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The Overseas Market Introduction Service ("OMIS") is provided by the Commercial Departments of Diplomatic
Service Posts overseas as part of the joint trade development operation, UK Trade & Investment, of the
Foreign and Commonwealth Office ("the FCO") and the Department for Business, Innovation and Skills (“BIS”).
Whereas every effort has been made to ensure that information provided through OMIS is accurate, these
Commercial Departments, UKTI, the FCO and BIS accept no liability for any errors, omissions or misleading
statements in such information and accept no responsibility as to the standing of any firm, company or
individual mentioned. Any party interested in the goods or services provided by any company referred to in
OMIS material should undertake their own research and should not consider a reference in OMIS material to be
an endorsement of any goods, services or companies mentioned.
USA
Overseas Market Introduction Service
on Market Research for
Sea Fish Industry Authority
Produced by:
Lauren Dickerson
Niall Gordon
Julia Orlov
New York
Date of Report: 14 September 2015
2
CONTENTS
PAGE
I. EXECUTIVE SUMMARY 3
II. TRADE ENVIRONMENT 5
- Demographics of the US Market 5
III. LEADING SEAFOOD IMPORTS AND EXPORTS 6
IV. LANDINGS 10
V. KEY PORTS 12
VI. US CONSUMPTION & TRENDS 15
VII. ROUTE TO MARKET 16
- UK Export Opportunities 16
- Supply Structure 16
- Retail Chains 17
- Foodservice Chains 18
VIII. KEY REGULATIONS AND TARIFFS 19
- Food and Drug Administration Requirements 19
- Customs and Border Protection Requirements 20
- Fish and Wildlife Service Requirements 20
- Food and Drug Administration Import Procedure 21 IX. USEFUL LINKS 23
- Associations 24
- Publications 24
- Trade Shows 24
X. CONTRIBUTORS 25
3
I. EXECUTIVE SUMMARY
SUMMARY OF THE ENQUIRY
Seafish Industry Authority (Seafish) commissioned this research to have a brief market
overview of the US seafood industry.
METHODOLOGY
A variety of sources were used when preparing this report including:
Commercial and customised databases
Internet research
Trade associations and other relevant organisations
4
KEY FINDINGS & RECOMMENDATIONS
1. UKTI found that the US is the largest single importer of fish and fishery products
globally. The National Oceanic and Atmospheric Administration (NOAA) reported
that in 2014, the US imported 2,523,120 metric tonnes of edible fishery
products.
2. Seafish should be aware of the three major trade shows in the US: the Seafood
Expo/Seafood Processing America, Aquaculture America Exposition and Global
Seafood Market Conference.
3. Seafish should advise UK fisheries that shrimp, salmon, canned tuna, tilapia,
and pollock are the most consumed seafood in the US.
4. Seafish should advise UK companies that they will need to consider the large
size of the USA when visiting the market. Long distances between (and within)
cities are the rule, and it is not unusual to have difficulty scheduling more than
three or four appointments in the course of a day, even within the same city.
5. In the USA, product literature is generally produced in 8.5-inch by 11-inch
format. Seafish should consider suggesting to UK companies to produce
literature destined for the USA in this size, so it will fit into US files. Seafish
Industry Authority should be sure to use imperial measurements rather than
metric measurements (except for scientific products), and to have their
literature checked for US spelling changes, grammar, and nuances.
6. Seafish should also consider taking advantage of the U.S. Press Release Service
offered by UKTI. This service is intended to raise awareness of a service, brand
or product line that we feel has a compelling hook in the US market. A press
release will be written and approved by Seafish. It is then targeted at trade
journals and other media in the USA. This service must be commissioned
through the Overseas Market Introduction Service (OMIS). For more
information, please contact ResearchUSA ([email protected]).
5
II. TRADE ENVIRONMENT
The economy of the United States of America is one of the most developed and strongest
economies of the world with a per capita GDP of $54,800.
Demographics of the US Market
Population (2015 est.) 321.4 million
Land Area 9.16 million sq. km
Capital Washington, D.C.
Other main cities New York, Los Angeles, Chicago, Miami , San Francisco,
Dallas, Houston
Language (2011 est.) English 79.2%, Spanish 12.9%, other Indo-European
3.8%, Asian and Pacific island 3.3%, other 0.9%
Currency USD ($)
Exchange rate $:£ = 1.55
Total food imports (2013
est.)
