ࡱ> jilM _bjbj== WWZol$J&J&J&P&4&lk:$F'l(((((/1X2h9999999$; =:2./"22:r8((%:r8r8r82((9r829r8xr89`@9(:' A{9J&599;:0k:9>d6>9r8   Voluntary Report - public distribution Date: 11/14/2005 GAIN Report Number: C15007 C15007 Caribbean Basin HRI Food Service Sector Get Onboard: North American Cruise Opportunities 2005 Approved by: Omar Gonzalez, Agricultural Marketing Specialist Caribbean Basin ATO Prepared by: Marilyn Bailey and Kay Logan  Report Highlights: This is an updated report of the Get Onboard: North American Cruise Opportunities 2001 report.  Includes PSD Changes: No Includes Trade Matrix: No Unscheduled Report Miami [C11] [C1] This report was prepared by the Caribbean Basin Agricultural Trade Office, Miami in conjunction with the Office of Agricultural Affairs, U.S. Embassy, Ottawa. In 2004, North American cruise lines spent approximately $905 million on food and beverage purchases in the United States. Cruise line food and beverage purchases are rising as rapidly as the number of cruise line passengers. In 2004, there were over 8.1 million passenger embarkations at U.S. ports, a nearly 14 percent increase from 2003. Market opportunities exist for food and beverage products that remain fresh for the duration of a cruise, meet the unique packaging and disposal requirements, and differentiate themselves from current onboard offerings. Black Tie Optional: The Changing Demographics of Cruise Passengers Cruises, once enjoyed predominately by people of older generations and the leisure class, are increasingly becoming mainstream vacation options for families and couples and singles of all ages. Cruises are valued for their level of quality and service, their wide range of activities, and their unique experience. The average cruise passenger satisfaction rate is at ninety percent or higher, varying slightly for each cruise line. Despite the increase of cruise passengers in the past five years, the industry has barely tapped its potential (just 16 percent of the U.S. population has taken a cruise). The industry anticipates a 10 to 20 percent growth in cruise passengers over the next 3 to 5 years. During 2004, the North American cruise industry added eight cruise ships. Over the next two years, an additional 20 to 30 ships will be added to the cruise fleets to meet the increasing growth of cruise passengers. Fleet expansion includes larger and more innovative amenity-filled vessels. Onboard amenities designed to attract new passengers include the following: Internet cafes, coffee houses, karaoke, pool parties, spa services, baby sitting, sports and fitness activities and childrens activities, in addition to the more traditional night clubs, casinos, dancing, and shopping. Since onboard dining is an integral part of the overall cruise experience, cruise lines are offering more international flavors, spa cuisines, Michelin- style cuisines, childrens meals, and are catering to dietary and health preferences. Wine tasting, cooking classes, and other decadent events such as pastry chef competitions are frequently becoming onboard features. Are Your Products Seaworthy? In a competitive industry where a late delivery means that the ship has already left the port, where packaging materials remain onboard until reaching a port of call, where a chef is not able to run to the corner store to pick up last minute items or products to replace others that may have gone bad, dependability, quality and freshness take on an added meaning. Considerations for product suitability for the cruise industry include the following: the suppliers dependability in timing of delivery and ability to deliver large quantities; quality and consistency of the product and the manufacturing facility; the products ability to stay fresh for the duration of the cruise; price; disposal of product waste and packaging; products that will differentiate one cruise ship from another. Additional concerns include ease of training staff to use the product and suppliers that