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Evidence Project Final Report

EVID4 Evidence Project Final Report (Rev. 06/11) Page 1 of 19

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NoteIn line with the Freedom of Information Act 2000, Defra aims to place the results of its completed research projects in the public domain wherever possible. The Evidence Project Final Report is designed to capture the information on the results and outputs of Defra-funded research in a format that is easily publishable through the Defra websiteAn Evidence Project Final Report must be completed for all projects.

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Project identification

1. Defra Project code MF 1219

2. Project title

Fishing for the Markets

(Market Led Sustainability Programme)

3. Contractororganisation(s)

Revill Nation Ltd

54. Total Defra project costs £ 329,945(agreed fixed price)

5. Project: start date................ 14 November 2010

end date.... 31 December 2011 (initially)

(extended to 31 March 2012)


6. It is Defra’s intention to publish this form. Please confirm your agreement to do so. YES

Executive Summary

Background and context. Research showed in 2010 that approximately 17% of all fish caught by English fishing vessels were thrown back into the sea (discarded) because market demand for these species was weak or absent. Typically, fish such as dab, gurnard and bib (pouting) were discarded for this reason. These markets are absent simply because no-one wants to buy certain species. Discarding is generally considered to be wasteful, unethical, and an undesirable feature of commercial fisheries and there is growing support both nationally and internationally for initiatives that address this issue.

Fishing for the Markets was a defra-funded research programme commissioned in December 2010. It contains a number of discrete but complementary projects that aim to better understand this issue, so it can be addressed. This executive summary details the key findings, conclusions and high-level strategic recommendations that have arisen from the complete Fishing for the Markets programme of work. More detailed information on the work programme and its component work packages can be found at www.fishingforthemarkets.com. The fishing for the markets programme was undertaken by a specialist team of experts, specifically assembled for the task, and who held particularly unique and complementary sets of skills. This team undertook an intensive market research programme within the fishing processing sector, fish catching sector, fish market operators, top end fish restaurants, catering sector, Fish Producer Organisations, Fishmeal producers, bait industry, retail industry, fish and chip shop sector, NGO’s and other relevant stakeholders. Their combined findings were systematically analysed to identify the best future mechanisms for developing markets for the underutilised fish species which were being discarded. These findings are described.

High-level key conclusions. There are potential markets for all fish caught in the English commercial fisheries. Government and its agencies, stakeholders and partners can accelerate the development of solutions by delivering action in three areas:

(a) Closing the information gap(b) Assisting the market through focused research and industry projects(c) Working with and through others to inform and stimulate demand

Government and the markets. New markets for under-utilised species have developed in the past without government support or intervention, and can in the future. Leaving the markets alone – effectively doing nothing – is therefore a potential strategy for Government. However, in this scenario, markets would not develop to any given timetable. Moreover, due to the complex nature of the problem and demand-side issues, Government cannot solve the core problem without the active cooperation of multiple sectors and stakeholders, including Producer Organisations (POs), Fishermen’s Associations (FAs), agents, market operators, processors, and retail and catering outlets, restaurants and consumers.

A coalition of effort. A coalition of effort is needed to drive up demand for under-utilised fish species. Demand development should follow supply-side development.

A market development programme. A market development programme for underutilised species should complement other existing initiatives that also aim to reduce fish discarding in English fisheries – for example, deploying more selective fishing gear and using catch quota mechanisms.

Accelerating delivery. Involving Government and applying the recommendations set out in this set of studies can accelerate the development of stronger markets for discarded fish. A significant proportion of currently discarded fish could potentially be utilised.

Key Findings and Recommendations from ‘Fishing for the Markets’ ProgrammeFinding 1: Market forces. The market could be left alone to solve the problem, with no Government involvement: this has already happened with some species. Recommendation • Undertake full policy appraisal of this option, its consequences, benefits and costs, and model its probable impact over time.

Finding 2: Data deficiencies. There are specific data deficiencies that act as barriers to developing markets for under-utilised species. Recommendation • Develop a strategy to fill the identified data gaps and promote awareness, access and use of the improved market data and information.

Finding 3: Total catch utilisation. There is interest in testing integrated solutions to eradicate discarding in the form of a total utilisation programme. Recommendation • Develop and pilot a small number of representative and


http://www.fishingforthemarkets.com/

scientific total utilisation pilots working with fishermen and other relevant industry and local partners.

