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AQUACULTURE
February 2018
NEW ZEALAND
INSIDE
THE
ORAS
Smell of
success
Aroma
Howzat
Jemma McCowan
Nuffield
Scholar
Andy Elliot
BRIEFS www.facebook.com/aquaculturenz
AQUACULTURE
February 2018
NEW ZEALAND
INSIDE
THE
ORAS
Healthy watch Marlborough reef
AQNZ has teamed up with renowned
nutritionist Claire Turnbull to make four restoration
short videos promoting some of the Marlborough mussel farmers are teaming
Smell of
Howzat Nuffield
success
Aroma Jemma McCowan
Scholar
Andy Elliot extraordinary health benefits of mussels up to re-establish wild mussel beds in an
and salmon. effort to boost local spat falls.
PUBLISHED BY The videos can be found on our Aroma’s Aquaculture Manager
Facebook page (www.facebook.com/ Vaughan Ellis launched the concept in
aquaculturenz) where they’ve been response to dwindling local spat falls over
viewed over 24,000 times. the past five years.
The project has the support of a range
of local farmers who have volunteered
to catch wild spat and grow it out on
holding lines before returning it to the
seabed in strategic locations around
the Kenepuru Sound.
Equipment makers and science
providers have also got behind the
Twizel Salmon and
EDITOR: Adam Hicks project which will get underway when
Email adam.hicks@aquaculture.org.nz spat fall begins in the coming months.
Web www.aquaculture.org.nz
DDI: +64 (03) 546 2662 Wine Festival
Customs tariff win
Mob: +64 (0) 21 244 5166 Twizel’s Market Place is set to transform
Editorial content compiled by into a showcase of local salmon, wine
Aquaculture New Zealand. and craft beers on February 24, for the Greenshell mussel importers will continue
13th annual Twizel Salmon and Wine to pay lower tariffs on frozen halfshell
DESIGN: d.DESIGN Festival. Visit www.eventfinda.co.nz for mussels following a positive decision from
d.design@vodafone.co.nz more info. the Harmonized Systems Committee (HSC).
Tasty
AQNZ worked with New Zealand
AQUACULTURE Customs and the Seafoods Standards
Marlborough
NEW ZEALAND Kiwis love eating (and watching) our Council to successfully challenge moves
Level 1, Wakatu House, mussels and salmon. to reclassify mussels as ready to eat,
Environment Plan
Montgomery Square,
A series of recipe videos featuring NZ which centred on the heat treatment
Nelson 7010
mussels and salmon have collectively used during processing.
New Zealand
clocked up nearly 900,000 views on Hearings for the Marlborough Environment The HSC ruled that heat treatment
Email: office@aquaculture.org.nz
Facebook in the past year – in what is a Plan will re-commence this month, necessary for debearding and opening,
Phone: 03 548 8944
huge win for the industry’s social licence examining submissions on a range of did not warrant a reclassification from
Aquaculture week
Fax: 03 548 8984
efforts. matters including provisions relating to Chapter 03 to Chapter 16 on the proviso
GENERAL: The popularity of the videos, created natural character and landscape. that the subjected temperatures stay
The Aquaculture New Zealand by AQNZ to showcase easy and delicious AQNZ worked closely with the MFA, below 100 degrees and products are
magazine is published several times per ways for home cooks to prepare our industry and the legal team at Gascoigne labelled as “cook before consumption”.
year to promote the work and support products, has seen them become Wicks to prepare a submission and will be In addition, industry has been For 14 years, the Havelock Mussel Festival has been about giving back to
the sustainable growth of industry. a terrific vehicle for informal and presenting during the two-week trial. advised not to ‘shop around’ for the best the community and celebrating the industry.
Contributions relevant to the positive engagement with Kiwis in our classification, or risk inviting a challenge Now the Marlborough District Council and local aquaculture industry's
aquaculture industry are welcomed and communities. to the ruling. Smart and Connected Harmony Group are taking that concept to a whole
industry participants are encouraged new level with a four day, ‘Aquaculture Week’ programme designed to
to contribute. leverage off the popularity of the annual party with a host of activities to
Dingy do good
Articles and information printed build wider community awareness and pride in the sector.
:
in Aquaculture New Zealand do not An ‘Aquaculture Industry Pop Up’ will bring a range of industry operators
ALENDAR
necessarily reflect the opinions or
C
Graeme Clarke and the crew at into the centre of Blenheim on Thursday, March 15, to give the public a
02 18 AQUACULTURE
formal position of the organisation Clearwater mussels have helped reunite a taste of local aquaculture with product samples, stories, and opening and
Aquaculture New Zealand unless
Crail Bay bach owner with his lost dingy. filleting displays.
otherwise stated.
The man contacted the MFA after it Friday the 16th, has been coined Mussel Appreciation Day (M.A.D)
All material published in Aquaculture
was swept from the foreshore during bad and will see local restaurants and schools host special mussel menus
New Zealand is done so with care to
weather and was delighted when the and activities while Sanford will host a Havelock Open Day tour of their
ensure accuracy and factual content.
