By Jason Annahatak

On October 23, Makivvik’s Economic Development Department’s Vice President Andy Moorhouse, then Director Jason Annahatak, and Fisheries Manager Tony Wright departed for China to participate in the country’s massive seafood market and to support the sales of Nunavik’s Pandalus montagui shrimp.

Makivvik’s representatives travelled with their partners NewFound Resources Ltd. (NRL), a St. John’s, Newfoundland-based operator that is commissioned by Makivvik use its shrimp licenses.

Collectively, Makivvik’s and NRL’s objectives were threefold. First was to strengthen relationships with existing buyers and find potential new customers. Second, was to gain a deeper, first-hand understanding of how China’s shrimp industry works to help Makivvik become more involved in fisheries. Thirdly, to express opposition to the introduction of tariffs on seafood, which were imposed by China on all Canadian seafood exports in March 2025.

What followed was a variety of meetings with importers, factory tours, trade show attendance, and conversations with potential clients that shed light on how Nunavik shrimp fits into the largest seafood market in the world.

Why China Matters

Given its huge population, and its status as the top cold-water shrimp market, China shapes global demand and pricing for the product in a way that no other country can. On average, clients from China account for half of all NRL and Makivvik’s shrimp sales, which are sold only in container-sized format. As competition from several arctic counties remains strong and supply of wild shrimp fluctuates over the course of time, building strong relationships in this commodity market is tremendously important for NRL and for the long-term value of Nunavik’s shrimp fisheries. NRL and Makivvik have the single largest harvesting-capacity vessel in the Canadian industry dedicated to shrimp fishing.

Three Cities, Three Perspectives

Throughout the visit, the delgation spent time in Jinan, Qingdao, and Beijing. Each offered a different look into China’s shrimp distribution networks, processing capabilities, and business culture.

Jinan: Meeting the Market Movers

In Jinan, representatives first met with Makivvik’s major partner Grand Oceans (GO), a massive importer of many types of seafood from around the world. Grand Oceans is a significant force in the region’s seafood industry, distributing 40,000 metric tonnes of NRL and Makivvik’s shrimp annually.

A guided tour of Grand Ocean’s cold storage facility provided a rare look at where Nunavik shrimp ends up after arriving in China. Inside, huge stacks of frozen seafood—floor to ceiling—filled a warehouse kept at frigid temperatures. Boxes of NRL’s shrimp sat among products from Europe, Asia, and the Americas, underscoring how globalized and competitive this market is.

Jinan’s Unexpected Lesson: Social Media Sells Seafood

One of the most surprising insights came from an evening visit to Grand Ocean’s offices. There, the team watched Grand Ocean’s in-house livestream influencer sell seafood, including Canadian shrimp, on TikTok, drawing live audiences of 10,000–15,000 viewers.

Grand Oceans employs three full-time livestream hosts, with dedicated studio rooms and support staff. Their broadcasts are polished, rapid, and persuasive, featuring high-energy sales driven by consumer engagement in real time.

Qingdao: The Processing Powerhouse

From Jinan, the delegation travelled by bullet train to Qingdao, a major coastal city and a global centre for seafood trade.

Inside Schooner: A Key Partner for Raw Shrimp

One unique visit of the trip was to Schooner, a seafood processing company located on the outskirts of Qingdao. Schooner is unique in the NRL network because it is run by a Japanese CEO, Nobutaka Higuchi, and his management team. Schooner purchases raw, unpeeled, uncooked shrimp, which Japan demands in relation to its culinary culture of sushi and raw seafood.

Higuchi expressed strong interest in purchasing even more raw products, but NRL’s supply limitations again became clear. Expanding this product category would require additional harvesting capacity, something that Makivvik is actively exploring with Newfound Resources, considering upgrading to a higher capacity vessel or investing in a second one.

The China Fisheries & Seafood Expo

For three days, the team then participated in the China Fisheries & Seafood Expo, a major international event drawing thousands of buyers, distributors, and industry specialists.

Throughout the event livestream influencers marketed seafood directly on the trade-show floor. Companies from Greenland, Iceland, Russia, and Canada displayed competing shrimp products as well as other species.

During the trade show the group also met with Canada’s Minister of Agriculture and Agri-Food Heath MacDonald.

Beijing: Diplomacy and New Leads

The final leg of the trip brought the delegation to Beijing for meetings hosted by the Canada China Business Council.

Part of the CCBC event involved Business to Business sessions where the delegation met new potential buyers through a speed-dating style event. Three Chinese companies expressed interest in cold-water shrimp and engaged in detailed discussions about price, volumes, and shipping methods.

A Trip To build upon

EDD’s mission to China was more than a trade visit. It was an opportunity to witness firsthand how Nunavik’s shrimp fits into the global seafood economy. The team returned with strengthened partnerships, new potential clients, and a deeper understanding of the challenges and opportunities for our collaboration with NRL to grow.

For Nunavik’s communities, whose livelihoods are tied to sustainable fisheries, such insights matter. As NRL continues to market Pandalus montagui in an increasingly competitive world, the lessons from Jinan, Qingdao, and Beijing will help guide decisions that shape the future of both the fishery and the region.