From the sea to the grocery store shelf, seafood products pass through the hands of many different actors.
But what is their final destination? What proportion stays here or ends up elsewhere? What ends up on our plates?
So near and yet so far
Why do most of the seafood we eat come from imports, and why do we export our own? What are the advantages of increasing our local consumption?
Here are some answers to these questions.
Here are some answers to these questions.
Information
Video length: 2 minutes and 55 seconds
Production date: 2024
Animation by: Simbioz
Credit: Exploramer, 2024
Transcription
Animated video explaining why Quebec relies on imports and exports for its seafood products, and why it’s important to develop the local market.
[Music begins.]
[The title “The commercial distribution of Quebec seafood products” appears with the map of Quebec in the background].
[Appearance of plates with meat and one plate of fish and seafood on the map.]
Male voice: In Quebec, we’re primarily meat consumers.
[Graph “Per capita consumption in 2021”: 40.6 kg poultry, 44.9 kg red meat, 8.4 kg seafood products.]
For historical, seasonal and logistical reasons, fish and seafood are less representative of our culinary culture.
[Back to the map of Quebec with arrows representing imports and exports.]
It’s a fact, the vast majority of the seafood we eat comes from elsewhere, while conversely, what we fish and produce is mainly exported.
[Statistical data displayed.]
In 2018, 89% of marine products consumed in Quebec came from imports, while 81% of products fished here were exported. Since then, the trend hasn’t changed much.
[2022 data, 89% imported, 84% exported.]
Why is this?
[Fishmonger’s stall with various products and flags from different countries.]
Let’s start with imports. On one hand, imported products allow us to meet demand throughout the year and to vary our supply.
[A lobster, a crab and a shrimp appear above with $ symbols.]
On the other hand, these products are often more affordable than local marine products. Less stringent regulations, lower operating costs and less seasonality mean that the selling price of international products is lower, even when transportation is added.
[Underwater podium with lobster and snow crab on top.]
To further accentuate this discrepancy, the most popular Quebec species are lobster and snow crab, two high-end products whose prices are consequently higher.
[Appearance of a seal, redfish, seaweed and fish next to the podium.]
And yet, there are many other Quebec fish and seafood products to suit every wallet.
[View of a world map and the years that have passed since 1600. Arrows extend from Quebec.]
On the export side, our business model developed hundreds of years ago with sales to international markets. This well-honed system is still considered the most profitable.
[Zoom in on Quebec with arrows pointing around it.]
However, developing the domestic market and strengthening our food autonomy is becoming a priority, for 3 reasons.
[Display “Dependence on international markets”. The arrows extending from Quebec are cut off.]
Firstly, to avoid dependence on international markets.
[Graph of the value of exports, which fall by 21.2% during the pandemic in 2020.]
All it takes is a war, an embargo or a pandemic, for example, to find ourselves badly caught, with few alternative solutions for selling our products.
[Display “Pricing”. Back to the world map and currencies of various countries displayed.]
Secondly, with an export-based system, the international market sets the price for the entire industry. This sometimes results in a certain inconsistency between the tariffs adopted and the actual cost of production.
[Display “Support for the local economy”. Zooming in on Quebec with trucks following a path.]
Finally, to support the local economy and reduce our environmental impact through the development of short distribution circuits.
[Seafood plates with an international flag. The flag changes to the flag of Quebec.]
The idea is not to completely change our way of doing things. Rather, it’s about enabling Quebec to make greater use of its own resources as a priority, before turning to imports and exports.
[Disappearance of the plates, image of a lobster, a seaweed and a sea urchin.]
Our seafood products are of the highest quality and well appreciated around the world.
[Big pin on Quebec.]
What if we enjoyed it more here?
[A realization of “Logo Exploramer”, video production “Logo Simbioz”.]
[Music stops.]
A long road with many stages
Each player in the economic chain of marine products has different imperatives and objectives.
The fishermen
After long days at sea, fishermen want to sell their catch as simply as possible.
