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Fish and Seafood - US - October 2012

“In order to increase the frequency of consumption of fish at home, manufacturers and retailers do have an opportunity to better compete with restaurants by introducing more premium offerings and emphasizing quality. At the same time, highlighting specific nutritional attributes that would benefit adults and children alike could be another strategy for increasing usage frequency.”

– Carla Dobre-Chastain, Food Analyst

Some questions answered in this report include:

•How can fish and seafood manufacturers increase frequency of consumption?

•How can manufacturers, retailers better compete with restaurant offerings?


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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market and forecast
                          • Category shows steady growth during recession; trend forecast to continue
                            • Figure 1: Total U.S. sales and fan chart forecast of fish and seafood, at current prices, 2007-17
                          • Fresh fish and seafood segment shapes the category
                            • Figure 2: Rate of change in current dollar sales, fish and seafood, by segment, 2012-17
                          • Market factors
                            • Fish consumption could benefit an unhealthy U.S. population
                              • Household size is shrinking; larger households could be multigenerational
                                • Multicultural groups are forecast to grow at a faster rate than whites, total population
                                  • Companies, brands, and innovations
                                    • Market very fragmented; private label and smaller brands control half the market
                                      • Figure 3: Selected manufacturer FDMx share of fish and seafood, 2012*
                                    • “Ease of use” remains top claim; most claims decline from 2008-11
                                      • Figure 4: Percent change of top 10 claims on fish and seafood product launches, 2008-12
                                    • The consumer
                                      • Consumption is low for some fish and seafood types
                                        • Figure 5: Consumption of fish and seafood, June 2012
                                      • Frequency of consumption of fish and seafood continues to be low
                                        • Figure 6: Frequency of consumption of top six types of fish and seafood, June 2012
                                      • Freshness is the most important purchase driver when selecting fish
                                        • Figure 7: Top six important purchase drivers for fish and seafood, by gender and age, June 2012
                                      • Price remains important; but consumers are willing to pay more at times
                                        • Figure 8: Attitudes toward value/price of fish and seafood, June 2012
                                      • Ease of preparation remains important; brand loyalty low
                                        • Figure 9: Attitudes toward fish and seafood shopping behavior, June 2012
                                      • Consumers shop at multiple channels for fish and seafood
                                        • Figure 10: Purchase locations for fish and seafood, June 2012
                                      • Sustainability is important, but many consumers are confused
                                        • Figure 11: Attitudes toward health and sustainability of fish and seafood, June 2012
                                      • What we think
                                      • Issues in the Market

                                          • How can fish and seafood manufacturers increase frequency of consumption?
                                            • How can manufacturers, retailers better compete with restaurant offerings?
                                            • Insights and Opportunities

                                              • Extend and increase usage of different types of fish and seafood
                                                • Figure 12: Attitudes toward fish and seafood shopping behavior, June 2012
                                                • Figure 13: Consumption of fish and seafood, by household size, June 2012
                                              • Private label has an opportunity to innovate around premium offerings
                                                • Figure 14: Attitudes toward fish and seafood, June 2012
                                              • Leverage growing interest in ethnic foods
                                              • Trend Applications

                                                  • Trend: Accentuate the Negative
                                                    • Figure 15: Attitudes toward value/price, June 2012
                                                  • Trend: Guiding Choice
                                                    • 2015 Trend: Brand Intervention
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Category shows steady growth during recession; trend forecast to continue
                                                          • Sales and forecast of fish and seafood
                                                            • Figure 16: Total U.S. retail sales and forecast of fish and seafood, at current prices, 2007-17
                                                            • Figure 17: Total U.S. retail sales and forecast of fish and seafood, at inflation-adjusted prices, 2007-17
                                                          • Fan chart forecast
                                                              • Figure 18: Total U.S. sales and fan chart forecast of fish and seafood, at current prices, 2007-17
                                                            • Walmart sales
                                                            • Market Drivers

                                                              • Key points
                                                                • Shaky economy continues to foster consumer frugality
                                                                  • Consumer confidence rises, but still below healthy level
                                                                    • Food prices increases are forecast for 2013; drought and gas prices to blame
                                                                      • Fish consumption could benefit an unhealthy America
                                                                        • Demographic changes important for the fish and seafood market
                                                                          • Household size is contracting; larger households could be multigenerational
                                                                            • Multicultural groups are crucial for future category growth
                                                                              • Old and young remain important for the fish and seafood category
                                                                                • Figure 19: Consumption of fish and seafood, by age, June 2012
                                                                            • Competitive Context

