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National Workshop Aquaculture products on EU and domestic market

National Workshop Aquaculture products on EU and domestic market Market promotion of farmed fish Zadar . Croatia June 7 th , 2013 en la Javier Ojeda APROMAR Asociación Empresarial de Productores de Cultivos Marinos. What is APROMAR?.

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National Workshop Aquaculture products on EU and domestic market

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  1. National WorkshopAquaculture products on EU and domestic market Market promotion of farmed fish Zadar. CroatiaJune 7th, 2013 en la Javier OjedaAPROMAR Asociación Empresarial de Productores de Cultivos Marinos

  2. What is APROMAR? Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  3. APROMAR • Spanish Marine Aquaculture Producer’s Assoc. • 45.000 t. Sea bream, turbot, sea bass, meagre, sole, mollusc, microalgae, etc. • Producer’s Organisation (OP-30) • With a strong European approach Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  4. APROMAR • Objectives • Improve the competitiveness of our members • Promote responsible attitudes for the sustainable development of aquaculture • Represent the profession • Communicate & promote Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  5. APROMAR • Participation • In all Spanish forums related to aquaculture • FEAP • EU institutions (ACFA/EP/EESC) • FAO • Technological Platforms (EATiP) Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  6. 5 Baseline considerations on fish promotion Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  7. 5 BASELINE CONSIDERATIONS 1 Consumers are very conservative with respect to preferences and attitudes. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  8. 5 BASELINE CONSIDERATIONS 2 The pace of technological changes is much faster than individual beliefs Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  9. 5 BASELINE CONSIDERATIONS 3 Changes in consumer preferences usually take full generations to be completed Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  10. 5 BASELINE CONSIDERATIONS 4 Changing consumer preferences requires a lot of effort and good reasons: • Quality • Price • Convenience • Ethical principles Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  11. 5 BASELINE CONSIDERATIONS 5 Mega-Trends that collide: Convenience food vs. Healthy food Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  12. APROMAR’s promotion principles Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  13. PROMOTION PRINCIPLES • Generic promotion • EU funding (EFF) • Problems: • Free-riders • Mislabelling at sales point Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  14. PROMOTION PRINCIPLES • Openly speaking of farmed products • We promote farmed fish • Main attributes: freshness & availability all year round • A fuzzy line between promotion and communication Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  15. PROMOTION PRINCIPLES • Openly speaking of farmed products • The NORGE strategy: fresh salmon Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  16. PROMOTION PRINCIPLES • Other (useful) voices: • FROM • OESA Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  17. APROMAR’s promotion actions Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  18. APROMAR’S PROMOTION ACTIONS • Documents: • Brochures Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  19. APROMAR’S PROMOTION ACTIONS • Documents: • Calendars Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  20. APROMAR’S PROMOTION ACTIONS • Documents: • Recipes Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  21. APROMAR’S PROMOTION ACTIONS • Documents: • Posters Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  22. APROMAR’S PROMOTION ACTIONS • Documents: • Books Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  23. APROMAR’S PROMOTION ACTIONS • Documents: • Annual Report • Facts and figures Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  24. APROMAR’S PROMOTION ACTIONS • Actions: • Aquaculture day: • November 30th Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  25. APROMAR’S PROMOTION ACTIONS • Actions: • Road-shows Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  26. APROMAR’S PROMOTION ACTIONS • Actions: • Tasting events Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  27. APROMAR’S PROMOTION ACTIONS • Actions: • Show cooking Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  28. APROMAR’S PROMOTION ACTIONS • Actions: • Journalism prizes Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  29. APROMAR’S PROMOTION ACTIONS • Actions: • Target famous cooks, doctors, radio/tvstars to have them recommend farmed fish. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  30. APROMAR’S PROMOTION ACTIONS • Actions: • Public relations: be close to journalists. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  31. APROMAR’S PROMOTION ACTIONS • A brand: CRIANZA DEL MAR • Quality • 3rd party certification • 2006-2008 • Failure Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  32. APROMAR’S PROMOTION ACTIONS • Challenges: • Promotion is expensive • It’s difficult to collect money Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  33. Recommendations Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  34. RECOMMENDATIONS • Target: • Need to differentiate clients from consumers • Markets are not uniform, but complex: need to choose your target. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  35. RECOMMENDATIONS • The Human factor: • People tend to worry more about what they know about than about what the completely ignore. • Be transparent, but not too much. • Try to sell a story • Make available fact sheets, web pages, pictures, etc. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  36. RECOMMENDATIONS • The Media: • Criticism will always exist. Some has to be considered. Most just ignored. The world is like this today. • News on journals tend to be distorted. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  37. RECOMMENDATIONS • Your image: • Even if captured fish seem to be the direct competitors of aquaculture fish, you should avoid that fight. • Both are complementary. • Fights between both are a lose-lose game. Avoid direct collision. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  38. RECOMMENDATIONS • Speak of your advantages: • Fish is the healthiest animal protein and oil. • Anisakis free • ... No Anisakis Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

  39. Thanks for your attention. Sponsors of APROMAR Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013

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