Market Information
Europe

Fish and Seafood Sector Profile⁽¹⁾ - Germany

Consulate of Canada in Düsseldorf
Benrather Strasse 8
D-40213 Düsseldorf, Germany
Contact: Stephan Rung, Commercial Officer
Tel.: (49-211) 172 171-0
Fax: (49-211) 359 165
E-mail: stephan.rung@dfait-maeci.gc.ca
Internet: http://www.canada.de

MARKET OVERVIEW

The European Union, which is among the world's top seafood importers, imported over 3 billion tonnes in 2002. Germany imported over 20% (600 000 tonnes) of that EU total at a value of $2.7 billion⁽²⁾. That year, the leading international seafood exporters were Norway, China, the United States and Canada. According to the German Federal Office of Statistics, total import of Canadian fish and seafood products in 2002 amounted to $42.5 million, of which $16 million was live and frozen lobster. The most widely traded seafood product is shrimp, which had a 19% share of the total global seafood trade (in value) in 2001. Germany imported over $160 million worth of shrimp in 2002, down 30% from the $230 million imported in 2001.

The seafood sector in Germany is made up of ocean fish (76%), fresh water fish (14.8%) and crustaceans and molluscs (9.2%). Frozen fillets, Germany's main seafood import worth close to half a billion dollars in 2002, consists mainly (80%) of Alaska pollack. Germany is also a large importer of fresh Pacific, Atlantic and Danube salmon. Germany's pollack and salmon markets have been steady over the last 3 years. Canadian exports of crustaceans to Germany have been steadily increasing. Canada was the seventh-largest exporter to Germany in 2002 with a $15-million share of the $200-million market.

All seafood imports enter Germany via sea, through Bremerhaven or Hamburg, or via air through Frankfurt. The infrastructure is in place at all ports to handle incoming seafood efficiently, such as integrated temperature controlled storage, as well as appropriate logistics and transportation facilities to deliver the products to their final destination.

Canadian exporters should note that EU countries exporting seafood to Germany benefit from lower transportation costs, no tariffs and a common currency. In addition, being part of the European Union itself, Germany gives preferential treatment to other EU country seafood exporters.

Market Trends

Fostered by an increased demand for seafood, overall population growth and diminishing natural seafood supplies, aquaculture is becoming more important as a source of seafood. Currently, increased seafood demand in Germany is met primarily by imports and German processing companies are increasing their efforts to import from sustainable resources, including from aquacultural producers. The United States has profited immensely from this fisheries practice and has managed to increase its market share of several seafood products by over 100% from 2001 to 2002.

Health and safety issues concerning European meat producers (such as bovine spongiform encephalopathy and foot and mouth disease) have prompted German consumers to consider alternatives to meat products. As a result, German seafood consumption reached record highs in 2001 at almost 15 kg per capita. In 2002, consumption decreased a little to 14.3 kg, but is expected to remain steady.

Even though Germany has increased its seafood imports, there are certain factors affecting consumption that should be considered by Canadian exporters. The rate of unemployment and the price of petrol and other commodities are rising in Germany. As a result, many Germans decreased their discretionary spending in the first quarter of 2003. This may have been the reason for the recent increase in lower-priced imports to Germany such as Alaska pollack, instead of high-priced products such as lobster and prepared salmon.

OPPORTUNITIES

Canadian seafood exports to Germany can only increase as the European Commission implements tighter fishing regulations and quotas. EU fisheries ministers agreed in February 2003 on emergency measures, to save from extinction several species of fish, mainly cod, in setting the 2004 fishing quotas. However, in early October 2003, the United Kingdom's premier scientific body as well as other scientific evidence indicated that EU quotas are still above sustainable levels. Cod and haddock are reported at less than half their strength compared to 30 years ago and scientists say cod stocks in northern EU waters are at the lowest levels ever recorded. A final decision to a 45% cut for North Sea harvesting against the 2002 quotas was implemented, combined with compulsory cuts in the number of days vessels can spend at sea. Total allowable catches were cut by 50% for haddock, by 60% for whiting, and by 5% for plaice. All these recent implementations aimed at increasing the EU fish supply are compelling EU countries such as Germany to import more of their seafood from non-EU countries, such as Canada.

