ࡱ> 02)*+,-./q` bjbjqPqP k::, $PTHL`VVVKKKKKKK$RhVU0KiVK HLkkk KkKkk]046 >6QJy2>I^L0L2V;V|66VELVR kPT + VVVKKjVVVLDq`DL`   Value chain of Fish and Fishery products: Origin, Functions and Application in Developed and Developing country markets D.A.M. De Silva Drivers and Governors of change on the Demand Several factors are affecting on the demand function of fish and fishery products. Price, income, income distribution, substitutes, tastes and fashion, advertising and expectations of the consumers make the changes along the demand curve and demographic characters lead to change the position of the demand curve, upward or down ward shifting of the curve. Demographics Population growth rate and age distribution are key important factors affecting the demand function of fish and fishery products. Many developing nations having positive population growth rates and which generate larger youth population. Their food consumption habits and preferences directly affect the demand function. The opposite side of this coin is developed nations with slow or negative population growth rates. Food consumption pattern and food preferences of large elderly population have greater impact on global food supply chains. Worlds largest fish consumer, Japan has experienced very low population growth and population is aging. Twenty five percent of the population is aged over 65 years. Their diet is based on fish and rice and aging population places more demand on traditional fish cantered diets (DeSilva and Yamao, 2006). i. Ethnicity and Race Ethnicity and race are other important determinants on demand function. Socio-cultural values, religious concerns, and attitudes make difference among the market places. Especially, for countries in East place high demand on wide variety of fish and fishery products compared to other parts of the world. Moreover, countries having larger populations of Muslims are placing high demand on meat products than the fish. Species selection has great impact on food habits and religious concerns. i.e. most preferred species for one market may be least preferred for another market. For an example, sea cucumber and shark fins are luxury fish products for Hong Kong and China markets and other markets have no value. ii. Geographic distribution Geographic distribution is major important phenomenon to decide the demand on fish. Communities around the world have their own methods to harvest, handle, store and prepare the fish. Available fish species in their own destinations lead to develop unique methods to harvest and to consumption. Many tropical countries are blessed with multi species fishery and food habits of the communities are based on multiple fish species and preparation styles are different to location to location. On the other hand oily white fish species are common in temperate countries and they place high demand over the time on such species. iii. Extent of travel Extent of travel, passing national boundaries and exposure to different cultures is challenging experience to traditional demand curves on fish and fishery products. Especially, todays concern on global village lead to change the traditional face of the fish markets all over the world. Consumers exposed to different cultures and societies are demanding different products compared to less exposed people. Markets should compose of fish and fishery products from different destinations to cater for new world consumers. iv. Literacy Literacy rates and level of education lead to create knowledgeable society which is more concern on food safety and quality. Health concerns, food safety and hygiene are the key concerns in develop country markets compared to developing nations. Consumers are placing growing concerns on sustainability, depletion of fishery resources, social responsibility and climate change. Moreover, consumers of developed country markets are willing to pay extra premiums for fish and fishery products from sustainable base. v. Retailer promotion Retailer promotion is another important determinant of demand function. Developed country markets are composed of giant retail chains and competitiveness among retailers are very high. Their expenditure on promotional campaigns is high and getting the advantages of economies of scale compared to small-scale retailers in developing country markets. In contrast developing country markets are less competitive and individual retailers are prominent. Mobile fish retailers and vendors play a great role in supplying fish to rural destinations of Asia, Africa and Latin America. Moreover, individual retailers are using establish strong social networks to market their products. Word of mouth is their cost effective promotional tool and they bring fish and fishery products to the door step of the freshness concern consumers. 2. Consumer preferences Price, quality, convenience, year round availability, variety, nutritional concerns, safety and hygiene are principal determinants of consumer demand on fish. Food habits and food consumption behaviour directly affects the consumer concerns on price and quality. Worlds biggest fish consumer, Japan concerns more on fresh produce and they fetch highest prices for freshest form of the fish. Raw fish is centred for their diet and in general, they used shop daily for fresh fish. On the other hand, western markets consume cooked forms and their concerns are more on quality and food safety. Weekend shopping behaviour is popular in Western destinations and places much attention on convenience. Quality standards add extra cost to the production process and quality requirements differ from market to market. i.e. European Union market based on EU directives food safety and sanitation, US market based on United States Food and Drug Administration (USFDA) requirements and Japanese market based on Food and Sanitation Law (Lupin,1999). Especially quality concern markets are willing to pay extra for the maintenance of quality standards. i. Convenience Convenience plays important role in fish and fishery product marketing. Especially busy mothers and house wives are reluctant to buy fish due to its time consuming initial preparatory work. Clean, cut ready to cook or ready eat forms of fish is demanding more and consumers are willing to pay extra premiums on it. Moreover, range of value added meat products available in markets make meat is more popular compared to fish. Fish and fish based meals are popularizing all over the world due to health concerns. Product development can play a great role in this endeavour. ii. Year round availability Aquaculture, make it possible compared to capture fisheries. Especially, regular supplies to the market are essential to have loyal group of consumers. Seasonality is common with many fish species and which makes consumers to search substitutes. Many developing country fish suppliers are supplying seasonal species to the markets and which lead to change the consumer base time to time. Value addition will help to bring the different forms of fish products to the market place while reducing post harvest losses. Post harvest losses in developing county markets are high as 30-40% of the harvest. iii. Variety and nutritional content Fish and fishery products already acquire the minds of health concern people everywhere in the world. Fish is rich in Omega 3 fatty acids and which make fish more popular in modern markets. Year round availability of different species as well as different value added forms will lead to fulfil the needs and wants of todays consumers. Aquaculture provides promising answers to the variety of products available in the market year round basis. Moreover, value addition helps to reduce post harvest losses and bring the regional specialties over the national boundaries. iv. Safety Consumers of today are more concern on food safety ever before and high value markets such as EU and USA market are place much attention on it. Developing country markets are placing poor attention on food safety and sanitation measures and rising levels of market information, education and awareness programmes will help to minimize the gap. v. Greenness Sustainability is the end concern of the green or environmental friendliness. Fish stocks all over the world are declined in to threaten levels and remaining stocks make it possible to serve for limited time. On the other hand, climate change and global worming bring the situation into dead end. Moreover, states and policy makers are facing severe issues of rising levels of food crisis. Consumer and fisher awareness on sustainability will help to reduce the threats on fish stocks and make it available for future generations. Consumer of high value markets place more attention on products from sustainable resource base and they are ready to pay extra for the conservation measures. Eco-labels, organic labels and MSC label are generating consumer awareness. Health concern consumers are paying more attention on chemical free stuff and free from antibiotics. Consumers willingness to pay premium prices on chemical free, sustainable products encourage producers to think twice on their way of production. vi. Faire trade Fair trade labels spell the social responsible behaviour of the company. Rarely fish and fishery produce processing companies hold the fair trade label. Only the Icelandic fishing community holds the faire trade label for their wild salmon products. Millions of small-scale subsistence fishers depend on directly and indirectly on this industry. Therefore, its worthwhile to pay attention to apply fair trade label to sustainable fishing communities across the world. Consumers of high value markets are willing to pay premium prices for fair trade products and this is encouraging producers of developing nations. Moreover, which facilitates the fish processors to provide better packages to their employees and help to protect the resource base. Buyer specification volume Buyer specifications are very important to the marketing of fresh produce. Buyers are twofold, individual buyer and institutional buyers. Volume of trade differs according to the type of buyer mainly. Seasonality, economic status, cultural aspects and purchasing power of the consumers affects the trade volume. ii. Presentation Presentation style appeals and attracts the consumers and especially important for fish and fishery products. Fish and its nature of fresh produce with odour and perishability makes