greek authentik - selonda company profile brochure.pdf · and on land, while continuously ... sis...

Company Profile_1

• Sea Bream and Sea Bass are native fishof the seas of Greece, highly prized sinceantiquity, where they were known by thenames ippouros ἵππουρος (Sea Bream)and lavrax λάβραξ (Sea Bass).

• In 1981 Selonda was one of the first to be-gin cultivating these two renowned fishspecies, taking advantage of Greece’s cleanazure seas, unique coastlines, as well asa tradition and history of over 3.000 years.

• Selonda was also a pioneer in Mediter-ranean Aquaculture, employing new pro-duction techniques and technologies at seaand on land, while continuously respectingthe natural environment and local com-munities.

• Today, with over 35 years of experience,Selonda continues its safe and sustainableproduction of the world’s two most popularMediterranean species, and will consis-tently supply consumers around the worldwith healthy fresh Greek fish on a daily ba-sis for many generations to come.

original, real, true,veritable, genuine,

trustworthy, honest,meaningful, sustainable

Greek authentikós;αυθεντικός = of undisputed originand not a copy; genuine

Blue wave

• 500 tons/week to 25 countriesSelonda supplies over 500 tons of fresh Greek SeaBream and Sea Bass every week to customers in morethan 25 countries worldwide.

• Over 32.000 tons annual production

• 40.000 tons production capacitySelonda currently produces over 32.000 tons of SeaBream and Sea Bass: - 55 sea-cage fish farms in Greece with a total annual

production capacity of 40.000 tons of Sea Bream andSea Bass.

- 2 processing plants in Argolida and Attica - 14 packing stations - 6 hatcheries in Greece with an annual

production capacity of 180 million fry - 3 distribution centers

• 1.150 employees

Selonda today:

Establishmentof SelondaAquaculture Ltd.

1981 1988 1994 1999

Design and con-struction of thecompany’s firsthatchery atSelonda Βay

Listing of Selonda SAon the Parallel Marketof the Athens Stock Ex-change, the first aqua-culture companyworldwide to have itsshares listed.

Selonda awardedfor its exportachievements bythe Athens Cham-ber of Commerceand Industry

1985

First sales of Sea Bream (5tons)

Μilestones

Company Profile_2

When Catalan pirates reached EpidavrosBay and named it Selonda in the 13th cen-tury, they certainly did not imagine that thename would become one of the leadingbusiness enterprises in Greece. Selondais the name of our company since its foun-dation in 1981, which literally means “BlueWave” (ciel + onda).

FSSC 22000: 2010Food Safety Certification 22000

EN ISO: 22000: 2005Food Safety ManagementSystem

EN ISO: 9001: 2008Quality ManagementSystem

EN ISO: 14001: 2004Environmental ManagementSystem

OHSAS 18001: 2007British Standard, OccupationalHealth and Safety ManagementSystem

IFSIFS Food Standard

GLOBALG.A.P. v 5.0Standard for safeand sustainableaquaculture

BRCGlobal Standard forFood Safety

2007

Selonda launchesbranded Sea Breamand Sea Bass in theGreek market, sup-ported by an advertis-ing campaign with ra-dio commercials,newspaper advertise-ments and advertisingin the Athens metroand on Athens buses.

Double recognition forSelonda from the ICAPGroup, as a "TrueLeader" and one of the"Strongest Companiesin Greece“

2011 2013 2016

Selonda was awarded3rd place in the cate-gory Best Listed Ex-port Company in theGreek Export Awards.

Completion of themerger with Dias,making Selonda thelargest producer ofSea Bream and SeaBass in Greece.

In October Selonda launchesfresh sea bream in a MAPtray, cleaned and 100% ready-to-cook in stores ofthe greek retailer My Market.The launch is supported byPOP material and a radio andoutdoor advertising cam-paign.