$109.46 billion
Total food exports (2013
est.)
$144.4 billion
Top 3 import partners
(2013)
China 19.6%, Canada 14.6%, Mexico 12.3%
According to the Department of Agriculture Fisheries and Forestry of Australia, the US
offers a sophisticated seafood market characterised by:
growing import trade
strong currency
low tariff barriers
low non-tariff barriers
well-developed network of transport and logistics
well developed markets offering good price for quality product
stable quarantine and bureaucratic establishment
business conducted in English language
NOAA reported that US consumers spent roughly $86.5 billion on fishery products in
2013, including $57.9 billion at food service establishments and $28.1 billion on home
consumption.
6
III. LEADING SEAFOOD IMPORTS AND EXPORTS
Source: NOAA
The US is the world’s largest importer of fish and fishery products, with Japan and China
following in second and third place, respectively. Over three-fourths of the seafood
consumed in the US is imported, the bulk originating in China, Thailand, Canada,
Indonesia, Vietnam, and Ecuador. In fact, NOAA estimates that US seafood production
accounts for only 2% of US consumption. According to the Food and Agriculture
Organization of the United Nations, the US imports roughly 13% of global seafood by
value.
7
Source: NOAA
NOAA valued US imports of edible fishery products in 2014 at $20.2 billion, an increase
of 12% from 2013. The US imported 2.5 million metric tonnes of seafood in 2014. Edible
imports included 2 million tonnes of fresh and frozen products valued at $17.8 billion and
312,138 tonnes of canned products valued at $1.9 billion.
Approximately 567,551 tonnes of shrimp were imported in 2014. Valued at $6.7billion,
shrimp imports accounted for 33% of total import value. 301,280 tonnes of fresh and
frozen salmon were imported and valued at $2.7 billion. Fresh and frozen tuna imports
were 166,272 tonnes, a decrease of 19.7% from the preceding year, valued at $951
million. Canned tuna imports also decreased, dropping down 12.4% to 155,193 tonnes
valued at $94.4 million.
8
Source: NOAA
The US imported $125 million of edible fish product from the UK in 2013 and $153
million in 2014 for both edible and non-edible fish product. Leading import partners for
edible fish product in 2013 included China, Canada, and Thailand.
Source: NOAA
In 2014, the US exported 1.5 million tonnes valued at $5.3 billion, with fresh and frozen
exports were 1.4 million tonnes valued at $4.6 billion. This category consisted of
9
158,492 tonnes of salmon valued at $581.2 million, 178,493 tonnes of surimi valued at
$411.8 million and 51,668 tonnes of lobsters valued at $301.3 million.
10
IV. LANDINGS
Overall commercial landings value has been, for the most part, increasing since 2008,
although shellfish landings have experienced a few fluctuations. In 2013, total value was
estimated at $5.54 billion, an 8% increase from the 2012. Total volume stood at 4.45
million metric tonnes, a 4% increase from 2012.
Source: NOAA
Source: NOAA
12
V. KEY PORTS
In 2013, Dutch Harbor, Alaska received the most trade by volume of all ports in the US,
followed by the Aleutian Islands, Alaska, and Kodiak, Alaska.
Top 10 US Ports by Volume, 2013
Rank Port Volume
(Millions of Pounds)
1 Dutch Harbor, AK 752.5
2 Aleutian Islands (Other),
AK
469.5
3 Kodiak, AK 425.6
4 Empire-Venice, LA 421.9
5 Reedville, VA 317.7
6 Intracoastal City, LA 248.9
7 Cameron, LA 194.7
8 Alaska Peninsula (Other),
AK
187.2
9 Pascagoula-Moss Point, MS 171.1
10 Astoria, OR 158.7
Source: NOAA
13
On the other hand, it was New Bedford, Massachusetts which received the most seafood-related trade by value.
Top 10 US Ports by Value, 2013
Rank Port Value (Millions of
Dollars)
1 New Bedford, MA 379
2 Dutch Harbor, AK 197.2
3 Kodiak, AK 153.6
4 Aleutian Islands (Other),
AK
104.9
5 Alaska Peninsula (Other),
AK
102.1
6 Honolulu, HI 95
7 Cordova, AK 91.5
8 Naknek, AK 88.6
9 Sitka, AK 84.3
10 Empire-Venice, LA 82.5
Source: NOAA
14
VI. US CONSUMPTION & TRENDS
In an effort to be more health conscious, Americans may increase the amount
of fish in their diet.
