Market for farmed freshwater fish in Europe Ekaterina Tribilustova 6-7 June 2013 Zadar, Croatia

Structure of the presentation Overview of the freshwater farmed fish sector Trade and markets Promotion strategies and campaigns: Poland Challenges Conclusions

Production of freshwater farmed fish in the EU-27 Rainbow trout tonnes Common carp tonnes Source: FAO Fishstat Plus, 2013

Main countries-producers of carp Source: FAO Fishstat Plus, 2013

EU-27: imports of live carp by the countries of origin Source: EUROSTAT

EU-27: imports of of fresh and chilled carp by the countries of origin Source: EUROSTAT

Average import price for live carp (USD/kg) in the EU-27 from the countries of origin Average price2,723,002,722,592,662,63 The Czech Republic2,662,822,662,572,732,64 Hungary2,623,232,942,642,782,67 Croatia2,174,493,752,232,152,05 Lithuania2,592,842,472,482,382,46 Bulgarian/a 2,471,92 Poland3,382,713,183,514,973,85

Average import price for fresh/chilled carp in the EU-27 by the countries of origin (USD/kg) Average price3,924,204,083,524,572,70 Bulgaria1,222,553,112,412,291,75 Greece3,9712,44n/a4,106,601,52 The Netherlands5,725,185,546,126,813,17 France4,55 5,354,885,705,17 The Czech Republic3,593,402,123,035,453,39 Poland5,663,224,384,925,054,54 Hungary3,013,40n/a2,742,522,94

EU-27: exports of live carp to the countries- destinations Source: EUROSTAT

EU-27: exports of fresh and chilled carp to the countries-destinations Source: EUROSTAT

Average export price for live carp (USD/kg) to the countries-destinations Average price2,813,333,102,823,122,96 Poland2,712,612,502,492,712,52 Germany2,933,643,282,933,343,15 Slovakia2,593,012,732,882,96 Austria3,023,663,713,453,913,75 Romania 3,333,272,652,752,42 France3,104,064,013,564,554,16 Hungary2,482,963,242,743,452,65 Latvia2,612,922,202,442,722,47

Average export price for fresh/chilled carp (USD/kg) to the countries-destinations Average price4,334,224,304,284,094,51 Germany4,464,144,554,483,743,99 The UK5,365,265,064,443,874,41 Austria3,773,683,913,744,104,17 Netherlands5,386,175,043,493,984,58 Belgium2,243,554,025,334,334,17 Ireland7,217,395,456,364,976,62 Romania2,963,373,072,352,832,20

Italy Italian imports of live carp (in tones) by country of origin Source: National statistics

Germany Source: National statistics German imports of live carp (in tones) by country of origin

Germany The largest importer of rainbow trout and carp in Europe, Most positive perception of aquaculture products in the EU, Most purchases (77%) are made in supermarkets, and from 2013, most retailers will sell certified sustainable fish products only; Best opportunities exist for sustainable fresh, chilled or frozen smaller-portion trout fillets. Standardized uniform high quality at competitive price!

Germany

Promotion activities in Poland: rainbow trout -Polish Trout Breeders Association, -a 4-year promotional campaign for farmed trout as a source of healthy nutrition, , a total budget of 2 million EUR

Promotion activities in Poland: rainbow trout

Conferences and Baby-shower portal

Promotion activities in Poland: rainbow trout

Fresh and frozen trout, developments in volume and value Households From May to October 2012 Polish households purchased tonnes of trout (25% more than in the same period of the previous year) valued to to PLN 41.2 million (23% more than in the previous period). +24,5 % +22,6 % In the twelve-month period (November 2011-October 2012) Polish households bought tonnes of trout valued to PLN 83.6 million.

Fresh and frozen trout/Consumer indicators Households Penetration of trout in the period May-October 2012 increased compared to the same period of the previous year - from 11.1% to 14.3%. At the same time, the purchasing volume per household was just over 1 kg. The slight decrease in the purchasing value per household indicated a drop in prices or a shift to less expensive channels (discounters). In the period of twelve months, 23.4% of Polish households bought trout at least once. Household bought an average of 1.3 kg of trout valued to PLN (6.3 EUR). Penetration % Purchasing volume per household KG Purchasing value per household PLN

Possible challenges in promotion of farmed fish Lack of synergy between different links in the market chain, Not clear objective and strategy, confusion of “consumer information”, “stakeholder training”, “generic promotion” and “brand promotion”, Raising consumer confidence

Conclusions Enhancement of freshwater farmed fish consumption through a set of messages: -Nutritional qualities and health aspects, -Taste qualities, -Environmental sustainability, -Animal welfare, -Local product

Conclusions Decentralized and individualized promotion campaigns that differentiate between age groups and social segments of consumers.

Thank you for your attention!