutch fishers are exempted from the European regulation that requires
the use of certain bycatch reducing technologies, (Steins, 2014) since during this
period the loss of shrimp and the economic impact on the fishery is too high
(visbureau, 2014b). Notwithstanding numerous efforts and a range of new technology
tested to improve the discard rate, application of these techniques has yet to happen
and the Dutch shrimp, instead of acquiring the aspired MSC label (van der
MeerVismagazine, 2011), lost its position in the green column of the VISwijzer in
2010 (WNF, 2010). Despite debate on the highest political lever (Bleker, 2012), and
despite the promised immediate anticipation of the VISwijzer to any development
(WNF, 2010), Dutch shrimp is still in the orange column today (WNF & de Noordzee,
2013).
Some shrimp industries have better results, and can advertise themselves as
relatively sustainable, such as MSC-certified shrimp from Australia, Canada ad
Greenland (WNF & de Noordzee, 2013).
Today however, Dutch shrimp fishing is still repeatedly portrayed in the press as one
of the main on-going causes for a “soon to be dead” north sea (De Morgen, 2010)
(Trouw, 2010) (Zeeland, 2014) (Timmerman, 2014).
4.7.1.
Insights Shrimp Perception
Shrimp has been and still is on of the most popular kinds of seafood, it is however,
based on the history and present state of Dutch shrimp fishing, questionable if the
popularity has something to do with customers associating Dutch shrimp with
sustainability today.
20
Section 5.
Nutritional value
5.1.1.
Nutritional Value of Ingredients
The combination of kings oyster and bulgur should theoretically be a source of
protein, rich in fibres, iron, vitamin D, and vitamin B6 (USDA, n.d.).
5.1.2.
Actual Values
The actual nutritional value of shrimpcake can be assessed by Nutricontrol BV. See
offer in Appendix B.
Section 6.
Exploring the Target Market Through B2B
Interviews
The fermented product forms a cake, which stays compact and can be cut in slices.
Crumbing slices leads to a kind of schnitzel. Because of the grainy structure it shares
a number of properties with minced meat. After grinding the cake it can be used as
alternative filling in products that usually contain minced meat or fish.
The main questions for Telson are how to position this shrimpcake product and in
which market and in what form.
To answer these questions we conducted interviews with fish specialists of 2 big
Dutch wholesalers.
In a second round we talked to producers of products that might use our source of
protein.
Based on the subsequent feedback we approached the only major Dutch pizza
factory Vezet, the biggest non-Italian fresh pasta producers Pastella, and the
producer of fried snacks Royaan.
Finally, we held a tasting session with dishes based on MushroomMeat for exponents
of Banken Champignons, Ojah, Go Tan, Baltussen and ISMC.
6.1.
Interview Dutch Wholesalers
We approached a Fish product expert of the Dutch wholesaler Sligro, asking if it is
possible to position shrimpcake as a shrimp product such as an alternative shrimp
croquette emphasizing the fish content.
The total market for shrimp croquettes in Dutch food services is relatively low.
Although every croquette label has a croquette emphasizing the shrimp content
nowadays, it amounts for an extrapolated 0,4% of the total Dutch croquette
consumption with a total revenue of about 1 million €. The demand of shrimp
products is impulse driven as it can be heavily influenced by promotions.
The Dutch market of fish products is relatively small and shrinking.
Like almost al Dutch fish brands the Telson brand currently has low brand recognition
and weak value association by the customer. If Telson develops its brand with the
new shrimp, pealed in the Netherlands; ‘without additives, day-fresh and Dutch’, a
shrimp snack might come along with this brand and along with this story: ‘A product
of the fisherman’. Achieving a recognizable Telson brand, however, might take 4-6
years. Using the Shrimpcake to build the Telson brand might only be successful if the
Telson brand can also be build on the unique shrimp.
21
The situation of the Dutch fish market was subsequently found confirmed by national
reports, see section 4.4.2.3
We asked how to label the product and if it is wise to emphasise the shrimp content.
Emphasizing the shrimp content and trying to hide the use of the shrimp shell rest
stream might lead to confused customers, which is very undesirable. Therefore the
emphasis on shrimp in a shrimpcake product will lead to a necessity to positively
highlight that it is based on a rest stream.
