The Onshore Quality Programme

1. The Onshore Quality Programme Catherine Barrett BIM (Irish Sea Fisheries Board) 15 September 2006

2. BIM Mission To promote the sustainable development of the Irish Seafood industry at sea and ashore To support its diversification in the coastal regions so as to enhance its contribution to employment, income and welfare both regionally and nationally

3. In Essence ‘Supporting higher sustainable value generation along the chain from the sea to the table, to meet evolving consumer demand

5. Quality Development up to the first point of sale Two main components On Board Quality On Shore Quality

6. Key deliverables for any scheme • To achieve or maintain price premiums • To achieve or maintain price premiums • To gain or maintain market access • To form the basis for niche marketing

7. Pilot Regional Projects • Introduce the concept of premium at the grass roots without the requirements normally with an accredited scheme • To give ownership to the vessel/fleet/co-op • Measure their commitment • Can a better return be achieved? • Are the quality results consistent?

8. Dunmore East Hand Line Mackerel • Training workshop • Iced at sea • 24 fish per 5kg • 2 grades • Only fish to order • Differentiated on the auction floor • Promoted at trade

9. Donegal MegrimOn board added value • Training workshop • Super chilled at sea • Packed by size and quality at sea • 6 Size grades • No re-grading • Fully traceable to vessel

11. Results of Regional Pilots • Those that were implemented showed an increase in price • Highlighted the need for good vessel /sales agent relationship • Highlighted the need for an integrated programme for onboard and onshore • Identified supporting mechanisms that BIM could be effective in delivering higher sustainable value generation

12. Next?

13. Onshore Programme 1. Avail of grant aid, to employ a dedicated Quality Manager/Quality Development Officer, 2. Avail of grant aid, to upgrade eligible, weighing, labelling and traceability system components (EDI ); 3. Avail of grant aid, to improve onshore handling and operational practices, in order to add value, improve quality and maximise the financial return to the primary producer.

14. Selection Criteria • Applications will be prioritised upon the provision and subsequent assessment of the following information: • ■ Evidence of participation in previous or current BIM quality schemes; • ■ Details of quality and traceability systems currently employed and plans for their development; • ■ The analysis of a comprehensive, 3-year plan, detailing the role and activities of the Quality Manager/Quality Development Officer; • ■ The appraisal of a detailed recruitment and selection procedure for the position of Quality Manager/Quality Development Officer;

15. Duties and Responsibilities of the Quality Manager/Quality Development Officer ■ Work closely with BIM to develop and implement quality management mechanisms and codes of practice in seafood quality; • ■ Participate in relevant training courses recommended by BIM or other agencies • ■ Provide appropriate information to BIM on a regular and timely basis, to allow the continual assessment of quality schemes introduced as part of this scheme; • ■ Work to standardise quality specifications • ■ Participate in the BIM Quality Seafood Programme (QSP).

16. Main stumbling blocks to any successful scheme • A quality standard not addressing the buyers /market needs • Insufficient Stakeholder participationto deliver and achieve the standard • Stakeholders having limited resources to participate

17. Factors in tailoring the BIM Internal Support for the Scheme • Buyer Surveys • Feed back from the regional schemes • EEF • New Food Law and it application to seafood

18. Objectives for Internal Support • Improve business to business skills of the sales agents • Provide tailored training material that will capacity build within the co-ops • Identify and support product development potential (e.g onboard processing) • Assist in the development of individual sales and marketing strategies

19. Business to Business Development • Designed a business mentoring programme that the sales agents could relate to immediately • Selected a market that had potential for growth, accessible and had the availability of a appropriate business mentor • Market selected -UK Food Service

20. Objectives of the Mentoring Programme • Communicate fundamentals of the UK Food Service market • Develop a business plan with the aid of the mentor • Identify growth potentials within the business • Identify partnership potentials with next step processors • From the above, identify 3 priorities to be inserted in the plan and to be assessed against for the grant aid • Identify potential as a sector group

21. Objectives of the Accredited Training Programme • Review current training material and address needs at the first point of sale • Identified three levels of training • Senior Mgt-(B2B mentoring) • Quality Manager • Remaining staff • QM: Tailor easy access training courses • Risk based HACCP for Seafood • Auditing Seafood • All staff • Seafood Hygiene Management

22. Development of individual sales and marketing strategies • ESE was the key focus – • Each participant developed a product catalogue • With the aid of the Mentor and BIM, specific customers were targeted and more focused sales pitches were formed

23. ESE 2006 Location Fleet Size Fishing grounds Foresight for the future

24. ESE 2006

25. Next Steps -Expand the support programmes A short Communications training will be tailored to provide the following: • Create positive messages about their supply of raw material and their vessels • Ability to distilling positive messages from some of the BIM work that the co-ops and their vessels are participating on • Promotion of their products/ management systems to potential buyers in the Foodservice market • Encourage the co-ops to further develop their Environmental Statements/Policies in line with customer expectations

26. Next Steps -Expand the support programmes • Sales meeting preparation and Key Account Management • Provide point of difference for the potential buyer • Strategic supply partners not suppliers • Providing known provenance

27. Next Steps -Expand the support programmes • Invest internally -Maximum Utilisation of Onshore Premises • Incorporate the premises potential fully into the business pan • or outsource • Defining contracts with outsourcers- maintaining ownership of product-maximising return to producer

28. Next Steps -Development of an inclusive Seafood Standard Industry are now willing and have the capacity, to engage as active stakeholders in the development of a standard Such co-operation essential in multi-species fisheries

29. New Pilot Project • BIM is piloting a Seafood EMS on two fisheries at a local level • Based on Risk Assessment (fundamental in the New Food Law) • Will be based on risk assessment of key areas: • Seafood Safety • Seafood Quality • The Fishery itself • The Environment • The output is a Quality Mgt Plan that is in a format that is familiar to any food buyer • The plan belongs to the operator –bottom up not top down • The operator will demonstrate its commitment to responsible fishing • BIM will provide the technical assistance so • that the plan is credible and contemporary of research in the fisheries field • Relevant to seafood buyers looking for the point of difference

30. High level marketing of Irish Seafood • The Quality Seafood Programme is “waiting” to add capture fisheries to the QSP fold • 2001 IQ Salmon • 2003 IQ Mussel • 2003 IQ Wild Salmon • 2003 IQ Trout • 2005 IQ Cold Smoked Salmon

32. What is QSP? • A marketing tool • An umbrella quality mark for wild and farmed • Only promotes products from a BIM approved, accredited scheme • Applicable for consumer and trade

33. Outlook • Further capacity building at the first point sale to ensure success especially if the co-ops want to go for QSP • Monitoring the Seafood EMS pilots- assessing suitability to Irish Industry • To improve Industry networking at B2B level in Ireland –so to approach potential markets together • To encourage Industry to network at a B2B level internationally – especially through fora such as EAFPA

34. Thank you