4. Europa vs EE.UU
4.1. Pacifistas y discurso antiamericano
The above results indicate that Indonesian fish oil could be refined successfully using the resin packed column, where the oil qualities were improved chemically, physically and organoleptically. Treatments were required for refined oils to improve their stability during storage as suggested for New Zealand fish oils. Since the canning waste oil bad a low natural antioxidant content, the application of the stability improvement method should be used on the unrefmed oil as well. In this case, antioxidant additions, such as BHA, and vacuum package are advised. The prospect of adoption of the resin refining technology by the Indonesian industry is promising, and the prospects for new markets for refined oil appears to be an important factor in attracting producers.
Chapter 9
DETERMINATION OF CANNED FISH PRODUCT TYPE CONTAINING REFINING FISH OIL AS A MAJOR INGREDIENT
9.1. BACKGROUND
Most companies now recognize that the key to their future survival and growth rests in a continuous flow of new and improved products due to the dynamic changes in market needs. The development of new products remains an exceedingly difficult and challenging undertaking. It is difficult because the process of innovation is inherently complex, requiring the close coordination and control of a multitude of vastly different tasks. It is challenging because important decisions, often involving the very survival of the enterprise, must be made on the basis of very limited information. Product innovation has become a vital element in corporate strategy and planning for a number of reasons outside the control of any single company. These include changes in consumer and competitor behaviour, technology and government policy (Rothberg, 1981). There are many ways in which a company may add products to its production for local and foreign markets. The most economic way, and a common practice, is to acquire a firm, or some operations of a firm which produces products with a potential market. A company can also add products to _ its own, by copying products developed successfully by others. Finally, a company can obtain new products by internal product development (Albaum et .ill., 1989). However commercial success is dependent on the following (Anderson, 1985):
* selection of a product with a high level of consumer demand;
* selection and definition of a product with the minimum of potential opposition from competitors; and
* development of a product which ultimately embodies those characteristics which are required by and are acceptable to the consumer.
A product has two key dimensions: technology and market. Technology is the fund of knowledge enabling economic production. Market relates to the "who" and "how" of product sale, enabling profitable distribution (Booz, Alien and Hamilton Inc, 1981). In product development terms, the food industry is adept at identifying popular preferences, and is a considerable force in persuading
consumers to try new taste sensations, thereby creating new preferences and expectations (Conning, 1990).
This study was conducted to obtain a new product nutritionally better than at present, by fish oil addition to improve ro-3 fatty acid content. As previously mentioned, health benefits of fish oil, particularly those provided by ro-3 fatty acids, are indisputable. In this study, product competitor, technological information and marlcet preferences were identified using supermarket, canned fish producer and consumer surveys.
9.2. OBJECTIVES
The supermarket, cannery and consumer surveys were aimed at obtaining information regarding the following:
* existing canned fish products on the Indonesian market;
* technological aspects of canned fish production in Indonesian canneries; * recent consumer behaviour relating to canned fish product; and
* consumer acceptability about the proposed product type, using fish oil as the main ingredient.
9.3. METHODOLOGY
9.3.1. Supermarket survey
The supermarket survey of canned fish product availability was carried out in 3 cities: Jakarta, Bogor (West Java) and Semarang (Central Java). Four supermarkets in Jakarta, 6 supermarkets in Bogor and 10 supermarkets in Semarang were surveyed. The questionnaire used is shown in Appendix 9 . 1 .
9.3.2. Cannery survey
Sixteen canneries participated in the survey: 7 in Muncar (East Java), 8 factories in Ball and 1 factory on Bitung Island. Direct interview survey was undertaken for factories in Muncar and Bali. A survey was mailed to the factory on Bitung Island. The questionnaire used for the survey is shown in Appendix 9 .2.
9.3.3. Consumer survey
A mail interview survey was used in this study. The questionnaire, as shown in Appendix 9.3., was distributed in two large cities, Jakarta and Semarang. Sixty-five questionnaires were distributed in Jakarta and 160 in Semarang. Classification of high, medium and low incomes were set at more than Rp.SOO,OOO, between Rp.1 50,000-Rp.499,999, and less than Rp.149,999 respectively (Heruwati, 1990).
Before the questionnaire was distributed in Indonesia, it was tested on Indonesians residing in New Zealand. The questionnaires were distributed to 35 people, with a 60% return. The questionnaire testing was expected to give provisional information on Indonesian consumer behaviour. Required changes in the questionnaire were made after this questionnaire testing.
