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Value Added Seafood, an Irish Perspective

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

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Value Added Seafood, an Irish Perspective

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  1. Value Added Seafood, an Irish Perspective Richard Donnelly Bord Iascaigh Mhara (Irish Sea Fisheries Board) March 2003

  2. BIM / Irish Sea Fisheries Board was established as the state agency with the primary resposibiiltiy for developing the Irish seafishing and aquaculture industry.

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

  4. BIM’s Worldwide PartnershipNetwork

  5. 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

  6. 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

  7. Key Marketing Programmes

  8. Review of BIM’s National Marketing Campaign November 2001

  9. 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.

  10. 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

  11. BIM’s 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.

  12. Overall Campaign Target Increase domestic sales of seafood by 57% within five years up to 2006.

  13. Why Salmon? • Potential to Grow Sales • Availability • ‘Chickenability’ • Run-up to Festive Season

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

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

  16. Promotional Material

  17. Overall Sales of Salmon +39%

  18. Sales of Salmon“In-store” Promotion Catchment Areas +45%

  19. Sales of Smoked Salmon“In-store” Promotion Catchment Areas +28%

  20. Spontaneous Campaign Recall(Base: All Spontaneously Aware Of Any Advertising/Promotions: 16%) 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

  21. 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/appealing (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

  22. Another Side to the Story- Sales of Cajun Seasoning +95% +11% “November and December broke all records”

  23. Key Conclusions • The key messages of; ease of preparation/speed/simplicity 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.

  24. Export Market

  25. Market Trends for Irish Seafood • 2001 exports reached €433 million. • Increase of 31% on 2000 • 78% of Ireland’s seafood exports to EU. • Japan, Egypt and Poland most significant non-EU markets. • Domestic market is Ireland’s largest market for seafoodvalued at €229 million. • Exports to more than 35 countries worldwide.

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

  27. 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

  28. How do you contact these companies? • Dedicated buinness web site www.bimb2b.com giving full company details and contacts.

  29. Boston Seafood ShowBIM StandBooth 3227Level 2

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