The growing incidence of heart disease in America is well-documented; according to the
Seafood Nutrition Partnership, heart disease alone results in at least 800,000 deaths per
year in the US. Health organisations such as the American Heart Association recommend
the intake of foods rich in omega-3 fatty acids twice a week, although only 25% of
Americans adhere to the suggestions.
There is a rising demand for safe seafood.
Outbreaks of foodborne illnesses such as E.coli and salmonella, paired with ecological
concerns following the Deepwater Horizon oil spill and the Fukushima Daiichi nuclear
disaster have made consumers more cautious about their food sources. According to
IBISWorld, per capita consumption of seafood declined 5.7% in 2011 and 4.7% in 2012.
While some consumers are reacting by turning to locally-farmed seafood, there still
remains concern over potentially hazardous fish procured from the Pacific Ocean and the
Gulf of Mexico. Furthermore, the Food and Drug Administration as well as health
organisations advise that pregnant and nursing women reduce their fish intake due to
potential mercury toxicity.
Consumption Patterns
US fish consumption has decreased by almost 16% since 2005, when Americans
consumed a record 16.6 pounds per capita.
NOAA’s 2013 report estimated that the average American ate 14.5 pounds of fish and
shellfish in 2013, a 0.7% increase from 14.4 pounds in 2012. Per capita consumption of
fresh and frozen products remained constant at 10.5 pounds. Fresh and frozen finfish
consumption was at 5.6 pounds per person, while fresh and frozen shellfish, primarily
shrimp, accounted for 4.9 pounds per person. Canned fish product consumption was
reported as 3.7 pounds, a 2% increase from the preceding year. Cured fish accounted
for 0.3 pounds per capita, the same as the year before.
Shrimp, salmon, and canned tuna accounted for 59% of total seafood consumption in
2013. The top ten consumed species have been consistent for the past ten years, with
the exception of tilapia, whose share has increased steadily, scallops and flatfish, which
have moved in and out of the list. Consumption of this freshwater fish has nearly
doubled in the past five years, when per capita consumption was at 0.41 pounds.
Top 10 Species by Consumption, 2013
Rank Species Per Capita Consumption
15
(Pounds)
1 Shrimp 3.6
2 Salmon 2.7
3 Canned Tuna 2.3
4 Tilapia 1.4
5 Alaska Pollock 1.2
6 Pangasius 0.8
7 Cod 0.6
8 Catfish 0.6
9 Crab 0.4
10 Clams 0.4
16
VII. ROUTE TO MARKET
UK Export Opportunities
According to NOAA’s import database, the top UK seafood imports to the US by value in
2014 were Atlantic salmon, followed by trout, canned sardines, and mackerel. The UK
imported approximately $87 million of whole or eviscerated salmon and $47 million of
fillets. Considering the popularity of salmon, and especially salmon fillets in the US,
salmon exports present a strong market opportunity for British fisheries. Furthermore,
British companies can take advantage of the trends mentioned in the previous section,
including health and safety consciousness, by positioning themselves as producers of
nutrient-rich seafood sourced from clean waters.
Supply Structure
The US seafood industry is very dynamic and fragmented with the presence of
importers, regional distributors, wholesalers and sales brokers who form the major
actors in the supply chain. UK exporters entering the market for the first time might find
this slightly challenging and even inefficient in comparison to the UK.
Direct to Retailer
This method is best for either exceptionally small or exceptionally large product orders or
private label businesses. With the former, a small exporter may have an opportunity to
sell small quantities directly to the retailer. The retailer may manage all importing
dealings and logistics to store; or may not. Larger companies may handle these details
themselves. Thai Union Group, for example, bypasses wholesalers by operating its own
Wholesaler/Distributor
Fisheries
Local
Retailers
Importers
National Supermarkets
Ex: Wal-Mart, Kroger
UK
USA
Wholesale Clubs
Ex: Costco, Sam’s Club
Restaurants Ex: Red Lobster,
Bonefish Grill
Sales Brokers
17
manufacturers’ sales branches and offices (MSBOs). More businesses are deploying this
strategy to cut on operating and ultimately retail costs.