                                                                              • Proteins fighting for the center of plate
                                                                                • Figure 20: Reasons for eating fish, June 2012
                                                                                • Figure 21: Eating habits changes in the last year, June 2012
                                                                              • Fish at restaurants: operators innovating to attract customers
                                                                                  • Figure 22: Reasons for not eating fish, August/September 2011-June 2012
                                                                                  • Figure 23: Purchase drivers for fish and seafood, by gender, June 2012
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Fresh fish and seafood segment shapes the category
                                                                                    • Figure 24: Purchase drivers for fish and seafood, by gender and age, June 2012
                                                                                  • U.S. sales of fish and seafood
                                                                                    • Figure 25: Total U.S. sales of fish and seafood, segmented by type, 2010 and 2012
                                                                                • Segment Performance—Fresh Fish and Seafood

                                                                                  • Key points
                                                                                    • Consumer interest in freshness translates into segment growth
                                                                                      • Figure 26: Purchase drivers for fish and seafood, by gender and age, June 2012
                                                                                    • Sales and forecast of fresh fish and seafood
                                                                                      • Figure 27: Total U.S. sales and forecast of fresh fish and seafood at current prices, 2007-17
                                                                                  • Segment Performance—Frozen Fish and Seafood

                                                                                    • Key points
                                                                                      • Frozen segment benefits from healthful and easy-to-prepare focus
                                                                                        • Sales and forecast of frozen fish and seafood
                                                                                          • Figure 28: Total U.S. sales and forecast of frozen fish and seafood, at current prices, 2007-17
                                                                                      • Segment Performance—Shelf-Stable Fish and Seafood

                                                                                        • Key points
                                                                                          • A desire for less-processed foods negatively influences the segment
                                                                                            • Figure 29: Attitudes toward health and sustainability of fish and seafood, by presence of children, June 2012
                                                                                            • Figure 30: Attitudes toward fish and seafood, by gender and age, June 2012
                                                                                          • Sales and forecast of shelf-stable fish and seafood
                                                                                            • Figure 31: Total U.S. sales and forecast of shelf-stable fish and seafood, at current prices, 2007-17
                                                                                        • Retail Channels

                                                                                          • Key points
                                                                                            • Supermarkets still own most market share; clubs and supercenters grow
                                                                                                • Figure 32: Purchase locations for fish and seafood, by gender and age, June 2012
                                                                                              • Sales of fish and seafood, by channel
                                                                                                • Figure 33: Total U.S. retail sales of fish and seafood, by channel, at current prices, 2010-12
                                                                                            • Retail Channels—Supermarkets

                                                                                              • Key points
                                                                                                • Emphasis remains on sustainability
                                                                                                  • Supermarkets stock added-value seafood
                                                                                                    • More options at the fish counter
                                                                                                      • Putting on a show to highlight benefits and promote fish and seafood
                                                                                                        • Specialty pricing and loyalty programs boost sales
                                                                                                          • Supermarkets sales of fish and seafood
                                                                                                            • Figure 34: Total U.S. supermarkets sales of fish and seafood, at current prices, 2007-12
                                                                                                        • Retail Channels—Warehouse Clubs, Supercenters

                                                                                                          • Key points
                                                                                                            • A wide selection at a low price
                                                                                                              • Sustainability at the forefront
                                                                                                                • Warehouse clubs and supercenters sales of fish and seafood
                                                                                                                  • Figure 35: Total U.S. warehouse clubs and supercenters sales of fish and seafood, at current prices, 2007-12
                                                                                                              • Retail Channels—Other Channels

                                                                                                                • Key points
                                                                                                                  • Tepid waters for other channels
                                                                                                                    • Whole Foods goes for gold
                                                                                                                      • Dollar stores serve up small seafood portions
                                                                                                                        • Upscale seafood at a convenient location
                                                                                                                          • Point-of-sale (POS) materials help tell the story
                                                                                                                            • Other channels sales of fish and seafood
                                                                                                                              • Figure 36: Total U.S. other channels sales of fish and seafood, at current prices, 2007-12
                                                                                                                          • Retail Channels—Natural Supermarkets

                                                                                                                            • Key points
                                                                                                                              • Insights
                                                                                                                                • Sales of seafood in the natural channel
                                                                                                                                  • Figure 37: Natural supermarket sales of fish/seafood, at current prices, 2010-12*
                                                                                                                                  • Figure 38: Natural supermarket sales of seafood, at inflation-adjusted prices, 2010-12*
                                                                                                                                • Natural channel sales of fish/seafood by segment
                                                                                                                                  • Figure 39: Natural supermarket sales of seafood, by segment, 2009-11*
                                                                                                                                • Brands of note
                                                                                                                                • Leading Companies

