Market promotion of farmed fish in Spain, Zadar, Croatia, June 7th, 2013

National Workshop
Aquaculture products on EU and domestic market
Market promotion of farmed fish in Spain
Zadar. Croatia
June 7th, 2013
EN LA
Javier Ojeda
APROMAR
Asociación Empresarial de
Productores de Cultivos Marinos

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

o Spanish Marine
Aquaculture
Producer’s Assoc.
o 45.000 t. Sea bream,
turbot, sea bass,
meagre, sole, mollusc,
microalgae, etc.
o Producer’s Organisation (OP-30)
o With a strong European approach
APROMAR

Objectives
o Improve the competitiveness of our members
o Promote responsible attitudes for the sustainable
development of aquaculture
o Represent the profession
o Communicate & promote
APROMAR

Participation
o In all Spanish forums related to aquaculture
o FEAP
o EU institutions (ACFA/EP/EESC)
o FAO
o Technological Platforms (EATiP)
APROMAR

5 Baseline
considerations on fish
promotion

1
Consumers are very conservative
with respect to preferences and
attitudes.
5 BASELINE CONSIDERATIONS

2
The pace of technological
changes is much faster than
individual beliefs

3
Changes in consumer preferences
usually take full generations to be
completed

4
Changing consumer preferences requires
a lot of effort and good reasons:
o Quality
o Price
o Convenience
o Ethical principles

5
Mega-Trends that collide:
Convenience food vs. Healthy food

APROMAR’s
promotion principles

Generic promotion
o EU funding (EFF)
Problems:
o Free-riders
o Mislabelling
at sales point
PROMOTION PRINCIPLES

Openly speaking of farmed products
o We promote farmed fish
o Main attributes: freshness & availability
all year round
o A fuzzy line between promotion and
communication

Openly speaking of farmed products
o The NORGE strategy: fresh salmon

Other (useful) voices:
o FROM
o OESA

APROMAR’s
promotion actions

Documents:
o Brochures
APROMAR’S PROMOTION ACTIONS

Documents:
o Calendars

Documents:
o Recipes

Documents:
o Posters

Documents:
o Books

Documents:
o Annual Report
o Facts and figures

Actions:
o Aquaculture day:
November 30th

Actions:
o Road-shows

Actions:
o Tasting events

Actions:
o Show cooking

Actions:
o Journalism prizes

Actions:
o Target famous cooks, doctors, radio/tv stars to
have them recommend farmed fish.

Actions:
o Public relations: be close to journalists.

A brand: CRIANZA DEL MAR
o Quality
o 3rd party certification
o 2006-2008
o Failure

Challenges:
o Promotion is expensive
o It’s difficult to collect money

Recommendations

Target:
o Need to differentiate clients from consumers
o Markets are not uniform, but complex: need
to choose your target.
RECOMMENDATIONS

The Human factor:
o People tend to worry more about what they know
about than about what the completely ignore.
o Be transparent, but not too much.
o Try to sell a story
o Make available fact sheets, web pages, pictures,
etc.
RECOMMENDATIONS

The Media:
o Criticism will always exist. Some has to be
considered. Most just ignored. The world is like
this today.
o News on journals tend to be distorted.
RECOMMENDATIONS

Your image:
o Even if captured fish seem to be the direct
competitors of aquaculture fish, you should avoid
that fight.
o Both are complementary.
o Fights between both are a lose-lose game. Avoid
direct collision.
RECOMMENDATIONS

Speak of your advantages:
o Fish is the healthiest animal protein and oil.
o Anisakis free
o ...
RECOMMENDATIONS
No Anisakis

Sponsors of APROMAR
Thanks for your attention.

Market promotion of farmed fish in Spain, Zadar, Croatia, June 7th, 2013

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Market promotion of farmed fish in Spain, Zadar, Croatia, June 7th, 2013