The key market proposition of a product like this would be healthy, nutritional fibers,
low fat, shelf life and sustainable food.
This will only attract a relatively small segment. “de consument kan er niet tegen”
An other, less risky option would be to sell it as a low cost alternative source of
protein with the shrimp content less emphasized on the back of the package.
We further asked in which other market a product like this might find demand.
Other fish and meat containing products in the out of home market like croquettes in
general (not emphasized, and priced as containing shrimp), MacDonnalds, Pizza
toppings, Italian and Asian pasta products and all you can eat dishes (bought in high
volume at lowest cost) are rising. They have high sales volumes and the price is
usually calculated on 3 digits after the comma. Also saucijzenbroodjes are relatively
popular, an extrapolated total sales of 6 million pieces saucijzenbroodjes in food
services may amount for about 5 million euro of revenue. Producers of these kinds of
products might be very interested to the low price proposition. An introduction can be
made for some of these partners. [RKs].
The Interview with the fish representative of the second Dutch wholesaler, Hanos
mainly gave us new contacts
The Shrimpcake is less a shelf product than material for a protein rich product.
It might end on the shelves in a prebaked form, possibly breaded.
Using Shrimpcake as a protein component in fish products like a quiche produces a
fish product without confusing the customer.
Of a production price of 10€/ kg the product would probably be chanceless as a high
volume protein source. For 3€ on the other hand, their might be a very real business
model.
We can be referred to Polaris in Ridderkerk, who make different fish based products,
like quiches, lax crumbles, shrimp balls, filled vegetables, and pizza’s [polaris.nl], and
to the house butcher of Hanos, Van der Zee, who have profound experience with
meat, meat replacements and the things in-between.
22
6.2.
Second Round of Interviews
Based on the feedback from the fist interviews we approached companies that might
use protein rich toppings and fillings, the Dutch pizza factory Vezet, the biggest nonItalian fresh pasta producer Pastella, and the producer of fried snacks Royaan with
the question if shrimpcake might find use in their products.
6.2.1.
Rik Hoogenes Owner of Vanzon Fresh Foods
Vanzon Fresh Foods, represents Pastella who produce pasta in Denmark.
Pasta is not produced in large scale in the Netherlands. There has been a big growth
in European pasta consumption but the growth is no stabilizing a little. The volume of
the pasta market is enormous.
Vanzon Fresh Foods buys filled pasta from pastella for 4€ /kg including packaging
etc. Ravioli are 2,5€ per kilo, of which 33% (330g) is filling and of which in turn 30%
(100g) is cheese.
It is difficult for Pastella to compete with prices from south European competitors. So
they focus on differentiating products, like fresh pasta and new concepts.
The product needs a form that can be recognized. For the consumer it should be
clear what the product is. Making a pasta filling from it would solve this.
The North European market might bear the most chances. Pasta is still growing there
and the consumers are less traditional. They are very health conscious. Pastella
might be interested to differentiate their product line with a fish product.
Rik offered to introduce us to the pastamakers of pastella in Copenhagen.
The big Italian pasta makers are however also under pressure because of low
consumer prices. They are open to new concepts.
As alternative he could introduce us to Antonio Marchetti, who acquired the bankrupt
Bertagni in 2003 to make it the >30 Million euro business it is today
[it.linkedin.com/pub/antonio-marchetti/1/589/735], with customers such as the American army.
Rik Hoogenes considers them the best pasta producers in the world. Antonio is on
vacation till the end of august but a trip to Italy together with Rik is possible
afterwards.
Pasta is a market, which could process and distribute a high volume of
shrimpcake; therefore proposing shrimpcake to Pastella and of Bertagni would
be wise.
6.2.2.
Marc Rosendahl, Head Product Development at Vezet in
Warmenhuizen
Vezet, is originally a processor of vegetables. Today they also make composite
meals like main courses salads and fresh Pizza’s for Albert Heijn.
They import original premium ingredients such as known cheese and ham from
France and Italy an ad fresh Dutch vegetables to distinguish themselves from the
deep frozen pizza’s from Italy and Germany (dr Oetker), aspiring to compete with the
restaurant pizza. In this context a low price protein alternative is not what they are
looking for.
23
There is generally no demand for meat replacements on a pizza. Vegetarian pizzas
contain vegetables and dairy.