Another opportunity for Canadian seafood exporters is in shrimp. About one third of the shrimps imported in Germany come from the tropics, where shrimp farmers use Nitrofuran to prevent shrimp mortality. This practice has been banned in the European Union along with other antibiotics since 1993. Strict EU enforcement of zero tolerance levels for trace elements of illegal antibiotics and other substances detected in imported foodstuffs has destabilized the supply of tropical, farm-raised shrimp from Asia, as shipments from leading producing countries have been automatically detained upon arrival pending laboratory analysis. Another banned antibiotic is chloramphenicol, which has been detected in March of 2002 in freshwater crab as well as other fish products from China. This has caused the European Union to temporarily suspend imports on a range of Chinese seafood products. The European Union bans any product that has trace residues of chloramphenicol, which can be detected to a level of 0.3 parts per billion. With the increased scare of antibiotics in tropical shrimp supply and the concurrent decrease of German imports from those countries, Canadian seafood exporters have a great opportunity to increase shrimp as well as other seafood exports to Germany.

Because of its population and market size, fisheries exporters to the European Union believe the European market is a growth market. Canada should also consider exporting to other European countries such as Denmark and Norway, who are the main seafood suppliers to Germany.

Trade Shows

Event: 
FISCH International and Seafood Europe
February 12-15, 2004
Bremen, Germany (Biennial)
This is the largest trade show for fish and seafood in Germany and targets both German and East European buyers.

Organiser: 
Bremen fair authorities
Tel.: (49-421) 363-0540
Fax: (49-421) 363-0541
Internet: http://www.fishinternational.com

KEY PARTICIPANTS

As the German fish and seafood industry cannot satisfy domestic demand, Germany imports the majority of its seafood. Germany imported 600 000 tonnes of seafood worth roughly $2.7 billion in 2002. Germany's main seafood suppliers are Denmark, Norway and the Netherlands, together accounting for over 35% of German seafood imports.

As aquaculture becomes more prominent, large aquaculture producing countries such as Thailand, China, Norway and Chile are increasing their exports to Germany as well as their share of the total world seafood trade.

In September 2003, the July 2003 ban on Philippine aqua-culture was lifted. However, the re-accreditation by the European Union of the Philippines as an authorized exporter of aquaculture products should not be a deterant for Canadian seafood exporters. In 2001, the Philippines exported close to $15 million in seafood products to the European Union but less than $3 million to Germany, whereas Canada exported over $40 million.

Norway, already an established exporter of seafood products, has recently invested $13 million on a marketing campaign aimed at increasing interest and awareness of Norwegian seafood in Germany.

A major exporter of hot-smoked rainbow trout fillet to Germany is the Bulgarian fish breeding and processing company Reya Fish, which is currently exporting roughly 350 tonnes annually to Germany.

PRIVATE- AND PUBLIC-SECTOR CUSTOMERS

There are several key customers in the German seafood market. For example, German seafood processing company Deutsche See GmbH & Co is a leading German supplier of fish products, with 26 sales branches across Germany.

German seafood processing company RuegenFisch GmbH is a leader in eastern Germany's canned fish market, with a 29% market share. It is also the second-biggest canned fish producer in western Germany, with a 12% market share. The company processes 10 000 tonnes of fish annually, which is mainly imported from Denmark, Norway and Ireland.

German fish processor EuroBaltic Fischbearbeitungsgesellschaft mbH opened a new fish processing plant in Sassnits, northeastern Germany, in March 2003. The plant has an annual capacity to process up to 50 000 tonnes of herring. The plant is presently supplied by trawler and coast fishers, who have an average annual catch of 25 000 tonnes. This is the first plant for herring filleting in Germany.

