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Value Added Seafood, an Irish
Perspective
Richard Donnelly
Bord Iascaigh Mhara
(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
BIM Marketing Strategy
2001-2006
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
2001-2006
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
Key Marketing
Programmes
MIP
Programme
Irish Seafood
Business
Programme
Information
Service
Programme
Trade Development
Programme
Irish Seafood Expo
– ISE ’03
European
Development
Programme
IQS Marketing
Programme
Education &
Promotion
Programme
BIM Seafood
Development
Centre
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)



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


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
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 Sales
• Availability
• ‘Chickenability’
• Run-up to Festive Season
Campaign Elements
National media campaign
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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
140
120
+39%
100
80
60
40
20
0
Nov. 2000
Nov. 2001
Sales of Salmon
“In-store” Promotion Catchment
Areas
160
140
+45%
120
100
80
60
40
20
0
Nov. 2000
Nov. 2001
Sales of Smoked Salmon
“In-store” Promotion Catchment
Areas
140
120
+28%
100
80
60
40
20
0
Nov. 2000
Nov. 2001
Spontaneous Campaign Recall
(Base: All Spontaneously Aware Of Any
Advertising/Promotions: 16%)
NATIONAL
IN-STORE
CATCHMENT AREAS
%
%
Salmon/salmon with pasta/
salmon on plate/spicy salmon
52%
28%
Any cooking message
25%
16%
(recipes, preparation etc.)
8%
7%
Healthy/good for you
Fish/fresh fish
8%
5%
Key Messages (Prompted)
(Base: All Adults 18-40, ABC1: 500)
Fish is easy to prepare/
cook/quick & simple
55%
Healthy/fish is healthy/
good for you
33%
Fish is nice/tasty/appetising/
tempting/appealing
19%
(Concept of using)
Salmon & Pasta
17%
Serve with lots of things/varieties/
different ways of serving
Nutritious/good meal/
fresh/wholesome
Range of others 1% or less
17%
15%
Another Side to the Story
- Sales of Cajun Seasoning
100
90
80
70
60
+95%
50
40
30
20
10
0
+11%
Jan-Oct '01
Nov-Dec '01
“November and December broke all records”
Key Conclusions
 The key messages of; ease of preparation/speed/simplicity
were clearly communicated.
 All media proved
awareness level.
effective
contributing
to
the
total
 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.
• Increase of 31% on 2000
• 78% of Ireland’s seafood exports to EU.
• Japan, Egypt and Poland most significant non-EU markets.
• Domestic market is Ireland’s largest market for seafood
valued at € 229 million.
• Exports to more than 35 countries worldwide.
Market Performance 2000-2002
€ 500
Export
value
€ 400
Domestic
Market
Value
€ 300
€ 200
€ 100
Value €m
€0
2000
2001
Source: BIM/CSO Statistics
Note: Exports exclude landings at foreign ports.
2002 figures are estimates.
2002
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 www.bimb2b.com giving full
company details and contacts.
Boston Seafood Show
BIM Stand
Booth 3227
Level 2