Company Profile_3

Selonda Bay

“In order to assure the quality,safety and freshness of our fish,Selonda maintains clean and heal-thy sea water conditions, uses nat-ural ingredients in the fish feed andcarries out daily surveillance,strictly following all the of the pro-cedures foreseen by the com-pany’s certifications”

Certifications

Company Profile_4

Sea Bream & Sea Bass

Fully-IntegratedProduction ProcessFor over 35 years SELONDA has been cultivating anddistributing Greek Sea Bream and Sea Bass, the mostpopular Mediterranean fish in the world. Selonda hasdeveloped an integrated traceability system, which cantrack the history of every fish “from the sea to the fork”and provide all of the information required by cus-tomers and consumers (hatchery, fish farm location,feed used, harvest and packaging date, etc.).

Company Profile_5

Company Profile_6

Our fish:Fresh and HealthySea Bream{Sparus aurata}

"Tsipoura" (GR), "Orata" (IT), "Dorade Royale" (FR, DE,NL, USA, CAN), "Dorada" (ES, RUS),"Goldbrasse" (DE),"Dourada" (PT).In Ancient Greece, Sea Bream or “Orata”, "Dorada" (meaning “Golden” inItalian and Spanish due to the golden colors between the eyes) was de-voted to Aphrodite, the goddess of beauty, as it was considered to be themost attractive and tastiest fish.

Nutritional information per 100gNutritional value (kj): 596 Carbohydrates (g): < 1Nutritional value (kcal): 142 Sugar content (g): 0Fat content (g): 6.6 Protein content (g): 20.6Saturated fatty acids (g): 1.24 Salt (%): 0.3TOTAL OMEGA-3 0.95

Available sizes200-300g | 300-400g | 400-600g | 600-800g | 800-1000g | 1000-1500g

Company Profile_7

Company Profile_8

Nutritional information per 100gNutritional value (kj): 555 Carbohydrates (g): < 1Nutritional value (kcal): 133 Sugar content (g): 0Fat content (g): 7,2 Protein content (g): 16,8Saturated fatty acids (g): 1,45 Salt (%): 0,34TOTAL OMEGA-3 1,88

Available sizes200-300g | 300-400g | 400-600g | 600-800g | 800-1000g | 1000g-1500g

Our fish:Fresh and HealthySea Bass {Dicentrarchus labrax}

"Lavraki" (GR), "Branzino" (ΙΤ,USA) "Spigola" (IT), "Loup de Mer" (FR, USA, CAN), "Bar" (FR), "Lubina" (ES),Wolfsbarsch (DE), "Robalo" (PT), “Zeebaars” (NL)Sea Bass was considered in Ancient Greece to be the smartest of all fish, as itwas the most difficult to catch. Today, in modern Greece, it is so rare to catchone that there is an expression “I caught a Sea Bass” (épyasa Lavráki) thatroughly translates as “I hit the jackpot”.

Company Profile_9

Company Profile_10

Red Porgy"Fagrí" (GR), "Pagro" (IT), "Pagre" (FR), "Pargo" (ES),"Red Porgy" (USA, CAN), "Sackbrasse" (DE)Its scientific name is Pagrus pagrus (Linnaeus, 1758) and it belongs tothe Sparidae family. Red Porgy is considered to be one of the tastiestMediterranean fish.

Nutritional information per 100g Nutritional value (kj): 462 Carbohydrates (g): < 1Nutritional value (kcal): 110 Sugar content (g): 0Fat content (g): 3 Protein content (g): 20,4Saturated fatty acids (g): 0,86 Salt (%): 0,13


Meagre"Kranios / Milokopi" (GR), "Bocca d’Oro" (IT),"Meagre" (UK, USA, CAN), "Maigre" (FR), "Corvina"(ES) Meagre, whose scientific name is Argyrosumus regius (Asso 1801),has a very tasty, juicy white meat and can be cooked in variousforms (whole, loins, fillets).