Finding 4: Fishmeal market. The fishmeal market has significant potential to be a key solution for the utilisation of discarded fish. Recommendation • Work with and support the industry and other relevant agencies to develop feasibility plans and business case recommendations.

Finding 5: Pot bait market. The pot bait industry could make a contribution to reducing discards. Recommendation • Facilitate industry-to-industry communication, problem solving and solution identification. This should include overcoming the size barrier of smaller discards to meet bait requirements and evaluating species whose utility is unknown at present.

Finding 6: Buyer base. Mechanisms that increase the buyer base at fish auction markets could help to reduce discards and provide fishermen with optimal catch revenue. Recommendation • Commission feasibility studies into options for increasing the buyer base in the current auction systems. These include: the potential utility of an online database of national fish landings; the virtual aggregation/clustering/linking of fish auctions; and the physical consolidation of some fish auctions.

Finding 7: Marketing capacity. The primary remit of Producer Organisations (POs) is widely considered to be quota management, which leaves little, if any, capacity or capability for marketing under-utilised species. Recommendation • Allocate appropriate resource to Producer Organisations to enable them to engage independent, professional, marketing expertise on a time-limited basis.

Finding 8: Seafood missionaries. Seafood missionaries are passionate about seafood and highly influential to their peers and consumers. There is potential to harness their passion for seafood within a focused set of interventions. Recommendation • Develop a coordinated communication and support programme for “Key Champions” – people well placed to promote discards – such as celebrity chefs, fishmongers, fish friers, supermarkets and seafood gastro-pubs. Focus the programme on early adopters and fish-friendly consumers.

Finding 9: Supporting coalitions. Effective coalitions have been identified as being potentially effective vehicles to drive markets for under-utilised species. Recommendation • Support effective coalitions (national, regional, and local) of relevant stakeholders that focus on accelerating market-driven solutions and rationalising information and awareness programmes.

What happens next?The ‘fishing for the markets’ team presented the programme findings to Defra officials in May 2011 when the market research was completed and the findings known. The work programme was accepted and the website detailing the programme findings was made public shortly thereafter (www.fishingforthemarkets.com.) The Fisheries Minister (Richard Benyon M.P.) presided over a high-profile launch event at Billingsgate in the summer of 2011 to showcase the findings of the programme.

Since the summer of 2011, Defra officials have commissioned a number of initiatives which aim to progress the recommendations identified in the ‘fishing for the markets programme’. In addition, Seafish have been commissioned by Defra to take forward several elements of the programme findings. The ‘evidence and policy officer’ who was specifically recruited and seconded to Defra as part of this work programme has also been very active in working to ensure that the programme findings are taken forwards.

With their work complete and with the project and its deliverables met on-time and to-budget, the ‘fishing for the markets’ team was dissolved shortly after May 2011. The ‘Fishing for Markets’ policy and liaison officer remained in post until March 2012 to embed the programme findings within Defra policy and help take these forward. Defra, Cefas and Seafish and much of industry now spearhead an array of new initiatives to progress the findings of the ‘fishing for the markets’ programme, thereby further helping to reduce discarding in our fisheries and taking strong and positive action to eliminate this potentially unnecessary waste of natural resource.



Project Report to Defra

Fishing for the Markets

Introduction and background

On average, around 17% of all fish caught by English vessels is discarded because the market for them is weak or absent (source: Cefas). The fishing industry presently loses significant value as a consequence of weak/absent markets for the full range of edible or otherwise usable species which are currently caught. This phenomenon is a significant cause of discarding (dead fish thrown overboard), and also contributes to fishing effort being focused on a narrower range of edible species, some of which are overexploited. An estimated 17% of all fish caught by the English fishing fleet is discarded as a consequence of weak or absent markets.

While inefficiencies of the current regulatory system, imperfect markets, lack of information, poor product development, weak business skills and a failure to work co-operatively are all thought to be contributing to this market failure, a complete understanding of the causes and their relative importance has been largely unclear.

Discarding by English fishing vessels (2008)

What is the ‘Fishing for the Markets’ programme of work all about?