Importer/Distributor
Most companies use an importer to secure product within the US. The importers then sell
these products (at a marked-up price) to a distributor, wholesaler, chain warehouse or
foodservice distributor. The distributor will sell product into retail outlets. Most
distributors are specialised, as some deal with certain supermarket chains,
independents, etc.
Sales Broker
Food brokers are essentially sales people for hire. Given the huge number of US stores
selling food, no company can afford an employed sales force that would cover more than
a small fraction of the store universe. Brokers work on a commission basis, and may also
charge retainers to work on introducing new products from smaller companies. Typical
grocery commissions range from 2 to 5% of the product’s wholesale price.
Retail Chains
Roughly one-third of seafood consumed in the US is purchased at supermarkets and
local retailers for home consumption. Large retailers end to stock internationally-sourced
products.
Top 10 Supermarket Chains
Company No. of Stores US Retail Sales
($ billion)
Websites
Wal-Mart Stores Inc. 4,024 288.05 www.walmart.com
The Kroger Co. 2,625 108.5 www.thekrogerco.com
AB Acquisition LLC 2,238 56.44 www.albertsons.com
www.safeway.com
Publix Super Market Inc. 1,097 30.56 www.publix.com
Ahold USA Inc. 761 25.98 www.aholdusa.com
H-E-B Grocery Co. 363 22.59 www.heb.com
Delhaize America Inc. 1,296 16.90 www.delhaizegroup.com
Meijer Inc. 213 15.40 www.meijer.com
Wakefern Food Corp. 141 14.70 www.wakefern.shoprite.com
Whole Foods Market 414 14.19 www.wholefoodsmarket.com
Source: Progressive Grocer
18
Foodservice Chains
About two-thirds of the seafood consumed in the US is purchased at restaurants and
other food service establishments. Items such as fish portions, breaded shrimp, and
clams tend be most commonly served at chain restaurants. Seafood may also be used in
a variety of meals offered by mid-priced restaurants.
Top 5 Seafood Restaurant Chains
Restaurant Chain No. of
Outlets
Revenue
(In $ million)
Websites
Landry's Inc. 450 3000 www.landrysinc.com/concepts
Red Lobster 679 2600 www.redlobster.com
Bonefish Grill 206 622 www.bonefishgrill.com
Long Johns Silvers 1200 555.1 www.ljsilvers.com
Captain D's Seafood 520 499.9 www.captainds.com
Source: Nation’s Restaurant News
19
VIII. KEY REGULATIONS AND TARIFFS
Imported fish or seafood products cannot legally enter the US until the merchandise has
been authorised by Customs and Border Protection (CBP) and the Food and Drug
Administration (FDA), and estimated duties have been paid. It is the importer’s
responsibility to arrange the examination and release of the goods.
Food and Drug Administration Requirements
All domestic and imported edible seafood products intended for consumption in the US
market are subject to regulation and examination by the FDA. In practice, the FDA
conducts only a small number of inspections on seafood imports, typically when there
has been cause for concern, as the examinations are expensive.
All exporters will have to register their food facility with the FDA and get a registration
number. Afterwards, importers of seafood must file the Prior Notice with the FDA before
a shipment arrives in the US. Below is an overview of standards that will apply to UK
food imports. More detailed information on FDA regulations and registration can be found
on the agency’s website.
Food Quality
Hazard Analysis Critical
Control Point (HACCP)
System
The FDA authority of the US requires all sea food and
related products that are being introduced in the US
market for edible purposes to implement a Hazard
Analysis Critical Control Point (HACCP) system for
identification of significant food safety hazards and to
maintain control measures for elimination, prevention and
minimization of any plausible damage to public health.
The responsibility of ensuring the compliance with the
HACCP as well as with the sanitation standard operating
procedures in the traded sea food commodity lies with the
party initiating the market entry i.e. the importer is
responsible for ensuring compliances associated with all
the imported sea food products. These measures include
foreign facility and importer inspections, seafood
sampling, and domestic surveillance of imported products.
Bioterrorism Act The Bioterrorism Act or the Public Health Security and
Bioterrorism Preparedness and Response Act of 2002
became effective on 12th December 2003. This act
mandates all the handlers, manufacturers, processors and
packagers of sea food and related products in the US to be
registered with FDA without which the right to entry in the
US territory stands cancelled. The act also requires a
prior notification to FDA about all the food products that
are to be imported into the US territory. This ensures the
track record of flow of edible goods into the country.
