Author: Mark Godfrey
One of China’s leading tilapia producers has raised the stakes in the domestic market with an eye-catching organic pre-cooked range targeting young urbanites.
The Fei Fei fish steak range was launched by Hainan Xiangtai Fishery Co., a leading tilapia producer in Hainan Province, which has teamed up with a processor in Fujian Province to launch the product line.
Sold in 128-gram sachets at CNY 38 (USD 6.00, EUR 4.80) per unit, and flavored with Heinz tomato sauce and sweet corn (maize), the product is promoted as a healthy microwavable convenience offering suitable for the gym, home, and the workplace.
The firm has secured national organic certification for its product, a remarkable achievement given that such certification is difficult to achieve in China, where various “green” claims are common among food processors and retailers. Tilapia processors in Hainan have struggled to secure consistent quality supply, while antibiotics residues continue to be a problem for firms.
Hainan Xiangtai Fishery Co. is a sister company of Hainan Eternal Spring Fisheries, and stresses strict quality screening in place for all its fish sourcing; Xiangtai has long heralded the quality management and high yields of its ponds as well. Xiangtai has secured the certification by guaranteeing its feed and medication procedures meet the requirements of full organic certification, according to the company.
Apart from operating over 300 hectares of ponds, the company does its own processing at a 20,000-square-meter plant near Haikou port. In addition, the firm has supply contracts with large farms in Hainan – all of them registered with the China quality control watchdog, the General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ), which ensures consistency and quality of supply.