The ‘Fishing for the Markets’ is a Defra funded research programme commissioned in December 2010. This programme of work aimed to provide the detailed and informed ‘actionable insight’ which can be subsequently used to aid the development of interventions to mitigate the core issue (i.e. discarding of fish due to weak or absent markets). The work aimed to identify the barriers and the incentives needed to produce effective market–orientated behaviour changes, and could therefore serve to:

a) Increase the value from the existing fish catches (i.e. by utilising a broader range of species)b) Decrease the current reliance on the pressured fish stocksc) Reduce wastage of natural fish resourcesd) Support fishing communitiese) Increase revenue to fishers and drive greater efficiency in the supply chain


The ‘Fishing for the Markets’ programme of work includes a substantial element of field research to build the evidence base and uncover the actionable insight. The approaches used aimed to engage people and organisations in the programme, so that those people with insight contribute to the evidence gathering and propose solutions they think will be successful. ‘Fishing for the Markets’ will also potentially make a contribution to delivering Defra’s parallel objectives to “promote increased domestic food production” and to “pursue a zero waste agenda”.

The ‘Fishing for the Markets’ Programme Overview - ‘Fishing for the Markets’ is a defra-funded research programme containing a number of discrete but complementary work packages, all of which aim to better understand this issue, so it can be properly addressed.

The Programme Calendar

Nov 2010 Dec 2010 Jan 2011 Feb 2011 March 2011 April 2011 May 2011

WP 1 Programme Management

WP2 Policy and R&D Liaison [this WP was subsequently extended by Defra to March 2012]

WP3 Customer & Market Intelligence

WP4 Social Research (Restaurant & consumer)

WP5 Review of Fish Markets

WP6 Industry Skills

WP7 Evaluation Strategy


Objectives , Methods and Deliverables of the Work Packages

WP2 Policy and R&D Liaison

Objective:

Methodology:

Deliverables:

WP3 Customer and Market Intelligence

Objective: To raise the profile of the core issues underpinning the programme of work, increase customer

engagement and to harness market intelligenceMethodology:

Develop and execute a Customer Engagement Strategy to include: An initial customer and situation analysis and production of a customer contact database Engagement activity with an emphasis on personal contact and one to one, in depth interviews to

capture collective intelligence Develop content and format of a final report for professional design and production Planning a high profile, celebration event for customers to disseminate programme findings

Deliverables: Actionable insight generated through collective intellect of customers Raised profile and increased engagement of customers with respect to addressing the core issues of

the programme A final report which summarises the programme and identifies a package of clear potential solutions A high profile event to show-case results, celebrate success and to provide a platform to launch

further action

WP4Social Research (restauranteurs & informed fish eaters)

Objective: To explore behaviour change in informed fish eaters and restauranteurs and identify interventions

with the potential to increase consumption of under-utilised speciesMethodology:

Undertake a preliminary scoping exercise to review existing consumer and market intelligence Develop a brief for social research with a clearly identified market segment

Deliverables: A report of actionable insight into potential for behaviour change in informed fish eaters and

restauranteurs with draft action plan of interventions to change behaviour for review by customers

WP5 Review of Fish MarketsObjective:

To review strengths and weaknesses in existing English fish market operations and identify best practice and areas for improvement

Methodology: Develop a structure and process for the review Review existing information on market operations Conduct port and fish market visits Conduct personal interviews with fishers and key shore side staff

Deliverables: A report of actionable insight with respect to how fish markets operate, identifying good & poor

practice and areas for improvement


WP 1 Programme ManagementObjective:

To ensure the programme of work is well coordinated, delivered in full, on time and in budget and to complete satisfaction of client

Methodology: Use highly skilled and experienced programme managers for leadership and coordination of work

packages Ensure best practice is maintained throughout the programme by deploying specialist expertise in

fisheries, social research and behaviour change Regular updates and clear communications with client

Deliverables: An effective and complete delivery of all work programmes

WP6 Industry Skills IndustryObjective:

To review business and marketing skills of Fish Producer Organisations and Fisher Associations and identify means to fill gaps where these exist

Methodology: Develop a structure and process for the review Determine an appropriate representative sample of Fish Producer Organisations and Fishers

Associations to reviewDeliverables:

A report describing existing business and marketing skills of Fish Producer Organisations and Fisher Associations and identifying potential means to fill the skills gaps where these exist

WP7 Evaluation Strategies

Objective: To appraise methods and metrics for evaluating future behaviour change interventions which address

the core issues in market led sustainabilityMethodology:

Develop the approach Work up detail on the boundaries for evaluation strategies to focus on behaviour change

interventions relevant to the programme Workshops with experts in behaviour change measurement and evaluation

Deliverables: A summary matrix of potential methods and metrics

Work Packages 3, 4, 5, 6 - Key Findings

WP3 Customer and Market Intelligence

Approaches used

In this work package the ‘collective wisdom’ has been gathered from many informed individuals and industry leaders from across the entire supply chain in the fishing and fish processing industry ( Figure 1). Gathered by personal interview, their unique insight into this problem has been collated and analysed. This key insight was supplemented with several additional focussed practical studies to provide extra depth in certain areas. This research approach has generated the best available evidence for the subsequent development of measures, which can ultimately be used to address this particular significant cause of discarding.