consumers away from the products. Good packaging materials will improve the handling and shelf life of the products. Clean cut ready to cook or eat fishery products attracts more consumers than the raw whole fish. Food habits and food culture have direct impacts on the consumer preferences. Labelling Food labeling is intended to provide information on product composition and safety. Country of Origin Labelling, meaning all fish and shellfish has to carry labels saying where they came from and whether they are farmed or fresh. Bottom line is that we consumers should now know exactly where the fish we are buying came from and how it was grown, with no question. Recently the European Union (EU) adopted regulations requiring labelling of all fisheries and aquaculture products. This labelling regulation is intended to strengthen traceability - the ability to trace fisheries products from sea to market and allow consumers to choose their seafood according to specific criteria that might be of concern to them. All fisheries products on sale at retailers will have to be labelled with the following information: the commercial name of the species, the production method (wild or farmed) and the area where the fish was caught (Benjamin, et. al., 2001). Private standards Mandatory public (regulatory) standards carry with them a legal obligation for compliance and are a response to a perceived market failure; as such they are often implemented in the presence of negative externalities, to ensure the provision of public goods, or to mitigate information asymmetry (Hobbs, 2010). Private standards for food safety and food quality can be distinguished on two dimensions: the source or scope of the standard and the economic function of the standard. Private standards emerge from a variety of sources and include proprietary standards established by firms, third-party standards established by independent standard-setting bodies and other non-governmental organizations, and voluntary consensus standards established by industry bodies or coalitions of firms (Hobbs, 2010). Private standards can also be distinguished by the economic functions they perform, including product differentiation, supply chain management, and liability reduction or protection of a firms (industrys) reputation. Private standards can enhance product differentiation if the standard is communicated to consumers through labelling or the presence of a logo on the final consumer product, both of which act as quality signals. Alternatively, the primary purpose of a private standard could be to enhance supply chain management by improving information flows and reducing transaction costs in the supply chain. Finally, private standards may serve primarily to reduce liability as a component of a due diligence defence in the event of a food safety problem. If effective, private standards can reduce transaction costs by facilitating longer-term supply chain relationships and in doing so lowering both the search costs of finding reliable suppliers and the monitoring costs of ensuring the quality of supplies. For this reason, a credible system of verification (often by a third-party certification body) is a necessary component of most private standards systems, both proprietary and consensus. While ostensibly voluntary, private standards can be de facto mandatory if a majority of the market adopts the standard as a requirement (Henson, 2006; Henson and Reardon, 2005). Certification Certification and the labelling of certified products aim to identify products that follow certain minimum standards or regulations, such as standards for quality, organic production, fair trade, or sustainability (Green peace, 2010). A variety of seafood certification schemes have been developed over the past decade, all claiming that the fish that they certify have been sustainably caught or farmed and that they are the best option for consumers to purchase. Guides and advisory lists are HYPERLINK "http://en.wikipedia.org/wiki/Marine_Conservation_Society" \o "Marine Conservation Society"Marine Conservation Society (MCS), HYPERLINK "http://www.fishonline.org/"Fish online website and Good Fish Guide (HYPERLINK "http://en.wikipedia.org/wiki/United_Kingdom" \o "United Kingdom"UK) and Northeast HYPERLINK "http://en.wikipedia.org/wiki/Atlantic_Ocean" \o "Atlantic Ocean"Atlantic) The HYPERLINK "http://en.wikipedia.org/wiki/Monterey_Bay_Aquarium" \o "Monterey Bay Aquarium"Monterey Bay Aquarium HYPERLINK "http://www.montereybayaquarium.org/cr/cr_seafoodwatch/sfw_recommendations.aspx"Seafood Watch HYPERLINK "http://en.wikipedia.org/wiki/Greenpeace" \o "Greenpeace"Greenpeace: HYPERLINK "http://www.greenpeace.org/international/seafood/red-list-of-species"International Seafood Red list HYPERLINK "http://en.wikipedia.org/wiki/Australian_Marine_Conservation_Society" \o "Australian Marine Conservation Society"Australian Marine Conservation Society (AMCS) produces Australia's Sustainable Seafood Guide, a consumer guide, advising consumers which species are in danger of being fished out. HYPERLINK "http://en.wikipedia.org/wiki/Royal_Forest_and_Bird_Protection_Society_of_New_Zealand" \o "Royal Forest and Bird Protection Society of New Zealand"Royal Forest and Bird Protection Society of New Zealand, HYPERLINK "http://www.forestandbird.org.nz/what-we-do/publications/-best-fish-guide"Best Fish Guide The Blue Ocean Institute Seafood Guide, Based in HYPERLINK "http://en.wikipedia.org/wiki/New_York" \o "New York"New York. Oceans Alive: HYPERLINK "http://www.oceansalive.org/eat.cfm?subnav=bestandworst"Best & Worst Seafood Choices HYPERLINK "http://en.wikipedia.org/wiki/National_Audubon_Society" \o "National Audubon Society"Audubon Society's HYPERLINK "http://www.spc.int/Coastfish/Asides/papers/Audubon.htm"National Seafood Wallet Card (USA) Monterey Fish Market HYPERLINK "http://www.webseafood.com/sustainability/seafoodadvisorylist.htm"Seafood advisory list (West Coast, USA) Canadas Seafood Guide (HYPERLINK "http://en.wikipedia.org/wiki/SeaChoice" \o "SeaChoice"Sea Choice), initiative of Sustainable Seafood Canada The HYPERLINK "http://en.wikipedia.org/wiki/Environmental_Justice_Foundation" \o "Environmental Justice Foundation"Environmental Justice Foundation (EJF) HYPERLINK "http://www.ejfoundation.org/pdf/ejf_prawn_consumer_guide.pdf"Consumer Guide To Prawns Price point and service As for the boats, with todays enforcement, most species are becoming regulated industries and so the dock will have licensed receivers who are responsible for ensuring that the fish was caught legally. Usually a handling company made up of experienced un-loading crews who will travel up and down the coast to meet a boat, will unload a catch and assist the captain in grading the catch. Grading is critical because quality is a major selling point in the seafood world. Thus many boats stick with the same un-loaders and call to meet them at a dock which makes the most sense. The handling of the seafood is a critical component of quality. The better the boat at handling its catch usually translates into a better than average return for the catch. While most of the day catch boats are captained by the owner, the larger vessels are usually owned by a company or an individual (who often owns multiple boats), and have a paid captain and crew. Most Boats owners pay the captain and crew a commission based on product quality and amount delivered. Most seafood raw materials are harvested from a boat and depending on whether its a day trip (out and back in same day) or an overnight (some runs take as long as ten to fourteen days), the fish can have some processing prior to returning. The fisherman wants to bring the fish to the dock in its most simple and stable form. Usually the guts are removed on the boat and often the head as well. This allows for more space in the boat hold. The fish will be sold to the dock, often an auction house which will sell the catch in loads to the highest bidder of the day. Once the raw material market price is established, the dealers at the dock will then sell the product to various fish processing houses. First price of seafood is at the docks where the fish are off loaded. The second is the amount of premium (or commission) that the dealer adds. Technology This includes marketing information systems, category management methods, progress in supply chain management, transport and handling advances. Marketing information systems Market information systems, often based on simple mobile phone and local-centre web access, help poorer groups make smarter decisions. Although market intelligence systems are widespread globally, they mostly serve large companies in developed countries. Flexible local networks connecting producers, traders, NGOs, the public sector and consumers help them quickly find and use the information they need. Artisanal fishers have rapidly caught on to using mobile phones to find out where they can get the best prices for their catch. 