national workshop aquaculture products on eu and domestic market market promotion of farmed fish...

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

What is APROMAR?

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


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


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


1

Consumers are very conservative with respect

to preferences and attitudes.


5 BASELINE CONSIDERATIONS

2

The pace of technological changes is

much faster than individual beliefs



3

Changes in consumer preferences usually take full generations to be completed



4

Changing consumer preferences requires a lot of

effort and good reasons:



o Qualityo Priceo Convenienceo Ethical

principles

5

Mega-Trends that collide:

Convenience food vs. Healthy food



APROMAR’s promotion principles



Generic promotionoEU funding (EFF)

Problems:

oFree-riders

oMislabelling at sales point

PROMOTION PRINCIPLES


Openly speaking of farmed productsoWe promote farmed fish

oMain attributes: freshness & availability all year round

oA fuzzy line between promotion and communication



Openly speaking of farmed productsoThe NORGE strategy: fresh salmon



Other (useful) voices:oFROM

oOESA


APROMAR’s promotion actions



Documents:oBrochures

APROMAR’S PROMOTION ACTIONS


Documents:oCalendars



Documents:oRecipes



Documents:oPosters



Documents:oBooks



Documents:oAnnual Report

oFacts and figures



Actions:oAquaculture day:

November 30th



Actions:oRoad-shows



Actions:oTasting events



Actions:oShow cooking



Actions:oJournalism prizes



Actions:oTarget famous cooks, doctors, radio/tv stars to have them recommend farmed fish.



Actions:oPublic relations: be close to journalists.



A brand: CRIANZA DEL MARoQuality

o3rd party certification

o2006-2008

oFailure



Challenges:oPromotion is expensive

oIt’s difficult to collect money


Recommendations



Target:oNeed to differentiate clients from consumers

oMarkets are not uniform, but complex: need to choose your target.

RECOMMENDATIONS


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


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


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


Speak of your advantages:oFish is the healthiest animal protein and oil.

oAnisakis free

o...

RECOMMENDATIONS

No No AnisakisAnisakis


Sponsors of APROMAR

Thanks for your attention.Thanks for your attention.

national workshop aquaculture products on eu and domestic market market promotion of farmed fish...

Documents

completedaquaculture

farmed productswe

farmed fishmain attributes

sea bass

sea bream

responsible attitudes

spanish forums

producers organisation