Self-produced, self-marketed
Heeding the advice from the trading company, plus the fact that for many years it has been wholesalers who hold the upper hand in setting prices for fish, in 2019 the Cais decided to found Yong’an Aquaculture Production and Marketing Group No. 9. They recruited second-generation aquaculturists and young farmers, and with the collective power of the group established their own brand, “Tfish,” enabling them to market their own produce.
Chang Chia-sheng, who handles marketing for the group and has been named one of Taiwan’s Top 100 Young Farmers, actively promotes their fish at food shows and organic markets and has joined an e-commerce platform. With support from the Taiwan Good Agriculture program he has developed the Tfish brand identity, and he has successively obtained various certifications including HACCP (hazard analysis and critical control points), ISO 22000, EU aquacultural producer certification, and halal certification. He aims to adopt universally accepted standards so that the group’s products can be sold worldwide. Besides the US, the brand is now being successfully sold into Australia, Singapore, and Japan.
Cai-Su Lihua encourages PMG members to adopt a strategy of diversification in their aquaculture operations by raising a variety of seafoods, including fourfinger threadfin, milkfish (Chanos chanos), giant grouper (Epinephelus lanceolatus), hybrid giant tiger grouper (Epinephelus fuscoguttatus × Epinephelus lanceolatus), and Pacific white shrimp (Litopenaeus vannamei). This means that PMG members can avoid duplicating each other’s production and can spread risk. The PMG is also helpful in allocating products to distribution channels, with group members no longer having to negotiate with wholesalers individually.
Chang Chia-sheng points to fourfinger threadfin as an example. In the past wholesalers purchased the fish directly at the pondside, making bulk purchases at low unit prices. Today, however, the PMG packages its members’ fourfinger threadfin fillets, slices and whole fish in 14 portion sizes based on the needs of restaurants and households, with the whole fish ranging from 100 to 500 grams. This enables consumers to eat fresh-cooked fourfinger threadfin at all-you-can-eat restaurants and Japanese restaurants.
The Yong’an PMG currently has 15 members with aquaculture ponds totaling 45 hectares in area and annual production of 1,700 metric tons. Despite the impact of Covid-19 in Taiwan over the past two years, home delivery sales of the group’s seafood have actually increased, with total turnover last year reaching a new high of NT$250 million. The PMG has certainly found its feet.
Cai-Su Lihua (center), head of Yong'an Aquaculture PMG No. 9, hired Chang Chia-sheng (left), named one of Taiwan’s Top 100 Young Farmers, to handle marketing and develop export markets.
A Taiwanese saying goes “first threadfin, second pomfret, third red sea bream.” Fourfinger threadfin ranks first mainly because it has few bones and a fine texture. (courtesy of Chang Chia-sheng)
Fillets of orange-spotted grouper (Epinephelus coioides).
(courtesy of Chang Chia-sheng)
The Yong’an Aquaculture PMG has adopted a strategy of diversity of production. (courtesy of Chang Chia-sheng)