VOLUME 9 IS SUE 2
MARCH/APRIL 2018
FOCUS ON SHELLFISH FOCUS ON SHELLFISH
TILAPIA
Egg-to-market operation helps Tech-savvy oyster farmers boost tilapia’s acceptance FOCUS ON Viewed SHELLFISH retool shellfish supply chain by locals as “dirty trash fish,” a non-profit Real Oyster Cult pioneers B2C overnight delivery of fresh oysters from 70 US farms
Credit: Adobe Stock
BY TREENA HEIN
FOCUS ON SHELLFISH ontrary to what the name may lead you to
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Real Oyster Cult’s business model builds a community of oyster lovers, transforms supply chain and boosts farmers’ income front-end technology really gives you access to the farmers, their story, and deeper dives if you’re really into flavour profiles, and details of the oyster and where they’re grown.” Real Oyster Cult sells product from over 70 farms (including their own), rotating which farms are featured on a weekly basis. Some products will stay longer based on demand, but they make efforts continued on page 7
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Industry cautiously optimistic about land-based aquaculture BY LIZA MAYER
Credit: Darthmouth College
ndustry attitude about land-based aquaculture is one of cautious optimism as potential investors wait for more proof-of-concept of this nascent technology, says an analyst. “Some find it too early to invest. There are some investors that are fairly new to the Land-based aquaculture will play a role in satisfying the world industry so they find it very demand for fish amidst dwindling wild catch, say analysts hard to quantify the risk-reward adequately,” says Tone Bjorstad Alexander Aukner are very ima role in satisfying the world’s Hanstad, seafood equity pressed with how far the indus- demand for fish amidst dwinresearch analyst at Norwegian try has come. They are confident dling wild catch and moderately investment bank DNB Markets. land-based aquaculture will play growing aquaculture supply. Hanstad says however that continued on page 28 she and fellow DNB analyst
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here has been no stopping the success and progress of Kohala Mountain Fish Company (KMFC) in Kapaau, Hawaii since operation began in late 2014. The operation is situated on, and jointly owned by, the Kohala Institute. The not-for-profit institute promotes connection to traditional Hawaiian The reddish flesh, desired by some lands and their customers, is achieved through long sustainable use, with feed duration of astaxanthin the goal of creating a better world. Before KMFC got going, tilapia farming in the state was extremely limited, notes KMFC General Manager/Head Biologist John Oliva. “Tilapia in Hawaii did not have a very good reputation,” he explains. “It was viewed as a dirty trash fish… It has taken some work by KMFC and others like Denise Yamaguchi from the Hawaii Food and Wine festival to win hearts and minds here. Our products have received much praise in the marketplace for their presentation, flavor and fat content, allowing us to get a higher market price from the target customer base.” Currently, Kohala supplies whole fresh fish to distributors in Oahu and to restaurants as far away as New York.
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BY MATT JONES
believe, there are no secret rituals or sacrifices involved in joining Real Oyster Cult. “Our hashtag and tagline - #jointhecult – is all about joining, having fun, and is wink, wink, get in on the party,” says Sims McCormick, the creative force behind Real Oyster Cult’s unique marketing. “We’re a cult of oyster lovers, life lovers. Let’s celebrate.” McCormick’s husband Rob Knecht spent most of his working life on the water, running a maritime school, and working as a sailing coach. When the couple launched the oyster farm in 2006, Knecht also worked with a technology company. At that company, it was interactions with technologists, developers and designers that sparked the idea to build a company that used technology to get oysters directly to consumers, shipped overnight. “We leverage our mobile app and our website to get in front of consumers online that want to source oysters from all over North America, and we make that happen for them,” says Knecht. “Our
helps tilapia win the hearts and minds of Hawaiians
E C O - F R I E N D LY
In harmony with the values of the Kohala Institute, the operation is designed to be as environmentally friendly as possible. Tilapia was chosen as best for integrating with all the sustainable aspects continued on page 10 Publications Mail Agreement #PM40065710 RETURN UNDELIVERABLE CANADIAN ADDRESSES TO 111 Gordon Baker Rd., Suite 400, Toronto, ON M2H 3R1