'One Stop Shops' in Bangladesh, and similar networks in Laos, Cambodia, and Vietnam, also offer fishers cheap local access to market information (Research Into Use, 2010). Small-scale fishers around the world are the losers of market ignorance. Middlemen and traders are the winners with high profit margins and ultimate end of poverty. Category management methods The fish products and supplies category includes almost everything to do with fish. The fish products and supplies category is extremely diverse. To begin with, it will come as no surprise that it includes leading global players, supplying a variety of both fresh and processed fish and fishery products to customers around the world, while respecting strict industry specific standards for sustainability. Supply chain management The supply chain for fish and fishery products can involve a large number of stakeholders between the fisherman/fish farmer and the final consumer. Most seafood is traded internationally, particularly the high-valued species most commonly associated with IUU fishing (e.g. tuna, tooth fish, cod, abalone) (Roheim,2008). There are four possible routes fish caught by a foreign fleet may make its way to the consuming nation: 1) it may be exported directly after harvest; 2) it may be exported after only primary processing occurs within the foreign harvesting nation; 3) it may be exported after both primary and secondary processing occur within the foreign harvesting nation; or, 4) it may be exported after harvest to a third country processor which will then re-export the product to the consuming nation (Roheim,2008). A relatively new feature of the global supply chain is the emergence of a third country processor a country to which nations export unprocessed products simply to become processed, only to have those products re-exported (Roheim,2008) . The nations serving this role are China and Thailand. A growing and significant amount of fish is exported to China post-harvest, processed, then re-exported around the globe. Transport and handling advances Reliable temperature maintenance is the key important feature in fish and fishery product transport. All people involved in the handling and transporting of perishable commodities are responsible for their part in the cool chain. Breaks in the cool chain can result in irreversible damage to the quality of foods. In the transport of perishable products into remote regions ideal procedures may not always be possible and so in these instances early planning will allow products to be delivered as efficiently as possible. Distributors and transporters need to be able to manage frozen, chilled and odour producing foods, as well as ethylene producing and ethylene sensitive products. Many developing countries are lacking such facilities and post harvest losses are very high. A large portion of the harvest is discarding without marketing. In one hand this is threat to the resources base and on the other hand leading to poverty. This means important decisions relating to storage facilities, truck design and capacity as well as supply patterns will be required to meet food safety regulations. Maintaining the cool chain is essential to minimise product deterioration and achieve maximum shelf life for the product. Many potential problems in the supply chain can be avoided or effectively managed by understanding the critical handling issues and carefully planning each load. Regulatory change Official standards and associated certification Standards and certifications aims to protect consumers, environment, sustainable resource utilization, fishers and trade relations. Common forms are regulations (fishing gear and effort controls, close seasons, catch controls, protection of vulnerable and endangered species..etc.) voluntary standards (MSC label, Eco labels, Organic labels,..etc) and codes of conduct. Developing countries have been generally reluctant to participate in labelling activities (Ponte, 2006). They have highlighted the embedded protectionist elements of some of these initiatives. Labelling (nutrition, Country of Origin Labelling, allergens) As food markets evolve with new technologies emerging, increased product differentiation and more affluent consumers, there is heightened focus on food safety and quality. Regulatory systems have responded with new product and production standards, approval processes, risk assessment processes and labelling requirements while, at the same time, a plethora of private food safety and quality standards have emerged alongside these regulatory developments (Hobbs, 2010). European Union (EU) adopted regulations requiring labelling of all fisheries and aquaculture products. This labelling regulation is intended to strengthen traceability - the ability to trace fisheries products from sea to market and allow consumers to choose their seafood according to specific criteria that might be of concern to them. All fisheries products on sale at retailers will have to be labelled with the following information: the commercial name of the species, the production method (wild or farmed) and the area where the fish was caught (Benjamin et al., 2001). Environmental labelling in fisheries; Country of Origin (mandatory) Product certification and catch documentation EU requirements to mark or label commercial destination, production method and area of capture of fish Dolphin safe and Turtle-friendly labels on tuna and shrimp designed to minimize by-catch Organic labels Nordic Technical Working Group on Fisheries Eco-Labelling Criteria Marine Aquarium Council certification (MAC) Global Aquaculture Alliance (GAA) codes of practice and certification ISO 14000 series on environmental management performance MSC label on sustainable fisheries Environmental protection Marine fisheries and some of the inland fisheries are common-pool resources, and many of these resources are overexploited. At the same time, capture fisheries and aquaculture operations can impinge on public goods provided by marine ecosystems such as marine biodiversity and unique habitat. The common-pool and public goods dimensions of the marine environment justify regulation, but the issues frequently transcend national boundaries. Individual countries have few alternatives to protect the marine environment beyond their own jurisdictions (Asche and Smith, 2010). International agreements, treaties and policies help to conserve the remaining stocks of threatened species. The law which applies to the high seas is founded on the HYPERLINK "http://www.un.org/Depts/los/index.htm" \t "_blank" \o "United Nations Convention on the Law of the Sea"United Nations Convention on the Law of the Sea (UNCLOS), which entered into force in 1994. An important element of UNCLOS was the undertaking by all signatory countries to promote sustainable fishing. Since the adoption of UNCLOS, a number of agreements have been developed to deal specifically with how to bring about sustainable fishing on the high seas. One of them is the HYPERLINK "http://www.un.org/Depts/los/convention_agreements/convention_overview_fish_stocks.htm" \t "_blank" \o "Agreement on straddling stocks and highly migratory fish stocks"Agreement on straddling stocks and highly migratory fish stocks (1995). The UN system also has a key role to play in combating HYPERLINK "http://ec.europa.eu/fisheries/cfp/illegal_fishing/index_en.htm" \o "destructive fishing practices"destructive fishing practices, which damage fragile habitats, in particular seamounts and cold-water corals. The following agreements have been adopted by Food and Agriculture Organization (FAO), HYPERLINK "http://www.fao.org/docrep/meeting/003/x3130m/X3130E00.HTM" \t "_blank" \o "Agreement on compliance with conservation and management measures"Agreement on compliance with conservation and management measures (1993) and HYPERLINK "http://www.fao.org/docrep/005/v9878e/v9878e00.HTM" \t "_blank" \o "Code of Conduct for Responsible Fisheries"Code of Conduct for Responsible Fisheries (1995). The international cooperation on marine conservation provides an incentive for countries to use trade policy as an indirect means to protect the marine environment. Large share of the available fish and fishery products are being traded, trade restrictions can potentially lead to better resource protection and better fishing practices. Labour rights and animal rights Ethical consumerism is the intentional purchase of products and services that the customer considers to be made HYPERLINK "http://en.wikipedia.org/wiki/Ethics_(philosophy)" \o "Ethics (philosophy)"ethically. This may mean with minimal harm to or HYPERLINK "http://en.wikipedia.org/wiki/Exploitation" \o "Exploitation"exploitation of humans, animals and/or the HYPERLINK "http://en.wikipedia.org/wiki/Natural_environment" \o "Natural environment"natural environment (Ethical Consumer, 2007). Faire trade, MSC labelling and other related initiatives play a great role in protection of both labour and animal rights. Global supply chains place more concern on compliance with fundamental workers rights as codified in national labour legislation and the core International Labour Organization (ILO) Conventions. These rights include prevention of forced and child labour, freedom of association, non-discrimination and equal remuneration for equal work. Child labour is not permitted in either our stores or our distribution centres. Consumers of high value markets acknowledge the human rights of the workers and willing to pay premium prices for the suppliers facilitate the community development. Faire trade help suppliers to grow their businesses in a responsible and sustainable way. Some of the leading retail chains operating in USA and Europe i.e. Tesco, Ahold, etc. is in the process of implementing the Business Social Compliance Initiative (BSCI) program with corporate brand suppliers in high-risk countries. Many initiatives aim to improve living conditions for animals, while, at the same time, delivering safe, quality products. Retail chains aim to offer sustainable seafood in their stores by selling seafood that is harvested in a sustainable way by actively working with the industry, NGOs and governments to monitor and improve long-term viability of fish stocks. Many governments and supply chians work on developing a more sustainable approach to seafood with the World Wildlife Fund (WWF), New England Aquarium and Shedd Aquarium amongst others. European companies have strong relationships with the WWF and work with the Marine Stewardship Council (MSC), which runs a sustainable fisheries certification program. Market access Quarantine restrictions and other non-tariff trade barriers (NTBs) are considered mainly in market access of fish and fishery products. Developing countries, export mainly raw products and only limited quantities of processed products. The former are in turn processed in industrialized countries and these exporting countries are not extracting full benefits from their aquatic resources. Despite the availability of technology, many projects in value-adding for export were collapsed. Careful consideration was not given to the various facets of their feasibility, including quality assurance, marketing, distribution and trade barriers, before embarking on a value-adding fish process. Value added fish and fishery products requires substantial investment in marketing and publicity to disseminate the brand image of the product. This is not within the capabilities of many developing countries where the fish exporting industry is fragmented and trade associations and support institutions are not well organized. Presently, most developing countries process value-added products packed under the label of the importer that has a known brand and distribution channels. Exports of fishery products are still subject to many trade barriers. Tariffs play important roles in strategic business decisions on