                                                                                                                                  • Key points
                                                                                                                                    • Most companies show flat performance; private label strong presence
                                                                                                                                      • Selected manufacturer FDMx sales of fish and seafood
                                                                                                                                        • Figure 40: Selected manufacturer FDMx sales of fish and seafood, 2011* and 2012*
                                                                                                                                    • Brand Share—Frozen Fish and Seafood

                                                                                                                                      • Key points
                                                                                                                                        • Focus on health and convenience pays off
                                                                                                                                            • Figure 41: Household consumption of frozen prepared seafood, by brand, by age, January 2011-March 2012
                                                                                                                                          • Manufacturer and brand sales of frozen fish and seafood
                                                                                                                                            • Figure 42: Selected FDMx manufacturer and brand sales of frozen fish and seafood, 2011* and 2012*
                                                                                                                                        • Brand Share—Shelf-Stable Fish and Seafood

                                                                                                                                            • Key points
                                                                                                                                              • Packaging, flavor innovations help drive sales
                                                                                                                                                  • Figure 43: Household consumption of canned or pouched tuna, by brands and by gender, January 2011-March 2012
                                                                                                                                                • Manufacturer and brand sales of shelf-stable fish and seafood
                                                                                                                                                  • Figure 44: Selected FDMx manufacturer and brand sales of shelf-stable fish and seafood, 2011* and 2012*
                                                                                                                                              • Brand Share—Refrigerated Fish and Seafood

                                                                                                                                                • Key points
                                                                                                                                                  • Refrigerated segment sees mixed performance
                                                                                                                                                    • Manufacturer and brand sales of refrigerated fish and seafood
                                                                                                                                                      • Figure 45: Selected FDMx manufacturer and brand sales of shelf refrigerated fish and seafood, 2011* and 2012*
                                                                                                                                                  • Innovations and Innovators

                                                                                                                                                    • Fish and seafood product introductions continue down trend in 2012
                                                                                                                                                      • Figure 46: Attitudes toward fish and seafood, by gender and age, June 2012
                                                                                                                                                      • Figure 47: Fish and seafood product launches, by storage type, 2008-12*
                                                                                                                                                    • Most product claims are still below prerecession levels
                                                                                                                                                      • Figure 48: Top 10 claims on fish and seafood product launches, 2008-12
                                                                                                                                                    • Private label bounces back after dip; brands slower to recover in 2012
                                                                                                                                                      • Figure 49: Private label and name brand fish and seafood product launches, 2008-12*
                                                                                                                                                    • More healthful alternatives a focus—more room to growth
                                                                                                                                                      • Private label diversifies; further innovation needed
                                                                                                                                                        • Restaurant-like style/premium— still room to grow, but strides made
                                                                                                                                                          • Convenience remains key for fish and seafood
                                                                                                                                                          • Marketing Strategies

                                                                                                                                                            • Overview of the brand landscape
                                                                                                                                                              • Gorton’s relies on brand’s history to convey trust
                                                                                                                                                                • Gorton’s TV ads tout brand heritage, emphasizing taste and convenience
                                                                                                                                                                  • Figure 50: Gorton’s, “Sizzling Love,” TV AD, 2012
                                                                                                                                                                  • Figure 51: Brand analysis for Gorton’s, 2012
                                                                                                                                                                  • Figure 52: GORTON’s, “Simply Perfect,” TV AD, 2012
                                                                                                                                                                  • Figure 53: Brand analysis for Gorton’s, 2012
                                                                                                                                                                • Gorton’s keeps consumers plugged-in
                                                                                                                                                                  • Honey Smoked Fish Company
                                                                                                                                                                    • Honey Smoked answers what, where, and why in TV ads
                                                                                                                                                                      • Figure 54: Honey Smoked Fish Company, “Smoke Out,” TV AD, 2012
                                                                                                                                                                      • Figure 55: Brand Analysis for Honey Smoked Fish Company, 2012
                                                                                                                                                                    • Honey Smoked builds awareness from a grassroots level
                                                                                                                                                                      • Starkist
                                                                                                                                                                        • StarKist says “thanks” to Charlie
                                                                                                                                                                          • Figure 56: StarKist, “Flavor Fresh,” TV AD, 2012
                                                                                                                                                                          • Figure 57: Brand analysis of StarKist, 2012
                                                                                                                                                                        • Charlie the Tuna shines in social media
                                                                                                                                                                        • Fish and Seafood Trends in Restaurants

