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Food technology
Food product development
Tassal Ltd
This tutorial is useful if you are studying the core strands, The Australian food industry and Food product development or the option strand, Contemporary food issues: Marketplace. Tassal Ltd specialise in aquaculture and in particular salmon.
Outcomes
This material addresses aspects of the following syllabus outcomes:
H3.1 The
student investigates operations of one organisation within the
Australian food industry
H1.3 The student justifies processes of food product development
and manufacture in terms of market, technological and environmental
considerations
H2.1
The student evaluates the relationship between food, its production,
consumption, promotion and health
Source:
Board of Studies NSW, Stage 6 Food Technology Syllabus,
Preliminary and HSC Courses (1999)
Tassal Ltd
Tassal Ltd's web site is very informative. In particular
they have developed a pdf document: The
Royal Tasmanian Salmon Story 
which includes information about the
company, the farming of salmon, processing, products, marketing, distribution
and management. Download the document and complete the following questions.
Need information about salmon farming?
Read pages 4 - 7 of the Royal Tasmanian Salmon Story.
Need information about salmon processing?
Read page 9 of the Royal Tasmanian Salmon Story.
Nutrition as marketing tool
Nutrition can be a powerful marketing tool. In recent years there have been many articles in nutrition journals and the daily newspapers about the benefits of omega fatty acids. Salmon is rich in omega-3 fatty acids. See page 8 of the Royal Tasmanian Salmon Story.
| 1. | How effective do you feel nutrition information is in marketing Tassal salmon products? |
| 2. | Which target market do you think Tassal is trying to influence? |
| 3. | How could Tassal use the information about omega-3 fatty acids in their marketing? |
Food product development
Maintaining a competitive edge is important in any business, but particularly in the food industry. While salmon products are popular, it is important to tap into niche markets such as the Japanese restaurant market.
One of Tassal's most important export markets is Japan. Turn to page 10 of the Royal Tasmanian Salmon Story.
| 1. | In what form is the salmon airfreighted to Japan? |
| 2. | Why do the Japanese pay premium prices for Tassal's Royal Tasmanian Salmon? |
| 3. | Why is it important from a marketing point of view to develop new products? |
Distribution
One of the four Ps of marketing is place or placement. Or maybe you are more familiar with the 3Ps and a D for distribution. Place or distribution includes where a product is sold and how the product is moved from the point of production to the point of sale.
Distribution and transportation must work if the quality of the goods is to be maintained. Tassal is based in Tasmania and relies heavily on its distribution, transportation and storage networks to deliver high quality produce to discerning local and international markets.
Distribution is a key issue for a company such as Tassal Ltd.
| 1. | Identify features of the Tassal distribution chain which contribute to the efficient transport of salmon. Turn to page 10 of the Royal Tasmanian Salmon Story. |
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