Nutritional information per 100g Nutritional value (kj): 350 Carbohydrates (g): < 1Nutritional value (kcal): 84 Sugar content (g): 0Fat content (g): 1,3 Protein content (g): 17,5Saturated fatty acids (g): Salt (%): 0,34

Available sizes500-1000g | 1kg+ | 2kg+ | 3kg+ | 4kg+

Our fish:

´ ´

Company Profile_11

SharpsnoutSea Bream

"Mytaki" (GR), "Sarago pizzuto"/"Puntazzo" (IT), "Sharp-snout Sea Bream" (UK, USA, CAN), "Sar a museaupointu" (FR), "Sarago picudo" (ES), "Spitzbrasse" (DE). Its scientific name is Diplodus puntazzo (Cetti, 1777) and it belongs to theSparidae family. It resembles the white seabream or "Sargo"/"Sarago"with which they are “cousins.” Sharpsnout Sea Bream has a white, tastymeat.

Nutritional information per 100gNutritional value (kj): 545 Carbohydrates (g): 0Nutritional value (kcal): 128 Sugar content (g): 0Fat content (g): 10,1 Protein content (g): 18Saturated fatty acids (g): Salt (%): 0,34


HealthyConsumption of a SELONDASea Bream or Sea Bass pro-vides over 100% of the rec-ommended daily intake ofomega-3 and omega-6.

Our Sea Bream& Sea Bassgrow forapproximatelytwo years in open seacages prior toharvesting.

Air TransportPackaging

Net weightof Sea Bream / Sea Bass: 10 kg

Polystyrene box, dimensions:

50 cm x 40 cm x 20cm(length x width x height)

Chilled with wet icein a sealed plastic bag.

Shelf Life14 days from the harvest date,assuming a temperature of 0-2ºC is maintained at alltimes.

All of our products can be supplied IQF upon request according tocustomer specifications

´

Truck TransportPackaging

Net weightof Sea Bream / Sea Bass: 6 kg

Polystyrene box, dimensions:

50 cm x 30 cm x 20cm(length x width x height)

Chilled with wet ice

Palletization:8 boxes x 12 rows = 96 boxes

(576 net weight)

Our processing plants:Nea Epidavros (Argolida)& Mandra (Attica)

SELONDA is the only Sea Bream and Sea Bass producer in Greece with its processing plants locatedin close proximity to a majority of its fish farms.

As a result of our processing plants’ location SELONDASea Bream & Sea Bass can be transferred directly from harvesting to processing, without long transportand waiting periods.

Company Profile_12

Nea Epidavros: Selonda’s processed Sea Bream and Sea Bassis produced and packaged at our 2.000 sq.m,state- of-the art plant named ‘Fish Fillet’, whichis located in Argolida in Southern Greece at asmall distance from the majority of our farms.

Mandra:After the merger of Dias into Selonda, a secondstate-of-the-art 3.000 sq.m plant, located outsideof Athens, was added to our installations.

Sea Bream and Sea Bass have manydifferent names around the world but,regardless of the name given, their ad-vantages are the same for consumersworldwide: tasty and healthy fresh fishavailable every day, all year round.

“Eating Experience”

Company Profile_17

Sea Bream Sea Bass

Sea Bream Sea Bass

Our processedProducts:Gutted Sea Bream& Sea Bass

Well Trimmed Fillets

F-cut Fillets

Selonda offers a full range of high-quality processedGreek Sea Bream and Sea Bass, ready for cooking andconsumption, produced at our state-of –the art process-ing plants.

Gutted

Options|| De-scaled, gilled and gutted || De-scaled and gutted|| Gilled and gutted || Gutted

Fresh GuttedSea Bream:

Fresh GuttedSea Bass:

Sizes 70-90g 90-120g 120-140gSea Bream Fillets • • •

Sea Bass Fillets • • •

Sizes 200-300g 300-400g 400-600g 600-800g 800-1000gGutted Sea Bream • • • • •

Gutted Sea Bass • • • • •

In addition, according to customer specifications, Selonda can produce gutted Sea Bream & Sea Bass as well as fillets toan end weight within a specific range.

