The Product
The product is marketed through agents and distributors in Europe and the Far East. The Distributors target restaurants, small retail outlets and outdoor markets. The product is aimed at a sophisticated market that prefers a fresh product that is not contaminated with chemicals. This market prefers the “chewiness” of our product with its natural flavour. The product is caught under the strict conditions of HACCP Regulations and adheres to the SABS standard. The products is shipped in refrigerated containers from the Company’s Cold store facility in the Port Elizabeth Harbour.
The Brand
The company enjoys certain brand loyalty from its customers. The brand is recognized as the product in the yellow box.
Product Differentiation
The Market demands smaller sized packaging and the company is doing research in packing the squid in half pan blocks. The company has already shipped this product (half blocks) to some of its customers. The company has received favorable feedback with regard to its half blocks. The company will endeavor to increase its production of half blocks.