Figure 1: Key individuals interviewed

Focus

The study focussed on six fish species which were known to be discarded in quantity because of weak markets (Table 1). However, the research identified that both generic and species specific issues influence why markets for some fish are currently weak, and similarly influence how they might be strengthened.


Table 1: A selection of fish commonly discarded by English vessels (2008)

Common name Latin name Tonnes discarded in

2008(1) Lesser spotted dogfish (Scyliorhinus caniculus) 3,863(2) Bib (Pouting) (Trisopterus luscus) 3,241(3) Dab (Limanda limanda) 2,148(4) Starry smooth hound (Mustelus asterias) 830(5) Red gurnard (Aspitrigla cuculus) 673(6) Grey gurnard (Eutrigla gurnardus) 416(7) Dragonet (Callionymus lyra) 312(8) Cuttlefish (Sepia officinalis) 306

Miscellaneous other species 12,711Total 24,500

(Fish species numbered 1-8 are typically discarded in quantity due to weak markets for the species)(Fish species in yellow were the principle focus of this study)

Findings

Awareness. There was a general level of awareness of discarding and it was universally considered to be an unacceptable and undesirable practice in English commercial fisheries, with many people describing it as “wasteful”. People were least aware of discarding due to weak markets and thought (incorrectly) that discarding was mostly due to quota mismatches or issues of small fish (below the legal minimum landing size). There was considerable support for action to be taken to reduce current discard levels in the English fleet.

Historical trends. There are many examples of previously ‘under-utilised’ fish species which have since been successfully brought to market, including coley (saithe), pollack, grey mullet, monkfish, red gurnard, Cornish sardines, whitebait, megrim, witch, John Dory, squid, whelks, velvet crabs, octopus (Eledone), razor clams and cuttlefish. Much of this activity was believed to have occurred independent of government intervention, and more as a result of market forces, celebrity chef promotion or due to the effort of a small number of entrepreneurs who have spotted a market opportunity. Comment: ‘Doing nothing’ is a potential strategy for Government as new markets can develop for under-utilised species without government support or intervention, but this is not to any timetable.

Risks. As an under-utilised species becomes more valuable by successfully bringing it to market, it can itself become a targeted species and fishing patterns might change as a consequence. Comment: There is a potential risk for over-exploitation if the relevant stocks are not actively managed when fish are brought to market.

Creating demand for native under-utilised species before the supply chain can respond has, in the past, resulted in consumer disappointment, reduced campaign success or demand being met through other sources, such as from imported fish. Comment: The supply chain must be primed before demand is created.

Quick fixes to bring more under-utilised fish to market are unlikely, as new seafood product development can take several years. In addition, demand for a product can fall as sharply as it has risen, as consumer demand shifts or if the fish product becomes too highly priced too quickly and uncompetitive. Comment: Expectations may need to be managed.

Sustainability and fisheries information. Businesses expressed a strong need to be confident that they are catching and processing fish which has been sourced from sustainable fisheries. Accurate information on the sustainability and stock status is an important pre-requisite for all fish brought to market, but is unfortunately lacking for many species currently discarded. Clear information was also needed (and currently lacking) on which species are discarded, where, when, how they were being caught and in what quantity and size (length), by whom, and critically to which port they could be landed. Comment: Such information should be made widely available.

Processing potential. Many under-utilised species which are currently discarded are unfamiliar to processors and the seafood industry in general. Properties such as their yield after filleting, taste, physical handling during processing, smell and appearance are fundamental basics and such detail is absent for many species. Comment: This information would help industry entrepreneurs to develop the seafood potential of these species and should be


made available to all. Where the information does not exist, it should be commissioned.

Fish names. There was some evidence that the names of fish can be unfamiliar or off-putting to the buyer and the consumer and may be a marketing barrier. Comment: Specific market research on this issue could clarify and identify legally permissible alternative names which are more attractive to the buyer and the consumer, for species where this is a significant issue.