Head-off Butterfly

Head-on Butterfly

“Pocketbook”head-off, boneless, split on both sides

Sea Bass “Branzino” Sea Bream “Dorade”

“Butterfin Cut”head-off, boneless, connected on the dorsal side


“Sicilian Cut”head-on, boneless, split on both sides


“French Cut”head-on, boneless, connected on the dorsal side


Company Profile_18

Our Processed Products:Butterfly Cuts

Selonda is the only producer in Greece that can offer customers hand-processed “Butterfly” cuts.

Company Profile_19

Company Profile_20

MAP:ModifiedAtmospherePackaging

Selonda MAP Tray AdvantagesInnovative packaging that offers fresh fish retailers and consumers a large number of benefits:

• Ready-to-cook• Optimum preservation of the fish’s freshness,

nutritional value and tastiness• Attractive packaging artwork• Branding • Allows all retailers to sell fresh fish, without

having to operate a fresh fish counter

• Consumers only pay for the net weight of theproduct, without being charged for the by-product

• No waiting times for consumers at the point-of-sale for the fish to be cleaned

• Prevents leakage when transported or stored• Fits easily in refrigerator shelves

Company Profile_21

MAP Tray - Specifications

Selonda Sea Bream / Fits 1 Sea Bream GGS with a net weight of 330-380g

Tray dimensions 30,0 x 13,3 x 4,0 cm (l x w x h)

Trays in each Box 16 or 4

Euro Pallet 80 x 120 cm

Palletization 1: 4 boxes x 11 rows = 44 boxes x 16 trays = 704 trays (~265 kg net weight)

Palletization 2: 8 boxes x 15 rows = 120 boxes x 4 trays = 480 trays (~175kg net weight)

Selonda Sea Bass / Fits 1 Sea Bass GGS with a net weight of 330-420g

Tray dimensions 40,0 x 12,7 x 5,0 cm (l x w x h)

Trays in each Box 12 or 4

Euro Pallet 80 x 120 cm



• Sticker on the front with the use by date.• Sticker on the bottom with the barcode, nutritional value table, all other required information.

This tray can also be used to pack 2 sea bream or 2 sea bass GGSwith a total net weight of 640-840g

Selonda MAP Tray at Points of Sale

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InternationalDistributionNetworkSelonda operates a global distribution network, which delivers over 500 tonsof fresh Sea Bream and Sea Bass to more than 25 countries worldwideevery week. We continuously strive to introduce our fresh fish to regionswhere it is currently not available so that more consumers around the worldcan access our tasty and healthy fresh Greek Sea Bream and Sea Bass. Inorder to introduce our fresh Sea Bream and Sea Bass to a region where it iscurrently not available, Selonda can carry out deliveries to anyairport in the world within two days from harvesting.

Company Profile_23

Gilthead seabream fry: Distributed throughout the year. Average weight > 2g

European seabass fry: Distributed throughout the year. Average weight > 2g

Sharpsnout seabream or puntazzo fry:Distributed from January to May. Average weight > 2g

Red porgy fry:Distributed from August to October. Average weight > 2g

Meagre fry:Distributed from July to September.Average weight > 2g

For its domestic fry distribution network Selondauses specially designed trucks for transporting toproduction units all over Greece. In order to export tocustomers abroad, Selonda uses specially modifiedtrucks or other means of transportation (airplane,ship, etc.). Regardless of the means of transportationemployed, Selonda guarantees that the delivered fryis of high quality and pathogen-free.

FrySelonda operates 6 modern hatcheries with a total capacity of over 180 million fryrr . Selonda’s most signifi-cant accomplishment throughout the yearsrr is its reputation with customersrr for pathogen-free, high-qual-ity and growth-performance fryrr . In addition, Selonda is a sector pioneer, with a unique provenexperience, when it comes to transporting fryrr by air to long-distance destinations.

