Exploring abalone exotic food markets

A diversification strategy for South African abalone

SOUTH AFRICA: The South Africa Abalone Export Council has set its sight on the European market as part of its market diversification strategy.

Representing the sector at the Anuga Food and Beverage Trade Fair in Cologne, Germany Chief Executive Officer of the council, Rhomona Gounden says that it will be important to educate the European market and build consumer awareness and admits that the council has its work cut out for it.

“We are on a mission to seek export opportunities in Europe and are confident that we will gradually penetrate this market with France being our potential gateway as they are fond of exotic foods.”

“Not many people know about abalone here in Europe. That is exactly the reason why we had to participate in this popular and big trade fair. We have a lot of work to do. We are on a mission to seek export opportunities in Europe and are confident that we will gradually penetrate this market with France being our potential gateway as they are fond of exotic foods,” adds Gounden.

The Department of Trade, Industry and Competition (the dtic) has set up a national pavilion where South African agro-processing companies are showcasing their proudly South African products. This is part of the department’s efforts to assist companies seek markets in various parts of the world as part of the country’s export diversification initiatives.

Gounden describes her presence at Anuga as both a strategic mission and a brand awareness drive for South African abalone, a premium seafood delicacy prized across Asia but still relatively unknown in Europe. Her booth has attracted some strange attention from the trade show visitors.

“We are not just selling a premium product but rather building a premium brand for South African abalone in Europe. This journey is about creating awareness, fostering curiosity and ultimately developing an alternate market for farmed abalone,” explains Gounden.

The South African Abalone Export Council was established in 2006. It represents six member companies, namely Aqunion, HIK, I&J, Sea Harvest, West Coast Abalone, and Wild Coast Abalone, representing twelve farms, primarily in the Western Cape and one in the Eastern Cape.

The industry produces around 3,000 tonnes of abalone annually. The majority (99%) of all farmed abalone is exported to traditional markets such as China, Japan, Canada and Singapore. It is a labour-intensive industry that employs 2,500 people.

PHOTO: Dried South African abalone in water with dry ice. (Adobe Photostock – AI)