national workshop aquaculture products on eu and domestic market

National WorkshopAquaculture products on EU and domestic market

Market promotion of farmed fishZadar. 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 memberso Promote responsible attitudes for the sustainable development of aquacultureo Represent the professiono Communicate & promote

APROMAR


Participationo In all Spanish forums related to aquacultureo FEAPo EU institutions (ACFA/EP/EESC)o FAOo Technological Platforms (EATiP)

APROMAR

5 Baseline considerations on fish promotion


1Consumers are very

conservative with respect to preferences and

attitudes.


5 BASELINE CONSIDERATIONS

2The pace of

technological changes is much faster than individual beliefs



3Changes in consumer

preferences usually take full generations to be completed



4Changing consumer

preferences requires a lot of effort and good reasons:



o Qualityo Priceo Convenienceo Ethical

principles

5Mega-Trends that collide: Convenience food vs. Healthy

food



APROMAR’s promotion principles



Generic promotionoEU funding (EFF)

Problems:oFree-ridersoMislabelling at sales point

PROMOTION PRINCIPLES


Openly speaking of farmed productsoWe promote farmed fishoMain attributes: freshness & availability all year roundoA fuzzy line between promotion and communication



Openly speaking of farmed productsoThe NORGE strategy: fresh salmon



Other (useful) voices:oFROMoOESA


APROMAR’s promotion actions



Documents:oBrochures

APROMAR’S PROMOTION ACTIONS


Documents:oCalendars



Documents:oRecipes



Documents:oPosters



Documents:oBooks



Documents:oAnnual ReportoFacts 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 MARoQualityo3rd party certificationo2006-2008oFailure



Challenges:oPromotion is expensiveoIt’s difficult to collect money


Recommendations



Target:oNeed to differentiate clients from consumersoMarkets 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 storyoMake 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 freeo...

RECOMMENDATIONS

No No AnisakisAnisakis


Sponsors of APROMAR

Thanks for your attention.Thanks for your attention.

national workshop aquaculture products on eu and domestic market

Documents

completedaquaculture

farmed productswe

farmed fishmain attributes

sea bass

sea bream

responsible attitudes

spanish forums

producers organisation