However the publishers and editorial
farmers located it in Horseshoe Bay. land-based facilities to give visitors a first-hand look at how they make
staff cannot accept responsibility for any mussel magic.
inadvertent errors and/or omissions that
5&1 8 rc h 1 7 March 28 On Saturday the 17th, St Patrick’s Day will take on an extra shade
March 1 a ri Fisheries
M Sanford storms SeePort
of green. While the Irish are celebrating their patron saint, pretty much
February 24n Marlborough ao
may occur.
Hav eloc k M everyone else will be celebrating the 2018 Havelock Mussel and Seafood
ference
Twizel Salmo Aquaculture Mussel Festival Con
Over 70-thousand people attended the Festival.
Auckland Anniversary weekend event and With a line up including legendary reggae band The Black Seeds,
and Wine Week Sanford staff feel like they spoke to every celebrity foodie Nadia Lim and plenty of family friendly activities the festival
Festival September single one! is shaping up to be the best yet.
26&27 With 4850 samples of Marlborough Go to www.havelockmusselfestival.co.nz for more info.
9 New Zealand
To close out the week, there will be a range of on-water Sounds tours on
August
mussels given away, a display from SPATnz
us t 1& 2 Aug u st 17 and over 1000 entries received in their offer on Sunday the 18th, including a Pelorus Mail Boat trip from Havelock,
Au g
w Aquaculture A G M Aquaculture competition, Sanford ensured the public a Marlborough Travel trip from Picton and a fishing tour following a mussel
Seafo od Ne MF A Conference
N ew Zealand got a good taste of aquaculture at harvester.
Zeala n d
AGM – Blenheim SeePort 2018. For more information on the events email info@marinefarming.co.nz
Confere n ce
2 F E B R U A RY 2 0 1 8 3
BRIEFS www.facebook.com/aquaculturenz
Overseas studies Kia Ora Don
Aquaculture New Zealand
Oyster Director and Moana’s
Aquaculture students at the Nelson Marlborough General Manager Don Collier has
Institute of Technology have embarked on a study tour farewelled the industry to explore
of New Caledonia. new opportunities.
Five graduates of NMIT’s aquaculture diploma in Don joined the seafood industry
2017, spent a week in January examining tropical in 2004 as, then AFL’s, Group
aquaculture to help broaden their perspective before Management Accountant before
joining the work force. taking the reins of their aquaculture
“During the course we cover a huge amount of interests in 2007.
material around the New Zealand industry – but to give In 13 years at the helm of the
the course a more rounded approach we’re looking country’s largest oyster farmer, Don Collier
at other types of aquaculture,” said NMIT Aquaculture Don was instrumental in the
Programme Coordinator Mark Burdass. development of the domestic and international markets
“We visited a range of research and commercial and premium product formats, various oyster breeding
operations including a sea cucumber farm, a prawn projects and the industry’s recovery from the OSHv1
Big day out
farm, a micro algae facility and an ornamental fish outbreak that devastated the industry.
collector.” Don was also a keen industry advocate serving on the
“Half of our students have jobs already in the New Aquaculture New Zealand board and as Vice President of
Zealand industry and this just helps give them a the New Zealand Oyster Industry Association.
greater understanding of the international context.” He is replaced on the AQNZ board by Jim Dollimore of
In a win for the students, the trip was fully funded Biomarine.
with revenue earned during the year by conducting Over 80 volunteers from the aquaculture industry helped
research for Skretting and Ridley. remove nearly a tonne of rubbish from beaches across the Top
Mt Cook welcomes
“During their final year, the students undertook of the South during the annual Big Day Out beach clean-up.
two feed trials for different feed companies, where Ted Culley presenting KFTA’s, Managing Director Mr The day saw volunteers scour beaches from Rabbit Island
new director
they ran two sets of 8-week feed trials, comparing the Dug-boo Choi with a copy of ‘Lines in the Water’. to Port Underwood, removing 995.4kg of debris – of which
performances of the different types of feed,” Mark said. 81.8% was non-aquaculture related.
“In return the companies contributed funds which Mt Cook Alpine Salmon has The team from New Zealand King Salmon even found a
paid for the trip.”
Moving forward, the plan is for all final year students
strengthened its marketing
credentials by appointing Sarah
Korean Fishery and Trade $20 note which was enough for a team ice cream shout.
to embark on a similar international study trip. Ottrey to its board of directors.
Sarah has senior management
Association in Havelock
experience with large FMCG Two senior officials from the Korean Fishery and Trade
organisations including Unilever Association (KFTA) visited New Zealand in December to
and DB Breweries where she was improve their understanding of the Greenshell mussel
Head of Marketing. She also has industry. They were kindly hosted by Ted Culley, Sanford
significant governance experience Sarah Ottrey General Manager Aquaculture and Philip Kwon, Sanford’s
having been on the boards of Blue Korea Market Manager, at Havelock with a farm and
Sky Meats, Smiths City Group, NZ Public Trust and the Inland factory tour.
