Scottish Sea Farms eyes growth in China and Taiwan after sales team visit.
Scottish Sea Farms (SSF) has reported an uptick in orders from customers in China and Taiwan following a recent sales visit aimed at strengthening its position in the Asian market.
Sales team members Georgie MacKenzie and James Grant travelled to the region to meet with long-term partners and explore opportunities for growth, marking the company’s first visit to China since 2018. SSF first entered the market in 2014 through Head of Markets Celine Kimpflin.
The trip included visits to wet markets, retail outlets and restaurants, allowing the team to observe how SSF’s fish are handled post-arrival. “We saw where our fish went and what happens to it—from customs clearance to final sale,” said Grant.
SSF accounted for around 45% of Scotland’s salmon exports to China in 2023. However, overall, Scotland’s share remains small compared to established exporters such as Norway, Chile, Australia and Canada.
“There’s clearly demand, but we’re competing with very strong national branding from other countries, particularly Norway,” said MacKenzie. “We’ve focused on a handful of long-term customers, but as we expand, we’ll need to do more to promote our brand.”
The team also noted structural changes in the market post-Covid, including the rise of small-scale importers using social media platforms like TikTok to drive direct-to-consumer sales with minimal overheads. These new entrants, according to SSF, are placing margin pressure on traditional volume-based importers.
The findings from the trip will be used to reassess SSF’s China strategy, with a follow-up visit planned for autumn. “There is no lack of demand,” said MacKenzie. “It’s potentially a huge market for us to continue developing.”