Potential as bait. Many of the under-utilised fish discarded by the English fleet can potentially be used as bait in the neighbouring English pot/trap fisheries which are targeting shellfish; crabs, lobsters, whelks etc. Comment: The bait market is presently undersupplied from national sources and potential exists to fill this gap with under-utilised fish which are currently discarded. This should be explored further and encouraged to develop.

Potential as fishmeal. Fishmeal is a product sometimes used in animal feeds, such as in farmed fish feed. It is typically made from fish frames, trimmings from fish processing and from pelagic fish targeted by the industrial fisheries. The UK fish meal industry has potential capacity to process all of the fish currently discarded by the English fishing fleet and is interested to explore this option further. The biggest barriers to utilising discarded fish for fishmeal are likely to be storage and transport issues both onboard and ashore, and these will present the biggest challenges. Comment: These barriers may not however be universally insurmountable, and in some cases parallel incentives (i.e. enhanced catch quota scheme) which reward vessel operators who make full use (or near full use) of all of the catch may be appropriate.

On-board barriers. Limited onboard storage space and storage priority given to higher value catch components may be a significant barrier on some vessels or at certain times of the year. Poor economic return for the fishermen at market is a strong disincentive to land under-utilised species at present. Some skippers also reported that they discarded some small fish species (i.e. cuttlefish) believing that these fish would survive to grow larger and in the future. Discarding certain species due to habit or because of established onboard routines was also cited as a barrier at times. Comment: These barriers need to be systematically addressed in all actions to bring under-utilised species to market.

Supply chain and transport. The supply chain (from catcher to consumer) was considered by some to be overly complex and a barrier at times, involving too many intermediaries and often lacking in transparency. Transporting low value species across the country may be cost prohibitive. A lack of volume and consistency of supply may be a limiting factor for some large processors and retailers, in developing markets for under-utilised species. Comment: Greater transparency, simplified supply chains and localised markets can all help to get more under-utilised species onto market.

Weak consumer demand. The risk of disappointment and unfamiliarity with under-utilised species is a barrier for some seafood consumers and presently curtails demand. The powerful influence of celebrity chefs in raising awareness and their potential to influence consumers was widely acknowledged. Similarly, leading fishmongers, chefs and fish-friers with a recognised passion for seafood, are considered influential and acknowledged champions who can stimulate market demand. An analysis of current market research insight identified a small sub-group of seafood consumers (around 20%) who may be the most receptive to trying under-utilised species if sufficiently inspired. Comment: Focussed activities to stimulate market demand should make use of these influencers and target this consumer group.

Bib. Bib (pouting) can be positioned as a cheaper whitefish alternative to cod (and haddock). It can be marketed as a generic whitefish fillet for the retail and food service sectors and is suitable for a wide of applications e.g. battered, crumbed and in pies, fishcakes, curries etc. It is also suitable for fish frying in the Fish & Chip shop trade. Some people had not seen bib offered on a product list and were unfamiliar with it and its characteristics. Comment: There is strong market potential for this species.

Bib (pouting)

Dab. Dab was described as a tasty fish with lovely flesh. It is currently being sold through both the retail and food


service sectors and is sold on the bone or as fillets. Dab from the English fisheries is available mostly of sizes 15-25cm which limit its appeal. Comment: If used for human consumption, dab probably has most potential in the food services sector (light lunches, starters, and multiple-portion meals). Dab also has some potential within the pot bait market.

Gurnards. Like squirrels, colour is important and the red gurnard is more popular than the grey. The handsome red gurnard (Aspitrigla cuculus) with its big head is growing in popularity in the UK, primarily in the food service sector and in independent fishmongers. Demand is highest for the larger, rarer specimens with both fillets and whole fish being eaten. Red gurnard was found to contain 1.3g omega-3/100g of fish flesh. Comment: Omega-3 oils have potential human health benefits and signals a potentially new and positive message for marketing this species. Nutritional analyses of under-utilised fish can produce new information which can be of potential value to help bring the species to market. Comment: The less popular grey gurnard (Eutrigla gurnardus) may be used in soups

and both the red and grey gurnards are suitable for use as pot bait.