Revenue Risk Committee. The KFTA administers the market access auction system
She is currently a Director of EBOS group, Comvita, Skyline for NZ mussels that occur after the first 50% of the ‘tariff free
Enterprises and Whitestone Cheese. quota’ has been realised. Our view is that the auction
“I like everything about the Mt Cook Alpine story, its system mechanics act as an artificial trade barrier which is
growing profile and its global prospects; and of course, its having adverse impacts on exports to Korea. This message
unique freshwater King salmon product," she said. was repeatedly given to the KFTA officials from AQNZ,
“I look forward to bringing my skills to the table, ensuring Sanford staff and also from the MPI trade official who was
we remain both future-focused and customer-focused while also involved with the visit. The KFTA officials advised that
being grounded in contemporary marketing thinking.” they will review the auction system settings in the wake of
our feedback and their improved understanding.
Farewell Jim
Widely respected mussel, salmon
and oyster farming pioneer
Jim Jenkins passed away late
Join A+ now
Participation in the A+ sustainable
last year. aquaculture programme has now
Seafood magazine editor swelled to over 90% of the industry
Bill Moore sat down with Jim shortly (by farming space) as farmers
before his death and has written prepare to lodge their first official self-
an insightful feature celebrating assessment checklists.
Jim’s contribution to the industry. The checklists are due by March
The story can be found in their 31, and will be used by farmers
latest magazine and read online at to improve their sustainability
www.seafoodnewzealand.org.nz. performance and create a generic overview of the
Jim Jenkins
Long time colleague and friend collective industry’s performance.
Graeme Coates also penned a lovely tribute piece about Farmers can access assistance to prepare checklists by
Jim for the MFA newsletter which you can access a copy of emailing AQNZ Environment Manager rebecca.clarkson@
by emailing info@marinefarming.co.nz. aquaculture.org.nz
4 F E B R U A RY 2 0 1 8 5
MEMORIAM RESEARCH
John Croft
June 27, 1932 – September 13, 2017
R
enowned going navigation.
as the “John’s true
international passion was music
‘Mussel Man’, and he was in a
John Croft will be number of bands
remembered for his but the last few years
work in developing had his own duo. He
the Greenshell mainly played at RSAs
mussel powder and workingmen
industry and for clubs, that was all
decades of tirelessly for charity.
Unlocking the secrets of
championing the “Truly an
King salmon
product to global amazing guy and
influencers. sadly missed.”
John passed John was
away late last instrumental
year after a short as McFarlanes
illness aged 85. But developed one of the
just a few months industry's first mussel
before his death he powder products,
remained as ‘fit as a buck rat’ which the pair remained close friends for the and dedicated much of the next
he attributed in part to his daily dose next 30 years. 40 years to promoting its virtues to
A
of mussel powder. “John had an amazing sense of international influences. new custom-built King salmon healthy fish, of premium quality.” also with regard to sustainability and
“I firmly believe that my lifetime with humour, he always made us laugh, John’s passionate belief in the power research facility at Cawthron’s In preparation for the research trials, environmental aspects.”
the sea and taking a daily dose of the of mussel powder not only saw him take aquaculture park is set to help which are scheduled to begin this year, The Institute is also leading a
natural product of the sea to maintain it every day, but also publish several industry produce better quality fish Cawthron scientists have visited farms new MBIE funded Aquatic Health
my joint health, are responsible for the books on the power of marine extracts and more of them with less resources. around the South Island to collect Programme that is set to benefit
excellent quality of life that I enjoy,” he John’s honesty, and appear in a multitude of public The facility is funded by Cawthron and samples and data to determine what the wider aquaculture industry
said in a recent interview.
Originally from a small fishing
integrity and forums and conferences, earning him
the nickname of the ‘Mussel Man’.
will initially be home to a significant
MBIE funded project to improve King
makes a salmon healthy and efficient.
With the help from the farmers and
by advancing efficient and
timely diagnosis, prediction, and
village in Lancashire, UK, John genuine desire Vitaco Market Manager Mark salmon feed efficiency. collaborators, a working mobile lab management of aquatic diseases that
captained tankers before becoming a
pollution officer where he investigated to do good for Rushton said John was revered by his
colleagues for his passion for people
The multi-million dollar facility, which
is set to open mid 2018, will house
and dedicated sampling team has
been established.
may impact the sector.
Scientist Dr Steve Webb is involved
the impacts of shipping on
commercial marine species.
people shone and ‘health from the sea’.
“John was so keen to help people
three recirculation systems and help
Cawthron scientists, together with their
Meanwhile, Cawthron will continue
to work on an ongoing Seafood
in the project and said it would
provide new tools for understanding
In 1972, he accepted a job to run through and and share his knowledge that he team of collaborators and industry Innovations Ltd (SIL) project with the and managing the health of multiple
a new research lab for the Ministry
of Agriculture and Fisheries and
was one of the spent many weeks a year with the
Vitaco International group, meeting
better understand this unique species
and optimise production.