Royal Greenland, specializing in fishing, processing and selling fish and shellfish, plans to invest in a new production line for fish finger manufacturing in its factory in Wilhelmshaven, northwestern Germany. The production is to be carried out in the first half of 2004. After completion, the increased production of the group's current 100 000 tonnes of annual fish products will create an opportunity for Canadian seafood exporters.

The German fish market is dominated currently by discount retailers such as Aldi and Lidi, which hold a 45% share in the domestic fish retail market.

Generic fish market promotion is carried out by the Fish Information Centre (Fisch Informations Zentrum) in Hamburg. It is open to private industry and associations and is funded through membership contributions.

Market-Access Considerations

Canadian exporters should note that Germany, as an EU member, adheres to all EU regulations regarding imports. German distributers are legally bound to ensure that all imported products adhere to German/EU food regulations. Due to tight controls, it is essential that exporters ensure their products comply with local regulations. Canadian exporters should also consider that:

• suppliers of seafood products must undergo the time-consuming process of obtaining EU approval and registration before they can ship their products into Europe;
  one of the EU requirements for aqua-culture imports is that the products be tested for harmful chemical and banned antibiotics;
• a quality and safety control mechanism adopted by Germany requires that all processors of aquatic product, including cold storage and freezer vessels, are EU- and/or Hazard Analysis of Critical Control Points (HACCP)-approved; and
• before shipping any goods to Germany, a written customs duty ruling called Binding Tariff Information (BTI) should be obtained from the local customs service. A BTI is free and will prevent conflict over customs or excise duty.

Several countries, and the European Union as a whole, are developing new regulations for fish and seafood products that aim at identifying the country of origin and enhancing food safety. As recently as 2003, legislation been introduced in Europe and the United States on country-of-origin labelling. In addition, the EU commission issued a retail-level country of origin labelling requirement for seafood.

The Government of Canada has several programs to help Canadian firms gain a competitive advantage in international markets. For instance, Export Development Canada (EDC) offers export financing and insurance to Canadian exporters. Exporters may also find financial and other assistance through the Department of Foreign Affairs and International Trade's Program for Export Market Development.

KEY CONTACTS

Canadian Contacts

Canadian Embassy in Germany
Internationales Handelszentrum
Friedrichstrasse 95, 12^th Floor
D-10117 Berlin, Germany
Tel.: (49-30) 20312-0
Fax: (49-30) 20312-115
E-mail: brlin-td@dfait-maeci.gc.ca
Internet: http://www.canada.de

Agriculture and Agri-Food Canada
International Markets Bureau
930 Carling Ave., 10^th Floor
Ottawa, ON K1A 0C5
Contact: Sylvain Wilson, International Market Development Officer
Tel.: (613) 759-7726
Fax: (613) 759-7506
E-mail: swilson@em.agr.ca
Internet: http://www.agr.gc.ca

Canadian Consulate in Düsseldorf
Responsible for Agriculture and Agri-food products, Fish and Seafood
Benrather Strasse 8
D-40213 Düsseldorf, Germany
Contact: Stephan Rung, Commercial Officer
Tel.: (49-211) 172 171-0
Fax: (49-211) 359 165
E-mail: stephan.rung@dfait-maeci.gc.ca
Internet: http://ats.agr.ca/agrifood-canada-germany

Canadian Food Inspection Agency
Fish Inspection Directorate
59 Camelot Dr.
Ottawa, ON K1A 0Y9
Tel.: (800) 442-2342 or (613) 225-2342
Fax: (613) 228-6125
E-mail: cfiamaster@inspection.gc.ca
Internet: http://www.inspection.gc.ca

Department of Foreign Affairs and International Trade
125 Sussex Dr.
Ottawa, ON K1A 0G2
Internet: http://www.dfait-maeci.gc.ca

