Sustainable Shrimp Enjoyment
Interview with Mag. Robert Herman, Managing Director of Yuu‘n Mee fine foods Vertriebs GmbH
The flagship product of Yuu‘n Mee fine foods Vertriebs GmbH is the Organic Black Tiger Shrimp. These delicious shrimp are grown in natural mangrove ponds in the Vietnamese Mekong Delta using a zero-input aquaculture system that perfectly reflects their natural living conditions. The project was awarded the Internorga Future Prize 2021 and demonstrates how sustainable aquaculture can benefit farmers, consumers, and the environment.
Yuu'n Mee was founded in 2005 with the idea of producing sustainable shrimp. 'We went with the idea to the producers,' says Managing Director Robert Herman. The answer was: 'Yes, we can do that, but you need to create a market for it.' They were real pioneers at the time. 'Our first approach was and remains quality,' emphasizes Robert Herman. 'In the beginning, the product needed a lot of explanation. But over the last 18 years, we have managed to become the market leader in Austrian retail.'
Targeting the German market
Now Yuu'n Mee wants to establish itself in the German market. 'The per capita consumption of shrimp in the DACH market is increasing,' rejoices Robert Herman. 'We see this as growth potential for us. However, this growth must be sustainable so that we do not overburden our supply chain.'
Sustainability is key
The DNA of the brand is sustainability. 'In our mangrove aquaculture, there are only two shrimps per square meter compared to 450 shrimps per square meter in intensive aquaculture,' explains Robert Herman. 'In this ecological balance, the baby shrimps live for nine months. They feed on mangrove leaves and plankton without being offered additional food. When they reach the right size, they are harvested and immediately cooled for transport and processing.' The reward for this sustainable approach in aquaculture is an unparalleled taste. 'You can definitely taste the difference,' raves Robert Herman. 'There is simply no comparison.' This was confirmed with the awarding of the Innovation Taste Award at the Anuga fair.
Mangrove Reforestation Project
Unfortunately, mangrove forests around the world are threatened. These unique habitats are the nursery for two-thirds of marine life. Mangroves also protect coastal areas from erosion and store far more carbon than spruce forests. The United Nations has made their protection and restoration one of its goals. Yuu‘n Mee contributes its part in achieving this goal. "We have been supporting a mangrove reforestation initiative in Thailand since 2010," says Robert Herman. "During this time, we have planted more than 200,000 mangrove trees."
Delivering the Message
Yuu‘n Mee advocates for conscious consumption. "What speaks for our product is its quality and taste as well as its ecological strengths," emphasizes Robert Herman. "We benefit greatly from word-of-mouth and can compete with other branded products. Nevertheless, we believe that our shrimp should remain a treat for Sundays or holidays." Yuu‘n Mee also wants to highlight the ecological story behind its shrimp in the gastronomy industry. "We work with beacon restaurateurs to promote the brand on their menu and to raise awareness for our mangrove project," adds Robert Herman.
Sustainable into the Future
To remain competitive, Yuu‘n Mee relies on a lean organization. "This allows us to offer a premium product at an attractive price." Beyond the mangrove forest shrimp, Yuu‘n Mee has an attractive range of over 30 products including MSC-certified fish, MSC scallops, and others.