New Zealand King Salmon company,
which is examining the specific dietary
aquaculture species, including King
salmon, to enable the industry to
emigrated to New Zealand with his reasons he had customers across the world, from “We want to work with farmers to requirements of the species. optimise production and continue to
wife and daughter. However, while
he was in transit the lab concept was such an impact Japan and Korea to Kuwait and Qatar
to Germany and Switzerland,” he said.
produce more efficient fish through
research on breeding, nutrition and
“Feed can account for up to 60%
of harvested fish costs and is the
farm robust healthy stocks.
“There’s an urgent need to address
abandoned by the Ministry and John
arrived unemployed and worked as
wherever he went. “He was at ease talking to doctors,
scientists, consumers and retailers
health, and provide overall insight into
how to farm more efficiently,”
biggest single expense in salmon
aquaculture,” Cawthron project lead
challenges to protect existing
aquaculture production and to
a deckhand and truck driver before and he relished discussing natural said Senior Aquaculture Scientist Kevin Heasman said. provide robust research that industry
joining McFarlane's Laboratories (later and told us, laughter is another health with the sceptics. Jane Symonds. “Any gains that can be made to and regulators can use to inform
to become part of Vitaco) where he ingredient to good health. John “His view was that there was so “This new facility gives us the improve feed conversion into marketable decision-making," he said.
was instrumental in establishing their and partner Julie spent a number much good scientific data behind capability to conduct the necessary product will result in significant savings “This is important to ensure
mussel farms and research facilities. of New Year’s Eves at our home in the NZ green lipped mussel that he trials to study all stages of the King for the industry," he said. procedures and regulations are
As part of the role, he built farm Coromandel. He loved the odd rum could turn a sceptic into a believer salmon life cycle. The project, which is also relevant and suitable for New Zealand.
number 11 at Waiheke Island, which and told many stories,” Peter said. every time. I have to say that when “We’ll bring in salmon from the supported by Seafood Innovations The proposed research will also
was one of the country’s first mussel “John was a very keen sailor, challenged by a sceptic, I never saw industry and get to understand why Ltd, Nelson Marlborough Institute of enable us to improve on existing
farms, using A-Class steel buoys which spending many weekends sailing John lose that discussion. some are more efficient than others Technology and feed companies, is health monitoring and diagnostic
were brought to New Zealand to provide around the Islands of the Hauraki “John’s honesty, integrity and – we’ll look at genetics, behaviour, now into its third year and returning approaches. This will provide more
war-time defence from submarines. Gulf. His keenness for sailing genuine desire to do good for people physiology etc. and identify the positive results. timely and conclusive results so that
The job also saw him working with saw him spend an enormous shone through and was one of the best animals to farm. “A number of diet trials have taken emerging issues can be addressed
Coromandel marine farmer Peter Bull, amount of his time teaching at the reasons he had such an impact “Ultimately, we want to give place and the results are proving before substantial losses have
who now owns farm number 11, and nautical school, mainly about ocean wherever he went.” n farmers the tools to efficiently produce useful, not only in feed conversion but occurred.” n
6 F E B R U A RY 2 0 1 8 7
JEMMA McCOWAN RA KING AWARDS
H wzat!
“He did a good job of selling it.
“I took a risk and took the job.”
And she set about bringing ra
King to life.
“It was a whirlwind first 6 months,”
she said.
“It is a massive job to launch a
brand that needs to go through a
variety of processes and steps at the
Opening a world of
highest end.
opportunity
“You begin by developing the
brand and coming up with something
that is essentially a positioning and
how you are going to deliver that to
your core audience.
“But then you’ve got to deliver
a product that’s worthy of that
positioning and meet the quality
expectations you are setting which
requires operational and cultural
J
emma McCowan’s cricketing Friday night and ringing around in change.
career came to a grinding halt the morning to make sure we’ve got “The whole business has to go
with a medium pace full toss on the players.” through a journey, so that all staff
leg stump. “I developed a real passion for it. understand the message and care
A capable opening batswoman I played right through University and about it and uphold the standards
and captain of the Grafton United first into my early working days. I really and deliver the message on to their
XI, Jemma anchored the innings with loved it.” intermediaries.
staunch defence that allowed others After completing studies in “We worked through everything
to play shots and score freely. commerce, Spanish and Italian, from transport trials to processing
She jokes that her signature stroke Jemma had taken her first steps improvements.”
was her block – but this delivery was towards becoming one of our Five years on, the hard work is
there to be played so Jemma swung industry's premier marketers by paying off with ra King and its brand
hard. helping Australian companies import story built on breed and provenance,
“I should have pulled it to the products into New Zealand through being celebrated by some of the
boundary,” she said, still visibly a role at the Australian Consulate in world’s best chefs as some of the
frustrated she didn’t spank it for four Auckland, when the ill-fated pull shot world’s best salmon.
runs. sparked a change in life direction. “The beauty of ra King is in its
“But I top edged it into my face and “While I was recuperating from the simplicity. “
ended up breaking my cheek bone.” operation, I was 24, and my best friend “At the heart of the brand is 4
The resulting surgery saw her call was off to London so I decided to up- products. But predominantly it’s
stumps on a playing career that sticks,” she said. exceptional quality, fresh whole fish.