Market Research Centre (TMR)
Contact: Sean McLean, Senior International Market Analyst, Agriculture Industries
Tel.: (613) 996-0688
Fax: (613) 996-1267
E-mail: sean.mclean@dfait-maeci.gc.ca

Market Support Division (TMM)
Contact: Rick Winter, Trade Commissioner
Tel.: (613) 995-1773
Fax: (613) 996-9265
E-mail: rick.winter@dfait-maeci.gc.ca

Northern Europe Division (REN)
Contact: Patricia Filteau, Trade Commissioner
Tel.: (613) 943-0893
Fax: (613) 995-6319
E-mail: patricia.filteau@dfait-maeci.gc.ca

German Contacts

German Embassy in Ottawa
1 Waverly St.
Ottawa, ON K2P 0T8
Tel.: (613) 232-1101
Fax: (613) 594-9330
E-mail: germanembassyottawa@on.aibn.com
Internet: http://www.germanembassyottawa.org

Federal Agency for Agriculture and Food (Bundesanstalt für Landwirtschaft und Ernaehrung [BLE])
Adickesallee 40
D-60322 Frankfurt/Main
Tel.: (49-69) 1564-0 (switchboard)
Tel.: (49-69) 1564-444-6 (Central Line)
E-mail: poststelle@ble.de
Internet: http://www.ble.de

Federation of German Wholesale and Foreign Trade (Bundesverband des Deutschen Gross und Aussenhandels)
Am Weidendamm 1 A
10117 Berlin, Germany
Tel.: (49-30) 59 00 99 5 0
Fax: (49-30) 59 00 99 5 19
E-mail: info@bga.de
Internet: http://www.bga.de

German Fish Industry and Fish Wholesaling Association
Grosse Elbstrasse 133
D-22767 Hamburg, Germany
Tel.: (49-40) 381-811
Fax: (49-40) 389-8554

Federal Ministry of Consumer Protection, Food and Agriculture (Bundesministerium für Verbraucherschutz, Ernährung und Landwirtschaft [BMVEL])
Wilhelmstrasse 54
10117 Berlin, Germany
Tel.: (49-30) 2006-0
Fax: (49-30) 2006-4262
E-mail: internet@bmvel.bund.de
Internet: http://www.verbraucherministerium.de

European Commission
Taxation and Customs Union DG
Office: MO59 7/5
B-1049 Brussels, Belgium
Tel.: (32-2) 299 96 96
Fax: (32-2) 295 07 09
E-mail: librarian-information@cec.eu.int.
Internet: http://europa.eu.int/comm/taxation_customs/customs/customs.htm

German Fish Importers Association
Ruhrstrasse 90
D-22761 Hamburg, Germany
Tel.: (49-40) 853-3450
Fax: (46-40) 850-1061

BIBLIOGRAPHY

Austrade. "Seafood to Germany." Downloaded from http://www.austrade.gov.au/australia/layout/0,,0_S2-1_CLNTXID0019-2_2-3_PWB1516149 on October 6, 2003.

Agricultural Affairs Office. "German Trade Shows for Consumer-Oriented Products." Downloaded from http://www.usembassy.de/ato/e21_23a.htm on September 12, 2003.

Aquatic Network. "Aquaculture provides answers to nation's diminishing seafood supply." Downloaded from http://aquanet.com/features/catfish_institute/catfish.htm on October 14, 2003.

BBC News. "EU fisheries policy 'an outrage'," October 6, 2003. Downloaded from http://news.bbc.co.uk/2/hi/science/nature/3162434.stm on October 14, 2003.

Bulgarian News Digest. "Bulgarian Reya Fish to export 30 T trout fillet to Germany monthly," November 14, 2002.

Global Trade Information Services, Inc. "Canadian Exports to Germany," World Trade Atlas, October 14, 2003.

------. "Canadian Fish and Seafood Exports," World Trade Atlas, October 14, 2003.

