Lossie Seafoods

Finding niche markets all over the world.

Counting a thank you letter from Russia’s President Vladimir Putin as the latest addition to their groaning trophy cabinet, artisan Scottish smoked salmon producer Lossie Seafoods is a great example of exporting success achieved through niche markets around the world.

The winner of Food from Britain’s Food Exporter of the Year and Scottish Exporter of the Year Awards 2007, which supplies over 20 markets, is a great example of how a small artisan firm can succeed in exporting on its own terms.

100% focus on exporting

Originally a white fish processor and retailer, the decline of the white fish industry in Lossiemouth prompted a change of direction for the company. In 1999 Lossie Seafoods closed their retail shops, stopped processing white fish and concentrated wholly on Scottish smoked salmon.

Crucially for the company’s exporting future, the decision was taken not to supply UK multiple retailers with own-brand products, but rather to look across the globe for markets that would value the premium quality and artisan nature of their smoked salmon. Over 90% of the company’s turnover now comes from exports.

Entering the market first

The company has an eye for new appetites for its products and can lay claim to be the first Scottish salmon producer supplying Mexico, Moscow, Romania, Hungary, Honolulu and Denmark. In each of these markets the company has sought out high-end sales channels, from five-star hotels in Honolulu to elite Danish Magasin Stores.

Building strong relationships

Lossie Seafoods has focussed on finding smaller, family-owned distributors around the world since it began exporting. As a small, artisan producer, the company believes that smaller, family-owned distributors are more likely to appreciate and understand the value of their products. The company now has a strong customer base which would enable them to withstand the loss of even their largest client.

Flexibility

Working with such niche markets and small suppliers enables Lossie Seafoods to tailor its products exactly to its customers’ needs. The company prides itself on not selling from stock and providing freshly produced products to its customers’ own specifications.

This flexibility is backed up by exacting order handling and delivery standards that have won accolades from customers impressed by consistently accurate and timely deliveries.

A tailored approach

Richard Sainter, Client Development Manager at Food from Britain, commented: “Lossie Seafoods has had great exporting success because it focusses on a strategy that identifies its target market and ensures that it meets these customers’ needs. It’s unusual to see a UK food company focussing 100% on exports, particularly through such a global network of small, family-owned distributors, but that just shows that there is no single way to succeed in exporting, and that’s why it’s such a great company to learn from.”