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Salmon still on top of restaurant menus offerings; oysters catch up
                                                                                                                                                                                • Figure 58: Top 10 fish and seafood entrées on menus, 2008-12
                                                                                                                                                                              • Lemon and garlic flavorings experiencing largest growth
                                                                                                                                                                                • Figure 59: Top 10 fish and seafood flavors on menus, 2008-12
                                                                                                                                                                              • Grilled fish dishes on menus significantly increasing from 2008-12
                                                                                                                                                                                • Figure 60: Top 10 preparations of fish and seafood on menus, 2008-12
                                                                                                                                                                            • Usage, Frequency of Eating Fish/Seafood at Home

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Category close to saturation; opportunities exist for shellfish
                                                                                                                                                                                  • Figure 61: Consumption of fish and seafood, by household income, June 2012
                                                                                                                                                                                • Lower-income households also desire a fresher alternatives
                                                                                                                                                                                  • Figure 62: Attitudes toward fish and seafood, by household income, June 2012
                                                                                                                                                                                  • Figure 63: Health, trust, and food selection, by household income, March 2012
                                                                                                                                                                                • Frequency of consumption continues to be low
                                                                                                                                                                                  • Figure 64: Reasons for eating fish, by household income, June 2012
                                                                                                                                                                                  • Figure 65: Consumption and frequency of fish consumption by types, June 2012
                                                                                                                                                                                  • Figure 66: Reasons for not eating fish, by gender and age, June 2012
                                                                                                                                                                              • Sustainability-Related Factors Influencing Fish, Seafood Purchase

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Sustainability an important issue; labeling confusion exists
                                                                                                                                                                                    • Clearer on-pack sustainability information needed
                                                                                                                                                                                      • Figure 67: Attitudes toward sustainability of fish and seafood, June 2012
                                                                                                                                                                                    • Species from healthy stock most important sustainability attribute
                                                                                                                                                                                      • Figure 68: Sustainability-related factors influencing fish and seafood purchase, June 2012
                                                                                                                                                                                    • More women consider important most sustainability-related attributes
                                                                                                                                                                                      • Figure 69: Sustainability-related factors influencing fish and seafood purchase, by gender, June 2012
                                                                                                                                                                                  • Impact of Race/Hispanic Origin

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Asians over index in usage on almost all types of fish, except canned
                                                                                                                                                                                        • Figure 70: Consumption of fish and seafood, by race/Hispanic origin, June 2012
                                                                                                                                                                                      • More blacks and Asians eat fresh loose fish from deli counter
                                                                                                                                                                                        • Figure 71: Consumption and frequency of fish consumption by types, by race/Hispanic origin, June 2012
                                                                                                                                                                                      • More Asians buy fish from warehouse clubs, natural and gourmet stores
                                                                                                                                                                                        • Figure 72: Purchase locations for fish and seafood, by race/Hispanic origin, June 2012
                                                                                                                                                                                        • Figure 73: Attitudes toward health and sustainability of fish and seafood, by race/Hispanic origin, June 2012
                                                                                                                                                                                    • Correspondence Analysis

                                                                                                                                                                                      • Methodology
                                                                                                                                                                                        • Health resonates most with fish; economical with poultry
                                                                                                                                                                                            • Figure 74: Red meat, poultry, pork, fish, and seafood correspondence analysis, June 2012
                                                                                                                                                                                        • Custom Consumer Groups

                                                                                                                                                                                          • Fewer Millennials eat canned fish
                                                                                                                                                                                            • Figure 75: Consumption of fish and seafood, by generation, June 2012
                                                                                                                                                                                          • Millennials look for freshness, convenience, and affordable fish
                                                                                                                                                                                              • Figure 76: Attitudes toward fish and seafood, by generation, June 2012
                                                                                                                                                                                              • Figure 77: Attitudes toward health and sustainability of fish and seafood, by generation, June 2012
                                                                                                                                                                                          • SymphonyIRI Builders—Key Household Purchase Measures