began as a young girl at Auckland “I planned to go for a year - and “It allows the chef to put their own
Girls Grammar, after several years living came back 12 years later.” stamp on a super stunning core
in rural Malaysia and the Philippines But rather that pulling pints like ingredient.
where her father worked as an many working holiday makers, Jemma “But to make it work, you need to
engineer building roads and bridges. further developed her career by invest a lot more in the story behind
“Auckland Girls Grammar is known helping Australian companies get a it. We’re creating a legend and
for netball and producing players foothold in the UK market. wrapping it up in a super premium
with amazing skills but I’d never “After my stint in Auckland, the package.
played netball in my life. And coming Australian Trade Commission got wind Jemma McCowan with a couple of nice catches (straight from the farm). “Our story is very evocative, and you
back to New Zealand and into that that I was in London and recruited me get a real vibe about the brand, where
environment was really daunting,” straight away,” Jemma said. we have come from and who we are.
Jemma said. “I worked for Australia House and help from a marketing perspective, so I “I like the seafood industry. Through Cleanseas, Jemma met It’s getting to the point now where
“I ended up playing minority sports worked with producers of everything worked for them in a consultancy role, It’s a fascinating industry to work former New Zealand King Salmon people aren’t talking as much about
like badminton and swimming and from beauty products to kitchenware developing marketing materials and in because not only do you get a CEO Paul Steere who recognised that the product but instead are talking
one day, mum took me down to the and food and beverages to help them branding concepts that enabled us to fabulous product, but you’re exposed her experience in establishing ultra- about the philosophy of ra King
sports fields to try cricket and I loved it. bring their products into the UK.” position Kingfish among the very high- to and contribute to so much science. premium branded seafood in export and what it means for them to work
“I became good friends with Her first taste of the premium end restaurants and sushi chains.” It’s such a new industry that there markets would be invaluable to his with it and that transition comes from
the daughter of the Eden Park aquaculture industry came with However the company soon is often a lack of clarity but that’s successor – Grant Rosewarne. building the brand and introducing
groundsman and we used to run the Australian Kingfish producer, experienced major production part of the challenge. You end up “Paul casually said one day ‘you the people behind the brand.
score board at first class games. Cleanseas. challenges with large-scale fish contributing to solving problems should meet Grant,” she said. “Obviously there’s the fantastic
“Our school side evolved into a “At that time they had a really good deaths, and market development and contributing to something you “So I met with him in the airport culinary result but it’s deeper than
club team and I ended up captaining business building across 12 countries activities were put on hold. believe in. lounge in Auckland and he said ‘I’ve that. And we’ve built that. It’s layer
the first XI. That meant being the one in Europe selling high-end sashimi- But Jemma had tasted enough to “I’m a passionate foodie, seafood got this fabulous brand called ra upon layer.” n
that takes off the covers on Saturday products. know she wanted to stay in is one of my favourite foods, and I find King. It’s already been developed, I just
morning, after putting them down on “They were looking for someone to the industry. the industry really stimulating.” need someone to launch it. Continued over page…
8 F E B R U A RY 2 0 1 8 9
RA KING AWARDS
The
aura
“But when you compare it to our engagement from high-end chefs with
sales across these markets, why the brand.
wouldn’t you spend it to reward your “If you think about New Zealand
best customers.” alone, this year we had 90 entries from
ras
“The payback is in the intangibles. local chefs. It’s not an ingredient you’ll
It’s making sure you retain value in your find in most restaurants – it’s one of the
of the
brand – the campaign and the depth best seafood ingredients in the country
you build keeps you a step ahead. and the chefs that use it are going to
“It creates loyalty. And it allows you be of a certain calibre, with aspirations
to talk to chefs on a continuous basis to reach the top end of cuisine,” she
about the campaign. said.”
....Continued “As opposed to a sales team going “So we’ve touched 90 chefs during
the 6 month campaign and when you
O
ne layer that’s helped build the spiral that into Australia and US and
legend of the ra King brand Japan and to the food writers and
is their annual awards which everyone watching on social media,
have become somewhat of the Oscars we’re really engaging with a lot of
of the salmon world. people.”
“It ties in well with the brand and But for Jemma and the team, this is
adds depth with our family of chefs, not a PR stunt.
distributers, food writers, designers and “It’s about much more than that. We
so on, and it’s something that belongs really want to understand the end user,”
to us,” Jemma said. she said.
“In the first year after we launched “We love ra King – but we also love
the brand we attended various shows the food and hospitality industry.
and joined in food events where, as “Our team is conscious of the
a sponsor, you got your logo on the challenges for the hospitality industry,
programme and tickets etc – but we price rises, fast food, long hours etc –
didn’t get much momentum out of and we want to work with them. We
these events. really appreciate the skill and talent that
“It was a bit fragmented and a bit goes into their craft,
basic so we decided to put our effort and the ras gives
into something we own, that really puts us an opportunity to
a flag in the sand for who we are and is showcase that for
something we can develop over time.” them.