Company Profile_25

GLOBALG.A.P v 5.0Standard for safe and sustainable aquaculture

SustainabilitySustainability is defined as a form of development that is able to meet the needs of the present generationwithout jeopardizing the needs of future generations. In our sustainability program we seek to improveall persrr pectives: environmental, social and economic, and to inform our stakeholdersrr in the local com-munities where we operate that Selonda contributes to the sustainable development of the Mediterraneanfish farming industryrr in Greece and abroad. Our Integrated Management Sysyy tem (IMS), encompasses thefollowing six certified areas.

QUALITY• Application of Good Production Practices – Ani-

mal Health- Animal Welfare• Integrated traceability system• Constant monitoring of fish stocks by a team

of veterinarians and lab technicians

FOOD SAFETY• HACCP (Hazard Analysis & Critical Control Points)

- Biosecurity• Regular audits and inspections of the Food Safety

Management System• Due diligence for Food Defense and Food Fraud

ENVIRONMENTAL PROTECTION• Commitment to operate in harmony with

the environment & avoid causing a negativeimpact on the ecosystem – Biodiversity protection

• Recycling at all of our productionfacilities and packing/processing plants

• All fishmeal and fish oil used are not from endan-gered species

SOCIAL RESPONSIBILITY• Selonda is the only company in Mediterranean

Aquaculture that has certification for its employ-ees’ Occupational Health & Safety and imple-ments a corporate policy of equal opportunityemployment and prohibition of child labor

• Contribution to the economic development of thelocal communities where we operate our pro-duction facilities

• Full-time employment to more than 1000 peoplein Greece, mainly in rural areas

• Sponsorships and donations

CULTURAL ENVIRONMENT• Sponsorships of diverse cultural events (eg Musi-

cal July in Epidavros, Publications, Promotion ofGreek Art & Literature abroad etc)

CERTIFICATIONS• Selonda has a complete range of certifications that

display our strong commitment to providing cus-tomers and consumers around the world with sus-tainable, high-quality and safe, fresh Greek fish

Company Profile_26

Why choose usAt Selonda we are dedicated to customer servrr ice and ensuring the freshness, quality and safety of ourGreek Sea Bream and Sea Bass. We strongly believe that there are numerous reasons for you to chooseSELONDA as your supplier of fresh Sea Bream and Sea Bass:

• Over 35 years of experience in cultivating and sup-plying high-quality Sea Bream and Sea Bass,farmed in the clean, azure seas of Greece

• Leader in product quality, safety, certification andbranding

• Clear company strategy focused on farming and dis-tributing high-quality fresh Sea Bream and Sea Bass

• Selonda only produces Greek fish, considered bybuyers to be of superior quality and to have a bet-ter shelf life

• Geographic location of the fish farms. Approximately 70% of the total production volumeis within 2-4 hours from Athens (no dependenceon islands)

• Main processing plant “Fish Fillet” is the only one

in Greece in close proximity to a large number offish farms

• Selonda is the only Greek producer that can supplyhand-processed “Butterfly” cuts that are popular inthe US

• EDI Interfaces with customers• We can offer land animal free products (LAPs free)• Full traceability from the hatchery to the point of

sale through each box’s unique barcode• Can develop MAP products either SELONDA-

branded or private-label with attractive packagingaccording to customers’ requirements

• High quality, pathogen-free and growth-perfor-mance fry

• Leader in transporting fry by air

We can provide youwith Marketing support

to increase consumption of Sea Bream and Sea Bass in yourlocal market based on our proven experience in creatingthe SELONDA brand name as well as designing and imple-menting advertising campaigns and consumer promotions.

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SelondaFish Farmsin GreeceFrom the Northwestern borderto the Southeastern Aegean

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