Fight for a bigger market share

Although sardines had long been perceived as a “poor man’s fare” it is hardly so in reality since the lower markets of C, D and E would rather buy noodles for their basic food needs than sardines.

“Instant noodles cost only P5 or less a pack against a tin of the smallest sized sardines of P10 or more. So the first priority of the low income consumer is noodles to feed his family,” said Ben Sy, president of Chattrade Enterprises, the local manufacturer of the brand Saba and importer of US-brand Rose Bowl.

Chattrade is the exclusive worldwide distributor of US sardines brand Rose Bowl. It also locally manufactures different variants of Saba brand salmons, mackerels, squid and canned seafood dishes.

Sy said sardine manufacturers like Chattrade are hard-pressed vying for a share of the noodles market because of price difference, yet “we can not reduce our selling price since our cost of production is so high with tin, energy, wages and raw materials cost rising constantly.”

But local manufacturers are now advocating the use of sardines as a healthy food choice and a good source of nutrition being rich in omega 3 for healthy heart, a slow progression of Alzheimer’s disease and fatty acids which help control blood sugar levels.

In addition, a can of sardines contains vitamins A, D, E, K, calcium and B complex including B12. Rose Bowl (being imported and pricey is naturally for the higher income groups) has olive oil that reduces bad cholesterol, prevents aging and promotes life expectancy.

Local manufacturers’ target markets for their nutrition advocacy program are the mid-nesters with young children between seven and 12 years old for the Saba brand and the full-nesters with older children of 13 years old to young professionals.

Sardines or pilchards are a group of several types of small oily fish related to herrings family clupeidai, named after the island of Sardinia, where they were once in abundance. Although terms to describe sardines vary by region, the generalization is that if the fish is below four inches long (10 cm) it is classified as sardines and if larger than four inches, it is classified as pilchard.

Canned sardines in the supermarkets may actually be sprats of brisling sardines or round herrings and their actual sizes vary by species. Good quality sardines should have their heads and tails removed before packing.

Chattrade has been in the seafoods business since 1973 and is also venturing into the frozen seafoods industry to supply the discriminating local market with quality but affordable fish products. It currently delivers whole gutted salmon and choice cuts like belly, steak cuts and fillet plus calamari steaks, squid fingers, scallops and others.

It currently supplies supermarkets like Puregold, SM, Robinsons, Cherry Foodarama, Cash & Carry, Unimart, Landmark, Hi-Top, South Supermarket and Parco. In the provinces it supplies Region 1, III, IV and VI with these mostly imported fish products.