Abstract:
The case study consists of real research but the company name, OceanFresh, is fictional. The purpose of the case study is to discuss the implications of Country of Origin Labeling (CoOL) and the obligations under the Association of Southeast Asian Nations (ASEAN) free trade agreement to remove barriers. Issues around outsourcing, pricing and quality, with regard to farmed fish from China and Vietnam competing with New Zealand products, is discussed. Without mandatory Country of Origin Labeling many New Zealand branded products may not be originally sourced in New Zealand or are shipped to China for processing and returned to the New Zealand market or shipped internationally. Health scares, with regard to processing practices in China and Vietnam, have also concerned the fisheries industry in terms of the New Zealand brand. Quality and pricing are the two main consumer concerns. NOTE: Includes questions for discussion.