Marc Rosendahl gave us some more advice based on his experience.
Many customers want the cheapest possible product, They are horrified by the story
of the ‘plofkip’ but buy the ‘kiloknallers’ as soon as offered by the supermarkets. The
Dutch top Restaurant Librije Zwolle, offered crispy shrimp shells as an exotic dish,
however, the story about using rest streams like shrimp shells might attract only a
small customer segment.
Some creative ideas like a salad with flowers, will not lead to 1000 products sold per
week, so they are nice but chanceless.
The product message needs to be as simple as possible. Otherwise only
experimenting cooks will use it. Vezet had a product with wok vegetables and a very
authentic sauce that contained some uncut special vegetables to give the customer
the feeling of real cooking by using the knife once or twice. This was sought out
based on extensive research.
It was placed in the supermarket without a big explanatory campaign. The consumer
did not immediately understand what to do with this kind of product as nobody reads
extensive explanations on the packaging before they buy it. The product failed
because the message was tolong and to complicated to understand in one instant.
Customers need to understand what to do with the product at the first glance.
Customers want to know exactly what is in a product. Is it mushroom, is it shrimp,
what is it?
The product might have more chance as a snack where the appearance is less
visible than as on a pizza or in a salad. The white look is confusing. It might be
successful in combination with meat, as auxiliary protein and structure product.
Things that contain less meat than it looks, like meatless or fast food snacks, maybe
a flat schnitzel in the form of a mushroom or in form of a fish like the champignon
burger from Koolen.
Summarizing, there is no demand for meat like products as a topping on a
fresh pizza. Vegetables and diary are good meat substitutes on pizzas. Deep
frozen pizzas are produced in Germany and Italy. It is unclear however if deep
frozen pizza’s are less served with vegetables and dairy as alternatives for
meat.
6.2.3.
Royaan
At the interview wit Royaan I met with:
Ton van Ekeren, Manager Research & Development (end responsibility product
development)
David van Kranenburg, Junior Projectontwikkelaar (HAS)
Jolien van der Steen, Brand Manager
Carlijn Leenders, Product development, has developed the new vegetarian line. She
focuses on new ideas.
We tasted the bulgur+corn version fried in the pan and in a fryer
24
Based on my description the potential for the shrimp version was discussed.
Jolien:
The vegetarian version can be formed into something that consumers recognize.
With the shrimp shells the question of the consumer would be what is he eating.
Structure is nice, the taste is positive too, but not so defined apart from the salt.
Karlijn:
A good structure, the taste is not finished, a bit musty
The vegetarian version probably has more potential
Ton:
Although the consumers are asking for vegetarian food the volume of vegetarian fried
products is still low.
It might go more in the direction of a meal, a retail product.
Combining shrimpcake with fish in a fish product might be less confusing.
Several things are possible, depends on the choices and on how the product can be
processed.
Probably this is an intermediate product, not an end product.
If it would be an end product it would need taste, maby by adding things during the
growing that have strong surviving taste, like mustard seed, sundried toamto’s , or
fried onions,
David van Kranenburg:
He could not participate with the second part but he is responsible for B2B projects
(co-creation)
Some market insights:
Shrimpcroquettes sell very well in Belgium
Soja flower costs €3,5 /kg dry which is 1,2€ / kg after adding water.
Cereal fibres cost 2€/ kg dry which translates to 1€ / kg after adding water.
Processing costs are extra.
In comparison, MushroomMeat is ready to use but might need some more
processing steps.
Royaan gets lots of offers for new concepts, but this one sounded really new
and interesting. The structure is convincing.
In September Royaan will experiment with some samples and then propose the
product to the product development workgroup.
6.3.
Tasting Session in Tiel
In July we held a tasting session with dishes based on the vegetarian MushroomMeat
without shrimp prepared with support from chef Casper van Hesteren, at the
Restaurant 'bij Casper'.
The meeting was organized by Eleonora Swart from RCT Rivierenland, a regional
business stimulation and networking foundation.
Guests:
25
•
•
•
•
•
Edward Vonk innovation manager at Banken Champignons- the biggest
European producer and trader in mushrooms,
Jeroen Willemsen from Ojah - producer of Beeter® the basis of most Dutch
4G meat replacements,
Han Go from Go Tan - Indonesian food and spices,
Ruben Bringkes from Baltussen - cannery of grain and pod vegetables such
as peas
Reinier Heijenberg from ISMC - a leading marketing and communication
bureau for food and retail.