Even if they have to take on the role of business manager, their job, first and foremost, is to fish. Moreover, as fishing is condensed over a period of the year and involves fresh products, fishermen must sell large volumes quickly. They are able to do this because of the processing plants, their main buyers.
Sources of income for fishermen (2022)
In 2022, the majority of fish products were purchased by processing plants. Only 10% went to restaurants, institutions, hotels and others.
Source: MAPAQ, 2022
Source: MAPAQ, 2022
Processors
Breakdown of seafood processing industry deliveries (2022)
In 2022, the vast majority of fish and seafood processed in Quebec was sold on international markets.
Source: MAPAQ, 2022
Source: MAPAQ, 2022
Processors want to buy and sell at the best prices.
They also have to sell stocks as quickly as possible, while complying with strict international quality standards.
Exporting has been practised since the days of New France, and seafood processors are used to selling large volumes at good prices to a few international buyers.
The latter often value our products more highly and are prepared to pay more to obtain this quality.
It is certainly easier and more profitable to manage a few large buyers than many small ones.
With negotiations done in advance at global trade fairs, there is little room left for small, impromptu purchases for the daily menus of local restaurants.
Distributors and the retail trade
Distributors buy their products from processing plants. They then resell them to various retailers: restaurants, grocery stores, fish markets and institutions.
On the retail side, three major companies—Loblaws, Metro and Sobeys—dominate the market. Between the three of them, they provide more than half of Quebec’s food supply.
In other words, they set the rules for the industry and the products that end up on store shelves.
Breakdown of retail food sales in Quebec (2022)
Market share in grocery sales (2022)
Food products reach consumers mainly through retail outlets, including supermarkets, convenience stores and specialty stores. The main sellers of groceries are Loblaws, Sobeys and Metro.
Source: MAPAQ, 2022
Source: MAPAQ, 2022
Transportation
Beyond these sometimes quite numerous intermediaries, logistics also bring their share of challenges.
When it comes to the transportation of fresh products from the St. Lawrence, Quebec’s maritime regions can seem even further away from major centres.
Although the road for exports is well mapped out, the road for local distribution remains in its early days. It requires even greater effort and commitment.
Yet not so far away
With the major retailers, initiatives are beginning to be taken to feature more local products on their shelves.
Metro
In 2022, Metro began the Fourchette bleue certification of its establishments, initially in the regions. By 2024, all 198 Metro supermarkets were expected to offer Fourchette bleue listed species, significantly increasing their accessibility.
Consumers can now find seafood products featured on the Fourchette bleue list in Metro grocery stores.
Credit: Exploramer
Credit: Exploramer
The “Fruits de mer du Québec” company has well-marked freezers in grocery stores belonging to the Sobeys group, making these local products easy to find for consumers.
Credit: Exploramer
Credit: Exploramer
Sobeys
Sobeys sells and promotes seafood products from the Gaspé Peninsula in its stores, using the “Fruits de mer du Québec” company logo.
And for the smaller ones
Although they hold a large share of the market, superstores are not the only places to find products from the St. Lawrence.
Fish markets are a good place to find what you are looking for. This type of specialized store allows for close proximity between the industry and the consumer.
They are the perfect place to find local seafood products, along with good advice. Many processors, often located close to the wharves, have their own fish shop on their premises.
Furthermore, other initiatives are underway to facilitate the distribution of local products, including those from the St. Lawrence, throughout Quebec.
What is La Gamme Gaspésie-Îles-de-la-Madeleine?
What role do they play in moving Quebec products throughout the province, and what are the challenges they face?
Rayna Desgagné introduces us to the organization of which she is director.
What role do they play in moving Quebec products throughout the province, and what are the challenges they face?
Rayna Desgagné introduces us to the organization of which she is director.
Information
Video length: 2 minutes and 40 seconds
Location and shooting date: Smarter seafood show, 2023
Excerpts from interviews conducted by: Maylis Persoons, Exploramer museologist
Videographer and editor: Guillaume Lévesque, Les productions de la Morue Salée
Interviewee:
- Rayna Desgagné, La Gamme Gaspésie – Îles-de-la-Madeleine
Credit: Exploramer, 2024
Transcription
[Background music, shot of a convention hall full of people, followed by a few close-ups of participants and Rayna Desgagné.]
