Stål Hegglund sitt innlegg i anledning Torskefiskkonferansen 27. oktober 2011 på Radisson Blu hotell i Tromsø.

1. Stål Heggelund
Executive Director
NORDSEE International GmbH

2. 115 years history 2
Originally founded in 1896 by a group of ship owners and
merchants from Bremen to sell fresh seafood to customers,
Nordsee celebrates its 115th anniversary in 2011.

3. Mile Stones 3
1896: Foundation in Bremen and 1st retail store opened
1936: Take-over by Unilever
1964: First restaurant opened
1980: Launch of fish-snacks
1999/2000: First Franchise partner in Switzerland and Czech
Republic
2005: Take-over of NORDSEE by HK Food GmbH
2008: Development of the international expansion
2009: Foundation of the NORDSEE International GmbH

4. Strengths of the Business 4
> 115 years of experience in fish / seafood business
Number 1 seafood QSR - chain in Germany & Europe
> 350 high frequency locations in Germany
> 70 high frequency locations abroad
Almost all stores in core markets are company-controlled
NORDSEE has a strong brand name with a high level of
brand awareness
In Germany NORDSEE has about 20 million individual
customers accounting for 85 million transactions annually
High international acceptances of the NORDSEE brand
Proved international Franchise System

5. Competition in Germany 5
2009: Quickservice Sales €m # Stores
1. 2.909 1.361
2. 765 700
3. 298 351
4. 230 798
5. 148 130
6. Edeka 138 2.500
7. 110 29
8. 101 932
9. 92 143
10. Joey's Pizza 80 158
Quelle: food-service - Systemgastronomie in Deutschland 2009

6. Sales and number of stores 12/2010 6

7. NORDSEE – main focus on the European markets 7
7
Country 09/2011
Bulgaria / Sofia 3
Czech Republic / Prague, Brno 5
UAE / Dubai 4
Hungary / Budapest 2
Romania / Bucharest 4
Slovakia / Bratislava 5
Switzerland / Zurich 3
Turkey / Istanbul 1
Egypt / Cairo 2
Russia / Moscow, St. Petersburg 4
Cyprus / Nicosia 1
Italy / Milan 1
Belgium / Brussels 1
Franchise Franchise Corporate
negotiation Partner stores
Total ∑ 36

8. German seafood consumption (in 1000 t.) – Source FIZ
2000 2007 2008 2010
Harvest 259 330 306 274
+ Import 1,615 1,982 2,020 1,929
- Export 743 1032 1050 918
- Feed 2 4 3 2
= German consumption 1,129 1,276 1,273 1,283
Per capita in kg 13.7 15,5 15,5 15,7

9. Ranking consumption in % - Source FIZ
2007 2008 2009 2010
Alaska Pollack 24.9 25,0 21,4 23.3
Herring 17.3 19,8 17,8 20.0
Salmon 12.4 12.1 13,8 12.8
Tuna 10.7 10.3 9,9 10.0
Pangasius 3.0 4.5 6,7 5,6
Trout 4.8 4.6 4.9 4.4
Saith 3.4 3.1 4,4 3.1
Cod 4.0 1,8 2,4 1.7

10. German Retail Data

11. German favorites

12. Trends in Germany 12
The market, in which Nordsee operates, is poised to continue benefiting from
favourable mega-trends
Key market trends
Health and wellness Convenience food Growing seafood consumption
• Increasing demand for • Increasingly time- • Predominantly elderly
healthier food constrained food people tend to eat seafood
consumption – favourable demographics
• Seafood is poised to benefit
from this trend as it is • Fast food sector poised • Seafood consumption per
considered a healthy type to benefit this trend capita in Germany lags
of food behind other Western
countries

13. Sales Channels 13
Meeresbuffets - 142 locations
• Retail trade specialized in fresh fish and fish specialties, fine seafood,
smoked fish and deli salads for household consumption
• Quick-service-restaurant serving a variety of seafood dishes, fresh salads
and beverages
• Range of snacks and beverages available from the take-away window
Restaurants - 256 locations
• Quick-service-restaurant serving a variety of meals, fresh salads and
beverages.
• Range of snacks and beverages available from the take-away window
Snack Shops - 19 locations
• Stand-alone-concept, with snacks and beverages on offer for quick and
easy take-away

14. Product - Channels 14
Snacks Meals
Retail

15. Presentation counters 15

16. Presentation counters 16

17. Presentation counters 17

18. NORDSEE - City 2 Brussels 18

19. NORDSEE - City 2 Brussels 19

20. NORDSEE - Nicosia 20

21. NORDSEE - Nicosia 21

22. NORDSEE Sofia, Prague, Dubai 22

23. NORDSEE Bucarest, Moscow

24. In-house Gastronomy 24
Assortment • Fish dishes
• Salads
• Beverages
Sales Price Range € 5-9 per meal
Main Traffic Hours Peak at lunchtime
Positioning • Quick lunch
• Price/Value
• Healthy
• Atmosphere
Meals Beverages

25. Take-away Snacks 25
Assortment • Baguettes
• Hot snacks in boxes
• Sushi
• Wraps
• Beverages
Sales Price Range € 1,79 – 4,99 per item
Main Traffic Hours lunchtime and late
afternoon
Positioning • Impulse consumption
• Spontaneous appetite
• Healthy alternative

26. Worldwide sourcing

27. Sourcing
Yearly requirement of food = 25.000 t.
• Fish fresh / deep frozen = 8.000 t.
• Fish marinades = 1.000 t.
• Shrimps = 1.000 t.
• Potatoes / vegetables = 6.000 t.
• Fresh green salads = 2.000 t.
• Bread rolls = 3.000 t.
• Others like fry fat, oil etc. = 4.000 t.
Nordsee has not any own production
Nordsee is sourcing all needed items under own responsibility
Nordsee logistic is operated by Deutsche See / HAVI

28. Sourcing - Fish
Yearly requirement: 8.000 T.
Wild Resources 7.500 T.
Aquaculture 600 T.
Aquaculture 600 T.
Salmon 380 T.
Seabass & Seabream 60 T.
Trout 100 T.
Cod 60 T.
Others 20 T.

29. Why are there challenges in the German market ?
• Low per capita consumption of seafood (15,7 kg/year)
• Few fresh fish counters
• Norwegian origin not visible to the consumers
• Norwegian products are not „top-of-mind“ to the
consumers
• No preference among German purchasers to source
Norwegian products
• Few joint sales/marketing campaigns with Retail and
HoReCa

30. Norwegian origin at NORDSEE

31. Norwegian origin at NORDSEE
• Cod & Shellfish

32. How to sell more to Germany and NORDSEE
• Product innovation (alone or with third parties)
• Quality / price
• Stable deliveries
• Participate in NORDSEE‘s monthly campaigns
• NORDSEE International – smaller volumes
• Lobby purchasers – create „Top-of-Mind“
– Relationship building
• Get Norwegian products back in the counters and on the
menu by:
– Increased focus on joint sales and communication campaigns with
Retail and HoReCa
• National Norwegian weeks with selected products
• „Norwegian“ fish counters
• Norwegian origin

33. Contact 33
Thank you for your interest…
Mr. Stål Heggelund
s.heggelund@nordsee-int.com
Mobile: +49 175 189 89 22
NORDSEE International GmbH
Prinzenallee 13
D – 40459 Duesseldorf, Germany
www.nordsee-int.com