Completion of the New Production Process for the Market Launch of Ready to Eat Blanched and Frozen Whole Mussels in Shell: Final Report

This project has taken much longer than expected to complete. Adjustments and modifications to the equipment and the plant layout were necessary as further tests and product development trials were carried out in the pilot facility. Some of the covers of the specialized cooking containers came off as they travelled through the cooker. Modifications to the containers and the cooking equipment substantially decreased the incidents of covers coming loose. With further trials more adjustments were made to minimize this problem. This will continue to improve as modifications are made with ongoing production. Improving the layout of equipment and adding conveyors have also been changed over time to make the system work more efficiently. Venting the steam from the cooker has proven to be difficult and is being improved with additional production runs. This has been particularly difficult during the winter months when it has been very cold outside. Freezer recorders were also added as part of the plant’s QMP to monitor the holding temperatures of the mussels.

In March 2010 the compressors of the freezers failed in the pilot plant and ruined many of the samples that were produced during the earlier part of March. This set the project back because not enough samples were saved to get out to the sampling group. The compressors were eventually replaced and product development and preparation of samples carried on throughout the spring and summer of 2010. During this time the Quality Management Plan for the new production process was developed and presented to CFIA. It took 6 weeks to develop the plan and have it accepted by Canadian Food Inspection Agency. 

As the three retail products, MUSSELS IN LAGER SAUCE, MUSSELS IN WINE SAUCE and MUSSELS IN VEGETABLE SAUCE were being developed many changes occurred with the manufacturing and filling processes. The decision was also made to have the sauces made outside of Newfoundland by a specialized sauce maker in Ontario whose facility is CRIA Certified. The chef from this facility was also involved in developing the sauces. Refinements were made the products throughout the development period based on feedback from the sampling group. The final filling process of putting the sauces in the bags will be done at Fortune Hr. NL and some of the ingredients will be added during this process. This will be a simple hand filling operation to begin with and will become mechanized as the demand for the products increases.  

Final recipe formulations were not completed until September 2010. Soon after, a small commercial batch was produced at the sauce manufacturing plant in Toronto. When this was complete, the Nutritional Facts and Ingredient List for the three recipes were finalized and reviewed by the CFIA. This process took two months to complete and had to be finished before the final package layout continued. The final package layout, translation, editing and review by CFIA was not completed until the end of January 2011. With this finalized and the ICEBREAKER TRADE MARK designated to the package skus, the electronic files from the graphic artist went to the package company in St. John’s. The packages were printed and prepared for pick up on Friday, February 25, 2011.

Throughout this project various technical difficulties occurred with the production process and with developing the end products. These technical delays, and finding solutions to resolve the problems, resulted in a much longer period than expected to complete the project. The project also proved to be much more involved and expensive than originally anticipated. It was necessary to take the extra time to carefully think about making the appropriate refinements to the production process, to make the subtle changes to developing each of the mussel recipes, establishing a branded Trade Mark, and to tie it all together for market presentation. 

To date comments from selected people in the market have been constructive and positive.  The research and development stage is now ending and the first small production is scheduled for the first week in March. The mussels from this production will primarily be used to make the initial presentation to the market. Within 3-6 months of presenting the mussels to the Canadian market the company will know if the product will be listed by some of the major supermarket chains and food service companies. These presentations are expected to be made in March and April 2011. Based on the reaction of the market the company will decide on further developments. It is optimistic that the market will like the products and orders will follow. It has a financial commitment to produce orders that materialize.          

Newfoundland Organic Seafoods Inc. changed its name in September 2011 to Under The Sea Foods Inc. This was done on the advice of the consultant to the project because of the word Organic in the name. It was thought that it could be misleading and restrictive to the company because it suggests that all products used are organic while some of the products may not be. As an example some of the ingredients in a wine or beer used in the sauces may not be organic. Furthermore, it may be very difficult to prove or certify that all ingredients in a particular sauce are organic.

To bring the pilot plant in Fortune Hr. to a point where it will begin commercial production many things were done to give the facility an “A-Rated Certification” by the Canadian Food Inspection Agency. The plant is now certification to produce and export products throughout the world. It has also been certified to be put on the U.S. and European Shellfish Shippers List for 2011.

The assistance of the Department of Fisheries and Oceans to this project and the previous one has been significant in helping to develop these mussel products for the market. The time taken to carefully carry out the necessary research and development on technical matters, product development, branding, and market preparation, has been far greater than expected. Extra financing also needed to be raised to complete the work. The feeling by the company and the consultants that helped with this development is that we have excellent products to present to the market. Although a commitment has been made to finance orders, there are few funds left to help with developing and executing a thorough marketing plan. This is a major concern for the company and we are hoping to find some development money to dedicate to market development and support. Now that this project is completed and Under The Sea Food Inc is preparing to introduce the products to the market, it would like to approach your department for Market Development Funds to promote and support the market entry of these new and exciting products.   

The company would again like to thank your department for its support in helping to develop some of the technical components of this major development. This component, like all other parts of this development, made it possible for our company to achieve its objective of developing new ready to eat products for the market. The end result is that we have very good products that are unique, extremely well presented and taste great. I am also very pleased to say that this project has exceeded our expectations and has provided us with a neat and functional facility that will allow the company to product “READY TO EAT FROZEN MUSSELS WITH SAUCES” for entering the market.   

The biggest benefit to our company and others in the industry is that we have the opportunity to build new markets with products that are on the leading edge of new market trends. Under The Sea Foods Inc. will now redirect its attention into market development and growth. It is our opinion that new approaches to the market are critical for our industry to survive and grow. This initiative is a big step forward in this regard and makes us industry leaders with new market ideas and products. Ultimately, how much the overall NL Mussel Industry will benefit from this project will depend on successful marketing and consumer acceptance. 

There are undoubtedly many marketing challenges ahead that must be tackled. I believe they can be met if reasonable financial resources and a focused strategy can be executed to establishe these new products. This project has been very successful so far with the help of your financial contribution and through the dedicated work of a very skilled team of people. Our intention now is to redirect our efforts from production and product development into market development and promotion. Continued financial support from your department for any aspect of market development will be much appreciated and go a long way in helping the NL Mussel Industry grow.