                                                                                                                                                                                            • Overview of frozen fish/seafood
                                                                                                                                                                                              • Consumer insights on key purchase measures
                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                  • Figure 78: Brand map, selected brands of frozen fish/seafood buying rate, by household penetration, 2011*
                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                    • Figure 79: Key purchase measures for the top brands of frozen fish/seafood, by household penetration, 2011*
                                                                                                                                                                                                  • Frozen cooked shrimp
                                                                                                                                                                                                    • Consumer insights on key purchase measures
                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                        • Figure 80: Brand map, selected brands of frozen cooked shrimp buying rate, by household penetration, 2011*
                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                          • Figure 81: Key purchase measures for the top brands of frozen cooked shrimp, by household penetration, 2011*
                                                                                                                                                                                                        • Frozen raw shrimp
                                                                                                                                                                                                          • Consumer insights on key purchase measures
                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                              • Figure 82: Brand map, selected brands of frozen raw shrimp buying rate, by household penetration, 2011*
                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                • Figure 83: Key purchase measures for the top brands of frozen raw shrimp, by household penetration, 2011*
                                                                                                                                                                                                              • Refrigerated fish/seafood
                                                                                                                                                                                                                • Consumer insights on key purchase measures
                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                    • Figure 84: Brand map, selected brands of refrigerated seafood buying rate, by household penetration, 2011*
                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                      • Figure 85: Key purchase measures for the top brands of refrigerated seafood, by household penetration, 2011*
                                                                                                                                                                                                                    • Overview of shelf-stable fish/seafood
                                                                                                                                                                                                                      • Canned tuna
                                                                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                            • Figure 86: Brand map, selected brands of canned tuna buying rate, by household penetration, 2011*
                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                              • Figure 87: Key purchase measures for the top brands of canned tuna, by household penetration, 2011*
                                                                                                                                                                                                                            • Canned salmon
                                                                                                                                                                                                                              • Consumer insights on key purchase measures
                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                  • Figure 88: Brand map, selected brands of canned salmon buying rate, by household penetration, 2011*
                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                    • Figure 89: Key purchase measures for the top brands of canned salmon, by household penetration, 2011*
                                                                                                                                                                                                                                • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                    • Figure 90: Purchase locations for fish and seafood, by generation, June 2012
                                                                                                                                                                                                                                    • Figure 91: Consumption of fish and seafood, by gender, June 2012
                                                                                                                                                                                                                                    • Figure 92: Consumption of fish and seafood, by age, June 2012
                                                                                                                                                                                                                                    • Figure 93: Consumption of fish and seafood, by gender and age, June 2012
                                                                                                                                                                                                                                    • Figure 94: Attitudes toward health and sustainability of fish and seafood, by gender and age, June 2012
                                                                                                                                                                                                                                    • Figure 95: Attitudes toward sustainability of fish and seafood, by household income, June 2012
                                                                                                                                                                                                                                    • Figure 96: Sustainability-related factors influencing fish and seafood purchase, by household income, June 2012
                                                                                                                                                                                                                                    • Figure 97: Sustainability-related factors influencing fish and seafood purchase, by generation, June 2012
                                                                                                                                                                                                                                    • Figure 98: Reasons for not eating fish, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                                    • Figure 99: Attitudes toward fish and seafood, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                                    • Figure 100: Attitudes toward health and sustainability of fish and seafood, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                                    • Figure 101: Purchase drivers for fish and seafood, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                                    • Figure 102: Sustainability-related factors influencing fish and seafood purchase, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                                    • Figure 103: Eating habits change in the last year, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                                    • Figure 104: Sustainability-related factors influencing fish and seafood purchase, by gender and age, June 2012
                                                                                                                                                                                                                                    • Figure 105: Purchase locations for fish and seafood, by generation, June 2012
                                                                                                                                                                                                                                    • Figure 106: Population, by age, 2006-16
                                                                                                                                                                                                                                    • Figure 107: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
                                                                                                                                                                                                                                    • Figure 108: Prevalence of obesity among children/teens aged 2-19, 1976-2008
                                                                                                                                                                                                                                    • Figure 109: Households, by presence of children younger than 18, 2001-11
                                                                                                                                                                                                                                    • Figure 110: Population, by race and Hispanic origin, 2006-16
                                                                                                                                                                                                                                    • Figure 111: Average number of children in household, by race/Hispanic origin of householder, 2011
                                                                                                                                                                                                                                • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                                    • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                      • Bumble Bee Seafoods L.L.C.
                                                                                                                                                                                                                                      • Gorton's
                                                                                                                                                                                                                                      • Nippon Suisan Kaisha, Ltd.
                                                                                                                                                                                                                                      • Pinnacle Foods Group Inc.
                                                                                                                                                                                                                                      • Rich Products Corporation

                                                                                                                                                                                                                                      Fish and Seafood - US - October 2012

                                                                                                                                                                                                                                      £3,199.84 (Excl.Tax)