Value Added Seafood, an Irish Perspective

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Value Added Seafood, an Irish Perspective
Richard Donnelly Bord Iascaigh Mhara (Irish Sea
Fisheries Board) March 2003
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BIM / Irish Sea Fisheries Board was established
as the state agency with the primary
resposibiiltiy for developing the Irish
seafishing and aquaculture industry.
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Content

• Overview and Marketing Strategy of BIM
• BIM National Marketing Campaign
• Exports Markets and Value Added Products

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BIMs Worldwide PartnershipNetwork
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BIM Marketing Strategy2001-2006

• Key Objectives for Industry
• Enhance marketing competence of industry
  stakeholders
• Fast-track marketing capabilities of selected
  BIM clients
• Improve supply-chain management practices
• Maximise market returns by improving market
  information
• Strengthen innovation at product and process
  levels

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BIM Marketing Strategy2001-2006

• Key Objectives for BIM
• Develop BIM as a national specialist centre for
  seafood
• market intelligence and marketing.
• Provide commercially focused and relevant
  support
• services to industry clients.
• Address key industry market and supply chain
  failures
• under two headings-
• - distribution logistics
• - sales and marketing

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Key Marketing Programmes
MIP Programme Irish Seafood Business Programme Information Service Programme
Trade Development Programme Irish Seafood Expo ISE 03 European Development Programme
IQS Marketing Programme Education Promotion Programme BIM Seafood Development Centre
Distribution Logistics Peace II Marketing Programme Communications Web Site Marketing
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Review of BIMs National Marketing Campaign
November 2001
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Retail vs. Foodservice Sales

• Total seafood market in Ireland is estimated at
  229 million.
• 127 million accounted for by foodservice
  sector.
• 102 million accounted for by retail sector.

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Why are Irish consumers reluctantto purchase
fish?

• Key Barriers (Challenges/Opportunities for the
  Future)
• How to cook fish
• Not convenient/slow to cook
• Limited formats
• Lack of substance/not filling
• Inability to freeze
• Freshness/taste issues
• Variety of species
• Price
• Bones
• Smell
• Health only platform

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BIMs National Marketing Campaign
Aimed at positioning seafood within the market as
a convenient, easy to prepare meal option and
presenting Irish quality seafood products with a
contemporary image.
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Overall Campaign Target

• Increase domestic sales of seafood by 57 within
  five years up to 2006.

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Why Salmon?

• Potential to Grow Sales
• Availability
• Chickenability
• Run-up to Festive Season

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Campaign Elements

• National media campaign
• Radio (national and local)
• Outdoor Advertising (billboards/shopperlites)
• Press Advertising
• I. Channel
• PR Programme

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Campaign Elements

• Retail Campaign
• Focused multiple and independent level
• In-store demonstrations
• Recipe cards
• Point-of-Sale Material

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Promotional Material
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Overall Sales of Salmon
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Sales of SalmonIn-store Promotion Catchment
Areas
45
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Sales of Smoked SalmonIn-store Promotion
Catchment Areas
28
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Spontaneous Campaign Recall(Base All
Spontaneously Aware Of Any Advertising/Promotions
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IN-STORE CATCHMENT AREAS
NATIONAL
Salmon/salmon with pasta/ salmon on
plate/spicy salmon Any cooking message
(recipes, preparation etc.) Healthy/good for
you Fish/fresh fish
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Key Messages (Prompted)(Base All Adults 18-40,
ABC1 500)
Fish is easy to prepare/ cook/quick
simple Healthy/fish is healthy/ good for you
Fish is nice/tasty/appetising/ tempting/appealin
g (Concept of using) Salmon Pasta Serve with
lots of things/varieties/ different ways of
serving Nutritious/good meal/ fresh/wholesome
Range of others 1 or less
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Another Side to the Story- Sales of Cajun
Seasoning
95
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November and December broke all records
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Key Conclusions

• The key messages of ease of preparation/speed/si
  mplicity were clearly communicated.
• All media proved effective contributing to the
  total awareness level.
• Point of sale well received by consumers.
• Even infrequent consumers of fish found the
  executions appealing (40 and 54 found the radio
  adverts appealing, while 82 and 70 found each
  visual execution appealing).
• Need for education of the consumer still evident.

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Export Market
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Market Trends for Irish Seafood

• 2001 exports reached 433 million.
• Increase of 31 on 2000
• 78 of Irelands seafood exports to EU.
• Japan, Egypt and Poland most significant non-EU
  markets.
• Domestic market is Irelands largest market for
  seafoodvalued at 229 million.
• Exports to more than 35 countries worldwide.

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Market Performance 2000-2002
Source BIM/CSO Statistics Note Exports exclude
landings at foreign ports. 2002 figures
are estimates.
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Irish Seafood Companies

• Approximately 240 companies producing seafood.
• Relatively small companies, average less than 20
  employees.
• Trend is towards producing more value added
  quality products

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How do you contact these companies?

• Dedicated buinness web site www.bimb2b.com giving
  full company details and contacts.

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Boston Seafood ShowBIM StandBooth 3227Level 2