The first call was to host the event “We want to
during the brand’s anniversary promote our chefs,
month, October. and the restaurants
“In the first year, we said, ‘right, we’ll they work for and
do an event’ and right towards the end, give them kudos
I realised we needed something more, for working so hard
so I said, ‘I think we might hand out and having such
some awards’. wonderful expertise
“So we canvassed the team to see in their craft.”
who’d done fantastic dishes and who’d With the number
supported us. and calibre of entries
“During the speeches, I stood up growing each year,
and said ‘we’re one year young, thanks what’s the future look
very much, and here’s some awards for The Best ra King Ambassadors Makoto Tokuyama (New Zealand), Mike Ellis (North America), like for the ras?
those who’ve helped us’. Jason Roberts (Australia), with New Zealand King Salmon's Jemma McCowan and Grant Rosewarne. “We’re inspired
“The reaction was fantastic. The by what the chefs
winners were blown away, but others One chef even travelled to Golden competition. They all want to be at they took the ras to Japan create and I’m really
wanted to know how to enter next year.” Bay to collect rocks from near the the top of their game. They strive to be to create an event on a scale proud of what we’ve
In the four years since, the awards hatchery for a custom earthen ware the best and want to have recognition unprecedented in this industry. created with these
have gone from strength to strength dish to present his creation on. from their peers, the industry and On top of two full time awards – and it’s got
and now have a formal entry and “It symbolised the movement of beyond and the ras is fast becoming equivalents driving the competition in and knocking on the door, you’re further to go. We’re getting enquiries
judging process run over 6 months the fish. Another dish represented the a respected source of kudos.” throughout the year, the ras creating reasons for them to engage. from chefs all around the world and in
across four countries. life cycle of the fish. The inspiration “Half of the dishes can’t be put on involved flying over a crew of 34 chefs, And you’re keeping it fresh and the future we will open it up to entries
The 2017 awards saw nearly 400 is becoming deeper every year and to regular menus because they are NZKS staff and judges, hosting an keeping it front and centre. from other regions. One day, we hope
chefs from across Australia, North we’re seeing more interactive features so detailed that a restaurant couldn’t awards ceremony and a week-long “It’s a way to get end users really it might be the San Pellegrino award of
America, Japan and New Zealand like pouring of broths and table produce them in bulk.” programme. engaged over and above a fish turning the food industry,” she said.
create speciality dishes with ra King experience moments. 2017 marked the 5th anniversary of “There’s no doubt it’s a big up in a box on the kitchen bench.” How good would that be. Or, should
as the hero. “Chefs have really embraced the the ra King brand and to celebrate investment,” Jemma said. The returns are visible with the we say ‘Howzat!” n
10 F E B R U A RY 2 0 1 8 11
ANDY ELLIOT NUFFIELD SCHOLAR
A
ndy Elliot was a marine biologist It is this ability to take an industry-
working his way around the wide approach to his work that saw
country helping paua farmers Andy recognised with a prestigious
when he settled in Nelson. Nuffield Scholarship which fast-tracks
Here he would go on to help the development of emerging leaders
domesticate the Greenshell mussel, in the agri-food sector.
establish the flat oyster industry, and There have been 140 New Zealand
become the aquaculture industry’s recipients in the awards' history – but
first Nuffield scholar. Andy is the first from the aquaculture
But first he had to decorate his new sector.
home with partner Bec. In March 2018 he joins 60 scholars
“One day we were looking for art from around the world for an initial
to hang in our new house and Bec conference in the Netherlands, before
found a painting that she loved,” embarking on a six-week study tour
Andy said. across four continents with a smaller
“It was $400. group, and a final phase of a 10
“I said: ‘I could paint that’.” week individual travel and research
“I bought a $5 canvas, some paints programme.
Art vs Science
and a $1 brush from The Warehouse Andy said it is a once-in-a-lifetime
and created my first painting one opportunity to take time away from
evening,” he said. his day-to-day work, and learn about
“Bec liked it enough to put it global farming practices and gain
on the wall and it gave me some new insights and ideas to bring back
confidence.” to New Zealand.
After spending his days working in “In my role with Wakat , I’m
wet labs at the Cawthron Aquaculture firmly focused on exploring future
Park, Andy would come home and opportunities for Kono, including the
paint in the evening as a release. potential to connect directly with our
“You’ve got to have creativity customers and become providers
in your life. It’s very important,” of nutritional solutions and food
he said. ingredients, in addition to being a
He started putting his acrylic supplier of food products,” Andy said.
landscapes up for auction on Trade company on Stewart Island. He then “At the time, Wakat , as well higher value species,” he said. Island – effectively closing down the “The Nuffield Scholarship is a
Me and he watched on as they worked as a consultant, sharing his as Sealord, Marlborough Mussels “It was really about how do we burgeoning industry. chance to take a step back from
began to sell for upwards of $1000. knowledge with various paua farmers and Sanford were all working on apply what we’ve learned through For Andy, who had spent years that and examine what I do in my
Soon he was supplying a dozen around the country, before settling in Greenshell mussell spat production the mussel development phase and learning to nurture and promote the role, what Wakat does in our industry
galleries around the country. Nelson and turning his microscope programmes, so we decided to pool apply that to other species. species, the decision hit him hard. and what New Zealand does in a
But it was never about the money. on mussels. our resources and our knowledge “We built a specialist hatchery at “It was absolutely gutting. All the global context.