whether to export unprocessed fish products, which normally have zero tariffs in the importing country, or finished (consumer ready) processed/semi-processed products, which are burdened with prohibitive tariffs. Largest fish markets, EU, USA and Japan with stagnant domestic supplies and growing consumption, they are forced to rely on imports to cover a growing share of domestic demand. Import tariffs in developed countries are so low and, albeit with a few exceptions such as for many value-added products, do not represent any significant barrier to trade. As a result, developing countries have been able to gain increased access to developed country markets without being hampered by prohibitive custom duties. In fact, todays most important barrier to increased exports, beyond the physical availability of product, is the lack of ability to adhere to quality- and safety-related import requirements, rather than import tariffs. The WTO agreements most important for fish trade, in addition to the member countrys individual commitments on import tariffs, are the ones concerning subsidies, anti-dumping, technical barriers to trade, sanitary and phytosanitary measures and resolution of disputes. Factor costs and distribution and retailing Energy, transport and labour are key points of factor costs in distribution and retailing. Factor costs act as major barrier in fish and fish produce marketing in developing nations. Poor infrastructure, logistics and weak policy hinders the success of the industry. Moreover, post harvest losses are high as 40% in many developing country markets and which hinders the value addition process. Economic growth trends Gross Domestic Product, disposable income, levels and use of consumer credit and inequality of wealth are the major components affecting the fish supply chain. Developed countries constitute the main outlets for fish and fishery products. Japan, the largest single market for fish and fishery products and their high level of per capita fish consumption places year round demand. United States plays an important role as second largest single country market with growing potentials. Japans declining fish consumption followed by low demand on high valued species changes the trade flows to other growing markets. Especially growing economies and expanding upper middle class in Asia places high demand on fish and fishery products. In developing countries, fish plays a major role in the diet of poorer communities as a principal source of protein. Drivers and governors of change on the supply Product/ Market conditions Supply side of the fish and fishery products affects different factors, market demand, prices, season, climatic conditions, population dynamics, economics status, fuel prices, policy and legal environment. etc. Perishable nature of fish requires special attention on handling, grading and packing and the market price reflect the quality of fish. Fifty percent of fish supplies come from developing country destinations where market infrastructure facilities are minimal. Huge post harvest losses and poor infrastructure make them away from high level of value addition and earn healthy export earnings. Most of the developing country fish suppliers act as raw material suppliers to the industrial nations, which they earn little profit from valuable natural resources. Procurement practices Value chain integration, compliance with private standards, preferred supplier arrangements and new terms of sale are most impor6ant considerations for the suppliers. In general, ten important considerations for responsible fish trade include legality, objective assessment, communication, promotion, continuous improvement, engagement prohibition, research, traceability, ethics and environment. Factor prices and availability for production and shipping Infrastructure development has been a major factor in reducing trade costs and there by facilitating trade expansion (Brooks and Hummels, 2009). Expansion or improvement in quality of infrastructure services lowers marginal costs, raising the minimum efficient scale of production, transportation, or marketing (Brooks, 2008). Lower costs and greater economies of scale raise the potential for increased or new sales in export markets, as well as domestically, as efforts to take advantage of economies of scale in production, procurement, or marketing lead firms to look beyond national borders for both trade and investment opportunities (Brooks, 2008). Promoting efficient financial intermediation, coordinating regional public goods, reducing macroeconomic vulnerability to shocks, and strengthening security ties offer governments similar incentives to design, develop, and manage regional infrastructure cooperation and integration. In this context, infrastructure is one of the three Is, along with incentives and institutions, that are key determinants of overall growth and the magnitude and productivity of capital inflows to liberalizing economies (Hill 2004). Producer preferences Overall investment boat, price levels and their variability and production risk. FAO (2006a) data confirms that approximately 75% of fish species with commercial value have been overexploited and some are close to extinction. 52% of commercial stocks are fully exploited, i.e. they are at or near their maximum sustainability production levels. 25% more are in very bad condition: 17% are overexploited and 7% are depleted. Only 1% is recovering from depletion. In general, producer preferences receive less priority in capture fish production. Moreover, choices of producers and available facilities greatly affect the aquaculture production. In practice, there are differences in fish supply chains among different countries and regions that correspond to socio-economic, environmental conditions and cultural differences (UNEP, 2009). Differences also exist in relation to fish species and products as well as harvesting techniques (industrial production, artisanal production, aquaculture or capture). The length of the supply chain can also vary depending on the product and country of origin and final destination of a product (whether for domestic consumption of export). Fish and fishery products supply chains can also vary in complexity from one company to another, depending on the level of integration of the different links and the ownership of the entire production process. Technology The application of fisheries technology starts from culture and ends to export of the product. Post Harvest Fisheries Technology involves processing, preservation, handling, harvesting, marketing etc. Developing countries, where tropical weather and poorly developed infrastructure contribute to the problem, losses are sometimes staggering proportions. Losses occur in all operations from harvesting through handling, storage, processing and marketing. Many developing country producers were marginalized from global supply chains due to their poor maintenance of quality standards. In general, low tech developing country suppliers earn less for their resources while industrial nations earn extra premiums. Marketing information systems, supply chain management, quality assurance regimes, transport and handling technologies and post harvest and production technologies. Regulatory change Capacity to deal with market access requirements, standards, dealing with local and national restrictions on land use, inputs, labour contracting and treatment. Demographics Availability of seasonal labour, existence of a local market for seconds and an urban market for export quality product VALUE CHAIN: Creating value chain for fish and fishery products  From Low yields Production scattered over many small scale fishermen, farms Outdated harvesting technologies Inadequate information and market ignorance on prices, trends and customer needs Inadequate post-harvesting facilities (ice, cold storage and cooler wagons) Traditional, agent-driven, inefficient procurement system Extremely poor transportation (roads, harbours, auction halls, market places and logistics) Infrastructure (lack of ice production, very limited cold storage facilities) High degree of wastage (poor handling and grading) Produce inconsistent inequality Outdated, inadequate distribution of infrastructure Limited organized fresh produce retailing High degree of wastage Exports constrained by inadequate cold storage infrastructure and high costs  To Significantly higher yields Stronger linkages with the market High awareness levels on price trends and customer needs Use of modern technology, leveraging significant extension work  Improved post-harvesting technologies available to most fishers and processors Efficient procurement system with few middlemen Reduced wastage due to better road/rail and refrigeration infrastructure  Widespread organized fish retailing, demanding higher quality produce Upgraded distribution infrastructure; cold storages at wholesale man (local markets) Exports facilitated through provision of adequate cold storage/pre-cooling infrastructure at ports/airports  What is the fish supply chain? Entire set of processes and activities required to produce a product then deliver it to a target market is considered as supply chain. The term  produce encompasses growing, transforming, or manufacturing. The entire chain goes from oceans or farms to hands, chopsticks and forks. Unfortunately, many central and local governments, donor agencies, non-governmental organizations are concerned with a subset of links within the value chain of fish and fishery products. Smooth functioning of value chain requires not only the factors of production and technology but also the efficient transport, market information sysyetms and management. Key links in fish and fishery product supply chain      Value chain Michael Porter (1985) introduced in his book The Competitive Advantage the concept of the Value Chain and book highlighted that the activities within the organisation add value to the service and products that the organisation produces, and all these activities should be run at optimum level if the organisation is to gain any real competitive advantage. If they are run efficiently the value obtained should exceed the costs of running them i.e. customers should return to the organisation and transact freely and willingly. Michael Porter suggested that the organisation is split into primary activities and support activities.  