------. "German Fish and Seafood Exports," World Trade Atlas, October 14, 2003.

------. "German Fish and Seafood Imports from Canada," World Trade Atlas, October 14, 2003.

------. "German Fish and Seafood Imports from Philippines," World Trade Atlas, October 14, 2003.

------. "German Fish and Seafood Imports from World," World Trade Atlas, October 14, 2003.

------. "World Fish and Seafood Exports," World Trade Atlas, October 14, 2003.

German News Digest. "Dutch Parlevliet & van des Plas to build 87 Mln Euro Fish Processing Plant in Germany," January 28, 2002.

------. "German Ruegener Fischspezialitaeten Invests 4.0 Mln Euro in Fish Processing Plant in Ruegen," September 19, 2002.

------. "German Oeko-Test finds Nitrofuran in three shrimp samples," October 1, 2002.

------. "German Deutsche See Buys Local Seefisch," October 4, 2002.

------. "German EuroBaltic Fischbearbeitungsgesellschaft to open 87 mln Euro Fish Processing Plant in Sassnitz," February 17, 2003.

------. "German Annual Fish Consumption seen at 14.5kg per capita 2003," September 17, 2003.

------. "Danish Royal Greenland Plans up to 6.0 mln Euro in New Production Line in Germany," October 22, 2003.

Reuters News. "Germans find more antibiotics in food from China," March 5, 2002.

Seafood International. "The changing face of Europe's largest market. (The German seafood market)," February 1, 2002.

Sarawak Aquaculture Association. "FDA adopts EU standards on cholamphenicol," June 19, 2002. Downloaded from http://www.perasa.com/cgi-bin/showpastnl.cgi?nl=58nl.txt on October 8, 2003.

------. "German shrimp, seafood markets hurt by antibiotic scares," May 19, 2003. Downloaded from http://www.perasa.com/cgi-bin/showpastnl.cgi?nl=163nl.txt on October 14, 2003.

United States Foreign Agricultural Service. "Fishery Products Market News." Downloaded from http://www.fas.usda.gov/ffpd/Fish-Circular/Market_News/market.html on October 14, 2003.

------. "Germany Fishery Products Annual 2002," October 1, 2002.

------. "Fishery Products Special Report," September 9, 2003. Downloaded from http://www.fas.usda.gov/ffpd/Fish-Circular/special%20report.html on October 9, 2003.

WDCS Publishing System. "EU fisheries ministers reach deal on 2003 quotas," February 1, 2003.

Useful Internet Sites

Agri-Food Trade Service: http://ats.agr.ca

Agriculture and Agri-Food Canada in Germany: http://ats.agr.ca/agrifood-canada-germany

CanadaEuropa: http://www.canadaeuropa.gc.ca

Canadian German Chamber of Industry and Commerce: http://germanchamber.ca

Department of Foreign Affairs and International Trade: http://www.dfait-maeci.gc.ca

European Fisheries: http://europa.eu.int/comm/dgs/fisheries/index_en.htm

European Union Customs: http://europa.eu.int/comm/taxation_customs/customs/customs.htm

Export Development Canada: http://www.edc.ca

FISCH Informations Zentrum: http://www.fischinfo.de

Fish International: http://www.fishinternational.de

InfoExport: http://www.infoexport.gc.ca

Newfoundland Seafood Market Council: http://www.newfoundlandseafood.com

Seafood Industry Contacts & Information By Country: http://www.sea-ex.com/countryinfo/Germany.htm

1. The Government of Canada has prepared this Country Sector Profile based primarily on primary and secondary sources of information. Readers should take note that the Government of Canada does not guarantee the accuracy of any of the information contained in this report, nor does it necessarily endorse the organizations listed herein. Readers should independently verify the accuracy and reliability of the information.

2. All monetary amounts are expressed in Canadian dollars, unless otherwise indicated. The conversion rate to Canadian dollars is based on IDD Information Services, Tradeline, September 2003.