provide in-house training on product use. Cruise lines load 95 to100 percent of their food needs at their port of debarkation. While they cannot wait for late shipments, they require suppliers that guarantee on-time delivery. Additionally, while the average cruise is six and a half days long, foods that will remain fresh for the entire cruise are a must. Food deliveries to the ships while en route are usually limited to highly perishable products such as fresh produce and herbs. Cruise lines must obey strict regulations on disposal of waste products. Cruise lines are allowed to incinerate certain waste products, while the remaining waste products must be carried onboard until reaching a disposal center. Therefore, cruise lines prefer food and beverage products with limited waste or packaging. For example, pre-cooked bacon with little grease waste developed for the U.S. Navy is frequently being used in commercial cruise lines. As the cruise industry blossoms, cruise ships are searching for ways to differentiate themselves to attract passengers. Food products can be used to provide this distinction. For example, cuisine from a well-known Miami restaurant, Joes Stone Crabs is featured on one cruise line. Unskilled labor and high turnover rates are major concerns of the cruise line industry. Products that require little training to prepare and serve are extremely attractive. For example, a coffee maker that produces latte, Cuban coffee or cappuccino at the press of a button is much more attractive than a machine that requires the operator to measure inputs and learn how to prepare the different products. In-house training provided by the food/beverage supplier is important. Cruise lines are often more receptive to products for which training in food preparation is provided. Examples of training include: portion control (e.g. teaching the kitchen staff how to resourcefully cut a roast in order to increase the number of servings) and food safety. For the most part, North American cruises lines source their food and beverage products from the United States. Ship chandlers/distributors consolidate container loads of products for delivery to the ships. For departure from a non-U.S. port (e.g. Canada and Mexico), containers are sent in-transit from the U.S. to an international port for en route pickup. In this manner, products are not considered exports and therefore only require U.S. documentation. The Caribbean is the most popular cruise route for North American cruise lines, accounting for 43 percent of cruise destinations. Other popular destinations include Alaska, Hawaii, New England, Quebec City, Mexico and Panama. The Vancouver, British Columbia to Alaska route has also become very popular in recent years. About half of the cruises departing the United States leave from Florida ports. Other popular U.S. ports include New York, Seattle, Los Angeles, and San Francisco. Getting Onboard: Entry Strategy A U.S. company must be able to clearly demonstrate the competitive advantage of their product(s). For example, a company must consider the following: What services distinguish the new supplier and product from competitor suppliers and products in the market? How much money will the new product save the cruise line over the product they are currently using? What packaging waste advantages does the product offer? U.S. suppliers can introduce their product(s) directly to the cruise line purchaser or to a ship chandler, distributor or broker, who will then in turn make product presentations to the cruise line purchaser. The purchasing managers or the directors of food and beverage operations of cruise lines are the key decision makers when it comes to buying food and beverage products, although they will often consult with the chef and hotel operations staff before making a final decision. Ship chandlers and distributors are companies that purchase, consolidate, and deliver goods directly to the port of debarkation. Brokers deliver products