Food Safety Modernization The Food Safety Modernization Act requires importers to
20
Act prove that their foreign suppliers have controls in place to
ensure food safety; the certification can also be acquired
from qualified third parties. Further, the FDA can deny
entry of product into the US if they are denied access to
the manufacturing facility.
Packaging and Labelling
Low Acid Canned Food and
Acidified Food Regulations
Low Acid Canned Food (LACF) compliance is based on the
HACCP compliance put in by FDA, which requires all the
processors of thermally processed low acid packaged
foods in hermetically sealed containers or of acidified
foods (AF) to register each processing plant. The products
could only be imported and distributed in the US territory
after submission and approval of the production process
forms by the FDA.
Country of Origin Labelling
(COOL) Requirements
This law requires retailers to label all unprocessed, fresh
and frozen seafood products. Labels must declare country
of origin and method of production, i.e., ‘wild’ versus
‘farm-raised.’ Processed seafood, that is any that has been
cooked, cured, or canned, and seafood that has been
combined with other foods are exempt from this
requirement. Specialty seafood stores and restaurants are
also exempt.
Customs and Border Protection Requirements
The US Customs and Border Protection’s responsibilities include assessing and collecting
duties, taxes and fees on imported merchandise, as well as providing documentation to
the FDA for required testing.
The CBP advises consulting an import specialist at the desired port of entry to ensure
that all regulations are being met. Importers also have the option to hire a Customs
Brokers to file entry with CBP; this allows an expert to handle the complex details of
importing food items. Lists of Customs Brokers can be found on each state’s port page.
Species Protection
Shrimp Exporters/Importers
Declaration
The trade requirements for importing shrimps into the US
requires all importers to have a DS 2031 form from the
exporter testifying that the shrimp boats took necessary
precautions to avoid harming sea turtles. This form is to
be retained by the importer for three years after entry and
must be made available to the CBP or the State
Department upon request.
21
US Fish and Wildlife Service Requirements
The US Fish and Wildlife Service regulates the import and export of living or dead wild
shellfish and fish products. Non-living shellfish and finfish intended for human
consumption are exempt from Service Import requirements as long as they are not
considered injurious or endangered species. A comprehensive document can be found
here.
Food and Drug Administration Import Procedure
Below is an outline of the import procedure from the FDA website which highlights the
relationship between the FDA and US Customs during the process. All fisheries would
need to register their food facility before exporting product to the US. The following
steps occur after you have a FDA number.
Step 1: Importer or agent need to file entry documents with US Customs Service within
five working days of the date of arrival of a shipment at a port of entry.
Step 2: FDA is notified of an entry or a regulated food through:
Duplicate copies of Customs Entry Documents (CF 3461, CF 3461 ALT, CF 7501 or
alternative);
Copy of commercial invoice; and
Surety to cover potential duties, taxes and penalties.
Step 3: FDA reviews the entry documents received from Customs for all seafood entries.
The Agency then decides whether to release, visually examine, or sample a given
shipment.
Step 4A: If a decision is made not to collect a sample the FDA sends a ‘May Proceed
Notice’ to US Customs and the importer of record. The shipment is released as far as
FDA is concerned.
Step 4B: A decision to collect a sample based on:
Nature of the product;
FDA priorities; and
Past history of the commodity
FDA sends a ‘Notice of Sampling’ to US Customs and the importer of record. The
shipment must be held intact pending further notice. A sample is collected from the
shipment. The importer of record may move the shipment from the airport to another
port or warehouse.
Step 5: If FDA obtains a physical sample it is sent to an FDA district laboratory for
analysis.
Step 6A: If analysis finds the sample in compliance with requirements the FDA sends a
‘Release Notice’ to US Customs and the importer of record.
22
Step 6B. If analysis determines that the sample ‘appears to be in violation of the Food,
Drug and Cosmetic Act and other Acts’ the FDA sends US Customs and the importer a
record of Notice of Detention and Hearing which
Specifies the nature of violation(s); and
Gives the importer of record 10 working days to introduce testimony as to the
admissibility of the shipment. The hearing is the importer’s only opportunity to
present a defence of the importation and/or present evidence as to how the shipment
may be made eligible for entry. The importer has the choice of reconditioning the
product (i.e. bringing the article into compliance, if this can be done), destroying it or
re-exporting it.