Based on MushroomMeat versions of schnitzels, bitterballen, tortelini, and
saucijzenbroodjes we got feedback in an open and unforced setting.
Product
Edward Vonk, Banken Champignons
The taste is not defined, it is better to give the consumer a taste they can relate to. A
product that is visually recognizable like a component in a wok dish. With a clear
taste direction that is also recognizable. Like the champignon burger from Koolen.
Jeroen Willemsen, Ojah
The mouth feeling is far away from meat, so position it not as a meat alternative,
rather as a protein source, super food or functional food.
The perception is very important
Fungus, staying fresh because living?
Better focus on mushroom, and MushroomMeat, the meat of a mushroom.
Ruben Bringsken, Baltussen
The product might work well in combination with pod grains and vegetables as a chilli
fin carne.
Han Go, Go Tan
The product might be an instrument for addressing food challenges through low cost
protein offer.
Cutting it in 1cm cubes works. After marinating they are tasty wok pieces.
Bitterness goes away after addition of a sauce
Reinier Heijenberg, ISMC
We would go on board with a product like this,
Used as a raw material for food products, as a cheaper alternative, you might find
yourself in a strong position possibly as a component mixed with meat products, like
meatless. Or combining it with a marinade or layer of crumble.
Gluten free as USP, with e.g. ‘boekweit’
Important to analyse the content
General Advice from Jeroen Willemsen
26
Take care of the 1% of your customers that are going to pose the most tedious and
critical questions. They will demand answers and can have disastrous effects if they
do not get satisfactory answers, no matter how good the intentions.
All about safety, toxins, but also sustainable production, where does it come from etc.
does not only need to be known but needs also to be explained in a very good way.
Ojah is a B2B product, nevertheless, the Beeter® website is aimed at consumers to
give them these answers.
It is important to make choices before going to a market of scale.
What kind of product is it and for who?
Securing external money before you really need it, puts you in a more comfortable
position.
27
Section 7.
7.1.
Conclusion
Market Environment
7.1.1.
Regulatory Incentive
Based on global food challenges there is a strongly expressed need for sustainable
protein by government, institutions and in turn by corporations aiming to meet the
expectations of government and customers. There is substantial support and funding
available for new protein solutions.
Before release, the product needs to be considered by the European commission as
a safe novel food product.
7.1.2.
Healthy
There are more ore less accepted definitions for healthy food, meat alternatives and
meat replacement products.
Shrimpcake will likely fit in to the favoured food of the ‘Schijf van Vijf’.
Shrimpcake also fits perfectly in the more modern ‘Healthy food Plate’ from the
Harvard School of Public health
The soon to be made determination of nutritional values, will show if the product can
offer a number of healthy attributes.
In addition there are a few practices that help to market a healthy product to
consumers.
• Variation/range of nutrients
• Vegetables or other nutritional fibres
• Not unnecessarily processed
• Sufficient satisfying taste
• Transparency
Shrimpcake combines mushroom, vegetables, cereals and shrimp shells making for
a broad collection of nutrients.
The product should be made with sufficient natural taste to satisfy without eating toe
much and without additives that are unnecessary for the consumer. To create trust in
the healthiness of the product it is essential to transparently communicate about the
content and all other possible critical questions that, according to Ojah, might be
asked by a small but powerful fraction of the customers.
7.1.3.
Dutch Eating
Dutch eat lots of dairy, few fish, mushrooms but also not enough vegetables and fuit.
Meat and fish are something for dinner would the Dutch say.
7.1.1.
Trends
Consumer trends turn towards, healthy convenient, experience and less meat.
7.1.2.
Market Situation
The Dutch fish market is going form small to smaller. International markets have
more size and growth, like Belgium, France and Germany.
Meat consumption is shrinking; consumers eat more vegetarian, but are not
necessarily looking for dedicated meat replacements. This is reflected in the
stagnating sales of meat replacement products.