Primary activities Inbound logistics: Refers to goods being obtained from the organisations suppliers ready to be used for producing the end product. Operations: The raw materials and goods obtained are manufactured into the final product. Value is added to the product at this stage as it moves through the production line. Outbound logistics: Once the products have been manufactured they are ready to be distributed to distribution centres, wholesalers, retailers or customers. Marketing and Sales: Marketing must make sure that the product is targeted towards the correct customer group. The marketing mix is used to establish an effective strategy; any competitive advantage is clearly communicated to the target group by the use of the promotional mix. Services: After the product/service has been sold what support services does the organisation have to offer. This may come in the form of after sales training, guarantees and warranties. With the above activities, any or a combination of them, maybe essential for the firm to develop the competitive advantage which Porter talks about in his book. Support activities The support activities assist the primary activities in helping the organisation achieve its competitive advantage. They include: Procurement: This department must source raw materials for the organisation and obtain the best price for doing so. For the price they must obtain the best possible quality Technology development: The use of technology to obtain a competitive advantage within the organisation. This is very important in todays technological driven environment. Technology can be used in production to reduce cost thus add value, or in research and development to develop new products, or via the use of the internet so customers have access to online facilities. Human resource management: The organisation will have to recruit, train and develop the correct people for the organisation if they are to succeed in their objectives. Staff will have to be motivated and paid the market rate if they are to stay with the organisation and add value to it over their duration of employment. Within the service sector, eg: airlines it is the staff who may offer the competitive advantage that is needed within the field. Firm infrastructure: Every organisation needs to ensure that their finances, legal structure and management structure works efficiently and helps drive the organisation forward. As you can see the value chain encompasses the whole organisation and looks at how primary and support activities can work together effectively and efficiently to help gain the organisation a superior competitive advantage. Supply chain vs value chain Value chains are concerned with what the market will pay for a good or service offered for sale. Moreover market considerations differ from country to country, region to region and having close connection with food habits and consumption pattern of the people. The main objectives of value chain management are to maximize gross revenue and sustain it over time. Supply chains are concerned with what it costs and how long it takes to present the good for sale. The main objectives of supply chain management are to reduce the number of links and to reduce friction such as bottlenecks, costs incurred, time to market, etc. Good supply chain is essential to develop a value chain.     The emergence of the value chains in the fish produces industry    Source: Adopted from Roberta cook and Rabobank Mexico Similarities of fish marketing systems in developing versus developed countries Both have to face the same basic challenge of providing safe food of right type and quality, to right place to right people those who are willing and able to pay Market composed of mixture of local and imported fish and fishery products Complex panorama of actors, enterprises and institutions Important role of supermarkets in fish and fishery product retailing Presence of hotel restaurant and institutional channels, and therefore some food service suppliers Increasing role of regulations and standards Differences of fish marketing systems in developing versus developed countries Vastly different scale at system and enterprise level Percentage of product handled formally lower in less developed countries Share of fresh versus processed or manufactured much higher in less developed countries than emerging or developed countries Supermarket share is rising still and fast in less developed countries to detriment of smaller retailers and wholesale markets Food service share and growth smaller because hotel, restaurant and institutional markets are less developed due to lower disposable income Standards less evolved and less complicated PESTLE analysis of the fisheries industry PESTLE analysis is a useful tool for understanding the big picture of the environment in which industry is operating and environmental understanding will bring the advantage of the opportunities and guide to minimize the threats. PESTLE components are; Political, Economic, Social, Technological, Legal, and Environment. FactorsImportance : Increasing >; Unchanged =; Decreasing <Political Factors Low political interest among the general public and therefore little or no pressure on government Low political pressure from fishermen and boat owners Low interest among politicians High interest among government to improve the situation on post harvest losses Frequent changes in policy due to rapid changes in politically elected authorities within the government affecting stability of practical resolutions Possibilities for fishermen- and vessel owner associations to influence future policy making and contributing to political decisions International agreements e.g. IOTC = > = > > > > FactorsImportance : Increasing >; Unchanged =; Decreasing <Economical Factors Low average catches affect fishermens incomes and availability of capital to invest in improvements Low purchasing power among a large group of customers in the domestic market Un equal income distribution and growing upper middle class Limited knowledge in financial accounting affects operation of small and medium sized fishermens businesses The ongoing civil conflicts in Asia affects governmental expenditures and decreases the possible funding of development in the fisheries sector The tsunami disaster had severe effect on the Indonesian, Sri Lankan, and Thailand fisheries sectors e.g. on development and capacity  = > > < > < FactorsImportance : Increasing >; Unchanged =; Decreasing <Sociological Factors Acceptance of low quality fish Lack of awareness Food safety and health problems due to low fish quality The attitude of fishermen Lack of specialized education among fishermen Religious sentiments affecting industrial practices  < < > > > = FactorsImportance : Increasing >; Unchanged =; Decreasing <Technological Factors Lack of infrastructure (e.g. facility, machinery, tools, practices) Inferior boat design Inferior harbor design Insufficient availability of freezing facilities Inadequate processing facilities Selectivity of fishing gear (i.e. gillnets) Lack of technological improvements (e.g. freezers, insulating boxes etc.) Lack of proper hygienic practices Inadequate transport facilities < > > > > = > > = FactorsImportance : Increasing >; Unchanged =; Decreasing <Legal Factors Lack of regulations, monitoring and enforcement on: Quality standards Food safety Hygiene standards Fish handling Illegal inland fishing Regulations in foreign export markets (e.g. EU, USA and Japan) General trade agreements and tariff > > > > > > > = Factors Importance : Increasing >; Unchanged =; Decreasing < Environmental Factors Insufficient availability of clean water Tropical weather conditions and climate change Pollution in harbor basin water Lack of adequate sewage management Oil spills in harbors Hygienic conditions onboard boats and in harbors Sustainability of fish stocks Stock size (When stocks are large and catches good, post harvest losses tends to increase)  > > > > = > < =  Global fishery Value chains : A literature review Fishery industry plays a significant role in the livelihood of more than 50 million people in terms of employment, income and provision of principal protein to the diet. Moreover, fisheries industry has ranked high among others in its contribution to the local and regional economy. Fisheries industrys capability to generate and sizable growth opportunities and to effectively contribute to the developing worlds development objective of poverty eradication and wealth creation has been immensely disturbed due to constraints it focus. Industry is at threatening levels due to over exploitation of resource base environmental degradation, climate change, high pressures on resources and poor or limited value addition. Value chains of pelagic fish in Asian developing countries are not developed to meet international market requirements and limited value addition. Main markets for pelagic species are domestic markets and processing efforts are poor. In contrast, value chains of dermasal species are well established and value addition generates profits to the stakeholders of the chain. Face of the fisheries industry is affected by participation in either regional or global fish trade. Value chains are networks of labor and production processes where the result is a finished commodity (Hopkins and Wallerstein, 1986). Value chains are led by firm leaders and chains consist of several nodes, each of which has a particular function in transforming an object from raw materials to an article of consumption (Gereffi and Korzeniewicz, 1994). Analyzing finance in the fisheries value chain provides an interesting case because unlike for example grains, tree crops or vegetables, seasonality issues play less of a role. The case is also interesting for the complexity of interwoven value chains: fresh and processed fish, industrial and artisanal processing, domestic and export markets, food and feed products (Ardjosoediro and Neven, 2008). Analyzing the fishing value chain, with its unique social fabric and direct relationship to a fragile natural environment, also demands a discussion on the triple bottom line of economic, social and environmental issues (Ardjosoediro and Neven, 2008). Types of global fishery value chains 1.  SHAPE \* MERGEFORMAT  2.  SHAPE \* MERGEFORMAT  3.  SHAPE \* MERGEFORMAT  4.  SHAPE \* MERGEFORMAT  5.  