National WorkshopAquaculture products on EU and domestic market
Market promotion of farmed fish
Zadar. CroatiaJune 7th, 2013
EN LA
Javier OjedaAPROMAR Asociación Empresarial de Productores de Cultivos Marinos
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
o Spanish Marine Aquaculture Producer’s Assoc.
o 45.000 t. Sea bream, turbot, sea bass, meagre, sole, mollusc, microalgae, etc.
o Producer’s Organisation (OP-30)
o With a strong European approach
APROMAR
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Objectiveso Improve the competitiveness of our members
o Promote responsible attitudes for the sustainable development of aquaculture
o Represent the profession
o Communicate & promote
APROMAR
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Participationo In all Spanish forums related to aquaculture
o FEAP
o EU institutions (ACFA/EP/EESC)
o FAO
o Technological Platforms (EATiP)
APROMAR
5 Baseline considerations on fish promotion
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
1
Consumers are very conservative with respect
to preferences and attitudes.
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
5 BASELINE CONSIDERATIONS
2
The pace of technological changes is
much faster than individual beliefs
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
5 BASELINE CONSIDERATIONS
3
Changes in consumer preferences usually take full generations to be completed
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
5 BASELINE CONSIDERATIONS
4
Changing consumer preferences requires a lot of
effort and good reasons:
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
5 BASELINE CONSIDERATIONS
o Qualityo Priceo Convenienceo Ethical
principles
5
Mega-Trends that collide:
Convenience food vs. Healthy food
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
5 BASELINE CONSIDERATIONS
APROMAR’s promotion principles
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Generic promotionoEU funding (EFF)
Problems:
oFree-riders
oMislabelling at sales point
PROMOTION PRINCIPLES
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Openly speaking of farmed productsoWe promote farmed fish
oMain attributes: freshness & availability all year round
oA fuzzy line between promotion and communication
PROMOTION PRINCIPLES
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Openly speaking of farmed productsoThe NORGE strategy: fresh salmon
PROMOTION PRINCIPLES
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Other (useful) voices:oFROM
oOESA
PROMOTION PRINCIPLES
APROMAR’s promotion actions
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Documents:oBrochures
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Documents:oCalendars
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Documents:oRecipes
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Documents:oPosters
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Documents:oBooks
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Documents:oAnnual Report
oFacts and figures
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Actions:oAquaculture day:
November 30th
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Actions:oRoad-shows
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Actions:oTasting events
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Actions:oShow cooking
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Actions:oJournalism prizes
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Actions:oTarget famous cooks, doctors, radio/tv stars to have them recommend farmed fish.
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Actions:oPublic relations: be close to journalists.
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
A brand: CRIANZA DEL MARoQuality
o3rd party certification
o2006-2008
oFailure
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Challenges:oPromotion is expensive
oIt’s difficult to collect money
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Target:oNeed to differentiate clients from consumers
oMarkets are not uniform, but complex: need to choose your target.
RECOMMENDATIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
The Human factor:oPeople tend to worry more about what they know about than about what the completely ignore.
oBe transparent, but not too much.
oTry to sell a story
oMake available fact sheets, web pages, pictures, etc.
RECOMMENDATIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
The Media:oCriticism will always exist. Some has to be considered. Most just ignored. The world is like this today.
oNews on journals tend to be distorted.
RECOMMENDATIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Your image:oEven if captured fish seem to be the direct competitors of aquaculture fish, you should avoid that fight.
oBoth are complementary.
oFights between both are a lose-lose game. Avoid direct collision.
RECOMMENDATIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Speak of your advantages:oFish is the healthiest animal protein and oil.
oAnisakis free
o...
RECOMMENDATIONS
No No AnisakisAnisakis