28
Turnover growth of meat replacement products
Supermarket
Specialty Stores
No label
3 years shrinking Label
Last year growth
3 years growth
In the last 3 years the turnover from meat replacement products is only growing
though products with a label (keurmerk). This happened mainly in the specialty
stores.
There is a growing demand for vegetarian dishes in the out of home market. The
volume of vegetarian snacks is however still limited.
Meeting the taste and structure wants of customers requires mimicking some aspects
of meat, but selling the product as a meat replacement, is not the key. Consumers
want payable and sustainable (protein) products with a good bite and taste; meat
alternatives.
7.1.1.
Perception of Shrimp Sustainability
One kind of shrimp is more sustainable than another. Nevertheless advertising the
sustainability of shrimp without comparing it to competitors with worse practice is a
complicated endeavour. Dutch shrimp is labelled orange, “less good” in the
VISwijzer.
Shrimp has been and still is on of the most popular kinds of seafood, it is however,
based on the history and present state of Dutch shrimp fishing, unlikely that the
popularity has something to do with customers associating Dutch shrimp with
sustainability today.
7.1.2.
Competitor Examples
Bringing new food to the market, also for FrieslandCampina with product that “sells
itself”, involved an unprecedented investment in marketing.
Even a business model for ingredient production involves high financial commitment,
which, in the relatively successful example of Ojah, leads to a break even after 7
years.
7.2.
Price
The production costs depend much on scale and how logistics are optimized. In a
later stage this year a test batch on a scale of 50 – 100 kilo will be produced; this will
lead to better estimations regarding the production costs.
7.3.
Product options
7.3.1.
Shrimp Product Emphasizing Health
Shrimpcake could contain lots of healthy components that fit into a healthy lifestyle.
The actual nutritional content needs to be assessed however. Consumers looking for
health food want to know exactly what is inside their products, explained clearly and
simply. Because of the novelty to use rest streams from shrimp, the sustainability
aspect would need to be explained prominently.
7.3.2.
Shrimp product Emphasizing Sustainability
A shrimpcake product, emphasizing shrimp content, nutritional value and
sustainability, might lead to profitable revenue by setting a higher price but with a
lower volume.
29
The relatively small and recently radically shrinking Dutch market of fish products
might however prove difficult to position a new product in.
It might prove difficult to use the shrimp cake as show-of product for the (currently
unknown) Telson brand, as emphasizing the shrimp shells rest stream content will
only attract a very limited set of customers which focuses on sustainability.
Shrimpcake does attribute to a more sustainable Dutch shrimp sector through the
upcycling of rest streams.
The sustainability conscious consumer is, however, the very type of consumer, which
is more likely to have a negative perception of the shrimp fishery sustainability as
mentioned above. Since is not directly clear if and how the consumption of
shrimpcake will decrease the number of spoiled animals or help to repair the north
sea ecosystem, the sustainability claim of shrimpcake contains incoherence from a
consumer perspective.
As soon as Telson builds their brand on the unique, 100% Dutch, additive-free, dayfresh shrimp and the sector acquires the MSC label, which they endeavor to achieve
for years, shrimpcake product positioned as sustainable and healthy would have
much more coherence from a consumer perspective.
In other words, the intrinsic novelty of shrimpcake and the, from a consumer
perspective yet relatively low, sustainability of the Dutch shrimp sector make it
difficult for the two to support each other in both directions today.
7.3.3.
Fish combined with Shrimpcake as Protein and Structure
Ingredient
A fish product that also contains shrimpcake is a recognizable product that can be
understood by customers. Such as a quiche, but also a sushi snack with fish filet
toppings. Shrimp components as ingredients in a fish product are less confusing.
Polaris, Hanos Van der Zee and Deutsche See in Bremerhaven all produce different
products with fish and other components.
7.3.4.
Shrimpcake as Alternative Source of Protein for Low Costs
As the stagnating growth of meat replacement in relation to the growing population of
flexitariens, indicates that consumers might use meat replacement products only as a
step stone to just eating less meat (Bakker, 2014), selling an alternative source of
protein for an competitive price is a strong proposition, as confirmed in a number of
interviews.
Selling an alternative source of protein that contains fish product requires no explicit
explanation of the sustainability aspects of shells on the front of the package to avoid
misleading the customer. Declaration in small font on the back is sufficient, as it is not
explicitly sold as “shrimp”.
