Strength Weakness

Reputation for delivering a quality

product Atlantic salmon
Profitable and growing fish farms
Maritimers with backgrounds in
fishing industry decided to dive in
local Maritime economy.
Prepared for 0$ profit for severals
until realize a return.
Guy Mills is an experienced
aquaculture executive was hired to
build the business from ground up.
Harvest can be taken on demand
year-round for maximum
freshness.
Avoided dangerous task of deep-
sea fishing and no international
issues or jurisdictional disputes.
Problem of waste accumulation
under the net-pens is addressed by
using a bag system
Business is in a well-regulated
environment CFIA sets policies
and requirements, CSSP.
The company has implemented a
successful quality management
program (QMP) at each site that
abide government regulations.
Better feed lead to better quality
environmental groups.
AFC produces fish that are in top
category and can therefore be sold
at a premium price.
3 long-term contracts
Company website and trucks.
BOD constantly review company
operations
Long relationship with the Eastern
bank of Canada
The fish must be fed by operator
rather than themselves create
labour demand
Lower cost labour and employment
unstability level of employee
turnover is high
Longer time for fish development
and only 50% of the salmon reach
harvestable weight within first 30
months.
More expensive feeds
Site 3 and 4 employees overfeeding
the fish
Opportunities Threats
A large workforce with a
background in fishing and
governments eager to create
employment
The aquaculture industry was
growing along the eastern coast of
Canada.
Fast expansion - over 5 years, 3
more salmon farm sites in 3
provinces.
Aquaculture continues to be the
fastst-growing sector of animal
food production and continues to
outplace human population
growth.
Fishing is one of the oldest industry
in the world and continues to be an
important source of food.
Canada has one of the worlds
most valuable commercial fishing
industries operating in the Atlantic
Pacific, and freshwater areas.
Limited home market, Canada has
developed export markets for
frozen, processed fish to US, Japan
and European Union.
Reputation for worldwide
wholesome finfish vast amounts
of clean ocean water and one of
the most respected fish inspection
and control systems in the world.
Reputation in research and
innovation in fish production,
quality of fish production and
environmental protection of fish
habitats.
Fish requires less than 2 kg of input
concentrate per kg of weight gain
Farmed fish is a fully sustainable
resource.
Canadian finfish and shellfish are
considered in many market exotic
and can be sold at a premium.
Competitive industry production
of food fish from aquaculture
increased at an average annual rate
of 8.3%
Overfishing supply fallen far
behind the soaring growth in the
demand for fish.
Fish producers in China and Chile
are developing high production
capacity driving prices down.
Low-entry barrier many
companies have become vertically
integrated operations
Substantial farming of salmon
species in a number of countries,
including Norway, Scotland Chile,
Canada and US
Stable supply of the fish
commodities has dropped the price
Lower labour and feed cost in
Chile.
David Suzuki Foundation have
spoken out loudly against finfish
aquaculture.
Natural disaster concerns storms,
parasites,
Potential diseases can spread
Strict government regulations and
inspections.

Help to build Canadian economy
and create thousands of jobs in
coastal and rural communities.
The performance of the industry is
forecast to accelerate, with an
anticipated CAGR of 11% for 2010-
2015
The Canadian aquaculture industry
supplies 80% of the blue mussels in
the North American Market
Farming shellfish is
environmentally friendly.
New software now permits
operators in the fishing industry to
find customers worldwide.
The aquaculture industry is
supported by federal and provincial
gvmts in ensuring water quality and
maintaining the highest standards
of product quality and safety.