Salmon dish 311.
(photo credit: MCT)
The price of fresh salmon has declined by up to 40 percent in the past six
weeks, but most supermarket chains have not passed on the reduction to
consumers, who continue to pay high prices.
The reason for the decline in
prices is fierce competition between two Norwegian salmon exporters, Marine
Harvest and Leroy. Marine Harvest is the world’s largest salmon
In the battle between the two companies, Marine Harvest decided
to flood the market with fresh salmon, a move that led to a sharp drop in the
price of the fish.
All the fresh salmon sold in Israel is imported, and
the decline in price reached the local market, but not the consumer. According
to estimates, sales of fresh salmon in Israel amount to NIS 170 million a year
at wholesale prices, and may reach double that at consumer prices.
large fish importer told Globes that the price at which he sold salmon last week
was 40% below the price of the fish six weeks ago, and that there had been a
gradual decline in prices.
The price reached a low last
“Last week, I sold whole salmon for NIS 28 plus VAT.
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weeks ago, I sold the same product for NIS 45 plus VAT. That’s a fall in price
of 40%. However, the chains have kept the same price to the consumer. There is a
complete disconnect at the retail chains between the purchase price and the
selling price. What sort of business behaves like that? A business that couldn’t
care less about its customers,” the fish importer told said.
He said that
because of wastage, the cost of salmon fillet to the retailer was NIS 44-45 per
kilo including VAT, while salmon steak costs about NIS 37 including
The price of fish varies from week to week, depending on the global
market price. Fish importers claim that salmon is now being sold at double the
price paid by the retail chains for the fish.
Indeed, a visit to
supermarkets around the country found the following prices: at Shufersal Deal,
salmon fillets are sold for NIS 100 per kilo. Mega Bull sells salmon fillets for
NIS 90 per kilo, Hatzi Hinam sells salmon fillets for NIS 89.90 per kilo, and
salmon steaks for NIS 79.90 per kilo. All three chains have not changed their
Mega Bull claims that while the price of salmon fillet remained
unchanged, salmon steaks have dropped in price to NIS 64. Shufersal claims that
starting this week the price of salmon in its stores will fall by
“It’s aggravating, because we could sell much more,” say the fish
importers. “If at NIS 28 I make 7% on the fish and now want to sell 60 tons
instead of 30 tons, I can’t, because someone at the end the of the supply chain
stops me,” says a large fish importer.
“They’re taking advantage of the
momentum. There’s tacit agreement throughout the system to screw the final
consumer,” another fish importer says .
The cheapest fish prices found by
Globes were in ultra-Orthodox neighborhoods in Jerusalem. The Weinstein store in
Geula sold salmon fillets for NIS 75 per kilo, and whole salmon for NIS 45 per
kilo. In Mea Shearim, Rosner sold salmon fillets at NIS 84 per kilo, and whole
salmon at NIS 49.90 per kilo.
Rosner said he lowered the price of fish
according to the price decline in the market.
“I have to make my
percentage, I don’t care about the rest,” he said.
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