Since the volume of shrimp shells that can be sold at a positive margin should be as
big as possible, we investigated the demand for shrimpcake as an alternative source
of protein in a number of growing (inter) national markets, where the price of protein
is key.
7.3.4.1.
Pizza
There is no demand for meat like products as a topping on a fresh pizza. Deep frozen
pizzas are produced in Germany and Italy. Vegetables and diary are however good
meat substitutes on pizzas of both kinds.
30
7.3.4.2.
Pasta
The pasta market has a demand for differentiation and new fillings, especially the
North European market might be susceptible for a shrimpcake filling.
7.3.4.3.
Fried Snacks
Royaan Is interested in the product and convinced by its structure and bite. They will
experiment with some samples and propose the shrimpcake and the vegetarian
version to their product development board in September.
7.3.4.4.
Saucijzenbroodje
The consumer response to a saucijzenbroodje will be tested on 13th of September on
the day of the shrimp. A large-scale producer like Bakkersland can be approached.
7.3.5.
Vegetarian Products without Shrimp
Royaan might be more interested in the vegetarian version.
The niche gluten free might have high potential (Reinier Heijenberg, ISMC, (NOS,
2014)). This is possible with the version based on buckwheat.
Vegetarian meat replacement products have a higher chance of success when they
have an eco label.
7.4.
Customer Segment
Summarizing, the ustomer segment for a product that is to be consumed as an
alternative to meat is best represented by the following:
I, the flexitarian am a rather young woman with high education. Today I eat
something else than meat because I mostly look for variation, but also because I care
about health and wellbeing for myself, the environment and animals, Money
convenience, curiosity, taste, and the habit of my partner also play a role for me.
31
7.5.
Advice
Shrimpcake has the highest potential to be produced, as an intermediate product that
is finalized and marketed by another company that holds market access.
The choice of product therefore highly depends on the availability of a partner for that
specific product.
Shimpcake might be combined with other fish to a fish product, in case of a matching
partner. Else, the market of low price protein is more promising.
Royaan will test the product in September, Otherwise Pastella and the contacts from
Hanos should be pursued.
Perusing a product that emphasises healthy and consequently explains and
highlights the sustainability of shrimpcake might lead to a very limited market since
the message is rather complicated and there is sustainability incoherence from the
consumer perspective. In combination with a strong green MSC fishery brand, this
might be different.
32
7.5.1.
Companies to Approach in the Near Future in Order of Urgency
1. Connection to Polaris and Hanos - Van der Zee, should be made through
Caspar van Putten from Hanos.
2. Connection to Pastella in Copenhagen and/or Bertagni in Italy via Rik
Hoogenes from Vanzon Fresh Foods should be made.
3. To explore the real potential of Saucijzenbroodjes, Bakkersland should be
approached since they make most of them.
4. Schouten Europe B.V. produces vegetarian products under the label good bite
5. Deutsche See is open to innovation, send documentation and samples and
visit at Bremerhaven.
6. Dr Oetker the producer of cheap frozen pizzas might be more interested in
cheap protein toppings, but today’s vegetarian frozen pizzas also contain
vegetables and dairy instead of meat replacement.
For the vegetarian version:
1. Cooperation with Banken Champignons will be discussed in September.
2. Baltussen and Ruben Bringsken, are interested in creating a product with
MushroomMeat and peas such as a chilli sin carne.
7.5.2.
Other Next Steps
• To address the fact that the product is not finished, support should be acquired
from food design professionals or students.
33
•
Before big investment in scale production, it should be clear what the product
would be like and for whom it is produced, this might depend on commitment
from partners with market acces.
•
The Nutricontrol components report of shrimp shells without mycelium (see
Appendix D) indicates PCB and dioxin levels that add up to less than 0,24
ppm. This would be 0,15 ng per 200g Shrimpcake with 30% shrimp shells.
This appears safe in relation to the maximum daily intake of 100 ng for a 50 kg
individual (voedingscentrum, 2014b).
These values need to be examined and judged by an expert for toxins,
however, since in the event of a negative advice regarding toxins, all further
investment in shrimpcake could be void.
7.6.
SWOT Analysis 2
The strengths weaknesses, opportunities and threats based on the new situation are
represented in the following table.