SHAPE \* MERGEFORMAT  Fish production Capture fishery plays an important role of supplying fish to cater for consumer demands. To keep increasing fish supply, aquaculture is becoming an important occupation while bridging the gap between demand and supply. Supply chain of the marine capture fishery would comprise of several stakeholders such as producer, wholesaler, dealers, middlemen, retailer, processor and consumer. Fishermen and fish farmers Capture fishery composed of two main actors, artisanal and industrial fishermen. Industrial fishers are concern more on few economically important species and their scale of production is large compared to artisanal fishers. In Sinaloa, Mexico industrial fishermen produce 60% of exported Sinaloa wild-caught shrimp, and artisanal fishermen produce 40%. Five industrial producers dominate the market, providing them with leverage within the industry (Dubay et al., 2010). Promarmex, the largest single producer coalition, contributes up to 70% of Sinaloas total wild-caught shrimp production. It is a vertically integrated actor in the value chain, which does its own processing, exporting, branding, and marketing. Conversely in Mexican shrimp fishery, between 4,000 and 5,000 artisanal fishermen organized into 140 local cooperatives aggregate shrimp for sale to the domestic and export markets. Each artisanal cooperative has a very small share of the market. Further, artisanal fishermen are mostly restricted to bays and lagoons, in which they can only catch smaller shrimp, which are concurrently of lesser value in the market (Dubay et al., 2010). The value chain of the Nile perch, foreign hunter species found in Lake Victoria representing the establish aquaculture value chains in Africa. Formation of a Nile perch value chain from Lake Victoria to international markets was open up new avenues to the local fishermen as well as other stakeholders of the chain (Schuurhuizen, 2006). Length and number of nodes (participants) are varies country to country as well as species to species. A study on dry fish value chain of Bangladesh identified 4 stakeholders; fish traders, wholesalers, medium operators between producer and consumer Shamsuddoha (2007). The Hilsa market chain from fishermen to consumers encompasses mainly primary, secondary and retail markets, involving sales agents, suppliers, wholesalers and retailers (Ahmed, 2005). Backward stakeholders in both long and short supply chain were fishers, middlemen and wholesaler (Shamsuddoha, 2007). Moreover, fish producers can be categorized into 3 groups, such as low income or poor of indebted producers, middle income fishers and private on Non Governmental Organizations (NGO) entrepreneurs (Shamsuddoha, 2007). Internal dynamics lead to create division between State Own Enterprises (SOEs) and local Chinese dominated private enterprises in Vietnam (Lindhal, 2005). Fish quality as expected internationally guaranteed by the processing industry through adopting new quality guidance techniques and based on strong selection of the quality of the fish at the receiving point (Schuurhuizen, 2006). Vietnams participation in value chains embedded in different institutional contexts has a profound impact on how local upgrading takes place (Lindhal, 2005). Common features of the most of developing country suppliers are insufficient quality control in the up stream part of the channel, insufficient use of ice and long waiting times of the trucks (Schuurhuizen, 2006). Moreover, in the up stream part of the channel, poor market information and incomplete information flows are common. Marginalization from global buyers is not necessarily a total exclusion as there is often third road to upgrading by for instance using socially embedded networks of say Chinese overseas to place products through the back door to the consumers (Lindhal, 2005). The main constraints at primary markets for fishermen are a lack of bargaining power and market information (Ahmed, 2005). Processors Processors play significant role in international fishery value chains. Producers then sell their processed shrimp or fish to Buyers in the next segment of the value chain. This segment includes the minoristas (retailers), mayoristas (wholesalers), and exporters and importers (Dubay et al., 2010). Retailers buy relatively small quantities of fish or shrimp for local retailers and restaurants along the coast. All artisanal producers and some industrial producers pay third-party processors to process and pack shrimp before it is sold to the export buyer. Current processing standards make it difficult for U.S. importers to trace the products origin and some processors lack the technology and quality standards to meet the demands of large U.S. retailers (Dubay et al., 2010). In general traditional methods are using fish processing (dry fish) and poor quality of the produce hinders the ways to enter into export market (Shamsuddoha, 2007). Traditional processors are out of export market as they could not meet the Sanitary and Phyto-Sanitary (SPS) measures and implications of Technical Barriers to Trade (TBT) (Shamsuddoha, 2007). Poor maintenance of quality standards hinders the progress of Vietnam seafood industry. In Africa, Asia and Latin America, foreign investments entered the region and created a large processing capacity, but the benefits for the regions appeared to be limited because of a loss of traditional jobs and limited added value for the local population (Schuuuizen, 2006). Especially in Nile perch value chain, small-scale enterprises dominated the upper part of the value chain from fishermen to the processing industry (Schuuuizen, 2006). The upper part of the chain was characterized by a lack of sufficient quality measures and control oligopolistic or monopolistic power in markets and incompleteness of market information (Schuuuizen, 2006). Especially in Vietnam SOEs have strong ties with local and central governments and their blessing receive capital to upgrading their systems to meet HACCP standard (Lindhal, 2005). Unfortunately, private local Chinese based enterprises receive poor support to upgrade their systems and marginalized in HACCP standard certification process (Lindhal, 2005). Ethnic markets are playing an important role in establish brand images and businesses in international markets. Especially in Vietnam, local Chinese based enterprises use traditional technology, tastes and flavours to process fish and fishery products to the Chinese dominated ethnic markets. Some artisanal fishermen sell shrimp to intermediaries, who sell products to processing plants for the export market. Before being sold to buyers, shrimp are processed. Within the Mexican artisanal sector, processors tend to be third-party players who are paid to process shrimp but are not directly connected to the sale of shrimp (Dubay et al., 2010). Many large industrial fleets have their own processing plants, whereas smaller fleets or independent boats outsource processing much like artisanal fishermen. All processing plants are responsible for meeting and maintaining the quality and safety standards mandated by the Mexican government and the U.S. Food and Drug Administration guidelines for imports (Dubay et al., 2010).. Distributors and Traders The next stage in the value chain is the distributors who store products and sell them to retailers, food service and food management companies, and restaurants. In general, fish catch is sold directly on the beach to various traders. Research has identified three types of distributors: specialty seafood distributors, full-line distributors, and environmentally sustainable marketers. Specialty seafood distributors specialize in seafood products and develop regional supply chains. Full-line distributors are selling a wide range of food products and they have national distribution networks (Dubay et al., 2010). Dealers play key role in value chains and 60% of the total catch handed by them (Shamsuddoha, 2007). Majority of dealers have own vessels or make payment for the catch. Middlemen or commission agents handle remaining 40% of the catch (Shamsuddoha, 2007). Several stakeholders in fish handling contributed 22% value addition to the raw fish ((Shamsuddoha, 2007). Exporters and importers represent Mexican export and U.S. import companies that buy shrimp to be sold internationally. Mexican Sinaloa shrimp is almost entirely sold through Distributors, a segment that includes full-line distributors, specialty seafood distributors, and environmentally sustainable marketers (Dubay et al., 2010). Traders differ according to their scale of operation and in some countries based on ethnicity. Especially in Vietnam, vast majority of traders are local Chinese and often were former rice traders. They have gain access to this lucrative market by networks based on trust that provide information on prices, the financial stability of buyers and access to credit (Lindhal, 2005). Traders usually handle large volumes of shrimp daily and need huge amount of capital (Lindhal, 2005). Credit is provided among traders and also between traders and seafood processing companies. SOEs are away from these functions and no long term contacts with brokers and are not allowed to pay a higher price (Lindhal, 2005). Role of SOEs are very important to minimize the market failures and provide better prices for farmers. One barrier to expanding the domestic shrimp market in Mexico is that coyotes or intermediaries play a very large role in bringing shrimp from the artisanal producers to the largest distribution markets (Carrillo, 2009). The intermediaries buy shrimp directly from artisanal fishermen and sell them to processing plants or to domestic operators. The benefit of these intermediaries is that they inject valuable liquidity into the artisanal sector, which enables artisanal fishermen to stay in business (Jimnez, 2009). The disadvantage is that artisanal producers earn less selling to coyotes compared to the domestic market value. Direct access to the market could enable fishermen to earn greater profits. Retailers Sales of domestic fish products in modern retail outlets such as supermarkets are limited in developing countries compared to developed country markets. The growing urban markets represent a market opportunity for fish farmers by improving their fish products through value added processes, cold chain and linkages with supermarket market segments (Ardjosoediro and Goetz, 2007). Grading and the use of ice are minimal in these