For Andy, it was a chance to revisit “I worked with Cawthron as a and build the one project, and that’s Cawthron, and started settling oysters time, energy, thoughts and passion “We’re part of a global network but
a subject he dropped when he was senior technician for a couple of years how SPATnz was formed,” he said. directly onto rope and growing them that went into all those farms around I don’t think we’re utilising that fully.
forced to choose between science in the early days of their Cultured “At about the same time, we were out to just before market size. We were the country has been wasted. And “Aquaculture is actually a lot like
and art. Shellfish Programme. I then took a job also developing projects around using the longline infrastructure we that knowledge and expertise will other primary industries – we have
“My family has owned a piece of with the family-owned M ori business, the flat and Pacific oysters and I was grew mussels on and plugging in a be difficult to replace,” he said. similar challenges: how do we deal
land down at Stewart Island for 80 Wakat Incorporation and its food given a choice to work with SPATnz new species.” “I believe as an industry, we were with biosecurity, threats from disease,
years and I grew up having all my and drinks business, Kono, running a or develop businesses around the The result was the Kiwa – an oyster just on the edge of actually cracking and how do we extract maximum
family holidays down there. I spent project focussed on domesticating oysters. I chose oysters. that was marketed to premium it. We were learning how to farm and value from what we produce? How
my days exploring rock pools, fishing, the Greenshell mussel,” he said. “I’d been working on mussels for restaurants in New Zealand and breed around Bonamia ostreae and do we connect better with customers
snorkelling and it just grew a love for “My sole job was to produce about a decade by that point and I internationally, and was praised by US we were getting the results to show and markets? How do we produce
the sea,” he said. mussel spat. Within three years we felt like we’d cracked the nut. chefs as the missing link of the oyster that we were on the right track.” what customers want, rather than
“When I was 10, someone ran a pilot scale where we were “You want to have a challenge world for its vibrant and fresh flavour. Regrets remain, but more about the producing something and then
explained to me the role of a marine producing enough spat to seed 1500 in life.” With a fantastic product, a process rather than the result. finding a market for it?
biologist and from that point on, I was tonnes of finished product. “I was excited about the prospects strong branding story and growing “When I look at it now, I think how “If you take away the nuts and
fixated on one day becoming one. “We set up a hatchery and of developing new businesses and a market awareness, all signs were could we have got a better outcome bolts of growing something and
“My first speed wobble was established families, and many of the new industry.” pointing up – until Bonamia ostreae as an industry. I think the answer comes just focus on the two bookends of
realising that I had to drop all creative things we started in those early days Andy’s challenge was to apply the struck. The parasite was first found back to how authorities, industry and selective breeding and getting as
subjects like art, for chemistry and have now been commercialised by lessons from mussels to a new, higher in Marlborough in 2015 and then science all interacted,” he said. close to customers as possible, I think
physics.” SPATnz.” value species while utilising the same two years later found on farms off “Of course I’m sad about what that’s where the true value for any
After completing post-graduate As well as establishing the systems farming infrastructure. Stewart Island. The Ministry for Primary happened with the oysters, but industry lies.”
studies in marine science, Andy and science, Andy was also heavily “We wanted to create some more Industries moved to protect the wild biosecurity is not going away and The art of it comes in recognising
got his first taste of the aquaculture involved in the original Primary Growth value from our existing water space populations by ordering the removal how the aquaculture industry the value, and bringing it back for
industry helping maximise feed Partnership application that brought and the only way you can do that is of flat oyster farms from Nelson, responds to it is going to be our the betterment of the industry, our
and growth efficiencies for a paua SPATnz to life. to grow more, or diversify into other Marlborough Sounds and Stewart biggest challenge going forward.” communities and New Zealand. n
12 F E B R U A RY 2 0 1 8 13
BEN WINTERS AROMA
T
Sweet smell of success
here’s something in the air, down
this quiet industrial street in Bromley.
With 100 tonnes of mussels
making an excellent quality product
and putting it out into the markets and
seeing it work. We’re helping people
being converted into high-value and their pets get their quality of life
powder and oil here per week, it’s the back and that’s something we can
smell of ingenuity and opportunity. be proud of.
And a hint at how Aroma got “But we’re conscious not to rely
its name. too heavily on Greenshell mussels
Ben Winters was a 16-year-old and are therefore looking at other
growing up in post World War II Holland
when his parents emigrated to
New Zealand for a fresh start.
“My parents hijacked me and
put me on the ship to New Zealand,”
he jokes.
