EMFF OP 2014-2020

Implementation PlanSeafood Promotion Scheme

Operational Programme EMFF Operational Programme 2014-2020Priority Union Priority 5 - Marketing and Processing Thematic Objective TO3 - Enhancing Competitiveness of SMEs Specific Objective SO1 - Improvement of Market Organisation for Fishery and Aquaculture

ProductsTypes of Activity to be Supported Seafood PromotionEMFF Certifying Body Finance Division, Dept. Of Agriculture, Food & the Marine.EMFF Managing Authority Marine Agencies & Programmes Division, Dept Of Agriculture, Food and

MarineBeneficiary Body Bord Bia (a public body)Support Rate 100%EU Co-Financing Rate 50%Legal Basis Articles 68 EMFF

This Scheme will be implemented on a pilot basis pending evaluation in accordance with the Evaluation Plan set out in the Operational Programme.

1. Objective of Intervention

The objective of the Seafood Promotion Scheme is to find new markets for seafood products. Under section 3.1 of the EMFF OP, the Strategy for Union Priority Five – Marketing and Processing of Seafood Products – indicates that supports will be provided to implement a common interest seafood marketing programme that will seek to find new markets for Irish seafood and to enhance the value of seafood sales.

2. Description of the Intervention

The EMFF OP Needs Analysis identified the following needs under Union Priority 5 Marketing and Processing that will be addressed through this Scheme:

Assist processors in developing international markets for Irish seafood. Grow production, value and sales in the processing sector and thus employment.

Funding through this Scheme will support Bord Bia in promoting Irish seafood on behalf of the industry as a whole. This common interest project represents the most cost effective use of EMFF funds allocated to seafood promotion under Article 68. Funding through this Scheme will contribute to Bord Bia’s overall seafood promotion strategy which seeks to achieve the following:

Approved by MC 18 January 2018

To increase exports in the growing emerging markets for seafood To assist the industry to secure higher added value business in its core markets To build a vibrant home market for a range of underutilised fish species

Bord Bia’s participation at international seafood trade shows in key markets will allow the Irish industry to maintain and develop business with existing customers and to develop new leads in new markets. Exhibiting at these key shows is considered essential in building relations with international seafood buyers, identifying new markets and also offers an excellent communication platform.

The scheme will support the objective of building a vibrant home market for a range of under-utilised fish species in Ireland. The funding allocated towards this objective will assist in growing sales of seafood on the Irish market, increasing domestic consumption and developing a greater balance between domestic and export sales of Irish seafood.

The Scheme will allow Bord Bia to place more ‘feet-on-the-street’ in emerging seafood markets in Asia, helping to raise awareness about Irish seafood, identifying and profiling new seafood customers for the Irish supply base and facilitating introductions between these customers and Irish seafood exporters, both in Ireland and in these markets. Funding allocated to Bord Bia under this Scheme will also allow for investment in consumer, trade and market research across a range of export markets, assisting the industry to invest in new products and markets, informed by consumer insight.

This Scheme is expected to have the following collective benefits for the seafood industry.

Raising awareness about Ireland as a source of quality seafood Access to new customers in new markets Consolidation of existing business in existing markets Consolidation of existing business in new markets Platform to promote sustainability credentials to international seafood audience Creation of brand awareness Opportunity to showcase the latest industry innovations to international seafood buyers Economies of scale in promotion & marketing Opportunity to generate new export sales in new markets Identification of new customers in new channels Increased export sales in existing export markets Platform to test and launch new seafood products Industry networking Gap Analysis studies across a range of categories and markets to assist with the

development of a strong NPD pipeline, based on consumer & market needs Access to global consumer insight studies to assist with new product development,

packaging & branding strategies Access to market prioritisation studies to analyse the most high potential export markets for

Irish seafood across a range of selection criteria Develop a strong home market for Irish seafood

Increase seafood consumption in Ireland

In addition, this EMFF support will allow existing and enhanced national funding allocations to be used for other elements of the Bord Bia seafood promotion strategy, significantly increasing the overall resourcing of the strategy.

3. Selection Process

The selection process will entail submission of an Annual Work Programme by Bord Bia to the Managing Authority, which will be approved by the Managing having regard to the objectives of the Scheme and the Operational Programme. The Annual Work Programme will specify the actions to be undertaken by Bord Bia for the year concerned and the budget required for the year.

4. Eligible Costs

Eligible Costs Hire of exhibition space and stand design and building costs Related stand costs, electricity, water, waste Promotional materials and campaigns Travel and accommodation costs of Events team Consultancy costs associated with market and consumer research Consultancy costs associated with development of a seafood promotional strategy for

the domestic market Costs of point of sale and promotional materials to support seafood promotions in Irish

and export markets Costs of advertising space Costs associated with sampling to support seafood promotions Costs associated with running seminars, including venue and equipment hire, catering,

and speaker fees and travel and subsistence costs Purchase of data, market reports etc.

Ineligible Costs

Communication and promotional campaigns of commercial brands Travel and accommodation costs of participating companies Administration costs for Bord Bia staff

5. Scheme Output Indicators

The output indicator below forms part of the performance Framework of the EMFF OP.

Indicator Measurement Unit

Target Value 2023

Source of Information

Frequency of Reporting

No of Projects on Marketing Measures and Storage Aid

# 7 Managing Authority Annual

6. Document Retention

In accordance with Article 140 of the Common Provisions Regulation (EC) 1303/2013, Bord Bia will ensure that all supporting documents regarding expenditure, verification checks, certification and audits on operations for which total eligible expenditure is less than €1,000,000.00 are kept available for the EU Commission and Court of Auditors for a period of three years from 31 December following the submission of the accounts in which the expenditure of the operation is included.

In the case of operations over €1,000,000.00 all supporting documentation shall be kept for a 2 year period from 31 December following the submission of accounts in which the final expenditure of the completed operation is included.

The Managing Authority will inform Bord Bia of the start date of the period referred to above.

7. Monitoring and Reporting arrangements

Bord Bia will provide periodic updates to the Monitoring Committee on the progress of this Scheme. These updates will form part of the agenda for meetings of the Monitoring Committee.

Bord Bia will provide information on the implementation of this Scheme to the Managing Authority to contribute to:

The compilation of the Annual Implementation Report under article 114 of the EMFF Regulation to be transmitted to the Commission by 31 May each year.

A Common Monitoring and Evaluation System under article 107 of the EMFF Regulation; Data on operations selected for funding required to be submitted to the Commission under

Article 97(1)(a) of the EMFF Regulation by 31 March each year.

The Managing Authority will annually present information on the implementation of this Scheme to the Monitoring Committee through the Annual Implementation Report, which will be presented for the Committee’s approval.

The Managing Authority and/or Bord Bia will maintain a website providing details of this Scheme and its progress.

8. Information and Publicity

The contribution of the Irish exchequer and EMFF 2014-2020, will be acknowledged in all brochures, promotional material, press releases, publicity activity, advertisements, signage, applications forms, annual reports, letters of offer, etc., by use of appropriate logo and text references.

The Managing Authority and BIM will ensure compliance with Annex V of Commission Regulation 508/2014 concerning the provision of information on the Operational Programme and the co-funding provided by the Union.