are being made to promote the sales of 

 these products by advertising in Japan. 



According to Japanese export statis- 

 tics, frozen tuna exported from Japan in 

 1957 totaled 150 million pounds, of which 

 about 88 percent was destined for the 

 United States and its possessions (table 

 11 and fig. 5). Canada and Italy were 

 other markets for Japanese frozen tuna. 



Fish marketing in Western Europe 

 little resembles marketing as we know it 

 in the United States today. In many 

 southern countries, for example, salted 

 and dried cod are still the staple item 

 of trade. There are few food stores in 

 V.estern Europe like our chain stores or 

 general grocery stores. Most markets 

 specialize in one product, for example, 

 in horsemeat, in meat, in fruits and 

 vegetables, or in canned goods. A shop- 

 per must visit each type of store to get 

 the day's food needs. Canned fish is sold 

 throughout Europe, mainly in shops resem- 

 bling small delicatessens. However, 

 department store merchandising is increas- 

 ing and is expected to grow rapidly in the 

 future. 



Trade controls in most countries of 

 Western Europe include restrictive import 

 quotas and licensing procedures. In many 

 countries, trade is controlled by 

 government-sanctioned associations of 

 dealers. These organizations usually can 

 determine how much fish is imported and 

 who will sell it. Because of these con- 

 trols, markups are high. Prices to 



UNITED STATES EXPORTS OF CANNED TUNA, 195* 



JAPAN EXPOdTS OF CANNED TUNA 1957 



M MMItOMl O* POUNDS 



M IMOUUX'. Of POUNDS 



Figure 3. 



Figure h. 



consumers reflect the lack of free compe- 

 tition. Of course, some countries like 

 Germany and the Benelux have liberalized 

 imports of canned fish but most others 

 control this trade rigidly. 



Italy is second only to the United 

 States as an importer of tuna. Norway has 

 supplied Italy with large quantities of 

 bluefin tuna. For some years, tuna from 

 Spain was a main item. However, sin< e 1956 

 Spain has lost some of her trade to Japan 

 since Japanese vessels have been landing 

 catches directly in Italian ports. Italy 

 and the United Kingdom are the only coun- 

 tries in Western Europe that freely permit 

 direct landings by fishing vessels of 

 other countries. In Italy, tuna is gener- 

 ally sold in large sized cans of about 

 seven pounds, solid pack, in olive oil. 

 These cans are opened in the retail market 

 or restaurant, and sold in small portions. 

 Tuna is served Just as it comes from the 

 can. 



Consumption of tuna in Italy has been 

 estimated to be between 15 and 65 million 

 pounds, landed weight basis, annually. 

 The Italian catch is small, coming mainly 

 from Sicilian waters. Some 22 million 

 pounds of frozen tuna were imported from 

 Japan in 1958, largely in a barter deal 

 exchanging Japanese tuna for Italian rice. 

 About 17.5 million pounds (875,000 cases) 

 of canned tuna were imported from Japan, 

 Portugal, Spain, Libya, and Morocco. 



99 