Step 7: If FDA approves the importers proposed reconditioning procedure, the
reconditioning may then proceed under FDA supervision.
Step 8: If the reconditioning is successful, FDA may release the goods; if not, the goods
must be re-exported or destroyed, under US Customs supervision.
23
IX. USEFUL LINKS
Associations
National Marine Fisheries
Services
NOAA's National Marine Fisheries Service is the federal
agency in the US which is responsible for the
management, conservation and protection of living
marine resources within the US Exclusive Economic
Zone. It is a division of the Department of Commerce.
National Fisheries Institute It is an organisation which stands for the advocacy of the
seafood industry in the US. Its horizon of operations
spans across each element of the seafood supply chain in
the country, and the organisation’s directory is available
for public view online. The National Fishers Institute has
several councils representing major seafood markets,
including shrimp, salmon, and tuna.
SeaShare SeaShare is a non-profit agency which was formed with
the aim of linking the North Pacific seafood industry to
food banks across the country in an effort to provide
high quality seafood protein to needy people in the US
National Restaurant
Association
The National Restaurant Association (NRA) is the largest
foodservice trade association in the world by
membership and supports over 500,000 restaurant
businesses.
National Grocers Association The National Grocers Association (NGA) is the national
trade association representing the retail and wholesale
grocers that comprise the independent sector of the food
distribution industry. NGA hosts an annual conference
with over 300 exhibitors.
Seafood Products Association The Seafood Products Association provides resources on
regulatory compliance, and conformance with customer
requirements related to food safety, quality, and legality.
Seafood Nutrition Partnership The Seafood Nutrition Partnership is a non-profit that
advocates for the health benefits of seafood
consumption.
Seafood Industry Research
Fund
The Seafood Industry Research Fund is a non-profit fund
for seafood-related research grants. All research reports
are available on its website.
FishChoice FishChoice is a sustainable seafood directory of
approximately over 450 suppliers, used by over 3,500
seafood professionals.
Publications
Seafood Source Seafood Source is the leading industry resource that has
24
replaced print magazine Seafood Business. Seafood
Source provides content on a daily basis, as well as a
supplier directory and market reports.
Fishermen's News Fishermen’s News is one of the oldest commercial fishing
publications on the Pacific Coast of the US It is
considered to be one of the independently owned
commercial fishing publications in the market.
Fish Farming News
Fish Farming News is a national business newspaper
providing coverage on the US aquaculture industry. The
publication has over 7,500 readers in the industry.
Commercial Fisheries News
Commercial Fisheries News is the Northeast’s commercial
fishing industry monthly newspaper. CFN covers
waterfront and legal news. Regular features include
market reports, a safety column, new boats, the
enforcement report, and a classifieds section.
Nation's Restaurant News Nation’s Restaurant News provides industry reports,
trend information, and news coverage for the food
service industry.
Progressive Grocer Progressive Grocer is a monthly print and digital
publication covering industry news, trends, data, and
rankings.
Supermarket News Supermarket News is a nationally circulated trade
magazine for the food distribution industry. Their website
features real-time news and a free daily e-newsletter
service.
Trade Shows
Aquaculture America Exposition
It is an annual food & beverage trade show and event
which is organized by The World Aquaculture Society
and features aquaculture industry in US
Seafood Expo/ Seafood
Processing America
This is the largest seafood related exposition, bringing
together more than 20,000 buyers, suppliers, and
other seafood industry professionals from over 100
countries.
Global Seafood Market
Conference
The conference focuses on developments in the
international seafood market and is segregated by
individual market levels based on price point.
25
X. CONTRIBUTORS
Lauren Dickerson & Niall Gordon
UKTI USA
Email: [email protected] [email protected]
Julia Orlov
Project Manager, Altios International for UKTI
Email: [email protected]
If you are exploring the US market, have you considered Mexico or Canada? Mexico is a
member of NAFTA and on the doorstep of the United States. If you would like to know
more about the market for your product in these countries, you can commission a similar
report to this one by contacting your local International Trade Team through the UKTI web site: www.ukti.gov.uk