Seafood to Germany

(Last updated: 17 Jul 2007)

Trends and opportunities

The market

Australian seafood products are not established in Germany and are relatively unknown. However, Australia is generally positively perceived in Germany and could potentially be promoted as a supplier of quality seafood products.

The high quality of Australian lobsters and prawns is recognised by specialised German importers, but consumers in general are not as well-informed, hence are not yet prepared to pay premium prices. Some of the major competing suppliers of crustaceans benefit from preferential tariffs, placing Australian products at a further price disadvantage.

The seafood sector in Germany comprises of 76 per cent ocean fish, 14.8 per cent freshwater fish, 9.2 per cent crustaceans and molluscs.

Processed fish products include the following key segments:

• tinned/marinated products - 30 per cent (herring 16 per cent, tuna 11 per cent, sardines 2 per cent and mackerel 1 per cent)
• frozen fish - 25 per cent 
• fresh fish - 14 per cent 
• crustaceans and molluscs - 13 per cent (fresh, frozen, processed)
• other seafood - 8 per cent (salted herrings, matjes, salmon products, fingerfood, etc)
• smoked fish - 7 per cent 
• fish salads - 4 per cent 

A wide range of packaging options for seafood exports coming into Germany include:

Product	Packaging
Quality fish fillets, boneless/skinless	200 or 400 gram pieces (sometimes the tolerance may only be within +/- 10 grams) or frozen into 4-5 kilogram blocks for the processing industry
Chilled fresh fish in various sizes/weights	Lined leak-proof cartons
Chilled or frozen loins	Blocks or lined cartons
Fresh lobster	Specific transport boxes
Shrimps, whole/headless/peeled/cooked and uncooked	Frozen in blocks in various sizes, packed in foil then in outer cartons

Within the retail sector, seafood is available as:

• Fresh boneless/skinless fillets (on ice or frozen in cartons - 200 grams/450 grams)
• Frozen ready-to-prepare seafood fillets packaged in cartons (1, 2 or 4 person portions)
• Fresh or marinated seafood prepared as skewers for barbecues (fish/prawns/vegetables)
• Foil-packed fresh fish fillets
• Single serve frozen meals

In recent years, there has been increasing acceptance and demand of tropical fish and crustaceans.  Restaurants and caterers prepare Asian-influenced seafood, and the media supports this trend by promoting more up-market seafood (eg. fresh fish fillets, prawns, lobsters) used in recipes.

With the start of summer in May/June whole fish, fish steaks, and skewered prawns are proving to be very popular for barbecues.

Investment in new processed products and ready-made meals, together with better packaging and marketing has seen a strong increase in the penetration of new combined seafood products.

Opportunities

While traditionally a more price-conscious market than France, opportunities do exist for high quality, well-presented seafood products from Australia. These opportunities are likely to be mainly in crustaceans, but there are also possibilities to develop niche markets for high quality fish, including eels.

Value adding through processing and smoking is another option for Australian producers/exporters.

Competitive environment

The main sources for crustaceans are currently Asia, Africa, South America and the Caribbean.

Tariffs, regulations and customs

The European Union (EU) has a harmonised trade system. Common Customs Tariff (CCT) is applicable to goods from non-EU countries, including Australia. Most duties are ad valorem (%), based on the GATT Valuation Code (approximate CIF value).

Before shipping any goods to Europe, you should obtain a written customs duty ruling from the local customs service. These rulings are called Binding Tariff Information (BTI). Getting a BTI is free and will prevent any conflict over customs or excise duty.

Food imports into Germany are highly regulated and there is EU and German legislation covering almost every aspect of food production and sale.  It is essential that exporters ensure that their products comply with local regulations.

All fish and shellfish products coming into Germany and the European Union must come from an EU (and/or HACCP) approved establishment or vessel.

The Australian Quarantine Inspection Service manage the inspection and certification program for Australian suppliers.  All shipments will need to be accompanied by a health certificate. 

Exporters should check first with AQIS and then their German agent/importer, prior to shipping. The Food Safety Act 1990 puts the onus on each company involved in a product to ensure that it is fit for human consumption.

