Gadre Marine Export Pvt. Ltd., a leading name in the global seafood industry, marks two major milestones in 2024: its 30th anniversary and 20 years of exporting premium crab products. Founded in 1994, the company has built its success on the high-quality production of kanikama (imitation crab meat), with a strong focus on strict quality control and innovation. Under the leadership of Managing Director Mr. Arjun Gadre, Gadre Marine has become a key player in both the Japanese and U.S. markets, supplying seafood products that meet the rigorous standards of Japanese consumers. With vertically integrated operations and a commitment to freshness, Gadre Marine continues to shape the future of seafood, with a growing presence across international markets. In this interview, Mr. Gadre shares insights into the company’s journey, the importance of Japan to their success, and their role in shaping the global crab industry.
Bridges: Let’s start with vertical integration and quality control. As a vertically integrated manufacturer of imitation crab sticks, how do you ensure quality from raw material sourcing to the final product, particularly given the delicate nature of seafood?
Arjun Gadre: We receive fresh fish in the plants that make the surimi ( fish paste ) blocks. The surimi blocks are then used to make imitation crab meat. Our processing plants are located close to fish-catching areas, minimizing the time between unloading the fish from boats and processing it. In seafood, every minute counts because the quality deteriorates rapidly. The quicker we can process fish into the final product, the better its quality and freshness.
We also have extensive quality control and assurance departments. Our staff conducts sampling and testing across all three shifts to ensure consistent product quality. These team members are empowered to stop the production line if they find anything below standard. This approach ensures compliance with our stringent operating procedures and GMP standards, which are essential for meeting the high expectations of the Japanese market.
In seafood, every minute counts because the quality deteriorates rapidly. The quicker we can process fish into the final product, the better its quality and freshness.
Arjun Gadre, Managing Director of Gadre Marine Export
Rewinding a bit, can you tell us how you started in this business and your journey with Japan?
Our company began operations in 1994, making this our 30th anniversary. We initially supplied surimi to Japan in 1998. After finishing college in 1999, I joined the company as a sales representative and traveled extensively in Japan. Seeing how Japanese producers used our raw materials inspired me to start manufacturing imitation crab meat.
We exported our first imitation crab products in 2004, marking 20 years in this segment. Our significant connection to Japan began in 2008 when representatives from CGC, a cooperative of retail chains, visited our booth at the Brussels Seafood Show. This meeting led to our first partnership with CGC. Over the years, we’ve expanded our product line with them and other Japanese retailers, steadily growing our presence in this market.
Imitation crab meat is fascinating. How do you achieve the flavor and texture that mimic real crab?
The flavor comes from natural crab extracts. The crab industry generates a lot of unused parts, like shells and leg remnants, which are processed into concentrated extracts. Surimi, a neutral-tasting white fish protein, serves as the base. When these crab extracts are added, the product takes on the desired flavor.
We use a mix of natural extracts and nature-identical flavors, leveraging advancements in food technology. While the extracts are sourced from flavor houses, our primary role is to perfect the texture and combine flavors to create an authentic crab-like experience.
What’s your market share in Japan, and what does your presence there look like?
Our market share in Japan is small. This year, we supplied approximately 2,500 tons of imitation crab meat, compared to an overall market size of 55,000–65,000 tons. We’ve been a long-term partner of CGC since 2008 and have recently expanded to chains like Aeon and Ito-Yokado.
In January 2024, we established a sales office in Kagoshima, allowing us to manage imports and distribution locally. This reflects our commitment to growing in Japan. Despite challenges like inflation and currency devaluation, we focus on providing high-quality products at competitive prices, ensuring the Japanese consumer receives premium products they can afford.
Is Japan your largest market? If not, has your experience with Japanese consumers helped you expand elsewhere?
Japan isn’t our largest market geographically; the U.S. holds that title. However, servicing Japanese-quality products has been instrumental in shaping our global business.
In the U.S., we dominate the sushi distribution sector, supplying 75–80% of the imitation crab used in sushi kiosks. This year, we shipped about 12,500 tons to the U.S. Our exposure to Japan’s meticulous standards has enhanced our reputation as a quality manufacturer worldwide.
A recent success story is our Sam’s Club “Viral Snow Crab” product, which gained over 49 million views on TikTok. This product was initially designed for Japan but found immense success in the U.S. market. We credit our Japanese experience for helping us maintain high quality and innovate successfully.
Do you see a future for your own brand globally?
Yes, we’ve already introduced products under our brand in markets like Sam’s Club in the U.S. and some Japanese supermarkets. While we’re flexible with OEM partnerships, our priority is ensuring high-quality production.
In Japan, retailers typically start with a national brand (NB) and later shift to private labels (PL) based on product success. We adapt to these dynamics while focusing on maintaining quality and meeting consumer expectations.