to the ship chandler or distributors rather than directly to the cruise lines. The term ship chandler refers to a company that provides a number of services to one or more cruise line, including procuring all supplies, developing menus and even providing personnel management. If a cruise line has a ship chandler, the majority of the products will be sourced through a chandler rather than directly by a cruise line. Distributors who supply food and beverage products for more than just the cruise line sector also supply products directly to the cruise lines that do not work with a chandler. In addition, brokers, who are manufacturers representatives, will source products for ship chandlers and distributors. The cruise line purchasers, ship chandlers, and large distributors are all genuinely open to, and interested in new products and encourage product presentations. Joe Copeland, Vice President of Program and International Sales at Smart & Final/Henry Lee, a major ship chandler/distributor, suggested the following procedure for introducing a new product: Take a cruise. Look in the kitchen and find out which competitor products the cruise line is using and how they are using it. Ask questions. Find out the advantages and disadvantages of the product. Find out what could make the product more attractive. Then ask your company, Can you modify your product to incorporate their needs? What advantages does your product offer? Can you clearly demonstrate the advantages to them? If so, prepare your presentation and begin knocking on the doors of the cruise line purchasers and ship chandlers. Charting the Course: The Bidding Process The majority of the food and beverage products purchased by cruise lines enter through a somewhat complex bidding process. Bidders are ship chandlers, distributors and brokers. The bidders are typically bidding on a product delivery price to the port of debarkation, not the price of the item. The price for most products is negotiated directly between the cruise line purchaser and the manufacturer, prior to the bidding process. However, sometimes the cruise line will not specify a specific brand in their bid. In this case, the price of the item is actually determined in the bid itself. For example, if a cruise line needs a particular seafood product and a price has not yet been determined with a seafood distributor, the seafood distributors and brokers will bid on the price of that item. The contract year for most dry goods and alcoholic beverages begins in the fall, which coincides with the beginning of the main cruise season. Non-dry good bids are offered throughout the year. Most contracts are for one year, although they may vary from six months to two years. Produce is bid at product cost plus a service fee since pricing varies dramatically throughout the year. Cruise lines audit the produce supplier to check that prices charged reflect actual costs. For example, a cruise line may bid out their meat contract in January, poultry in February, produce in March, and seafood in April. The ship chandlers or bidders usually specialize in one of these product categories, although some of the larger suppliers such as Sysco and Walton & Post increasingly offer a wider range of products. Sysco, for example, owns two of the largest produce suppliers for the cruise industry. Expanding the Fleet: The Industry Consolidates In addition to the increasing growth in passengers, the cruise line industry is following the global trend of consolidating. The largest four cruise lines, Carnival Cruise Lines, Royal Caribbean Cruise Line Limited, Norwegian Cruise Line and Princess Cruise Line, account for 85 percent of the North American cruise industry food sales. Carnival now owns Cunard Line Limited, Holland America Line, Costa Crociere Spa, Costa Cruises, and Windstar. Almost all food-purchasing contracts are for the entire Carnival group. Some smaller cruise lines are reportedly discussing grouping together for a greater