“My father was an industrial chemist
in Rotterdam and when we arrived in
1960, we started making essences and
flavourings for ice cream and soft drink
and scents for perfumes and that’s
where the name Aroma came from.”
After finishing school, Ben Sr joined
the business full time and went on to
take over the reins before his son, Ben
Jr, eventually joined him 24 years ago.
Together they have built one of the
industry’s most successful nutraceutical
producers.
But along the way, they’ve created
some of the country’s most iconic
flavours too.
“In the early days, we were making
soft drink flavourings and then we got
into creating malt extract and were Ben Winters Jr with his father Ben Winters.
supplying Griffin’s biscuits. We also
made the sticky layer between the
Shrewsbury biscuits,” Ben Jr said. products to markets all over the world. inflammatory properties – and that’s “Both products are very, very good, To further differentiate
“For a while we also used to grow It started with mussels from not just for joints. That could be brain, but are used for different purposes,” their product, Aroma
garlic and had an assembly line Marlborough, which they had freeze heart, kidneys and gut health. he said. has branded their oil
producing equestrian helmets. dried in Invercargill and shipped back “They call inflammation the silent “The oil is essentially an Omega-3 GlycOmega Oil, which is
“While I was at school, I spent my to them in Christchurch for packaging. killer because it fatigues your body and supplement where the powder is sold in capsule form in the
holidays working on the garlic farm Soon after, the Invercargill company puts a lot of stress on it. concentrated whole mussels and has USA and on home shopping
and assembling horse riding helmets. they were working with shut down “So if you can combat the proteins and natural chondroitin as networks in South Korea where it is
“It’s pretty funny. Occasionally you their freeze drying division and the inflammation you’re going to live a well as a whole lot of other ingredients sought after as a concentrated source
still see guys riding around on old push Winters bought the equipment from the longer, healthier life.” that really make it a complete food of essential fatty acids. options including by-products from
bikes wearing helmets that we put freezing works and shipped it back to Demand has grown in line with supplement. It has such a wide To keep up with demand and marine farming like blue mussels
together.” their warehouse in Bromley. the global mega trends towards profile of amino acids that it really ensure supply of raw materials into the and seaweed.
And then one day a strange request First it was just the one drier, but as natural healthy products and aging is a superfood. future, Aroma has created a farming “We also make an oyster
rumbled through on the trusty old fax demand for the powder grew in the populations. “The oil format is more bio available operation, invested in marine farms powder that goes into China as a
machine. USA and Europe, Aroma gradually The same trends have also sparked and works its way into the blood stream and vessels, developed a purpose “performance enhancer” for men in
“In the early 70s, a soft drink expanded and today has eight driers increased demand for mussel oil. faster so it’s fast acting, where powder built processing facility in Havelock traditional Chinese medicine. It also
company who was one of our good running around the clock. “Where most fish oils contain the 2 goes through the gut to get into the which opened earlier this year and goes into Thailand to make oyster
customers asked me to find some “Greenshell mussel powder has long Omega-3s (DHA and EPA), our mussel system,” Ben Jr said. commissioned a new harvester from sauces and flavours.”
mussel powder,” Ben Sr said. been our hero product,” Ben Jr said. oil has a total of 30 essential fatty acids. While there’s a number of oil local engineering firm Aimex. “We’re always looking at other
“I said ‘sure!’ but I didn’t know where “It’s really been driven by customer And it’s so potent that only a very small producers around the country, Aroma is “Things have progressed really products we can extract, and I think
to start.” demand. The product works so well dose is required for it to be effective,” one of only two to use a CO2 extracting quickly since we began diversifying we have a very bright future.”
And so began a 50 year journey that they keep coming back for more,” he said. process and under the direction of and getting our own farms,” Ben Jr said. With this combination of innovation,
that today sees Aroma supplying over he said. But Ben Jr was quick to point out General Manager John Gallagher, is “We haven’t had time to sit back smart investment and commitment, the
a dozen branded marine-derived "We've got the clinical studies that the two are not competing in the process of building a new plant and think about it. future Aroma for this family-run business
functional foods, supplements and pet to verify that it’s got very high anti- products. that will triple their production. “But it’s very satisfying to know you’re will be the sweet smell of success. n
14 F E B R U A RY 2 0 1 8 15
FUNDING�AVAILABLE
UNDING�AVAILABLE
FOR�SEAFOOD�INDUSTRY�RESEARCH�PROJECTS
SEAFOOD�INDUSTRY�RESEARCH�PROJECTS
FOR�INFORMATION�PLEASE�CONTACT�
Mike Mandeno John Gibson
Mobile +64 21 548 330
ORMATION�PLEASE�CONTACT� Mobile +64 29 917 7863
deno DDI +64 4 801 4695
John Gibson DDI +644 801 4698
4 21 548 330 enquiries@seafoodinnovations.co.nz
Mobile +64 29 917 7863 • www.seafoodinnovations.co.nz
801 4695 DDI +644 801 4698
@seafoodinnovations.co.nz • www.seafoodinnovations.co.nz
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