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

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 memberso Promote responsible attitudes for the sustainable development of aquacultureo Represent the professiono Communicate & promote

APROMAR

Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

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

Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

1Consumers are very

conservative with respect to preferences and

attitudes.

Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

5 BASELINE CONSIDERATIONS

2The 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

3Changes 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

4Changing 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

5Mega-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-ridersoMislabelling at sales point

PROMOTION PRINCIPLES

Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

Openly speaking of farmed productsoWe promote farmed fishoMain attributes: freshness & availability all year roundoA 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:oFROMoOESA

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 ReportoFacts 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 MARoQualityo3rd party certificationo2006-2008oFailure

APROMAR’S PROMOTION ACTIONS

Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

Challenges:oPromotion is expensiveoIt’s difficult to collect money

APROMAR’S PROMOTION ACTIONS

Recommendations

Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

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

RECOMMENDATIONS

No No AnisakisAnisakis

Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

Sponsors of APROMAR

Thanks for your attention.Thanks for your attention.