purchasing power. Ship chandlers are consolidating as well. Apollo Ship Chandlers, Inc. is the largest U.S. company that solely supplies the cruise line industry. Other ship chandlers distribute to additional areas in the food service sector such as hotels, restaurants and institutions. These distributors, such as Cheney Brothers Food Service, Smart & Final/Henry Lee, and SYSCO are rapidly expanding their product lines and distribution centers to more fully supply the food service industry nationally and internationally. Take Part in a Show: Major Cruise Line Trade Shows and Conferences: The Marine Hotel Association Conference and Trade Show is the only show that concentrates solely on food and food equipment and the cruise line purchasers of these items. It is held at the end of April every year, usually in Florida. Approximately every third year the exhibit moves to the west coast. For more information, visit their web site at  HYPERLINK "http://mhaweb.org" http://mhaweb.org. The Seatrade Shipping Convention is the grand exhibition for the cruise line industry. It covers everything from shipbuilding, to on board dry-cleaning services, to tourist board exhibitors hoping to entice cruise lines to use their country as a destination. Food companies usually represent a small percentage of the exhibitors. The convention is the first week of March in Miami Beach, Florida. For more information concerning the convention, visit their web site at  HYPERLINK "http://www.cruiseshipping.net" www.cruiseshipping.net. For cruise line news, listings and links, visit Seatrades web site at  HYPERLINK "http://www.cruise-community.com" www.cruise-community.com. Additionally, porthole is a cruise magazine for both businesses and consumers. Visit their website at  HYPERLINK "http://www.porthole.com" www.porthole.com. Forget Your Semaphone Flags: Contact Chandlers and Purchasing Managers Chandlers (ship chandlers, distributors and brokers): A-ONE-A Produce & Provisions, Inc. - Distributor 1351 NW 22nd Street Pompano Beach, FL 33069 Tel: (954) 917-7272 Fax: (954) 917-8864 Type of products: Fresh fruits & vegetables, dairy products Currently supplies: most major cruise lines, directly and through ship chandlers Contact: Oscar Sotolongo, Director, Cruise Ship/Export, email:  HYPERLINK "mailto:oscars@aonea.com" oscars@aonea.com Apollo Ship Chandlers, Inc. - Ship Chandler 1775 NW 70th Avenue Miami, FL 33126 Tel: (305) 774-7550 Fax: (305) 702-0349 Type of products: full line food, beverage and other products Currently supplies: Celebrity, Renaissance, Discovery Cruise Lines, and others Contacts: Joes Vila, Purchasing Manager for Food Department, email:  HYPERLINK "mailto:josev@apolloships.com" josev@apolloships.com Manuel Barcala, Purchasing Manager for Beverage Department, email:manolo@apolloships.com Allstate Food Marketing, Inc. - Food Broker 4494 N. John Young Parkway Orlando, FL 32804 Tel: (407) 296-2911 Fax: (407) 296-4511 Type of products: full line food, beverage and other products Currently supplies: a variety of cruise lines through many distributors Contact: Paul Haire, President,  HYPERLINK "mailto:phaire@afm-fla.com" phaire@afm-fla.com Bob Rowe Sales - Food Broker P.O. Box 640616F, Uleta Branch Miami, Florida 33164 Tel: (305) 947-9966 Fax: (305) 947-5526 Type of products: full line food, beverages and other products Currently supplies: a variety of cruise lines through many distributors Contact: Bob Rowe, CEO, email:  HYPERLINK "mailto:bobrowesales@net.com" bobrowesales@net.com Steve Schultz, President Carib Basin Food Sales Inc. - Broker 9620-D Boca Gardens Circle North Boca Raton, FL 33496 Tel: (561) 487-2176 Fax: (561) 482-5362 Type of products: bacon, ham, pepperoni, salami, mortadella, poultry, and fresh pack tomatoes Currently supplies: a variety of cruise lines through ship chandlers and distributors Contacts: Jim Mancuso, Owner, and Mindy Mancuso, Office Manager, email: mancuso@caribbasin.com Cheney Brothers Food Service - Distributor One Cheney Way Riviera Beach, FL 33404 Tel: (561) 845-4700 ext.186 Fax: (561) 845-4717 Type of products: full line of food, beverage and other products Currently supplies: all major cruise lines Contact: David Kissel, Manager, Cruise Ship Sales, email: dkissel@cheneybrothers.com Corman Ship Supplies - Ship Chandler 501 NE 183rd Street Miami, FL 33179 Tel: (305) 651-1150 Fax: (305) 651-3497 Type of product: dairy products Currently supplies: a variety of cruise lines Contacts: Jimmy Gomez, General Manager, email:  HYPERLINK "mailto:jimmygomez@cormanshipsupplies.com" jimmygomez@cormanshipsupplies.com Raul Geurrero, Director of Sales, email: raulgeurrero@cormanshipsupplies.com Essex Exports, Inc. - Distributor 550 SW. 12th Avenue Deerfield Beach, FL 33442 (954) 698-9333 Fax: (954) 698-6766 Type of products: frozen seafood Currently supplies: several cruise lines through ship chandlers and distributors Contact: Francis Mahfood, Vice President, email:  HYPERLINK "mailto:kmessex@netrox.net" kmessex@netrox.net Excel Food Distribution Co. - Distributor 9151 NW 97th Terrace Medley, FL 33178 Tel: (305) 884-5112 Fax: (305) 884-5161 Type of products: beef, veal, poultry, seafood Currently supplies: most major cruise lines Contact: Jerry DeLaLuz, Cruise Sales, email: Jerry_DeLaLuz@cargill.com FAB Marketing - Alcohol Broker 7154 N. University Drive, Suite 205 Tamarac, FL 33321 Tel: (954) 722-6222 Fax: (954) 726-1406 Type of products: wines, spirits and confectionary Currently supplies: most major cruise lines through ship chandlers Contact: Bob Syner, Director, email:  HYPERLINK "mailto:fabwinespirit@aol.com" fabwinespirit@aol.com Smart & Final/Henry Lee - Distributor 3301 NW 125th St. Miami, FL 33167 Tel: (305) 685-5851 Fax: (305) 681-7752 Type of products: full line food, beverage and other products Currently supplies: most major cruise lines Contact: Joe Copeland, VP of Program and International Sales, email: SYSCO Food Services of South Florida - Distributor 555 NE 185th Street Miami, FL 33179 Tel: (305) 770-5474 Fax: (305) 652-6013 Types of products: full line food, beverage and other products Currently supplies: most major cruise lines Contact: Harry Roberts, Director of Cruise Sales, email:  HYPERLINK "mailto:Roberts.Harry.R016@sysco.com" Roberts.Harry.R016@sysco.com Cruiseline Purchasing Managers American Classic Voyages Manfred Seifert, Director, Food Operations Tel: (305) 774-7550 Carnival Cruise Lines David Mizer, Staff V.P. Purchasing Tel: (305) 599-2600 Celebrity Cruises, Inc. Contact Apollo Ship Chandlers, Inc. (listed above) Costa Cruises Contact Carnival Cruise Lines (listed above) Costa Crociere Spacontact Carnival Cruise Lines (listed above) Crystal Cruises Dietmar Wertanzl, Sr. V.P. Hotel Operations Tel: (310) 785-9300 Cunard Line Limited Contact Carnival Cruise Lines (listed above) Delta Queen Steamboat Co. & Coastal Voyages Homer Ellis, Director of Purchasing or Frank Grabosky, Purchasing Manager Tel: (504) 586-0631 Disney Cruise Line Carl Robie, Purchasing & Logistics Manager Tel: (407) 566-3592 Holland American Line Contact Carnival Cruise Lines (listed above) Lindblad Expeditions Gary Hull, Purchasing Manager Tel: (206) 382-9593 Meridien Ship Managers/Sea Escape Cruises Al Courtney, V.P. Passenger Operations Tel: (954) 453-3380 Norwegian Cruise Line George Castillo, Purchasing Manager, Food & Beverage Tel: (954) 436-4000 Princess Cruises Jonathan Wilson, Manager, Food Production or Eugene Marino, Director Purchasing & Logistics Tel: (661) 753-2230 Radisson Seven Sea Cruises Ed Degan, Director of Purchasing Tel: (954) 776-6123 Renaissance Cruises, Inc. John-Paul Brigneti, Director, Purchasing Tel: (954) 463-0982 Royal Caribbean Cruises David Ruiz, Director, Hotel Purchasing Tel: (305) 539-6000 Royal Caribbean International Rudy Sodamin, Director, Culinary Development Tel: (305) 539-6000 Silversea Cruises, Ltd. Henrik Kjaer, Director, Purchasing Tel: (954) 522-4477 Windstar Cruises Contact Carnival Cruise