Rayna Desgagné: So, my name is Rayna Desgagné. I’m Director of Development for La Gamme Gaspésie-Îles-de-la-Madeleine, which is a food distributor.
[Shot of Rayna speaking.]
La Gamme has been around since 2018. So, we ship the beautiful niche products of our producer-processors to major centers. Right now, that means Quebec City, Montreal and the Laurentians. Perhaps we’ll open up to new territories in the future. So that’s part of our plans. We also have several categories of products.
[Successive shots of a plate of sea products, a photo of a diver semi-submerged in ice, the Océan de saveurs Gaspésie logo, packets of seaweed and jars, a harbor seal with a grey seal poster, plates of sausages cut out with toothpicks stuck in them, jars of pesto and, finally, a “Pétoncle de la Basse-Côte-Nord” brochure.]
Yes, we have fish, and seafood too, but we also have jams, we have oil, and we have seals. So really, as of today, we have 25 processor members, producer-processors at La Gamme. There was really a strong demand, too. And it’s not just for regional tourism either.
[Back to Rayna, music stops.]
But there really was a high demand. All the time, people were asking, “Where can we find your products in town?” and all that. You know, it’s vacation memories too, and stories. And there was also a lot of demand from the restaurants. So, that’s really why we set it up. And so… And so it goes on. Demand is still there. And, fortunately, that’s going to ensure the continuity of our organization.
[Music resumes, shot of boats docked in the fog, then of four people on a foggy beach.]
It’s practically an export business at this point. After all, the Islands certainly aren’t next door.
[Shot of a coastline and houses, then of a lighthouse on the coast.]
So yes, it really is a big challenge in terms of transportation.
[Back to Rayna, music stops.]
So, we mainly have prep and packaging for frozen, deep-frozen, fresh and dry products.
[Shot of oysters followed by a close-up shot of a wooden box containing oysters, music resumes.]
But we’ve brought in oysters this year, so they’re in our catalog.
[Shots of a sales area and customers in front of displays.]
Now we’ve created some beautiful gourmet spaces in town. Really, it’s a tremendous success.
[Back to Rayna, music stops.]
So, you can find, in one place, all the products of our producer-processor members in the grocery store. So, they’re not all over the place in all the departments of the store. There’s a real “wow” effect with the Gaspésie and the Magdalen Islands; and it sells. But what’s more, because you can find them all in the same place, it makes it easier for the customer, but also for the sales reps when they go to develop in the store.
[Music resumes, successive shots of various packaged marine products, in jars and on seaweed packets, then back to Rayna.]
There’s no doubt that local products are very popular these days. Both from chefs and the retail sector. I think consumers are a lot more aware right now, so all the better.
[Laughing.]
Yes!
[Exploramer logo.]
[Background music stops.]
The importance of buying local
When a territory is able to produce what it needs to feed its population and is no longer dependent on imports; this is called food autonomy.
In Quebec, being able to nourish ourselves with our own marine resources is also ensures quality food produced according to a certain ethic, whether in terms of labour standards or ecosystem conservation.
Self-sufficiency in marine products: a utopian ideal? Maybe a little.
Even if we ate everything we caught and produced, we would still have to rely on imports to meet the demand in Quebec. That doesn’t mean Quebec does not have some room for improvement when it comes to self-sufficiency in fish and other seafood.
In Quebec, the potential rate of self-sufficiency for fish and seafood is between 20% and 35%.
A local product contributes to economic stability and is part of the region’s culinary identity. It can become a source of pride for local residents.
Something to be proud of
For many years, the situation has been unbalanced in favour of imports and exports. Therefore, increasing the proportion of products fished, produced and eaten locally would provide greater stability in the face of the unpredictability of international markets, as well as strengthening Quebecers’ culinary identity and developing their pride in THEIR products.
In Quebec, the opportunity and the resources are there to replace certain imported products with local products, in particular because of lesser-known species. The buoy is in our waters.
The potential for a better balance is here. But is the consumer ready for this change?