domestic end-market channels, resulting in high spoilage levels. Retail chains secure as high as 150% of profit (Shamsuddoha, 2007). External dynamics, such as consolidation in both retailing and distribution in the main markets and Compliance on hazard Analysis and Critical Control Point (HACCP), create division between enterprises upgraded to HACCP system and non HACCP enterprises (Lindhal, 2005). Moreover, in Vietnam, local Chinese based non- HACCP enterprises try to establish and distribute their brand names in small niche markets (Lindhal, 2005). SOEs and others with HACCP certification often maintain healthier ties with giant retailers. Regional networks enhance value adding and close interaction between major buyers, such as Japan, EU and USA and Vietnamese suppliers in the chains (Lindhal, 2005). Most of the leading retail chains In Europe, USA, Australia, and others are catering to the growing ethnic markets with traditional tastes and flavours. A regional and global overseas Chinese seafood network based on Asian specialists provides space for branding and learning by doing on the export market (Lindhal, 2005). Products are then sold to Retailers including restaurants, grocery and specialty foods stores, and food service and food management companies (Dubay, et al., 2010). In the retailer and food service markets, the vast majority of shrimp purchased is farm-raised due to its lower prices and the high level of quality control buyers can have over the product. Mexican wild-caught shrimp processing and packaging could be upgraded to meet the demands and interests of large U.S. retailers (Dubay et al., 2010). . However, this step must be taken cautiously and with input from large retail buyers. Branding sustainable shrimp products is another opportunity to appeal to U.S. seafood distributors, retailers, and food service companies but their willingness to pay more for such a product varies (Dubay et al., 2010). Only two small, cold-water sustainable shrimp products are available in the U.S. market. A product with Marine Stewardship Council (MSC) certification or one included on the Monterey Bay Aquarium list of recommended seafood products would likely be in high demand if it could meet the quality and packing criteria of retail buyers (Dubay et al., 2010). Finding new market opportunities such as these may persuade fishermen to participate in new sustainability efforts Marketing margins and profit for different species traded internationally varies widely. Hilsa value chain of Bangladesh reports lowest marketing margin and profit in primary markets and highest for secondary markets not in the retail markets (Ahmed, 2005). Fish consumption Western Europe is the main fish consuming region among developed countries with per capita fish consumption of 22.2 kg. Europe has experienced a slow but steady increase in per capita fish consumption, which was 18 kg in 1970 (Josupeit, 1991). Northern America (USA and Canada) and the developed Oceania (Australia and New Zealand) report Per capita fish consumption similar to one in Western Europe of about 20 kg. For both regions this represents a strong increase over the 1970s level of 14 kg (Josupeit, 1991). Among the main developed countries, Japan is by far the outstanding country with over 70 Kg consumed. This is more or less the same per capita consumption than in the 1970s. Declining domestic catches were more and more offset by higher imports. Among developing countries, the lowest per capita fish consumption is reported by Near East countries. Their consumption is a low 4.8 kg. Africa, too, has only very limited fish consumption with per caput fish consumption 8.4 kg in 1990, a certain increase from the 7.9 kg recorded in 1985 (josupeit,1991). In developing Asia (excluding China) the Per capita fish consumption was 10.2 kg in 1990, up from 8.2 kg in 1970. This region aggregates countries with high fish consumption (Thailand, Indonesia) with countries with low fish consumption (India, Pakistan, Nepal). The growth of fish supply to China was the most outstanding event. In 1970 the Chinese per capita fish consumption was only 3.6 kg, to increase to 9.9 kg in 1990 (Josupeit, 1991). Countries having highest fish supply, such as Japan, Maldives and many islands reported high levels of fish consumption. Highest is reported in the Maldives at 130 kg/year, in 1990, practically fish is the only food that does not have to be imported and is a staple food in this country. Iceland and Japan with about 70kg per capita fish consumption are also countries with high fish consumption. Both countries the fish consumption has stayed stable over the years. Many islands report high fish consumption which is not a surprise. The Consumer segment consists of the end consumers who purchase fish or shrimp from those in the Retailers segment. Environmental Non-governmental Organizations (NGOs) are working with actors across the value chain to reduce the ecological impact of fishing practices, purchasing decisions, and consumption patterns (Dubay et al., 2010). Domestic market Shamsuddoha (2007) states that, number of intermediaries and stakeholders vary depending on the extent of the market. Localized market supply chain is too short. Standard common marketing chain exists in countrys domestic market (Shamsuddoha, 2007). Structure and functions of domestic fish markets differ country to country. There are three major commercialization channels in Mexico: a) large distribution centers (centrales de abasto) in Mexico City, Guadalajara, Monterrey, and most state capitals; b) self-service stores and supermarkets; and c) restaurants, hospitals, tourism, and catering services. A fourth segment is the informal sector through which shrimp are sold in street markets, street cart local government initiated a quota system for the first time in 2009 with the goal of developing a more responsible use of the fishery as a resource (Jimnez, 2009). In general, fishes are traded in domestic markets in fresh, un-gutted, whole and without adding ice. The travel duration between primary markets and retail for urban markets is usually less than 12 hours (Ahmed, 2005). Moreover, if the transportation time is less than 6 hours from primary market to retail point, the fish is not iced; it is not done properly (Ahmed, 2005). Currently there are no certification and regulation systems to improve the domestic seafood supply chain structure in Mexico (Dubay et el., 2010). Facilities at domestic fish markets are minimal, with poor hygiene and sanitation and common among most developing country markets. There are no standard practices for handling, washing, sorting, grading, cleaning and icing of fish. In terms of volume, value and employment, the fish market in Bangladesh is large. Moreover, size of the Mexican domestic shrimp market is large: 80% of total Mexican shrimp production is consumed domestically (Gillett, 2008). Fish and fishery product consumption of production destinations are increasing sharply. For a example, Mexican shrimp consumption grew at an average annual rate of 13% from 2002 to 2008, increasing from 0.74 kg to 1.47 kg per capita. To satiate this increase in demand, Mexico imported 12,816 tons of shrimp in 2008, up 30% from 2007 (Tllez Castaeda, 2009). Growth in shrimp consumption is largely due to the increasing availability of inexpensive shrimp which are mostly smaller, farmed products (Robles, 2009). The fish marketing systems are traditional, complex and less competitive but play a vital role in connecting the fishermen and consumers thus contributing significantly by in the value adding process (Ahmed, 2005). A large number of people, many of whom live below the poverty line, find employment in coastal fish marketing as fishermen, assemblers, processors, traders, intermediary transporters, and day laborers, including women and children (Ahmed, 2005). Before the institution of the international value chains the local fishermen traded the fish they caught mostly to women (the fish mongers) on the communal beach or in the village or town market (Schuurhuizen et al., 2006). The domestic chain is still characterized by small-scale fishermen and it has been marginalized by the export supply chain (Schuurhuizen, 2006). The value chain describes the full range of activities which are required to bring a product or service from conception, through the different phases of production and delivery to final consumers (Porter, 1980; Kaplinsky and morns, 2000). Facilities at fish markets are minimal, with poor hygiene and sanitation. There are no standard practices for handling, washing, sorting, grading, cleaning and icing of fish (Ahmed, 2005). The main constraints at primary markets are a lack of bargaining power and market information (Ahmed, 2005). The marketing infrastructure, including cold storage, ice and transport facilities are generally inadequate, unhygienic and in disrepair (Ahmed, 2005). Comparatively, wholesale markets have better facilities, but in general conditions in primary and retail markets are far from satisfactory with regards to stalls, parking, specialty, sanitation, drainage and management (Ahmed, 2005). The marketing infrastructure, including cold storage, ice and transport facilities are generally inadequate, unhygienic and in disrepair (Ahmed, 2005). Comparatively, wholesale markets have better facilities, but in general conditions in primary and retail markets are far from satisfactory with regards to stalls, parking, spacing, sanitation, drainage and market management (Ahmed, 2005)., . International Market The value addition is found highest 105% from wholesaler to retailer, followed by 90% from wholesaler to exporter. Short supply chains, managed by private businesses entrepreneurs, Non Governmental Organizations (NGOs) and super markets, profit maximization and profit distribution are considerably high (Shamsuddoha, 2007). Traders follow different strategies to maintain healthier ties with producers as well as markets. In Vietnam, local Chinese Brokers provides price guarantees and often with up to 15% excess price to farmers (Lindhal, 2005). This assure regular supplies to them.. Moreover, companies without HACCP certification use their social networks to access both regional and international markets and enhance their power and coordinating skills in the value chain (Lindhal, 2005). They often develop new embedded networks in the local Chinese around