Food Retail Chain Is Exporting Tuna From Azores to Germany Case Study - Management Assignment Help

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Exports through Lidl with this partner started in March this year, with its Santa Catarina brand – namely by exporting tuna fillets in olive oil with fennel, with thyme and with oregano”."We chose to start exporting seasoned tuna fillets – in olive oil with fennel, with thyme and with oregano – because they're differentiating products and, as such, they capture the consumer's attention. We believe that the competitiveness of our national products should be achieved through their quality and differentiation, because we can't – and do not have the intention to – run up against other countries’ offers exclusively by price", explains Bruno Pereira.These products, in addition to using "an artisanal fishing technique – pole-and-line fishing –, hold the Dolphin Safe certification seal, which attests their sustainability, meaning that, during the fishing process, no marine mammals were caught or mistreated”. Moreover, "the aromatic herbs, in this case thyme, originate from the fajãs of São Jorge, where different spices and aromatic herbs are cultivated.”Only since March in Lidl's export circuit, the export of Santa Catarina tuna to stores outside Portugal is still "at an early stage, but we believe the feedback will be positive". So far 98,700 cans were sent to Germany, Greece and Belgium. This figure is expected to rise by the end of 2020. "By the end of the year, we plan to export around 100.000 cans of tuna from SantaCatarina to Belgium, Greece and Cyprus – and to new markets still under negotiation", Lidl Portugal's purchasing manager explains.Santa Catarina Tuna was one of the products that entered Lidl's export list this year. Last year alone, Lidl sent 228 products made in Portugal to chain stores in 27 countries.Fruit and vegetables, as well as sustainably caught cod were the star items, with a growth of 33% and 20% respectively. All in all, 20,000 tons of fruit and vegetables were sent to European markets, especially Rocha pears (11,900 tons), pointed cabbage (3,400 tons) and red berries (2,300 tons). This volume represents a 150 million revenue for national suppliers, i.e., 2 million euros more when compared to the previous tax year.This year, there are plans to extend the number of categories to new domestic products. "We are assessing the possibility of exporting some national cheeses, according to some criteria already identified: producers’ capacity and interest from the external markets where we are present," says Bruno Perei

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