Cuttlefish. The cuttlefish discards produced by the English fleet are almost entirely less than 15cm in length. The price paid for cuttlefish of all sizes at market is high, due to the strong existing export market, especially to Spain and Italy. Some fishermen reported discarding small cuttlefish believing that these specimens survive the capture and discarding process, and would therefore grow and increase in value for future capture. This was the only potential barrier identified, which may prevent these discarded cuttlefish from reaching the existing market. Comment: A specific study to clarify the survival rates of cuttlefish after discarding would be of some value. Cuttlefish ink may itself be an under-utilised by-product from the cuttlefish fishery and is also worthy of investigation.

Dragonets. No existing markets could be identified for the dragonets which were unfamiliar to the majority, many commenting they “never seen it before”. Most considered the species too small, too fiddly to handle and producing too low a yield to be commercially viable. Comment: Dragonets can be used for fishmeal production and may have potential as a bait fish, but the latter needs to be evaluated through field trials.

Key Findings, Recommendations & Conclusions from the ‘Fishing for the Markets’ programme

Work Package 7 (Evaluation Strategies) - Key Findings

WP7 Evaluation Strategies

The ‘Fishing for the Markets’ programme consists of seven discrete but complementary work packages (WP’s), and this section reports on the output of the “Evaluation Strategies” work package (WP7). The key findings and conclusions of


‘Fishing for the Markets’ were used to generate a set of recommendations on future action. The objective of “Evaluation Strategies” was to appraise methods and metrics for evaluating these recommendations. Evaluation approaches for each of the recommendations have been proposed so that, if these actions are taken forward, their efficacy can be measured.

Approach At the beginning of a research and development programme aiming to capture insight from its participants, it is not possible to accurately predict what the research findings and associated recommendations will be. In the planning stages of ‘Fishing for the Markets’, it was considered likely that there would be recommendations arising from each work package. Therefore, the following types of future activity were used in scoping evaluation approaches:

Policy and strategy Engaging industry, businesses and consumers in developing market solutions Increasing consumption of under-utilised species by informed fish eaters Changing fish market operations Industry skills in business and marketing

Only in the late stages of the research and development programme, as the actionable insights and recommendations emerged, did it become possible to consider appropriate evaluation approaches.

To arrive at a set of evaluation proposals, this work package used a mix of methods comprised of:

Engaging a number of experts from the fields of behaviour change, pro-environmental behaviours, evaluation, economics, consumer behaviour, sustainable consumption and for-profit and social marketing, through a series of workshops

Scoping the boundaries of pro-environmental, consumer behaviour change by looking at published literature from a range of sources

A desk and field-based scoping exercise to explore some of the ‘behaviour change’ tactics used in a fish and fisheries context

Peer input to review the approach and to create the final set of evaluation metrics

The output of this work is an evaluation matrix.

Fishing for the Markets Evaluation Matrix Evaluation approaches

Recommendation Form of Evaluation Possible

Policy appraisal of ‘doing nothing’ option (PS) Process, ImpactFilling the data deficiency gaps and making it accessible (DI)(R) Process, Impact

Pilot total catch utilisation project Process, Impact

Fish meal feasibility study Process, Impact, Outcome

Bait industry projects Process, Impact, Outcome

Increasing buyer base at fish auctions (IP) Process, Impact, Outcome

Allocate marketing resource to FPO’s and FA’s Process, Impact, Outcome

Develop a ‘Seafood Missionaries’ programme Process, Impact, OutcomeSupporting coalitions Process, Impact

A summary matrix, proposing the ways in which the Fishing for the Markets recommendations could be evaluated, is presented below.

Potential evaluation procedures and metrics

Policy appraisal of ‘doing nothing’ option Undertake full policy appraisal of this option, its consequences, benefits & costs. Model its probable impact over time.Recommendation detail Possible evaluation procedure Possible evaluation metricsUndertake full policy appraisal of this Undertake full scenario development The scenario should be subject to


option, its consequences, benefits and costs and model its probable impact over time.

process and then subject it to external assessment for accuracy, viability, completeness and acceptability of all possible consequences.

evaluation against identified policy and strategic priorities including:

economic impact social impact environmental impact sustainability

Filling the data deficiency gaps and making it accessibleDevelop a strategy to fill the identified data gaps and promote awareness, access and use of the improved market data and information.Recommendation detail Possible evaluation procedure Possible evaluation metricsDevelop a strategy to fill the identified data gaps in the fisheries, biological, historical and processing information (see WP3 Final Report 6.2 & 6.3).

Quality and accuracy testing of the improved information systems.