Lines (listed above) Websites of Major Cruise Lines: Abercrombie & Kent, Ltd. www.abercrombiekent.com American Classic Voyages www.amcv.com Captain Cook Cruises www.captaincookcruises.com.au Carnival Cruises www.carnival.com Celebrity Cruises www.celebrity-cruises.com Costa Cruises www.costacruises.com Cruise West www.cruisewest.com Crystal Cruises www.crystalcruises.com Cunard Line www.cunard.com Delta Queen Steamboat Co. & Coastal Voyages www.deltaqueen.com Discovery Cruise Line www.discoverycruiseline.com Disney Cruise Line http://disneycruise.disney.go.com/disneycruiseline/index First European Cruises www.first-european.com Great Lakes Cruise Company www.greatlakescruising.com Holland America Line www.hollandamerica.com Lindblad Expeditions www.expeditions.com Maris Freighter Cruises www.freightercruises.com Meridian Ship Managers/ www.meridiancruisesntours.com/specials.shtml Sea Escape Cruises www.seaescape.com Norwegian Cruise Line www.ncl.com Orient Line www.orientlines.com Peter Deilmann Ocean Cruiseswww.deilmann-cruises.com Princess Cruises www.princesscruises.com Radisson Seven Seas Cruises www.rssc.com Regal Cruises www.regalcruises.com Renaissance Cruises www.renaissancecruises.com Royal Caribbean Cruises, Ltd www.royalcarib.com Seabourn Cruise Line www.seabourn.com Silversea Cruises www.silverseacruises.com Star Clippers www.starclippers.com Sun Cruises http://asiatravel.com/suncruises Swan Hellinic www.swanhellenic.com Temptress Adventure Cruises www.temptresscruises.com Uniworld www.uniworldcruises.com Viking River Cruises www.vikingrivers.com Windstar Cruises  HYPERLINK "http://www.windstarcruises.com" www.windstarcruises.com For more information, please contact: Caribbean Basin Agricultural Trade Office Foreign Agricultural Service United States Department of Agriculture 909 SE 1st Ave., Suite 720 Miami, FL 33131 Phone: (305) 536-5300 Fax: (305) 536-7577 E-mail:  HYPERLINK "mailto:cbato@cbato.net" cbato@cbato.net Website:  HYPERLINK "http://www.cbato.fas.usda.gov" http://www.cbato.fas.usda.gov Paul Hoffman, Director E-mail:  HYPERLINK "mailto:paul@cbato.net" paul@cbato.net Omar Gonzlez, Deputy Director E-mail:  HYPERLINK "mailto:omar@cbato.net" omar@cbato.net Graciela Juelle, Marketing Specialist E-mail:  HYPERLINK "mailto:grace@cbato.net" grace@cbato.net Office of Agricultural Affairs U.S. Embassy Ottawa, Canada Phone: (613) 688-5267 Fax: (613) 688-3124 E-mail:  HYPERLINK "mailto:agottawa@usda.gov" agottawa@usda.gov Marylyn Bailey, Agricultural Marketing Specialist E-mail:  HYPERLINK "mailto:marylyn.bailey@usda.gov" marylyn.bailey@usda.gov GAIN Report - C15007 Page  PAGE 2 of  NUMPAGES 11  UNCLASSIFIED USDA Foreign Agricultural Service Global Agriculture Information Network USDA Foreign Agricultural Service GAIN Report Template Version 2.09  EMBED Word.Picture.8   27CV^e%&DEFXY+  !'!}!!!!^'))),*3*8*`*`005H5666666688 j0J"U0JjU jU6]CJOJQJ5OJQJ\ 5CJ \ B*ph5\j5U\mHnHu mHnHujUmHnHuA  2C^eu&C  !dh $dha$ $ $dha$  !$dh !^e__CDFY , - HI|}<$a$`<=+,%& y#z#&&))))c*d*,,_0`00033355I5J5668:9:::::::;A;~;;M<N<z<<<<=X=:>;>8888889I9J9w9x9y999999":#:$:4:5:9::::::<<6<7<8<H<I<<<========#>9>g?h??????@@@埩jB*UphjB*Uph B*phj>*B*UphjRUH*5\jU jUj>*B*Uph0J j0J"Uj>*B*Uph0J"8;>g>>>>>F??????"@a@@ A'A(AMAnAAA BcBBBBBCJC@@@ A ABBC D>D@DEE8E9E:E[E\EEEEEFFFFFGG;G=G H&HFIGIqIrIsIIIIIJJKKLLL,L-L0LNLRS-SDS_SkSSSS5B*\phjO B*UphjtB*UphjB*UphjB*Uph B*H*ph0J" B*ph0JjB*UphjB*Uph=JCCCDD4DHDXDDDD^EEEEEE"FCFFGG1GFGWGGGG'H(H(HGHkH}HHHIIIIIIJ?JlJJJJJ K6KvKK/L0LOLPLiLLLLLLLLLMCMDMRMMMMMMMNN%NRNSNNNNNO/O0OGOtOtOuOOOOOOP"P#P9PnPPPPPQQ QAQUQVQpQQQQQQRRR RMRaRbRzRRRRRRRRSSESmSSSTQTTTT U=UpUUU/VSSST*B*Uph j0J"U B*ph0J"R/VhVVVWHWkWWWX9XuXXXYMYYY ZAZ{ZZ[[[[[[[D[D[E[o[[[[[[[ \K\\\\\]X]~]]]]]]]^(^n^o^^`U\V\\\\\\\\\\\\\\]"]#]F]G]H]V]W]]]]]]]]1^2^X^Y^Z^k^l^^^^^^^^^^^________)_*_,_-_/_5\mHnHuj5U\5\5jUjUj[Uj U 0JmH HsH Hj UmH HsH H0Jj U jU;^^^^/_1_2_a_b_c_d_e______________$a$ !h]h !$ !$/_0_1_2_a____________ jUj? 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