the region (Yeung, 1997, 1998, 2008). A wide variety of markets are linked to the capture fisheries value chain in Kenya (Ardjosoediro and Neven, 2008). The four main markets are the export markets for industrially processed fresh and frozen Nile perch filets, and the domestic markets for fresh tilapia, artisanally processed fish (Nile perch, tilapia, omena1) and feed grade omena. A fifth set of markets are those related to Kenyas marine capture fisheries (shrimp, tuna, octopus, crab, etc.) (Ardjosoediro and Neven, 2008). In the downstream part of the fish value chain, from processing industry to the export markets, information on prices, quality, quantity and standards is quite clear. Supply network of the international Nile perch value chain connects the small-scale upper part of the chain with the large-scale processing industry and international actors (Schuurhuizen, 2006). Finance in the value chains Fishers knowledge and experience on finance and management is poor and which hinders the success of the industry. Only the industrial fishermen focus more attention on finance function and other management aspects and earn healthier profits. Common features among developing country fishers are Enormous cash flows, low financial literacy levels, low savings culture, largely operate outside the formal financial systems, weak financial functions, heavily depend on informal financial sources which are unreliable, inadequate and highly expensive, poor business management skills, weak community organization with high levels of political interventions, and Vertical power imbalances (governance) (Ardjosoediro and Neven, 2008). . , Bottlenecks of the global fishery value chains The formation of the international fish value chain created new market opportunities that stimulated local economy. However, investments in local infrastructure or human resource development were low despite of the growth in trade (ORiordan, 1996). Traditional jobs like, female fish mongers, mobile fish traders, small-scale local processors, etc. were lost (Abila and Jansen, 1996) and insecure jobs in processing factories. The added value for the local population has been low and always premium quality prepared for export. In Mexico, first grade wild-caught shrimp are primarily exported and lower grade wild-caught shrimp are sold in domestic market. Wild caught shrimp is expensive in Mexico; thus, the domestic market opportunities are more limited. Fish is an important and main protein supplement to the local peoples diet where other protein sources are scarce (Lvfo, 2004; Abila and Jansen, 1997). Malnutrition and especially protein mal nutrition is common among most of the fish exporting developing nations. High demand for fish and fishery products and developed country markets are ready pay for the premium prices lead to worsen the situation. Only the low quality fish and juveniles, which are not accepted by processing industries, are left for local consumption actors (Schuurhuizen, 2006). Export processing industry focuses on few species and which implies considerable risk on fish stocks and biodiversity. On one hand some species are economically important, such as tuna for Maldives, Thailand, and Indonesia; shrimp and prawn for Thailand, Bangladesh, Mexico; Nile perch for Kenya, Morocco, Nigeria; etc. On the other hand some species are socially important and national food habits and culture closely attached to that species, such as Hilsa for Bangladesh, Tilapia for Thailand, Kenya, China; etc. Moreover, some species are both economically and socially important for respective producer destinations. In general, priority has given to the exports and remaining low quality fish comes to the domestic market. Moreover, plight of small-scale subsistence fishers were lead to develop social unrests. There were no incentives for fishermen to change the current status quo. Small-scale fishermen are highly dependent on buying agents and become victim of unique power distribution. Local actors, such as small-scale fishermen, processing industry, credit institutions and public sector are heavily dependent on other actors of supply chain. But chain has provided new opportunities.The international actors, such as traders, retailers and retail chains and customers are especially interested in price, convenience and healthiness of the product (Anova, 2004). Their concern on biodiversity, environmental sustainability and welfare of fishing communities are low. Both local and international actors often look only after the part of the chain in which they operate to make a profit. Moreover, lack of coordination between local and international actors are common and which makes an appeal to have a joint action or supply chain governance system. Quality assurance and certification are key challenges to the developing country suppliers where most of the producers are far from the international market requirements. Poor quality assurance and certification systems lead to lowering their profit margins. In general, they act as raw material suppliers to the developed country industrial processors. Future challenges for the local Vietnamese Chinese participating in regional overseas Chinese networks is to upgrade to HACCP (Lindhal, 2006). The regional markets will most likely require stricter food safety standards and rising numbers of regional and global retails which mainly consider certified products. Over fishing, illegal and unregulated fishing, stock depletion and environmental population are key threatening issues to the fish producers around the world. Stocks of most of the economically important species are now reached up to alarming levels and authorities have to set change the nature of fishery from open access to private ownership property. There are clear indications that Nile perch has reached its maximum sustainable yield (MSY), and over-fishing in Kenyas shallow lake waters is now reducing the landed volumes (Fisher folk are forced incur higher costs to go to deeper waters for decreasing quantities of fish caught per trip (Ardjosoediro and Neven, 2008). Although there are associations and all the beaches have beach management units as part of the government fisheries policy, there is little collaboration between fisher folk in terms of procurement, fishing or marketing (Ardjosoediro and Neven, 2008). One challenge the fishery faces is tracking the large number of artisanal and commercial vessels. The goals of the government are to improve fishery management by assigning permits to restrict access, regionalizing fishing efforts, identifying legal fishermen, cooperatives, and landing sites, and improving social and economic conditions for fishermen (Dubay et al., 2010). Boats registered by the government have a nonreplicable microchip which helps to identify each cooperative, permit, and landing site. The microchip is fundamental to improving capture registration and establishing a relationship among the boats production and the port and coastal system (Dubay et al., 2010). Conclusions Different institutional contexts of end-markets are linked to different forms of coordination and control of global value chains. Economically and socially important species and value chains are differ widely across Asia. Networks both local and regional enhance the value addition, brand creation and brand strengthening,, technology enhancements, profitability and market access. Value chains of the most economically important species and destinations are need to develop vision on; learning, investment, market access, sales, and exports. Sooth functioning of value chains need to assure the favorable policy environment as well as good governance system. There is an important need to identify and support promising value chains with assistance at key point in the supply chain based on collaborative analysis of challenges, joint definition of priorities, and expert assistance from industry-experienced people. Take a cluster approach only as the starting point for value chains, not as an end in itself. All actors or stakeholders of the value chains should concentrate on competitiveness and productivity and look for and exploit multiple ways to add value once initial success has been attained with a single deal. Ensure sustainability within the value chains are key important feature to cater for ever changing demands. An important need recognize that some keys to success require mainly public sector intervention, others only private, and some a mixture of the two. Moreover, fisheries industry need to seek private sector alliances at all stages of supply and value chains for better future. Strengthening the weak financial structure, focus more on formal financial systems, reducing power imbalances in the governance structures and low political intervention in community level organizations, and resolving socio-cultural and environmental concerns are the major concerns on development of value chains in developing countries. The high levels of post-catch losses indicate that the urgent need of an introduction of coolers and improved ice distribution systems, proper harbors, landing sites and markets a would be an upgrade strategy that could stimulate value chain growth. While this could indeed lead to higher profitability at first, without retaining these profits and reinvesting them back in to their business, value chain actors will not be able to grow their business. 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Fish: A Global Value Chain Driven onto the Rocks, HYPERLINK "http://www.ingentaconnect.com/content/bpl/soru;jsessionid=3d1t5drpa517i.alice" \o "Sociologia Ruralis"Sociologia Ruralis, HYPERLINK "http://www.ingentaconnect.com/content/bp;jsessionid=3d1t5drpa517i.alice" \o "publisher"Wiley-Blackwell, Volume 46,Number 2, April 2006 , pp. 139-153(15)      PAGE \* MERGEFORMAT 53 Production (From: Farm or water bodies) Distribution (Transportation and logistics) Marketing (To: Final consumer) Assembly of production factors Production of fish Manufacture (semi-finished products) Manufacture (ready to cook or eat) Post-harvest handling and storage (raw products) Processing (transformation) 9 Distribution Marketing Value chain Partnership Long Term Preferred supplier Arrangement Discrete Transaction Recurring seasonal/annual programme Short Term Strategic Opportunistic Multiple Transactions yz / < ~  + R Z ` z  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