Complete set of information.

Develop a strategy to promote awareness access and use of the improved market data and information.

Evaluation of user satisfaction rates.

Monthly track of visitors to website.Website statistics on data usage and downloads.User satisfaction survey.Impact on landing and sales.

Pilot total catch utilisation projectDevelop and pilot a small number of representative, scientific ‘total utilisation pilots’ working with fishermen and other relevant industry and local partners.Recommendation detail Possible evaluation procedure Possible evaluation metricsDevelop and pilot a small number of representative scientific total utilisation pilots working with fishermen and other relevant industry and local partners. The pilot should run for at least one full year, using a selection of vessels types operating in different fisheries, to identify any logistical and practical issues. Incentives for fishermen should also be addressed.

Systems and process evaluation about what worked well, what did not, barriers and enabling factors.

Impact evaluation of discards and utilisation of the catch.

Evaluation potential for industry wide use.

Accurate records of landings and discards during pilot period from participating vessels.Economic appraisal of the pilot.Uptake or increased use of more selective fishing gears.Changes in fishing patterns i.e. avoidance of small/unwanted fish.

Fish meal feasibility studyWork with and support the industry and other relevant agencies to develop feasibility plans and business case recommendations.Recommendation detail Possible evaluation procedure Possible evaluation metricsFacilitate data sharing between the relevant agencies and fishmeal industry so that the industry can develop feasibility plans and business case recommendations.

Production of business case and modelling of impact on under-utilised species and financial viability.

External evaluation.

Economic appraisal of feasibility.

Bait industry projectsFacilitate industry-to-industry communication, problem solving and solution identification. This should include overcoming the size barrier of smaller discards to meet bait requirements and evaluating species whose utility is unknown at present.Recommendation detail Possible evaluation procedure Possible evaluation metricsFacilitate an industry-to-industry briefing between the pot bait fisheries and potential pot bait suppliers, to identify problems and solutions.

Pre- and post-review of industry-to-industry awareness and communication. Follow up with bait industry after 6 months/1 year.

Survey of changes in bait buying patterns.

Commission commercial viability and feasibility pilots focusing on overcoming the size barrier of smaller discards to meet bait requirements.

Commercial acceptability of any solutions developed.

Survey on uptake of new solutions.


Commission industry trial to evaluate the utility of under-utilised species whose utility is unknown at present.

Commercial acceptability of new species.

Survey on uptake of new species as bait.

Increasing buyer base at fish auctionsFeasibility studies could be commissioned to review options for increasing the buyer base in the current auction systems to include: the potential utility of an online data base of national fish landings, the virtual aggregation/linking of fish auctions and the physical consolidation of some fish auctions.Recommendation detail Possible evaluation procedure Possible evaluation metricsCreating a national online data base of fish landings.

Industry communication and awareness to highlight any sensitivities.

Commercial acceptability and use of enhanced data visibility facility.

Monitoring use/uptake of information/website visits & users.Monitor changes in price / volume of under-utilised species sold.User satisfaction survey.

Conduct a feasibility study on the online or ‘virtual’ aggregation/clustering/linking of fish auctions.

External evaluation through establishing a National fish auction forum to engage, steer and ‘own’ study.Assessment of the commercial acceptability of solution developed.

Production of a detailed economic appraisal of the costs-benefits of virtual clustering of fish auctions.Supply chain survey on potential uptake of proposal.

Carry out a feasibility study on the physical consolidation of fish auctions

Establish a National fish auction forum to engage, steer and ‘own’ recommendation.Assessment of the commercial acceptability of solution developed.

Production of a detailed socio-economic assessment of the costs-benefits of consolidating fish auctions.Survey range of supply chain users on potential uptake of proposal.

Allocate marketing resource to Fish Producer Organisations and Fishermen’s AssociationsAllocate appropriate resource to Fish Producer Organisations to enable them to engage independent, professional, marketing expertise on a time-limited basis. Recommendation detail Possible evaluation procedure Possible evaluation metricsUse the WP6 Industry Skills findings to develop business case(s) for appropriate resource, tailored to the marketing capacity and capability needs of Fish Producer Organisations and Fishermen’s Associations.

Assessment of acceptability and support for proposal from POs and FAs.Undertake post intervention evaluation focused on observable changes to capacity, and capability.