9.4. RESULTS
9.4.1. Existing canned fish product in the market
9.4.1.1. of the canned fiSh
Of the 83 types of canned fish product on the Indonesian market in terms of trade mark, can size, fish species and medium, 43 (52%) were produced locally with the reminder (48%) imported. Thirty-four trade marks of canned fish are marketed consisting of 18 local and 16 imported brands. Countries exporting canned fish to Indonesia are Korea, People Republic of China, Mexico,
Australia, USA, Canada, Chill, Thailand, Portugal, Denmark and Notway.
9.4.1.2. Fish used in canned fish
Three main fish species are processed internally for the Indonesian market sardine, mackerel, and tuna, as shown in Table 9 .1. Other fish species available are imported canned salmon, herring, skipper and dace.
Table 9 .1. Percentage of canned fish product type on the Indonesian market according to fish species
Local product Imported product Total product
Fish species
number % number % number %
Sardine 26 60.5 14 35.0 40 48.2 Mackerel 1 1 25.6 2 5.0 13 15.7 Tuna 6 13.9 1 1 27.5 17 20.5 Salmon - - 9 22.5 9 10.8 Herring - - 1 2.5 1 1 .2 Skipper - - 2 5.0 2 2.4 Dace - - 1 2.5 1 1 .2
Approximately 60% of the local products is processed using sardine as raw material. Imported canned sardine products constitute 35% of imported product type. Canned mackerel contributed to approximately 26% of local product type, but only 5% of imported product type. Canned tuna was approximately 14% of local product type and 28% of imported product type. Canned salmon accounts for approximately 23% of the total imported product.
In terms of the total number of canned fish products on the market, canned sardine, mackerel, tuna and salmon contributed to 48%, 16%, 20% and 1 1 % of total number of product type respectively.
9.4.1.3. Medium used in canned fiSh
As shown in Table 9.2, 86% of locally canned fish is produced using tomato sauce as a medium, while, 32.5% of all import varieties are canned in tomato sauce, and 7 1 % of import canned sardine uses tomato sauce as a medium. In total, 60% of all canned product types in Indonesia (imported and locally produced) use tomato sauce.
Table 9.2. Distribution of canned fish product in the market according to medium used
Local product Imported product Total product
Type of medium
number % number % number %
Tomato sauce 37 86.0 13 32.5 50 60.2 Vegetable oil 3 7.0 9 22.5 12 14.5 Brine 2 4.7 12 30.0 14 16.9 Veg.oil and - - 2 5.0 2 2.4 brine mixture Fish oil - - 2 5.0 2 2.4 Others 1 2.3 2 5.0 3 3.6
Other mediums used in canned fish are vegetable oil and brine. These mediums are insignificant importance, contributing only 7% and 5% for the local product respectively. However these mediums made a 23% and 30% contribution to imported product type. The canned fish products of both these mediums are approximately 3 1 % of total product type. Other mediums rarely used in canned fish are fish oil, a mixture of vegetable oil and brine, and sambal goreng (fried chill sauce). Two products having fish oil as a medium are imported from Norway, thus showing consumer acceptability.
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9.4.1.4. of can used in canned fiSh
Four types of can were encountered in the market: tall tube, short tube
;
oval and rectangular. The size of these cans is shown in Table 9.3.Table 9.3. Distribution of canned fish product in the market according to can type used
Local product Imported product Total product
Type of can
number % number % number %
TaU tube can:
155 16 36.4 2 5.1 18 21.7
230 - - 1 2.6 1 1 .2
425 1 2 27.3 2 5.1 14 16.9
440 - - 2 5.1 2 2.4
Short tube can:
105 - - 2 5.1 2 2.4 141 - - 1 2.6 1 1 .2 170 - - 2 5.1 2 2.4 1 80 - - 2 5.1 2 2.4 184 1 2.3 3 7.7 4 4.8 1 85 4 9.1 4 10.3 8 9.6 200 1 2.3 - - 1 1 .2 210 - - 2 5.1 2 2.4 220 - - 2 5.1 2 2.4 Oval can: 106 - - 1 2.6 1 1.2 125 - - 2 5.1 2 2.4 200 - - 2 5.1 2 2.4 213 - - 1 2.6 1 1 .2 215 1 2.3 1 2.6 2 2.4 227 - - 1 2.6 1 1 .2 400 5 1 1.4 - - 5 6.0 425 3 9.1 3 7.7 6 7.2 Rectangular can: 1 06 - - 2 5.1 2 2.4 125 - - 2 5.1 2 2.4