Value Added Seafood, an Irish Perspective Richard Donnelly Bord Iascaigh Mhara (Irish Sea Fisheries Board) (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  Overview and Marketing Strategy of BIM  BIM National Marketing Campaign  Exports Markets and Value Added Products

BIM’s Worldwide Partnership Network

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 BIM Marketing Strategy

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 BIM Marketing Strategy

Key Marketing Programmes MIPProgramme Irish Seafood Business Programme InformationServiceProgramme Trade Development Programme Irish Seafood Expo – ISE ’03 European Development Programme IQS Marketing Programme Education & Promotion Programme BIM Seafood DevelopmentCentre Distribution & Logistics Peace II Marketing Programme Communications & Web Site Marketing

Review of BIM’s National Marketing Campaign November 2001

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.

Why are Irish consumers reluctant to 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

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.

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

Why Salmon? Potential to Grow SalesPotential to Grow Sales AvailabilityAvailability ‘Chickenability’‘Chickenability’ Run-up to Festive SeasonRun-up to Festive Season

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

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

Promotional Material

Overall Sales of Salmon +39%

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

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

Spontaneous Campaign Recall (Base: All Spontaneously Aware Of Any Advertising/Promotions: 16%) Salmon/salmon with pasta/ salmon on plate/spicy salmon Any cooking message (recipes, preparation etc.) Healthy/good for you Fish/fresh fish NATIONAL % IN-STORE CATCHMENT AREAS %

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 Key Messages (Prompted) (Base: All Adults 18-40, ABC1: 500)

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

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.

Export Market

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

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

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

How do you contact these companies?  Dedicated buinness web site giving full company details and contacts.

Boston Seafood Show BIM Stand Booth 3227 Level 2