Partner Seafood Inc. is a Dieppe, New Brunswick-based company dedicated to offering premium-quality seafood sourced sustainably from the Atlantic Ocean. Its product portfolio includes shellfish, fresh and frozen seafood, and value-added seafood products tailored to meet the demands of diverse international markets. The company’s focus on sustainability, quality, and traceability is central to its operations as it adapts to the evolving needs of its global consumers.
Looking to build on its already strong international footprint, Partner Seafood explored new opportunities in the Indian market this past November with valuable support from Opportunities NB (ONB).
ONB asked Paul Farrah, President and CEO, and Géraldine Cotte, International Sales Lead, about their experience in India, and key takeaways for New Brunswick exporters.
ONB: What inspired Partner Seafood to explore opportunities in India? Were there particular partnerships or opportunities you aimed to pursue?
Partner Seafood: The Indian market represents a great opportunity due to its growing middle class, increasing urbanization, and curiosity for international cuisines. That said, we know it’s a highly complex market, with regional diversity and logistical challenges to keep in mind. Our initial aim was to explore partnerships with importers and distributors willing to work with smaller volumes and samples, recognizing that large-scale demand for premium seafood is still in its burgeoning stage in India.
What was your primary objective in India?
Our primary objective was to introduce our products to potential partners and stakeholders on a trial basis to gauge their receptiveness and gather feedback. Rather than focusing on immediate high-volume sales, we sought to establish a more long-term understanding of market preferences, logistical challenges, and the regulatory environment. Building awareness about the high quality and sustainability of our products was also a key focus.
How did ONB help you prepare for and navigate the Indian market?
ONB played a critical role in helping us navigate this complex market. Its market research and introductions to local contacts were invaluable, as was its guidance on the cultural nuances of doing business in India. What stood out most was the emphasis on managing expectations—India is a market where relationships and trust-building take precedence over quick wins, and ONB’s support helped us approach it with patience and adaptability.
How has this experience shaped your strategy for international markets?
It highlighted the need for a phased and localized approach when entering emerging markets. India, in particular, requires a long-term commitment, with significant investment in building trust, establishing networks, and adapting to the market’s readiness. Our strategy has shifted from aiming for immediate returns to focusing on market education and gradual growth through targeted trials.
How do you see your company growing in international markets following this experience?
We see growth in international markets as a step-by-step process, especially in emerging regions. For markets like India, we’re now prioritizing samples and pilot projects over bulk shipments to test the waters. This allows us to refine our offerings, gather feedback, and build relationships, which will serve as the foundation for scaling up in the future.
Without disclosing confidential details, what were some key takeaways from your meetings with Indian stakeholders?
It will differ from sector to sector, obviously, but for our industry, the Indian market still has room to grow. Large-scale imports of premium seafood like ours are still subject to some logistical constraints and pricing sensitivities. Stakeholders expressed interest in receiving smaller sample quantities to assess quality and market fit before committing to larger orders. Again, this only underscores the importance of our patient and exploratory approach when entering this market.
What advice would you give to other New Brunswick companies on how to best prepare for business meetings or explore opportunities in India?
Research extensively, and be ready to adapt as you learn, because as many NB companies no doubt already know, exporting can be a complex and iterative process. Focus on building relationships and understanding the regional variations in consumer behaviour. Start small, with samples or pilot projects, and use the feedback to refine your strategy. Patience, persistence, and cultural sensitivity are critical for success.
Learn more at https://www.partner-seafood.com/.
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Join Opportunities NB’s multi-sector trade mission to India from March 18 to 22, 2025, across multiple cities including New Delhi. This is a fantastic opportunity for New Brunswick companies to explore the Indian market, build partnerships, and showcase expertise across industries. RSVP by January 31, 2025: https://lnkd.in/eUQYssRY