Import duties for fresh produce depends upon the variety, method of preservation and packaging, and country of origin. Duty rates range up to 22 per cent for Australian seafood products (ie. prawns 12 per cent and lobster 15 per cent).

Marketing your products and services

Market entry

The unification of many European countries into the European Union (EU) offers access to a multitude of different markets through one standardised import process and one legislation system. This will make it easier for exporters to enter the various EU markets.

In order to successfully enter the German seafood industry, Australian suppliers should consider the following:

• Obtain necessary EU export certification through the Australian Quarantine and Inspection Service.
• Identify suitable market sectors and importers for your products.
• Visit the market and meet with interested importers.
• Cultivate strong relationships with German importers and maintain regular contact. This will assist in defining upcoming windows of opportunity, new market developments, changes in legislation, and labelling.
• Keep them well informed about developments/changes, promotional strategies. A highly controlled supply chain management from growing to shelving, coupled with a dependable German importer, is crucial to success.

Market entry for Australian exporters will be primarily via specialised importers/agents. Some importers/distributors specialise in fresh fish, others in frozen fish or crustaceans. To access retailers, it is necessary to approach both the retailer and the specific importer, as the importer often influences the retailer’s choice.

Local representation is ultimately essential to establish a market, however, German fish buyers also purchase their produce from markets across elsewhere in Europe, eg. Paris.

All importers, big or small, require prices in US dollars or Euro and usually request cost and freight paid quotes. Samples will be required before any orders are placed, to ensure quality and consistency.

In order to market your products in the German seafood industry, you should consider:

• Visiting the market regularly and following up on visits. 
• Preparing comprehensive promotional packs (possibly bi-lingual, English/German) profiling your company, your products and seasonal availability.
• A joint approach with a retailer (after a relationship with the importer has been formed). This may be considered as a promotional and educational step to develop the market further
• Actively promoting your product in the market, eg. participating in Austrade-recommended food-related trade exhibitions.
• Forming a strong export promotion body which is well perceived and supported by German media and industry.
• Developing value-added products in conjunction with your German importer/retailer
• Australian exporters should also highlight their participation in the Marine Stewardship scheme, demonstrating their environmental awareness and sustainable resource management. This will reinforce Australia’s clean and green image.

Sustained, joint promotional efforts involving Australian suppliers, local importers and retail outlets will be required to establish Australia as a high quality source of product. Potential exporters need to be committed to long-term relationships, demonstrating absolute reliability and consistency in product supply.

Although there are trading platforms for food such as online food markets, a large majority of trading is still conducted via direct communications between companies. Food retailing via the Internet is still very minimal in Germany and personal contacts and interactions are still crucial factors in this industry.

Transport

Imported seafood enters Germany via sea through Bremerhaven and Hamburg or via air through Frankfurt airport. All ports of entry are equipped to handle incoming seafood efficiently with integrated temperature controlled storage, logistics and transportation (air, water, rail or truck) to the final German destination.

Links and industry contacts

Seafood–related resources

Eastfish - www.eurofish.dk
European Seafood Exhibition - www.euroseafood.com
Fish Business - www.fish-business.net
Fish International - www.fishinternational.de

German Fish Industry and Fish Wholesaling Association
(Bundesverband der Deutschen Fischindustrie und des Fischgroßhandels e.V. )
Große Elbstraße 133
D-22767 Hamburg
Germany
Tel: (49 40) 381 811
Fax: (49 40) 389 8554

German Fish Importers’ Association
(Bundesverband der Fischimporteure e.V.)
Ruhrstraße 90
D-22761 Hamburg
Germany
Tel: (49 40) 853 3450
Fax: (49 40) 850 1061

Government, business and trade resources for Germany

European Union Customs - http://europa.eu.int/comm/taxation_customs/customs/index_en.htm
European Union portal - http://europa.eu.int/index-en.htm
European Fisheries - www.europa.eu.int/comm/dgs/fisheries/index_en.htm
German Federal Statistics Office - www.statistik-bund.de/e_home.htm
German Government - http://www.bundesregierung.de/en
German Ministry for Agriculture - www.ble.de