Case Studies
Issue No. 41 - June/July 2008
Ferguson’s seafood feast
Fast Mover Ferguson Australia’s strategy is to brand and position its premium seafood as prominently as possible. After extensive market research and traveling to observe international global food trends, Ferguson carefully developed and commercialised its gourmet lobster products.
“March was the busiest month in our company history,” says Ferguson MD, Debra Ferguson.
“These products went against the normal trend in the lobster industry, as they were branded, portion controlled, had a set price for the year and packaging and technology guaranteed quality. Supply was all year rather than seasonal.
“These products were developed for the larger lobsters - over 2kg - that did not have a premium market and were under utilized in the fishery.
Ferguson claims French President, Nicolas Sarkozy and Prince Albert of Monaco as customers and supplies prestige restaurants in Adelaide, interstate and overseas in France, Hong Kong, London, Monaco and Denmark.
“We set out - and went out - to seek new markets for our products, against the smaller live-lobster-and-live-tank model,” Debra says.
“The chefs we supply have small prep areas, high wage costs and very intelligent and educated customers.
“They know what the best quality is and they are information-hungry: who has caught this lobster? Where does it come from? Is the industry sustainable? Is the quality guaranteed? Can they get it when they want it, rather than if and when the boat goes to sea? Is the product easy to prepare and price on the plate?
Ferguson has a 12 to 18-month waiting list of new customers as demand from existing customers is growing rapidly and Ferguson is focused on looking after early adopters’ requirements first.
Debra says the biggest - or most noticeable - milestone this year has been Ferguson’s growth in the domestic market.
“The timing to launch into the domestic retail with SA portioned fish packs has been g...