Strengths
•
•
•
•
•
•
Weaknesses
Low production costs (prove in pilot)
USP
Good source of fibres, protein, iron and Vit
B2, B3 and B1, (Thiamine)
Low calories (depends on fat for preparation)
Good
texture/bite/structure,
has
some
characteristics of meat
Source of natural umami taste
USP
Natural ingredients of base product
USP
•
•
•
•
•
•
•
Sustainable because:
• Effective conversion rate
• Local production
• Relatively local resources
grain market)
• Upcycling/Use of rest streams
Support from
(Telson/GPCK)
Opportunities
•
big
parties
USP
USP
(international
USP
USP
(INN,
•
Demand for USPs
Flexitarianism: Demand for variety
vegetarian dishes
Demand for cheap protein
Demand for sustainable protein
Stimulation of sustainable protein
government
Gluten free with buckwheat
•
Royaan
•
•
•
•
•
Polaris
Van der Zee
Pastella
Bertagni
Bakkersland
•
•
•
•
•
Bitterness
Less protein, iron and Vit B1
content than soy
No Vitamin B12
No muscle-like fibers (4G)
Appearance
Fermented food needs
explanation
Upcycling rest streams to food
needs explanation
PBL
Threats
•
of
•
•
by
•
•
•
•
Possibly Sand in shrimp more
complicated than expected
Possibly nutritional values lower
than expected
Possibly taste optimization
difficulties
PCB/dioxins levels
Price volatility of grains
Difficulties in production of
broken grains
Customer acceptance of
weaknesses lower than expected
34
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Appendix
40
A - Interview Lisetta Dutch Weed Burger [Vegetarian Version]
B - Nutricontrol Offer
C - Calculations Customer Segment
D - Nutricontrol Analysis of Shrimp Shells
E - Contact Information Companies
41
Interview Lisetta Dutch Weed Burger [Vegetarian Version]
The Dutch Weedburger, is a new food start-up delivering a tasty Hamburger build
from Beeter® and seaweed. Although MushroomMeat might me resource for
auxiliary products in their range, it does not meet the muscle fibre like requirement as
Beeter® does. Their products are vegetarian and do not contain fish.
Lisette Kreischer, is Foodstylist, author of the Cookbook Plant Powered/Vegan
Recipes and Concepts! And Co-Owner of The Dutch Weed Burger.
After tasting by Lisette, the strong umami taste is convincing.. The structure is chewy
and grainy.
“It works particularly well with Asian spices and in dishes that normally contain duck.
It matches with sweet and sour and spicy. “
Positioning the product as a meat replacement might be confusing, as meat
replacements sound like 4th generation meat replacement products. Better something
about plant-based, mushroom based protein rich product.
To bind the broken down mushroom meat, also vegan produts can be used, such as:
• Lijnzaad/Banaan/Sojajogurth/appelmoes with baking soda
• Or binders like Arrowroot or johannisbroodpitmeel,
• Or generally plantbased fat + Flower.
• Seaweed might work very well with it.
If the product can be frozen, is of particular interest.
BTW: Beeter costs them 5,6€, seaweed 7,6€- 15€ per kilo
Microlalgea cost 29- 39€ /kilo
After testing at home:
• Buckwheat was more loved by some of the tasters.
• Lisette liked the corn more because it is more compact. “A very beautifull
chunk”.
• In slices it look very nice too.
• After marinating in a sauce with marple syrup and baking, caramelizing, it
tastes very good. (like Duck)
• Marple syrup works well with the buckwheat, and its patty, irony taste. It does
need some solt however.
• Steaming (stoven) does not work well
• Italian spices works ok but soysauce, ginger, cucurma, lemongrass, and
kokonut butter worked very nicely.
• The high absorption of fat is a thing, but adding some water helps. After
baking through, one can deglaze (afblussen) or caramelize with marplesyrup
• It works with saté if used as a marinade, but should not by cooked in a pan of
sauté sauce, it gets to soft then. When baking with saté marinade it works fine.
• Amazing how long it stays fresh, even after opening of the package,
• It might be a real addition to their concept as auxiliary product. However just
like tofu and seitan it is not such a finished product like Beeter products. It is
not clear yet how to make a burger of it.
• Something needs to be done with it.
• Might work as a small piece, like a chees slice in a salad.
•
42