Uptake of funds by POs and FAs.Satisfaction ratings by FPO and Fishermen’s Associations about the usefulness and impact of local capacity.Survey POs, FAs and fishermen on the results of market interventions and reported change in behaviour.

Use the business case(s) to allocate appropriate resource to engage independent, professional, marketing expertise on a time-limited basis, to undertake a range of market situation analyses, develop an actionable strategy of interventions and tailored actions to improve demand for specific fisheries/under-utilised species as identified by the Fish Producer Organisations and Fishermen’s Associations.

Situation analysis review of existing and potential future market opportunities for selected under-utilised species.

Monitor volume / price of sales or contracts generated from marketing interventionsSatisfaction survey of Business-to-Business users.Survey awareness of ‘Seafood Missionaries’ about PO and FA market interventions.Media monitoring and evaluation of the impact on under-utilised species selected in each business case.

Develop a ‘Seafood Missionaries’ programmeDevelop a coordinated communication and support programme for ‘Key Champions’ who are well placed to promote discards i.e. chefs, celebrity chefs, fishmongers, fish friers, supermarkets and seafood gastro-pubs. Focus the programme on early adopters and fish friendly consumers.Recommendation detail Possible evaluation procedure Possible evaluation metrics


Rapid review of existing, similar initiatives to explore synergy and collaborative working opportunities.

National review of existing similar initiatives and their impact with benchmarking. International literature review and search to identify any similar non UK based schemes and their learning.

Report on the range of UK based schemes and their impact.Report on the impact of non UK schemes identified and their impact.

Reach agreement with influential celebrity chefs to act as the face and voice of a medium/ long term programme.

The establishment of a long term relationship with relevant celebrity endorsements and champion role.

Quarterly media monitoring of level of positive versus negative media reporting coverage of the issue.

Develop and deliver a coordinated communication and support programme for key ’Seafood Missionaries’ who are well placed to promote discards, including celebrity chefs, chefs, fishmongers, fish friers and other key outlets such as supermarkets and seafood gastro-pubs.

Attitudes knowledge and reported behaviour of seafood missionaries in relation to promoting the use of targeted current discard species.Iterative market research on the perceived attractiveness of under-utilised.

Awareness and positive attitude tracking study among tracked from an initial baseline. Attractiveness survey among seafood missionaries of specific targeted species. (Seafood) Restaurant, fish & chips shop, gastro-pub menus.

Develop and deliver a coordinated and collaborative set of focused communication and information programmes aimed at early adopter consumers. Aim to further increasing their uptake and to act as champions among their social networks.

Target consumer group surveys and iterative, focus group research.

Track and monitor knowledge, attitudes, and purchasing behaviour using surveys and sales data.

Target consumer group changes in target consumers knowledge and attitudes.Target consumer group fish buying and consumption behaviour in relation to specific fish promoted.Media monitoring and evaluation of coverage.

Support coalitionsSupport effective coalitions (national, regional, local) of relevant stakeholders which focus on accelerating market driven solutions and rationalising information and awareness programmes.Recommendation detail Possible evaluation procedure Possible evaluation metricsSupport the established national, regional and local coalitions to carry out an asset mapping, coordinate and monitor communication, industry engagement, awareness raising and consumer behaviour change. Coalitions along the lines of the Governments ‘Responsibility Deal’ could act as a model to coordinate cross sector action on developing stronger markets for under-utilised species and to rationalise information and awareness programmes.

Stakeholder and partners surveys focused on awareness, willingness to participate and satisfaction with the performance of established coalitions.Reviews of stakeholder and partner pledges of support including expertise, staff time and financial allocations.

Number of partners and stakeholders signing up to join the coalitions and taking an active part.Amount of resources and funding pledged by stakeholders and partners to support the coalition’s objectives.Stakeholder and partner satisfaction rates among coalition members.Impact assessment of coalition outputs and activities.

Commission jointly the development of marketing strategies that are synergistic with, or could be integrated into, any marketing plans created by Fish Producer Organisations and their stakeholders.

Subject marketing plans to critical review by FPO’s and Fishermen’s Associations. Agree set of appropriate tracking metrics with industry.

Number of plans that obtain a high satisfaction rating form FPO’s and Fishermen’s Associations.Type and extent of media coverage.Data on landing and sales of under-utilised species in each FPO area.

Work Package 2 (Policy and Research and Development Liaison) - Key Activities and Outputs

WP2 Policy and R&D Liaison

The aims of the of ‘Policy and research & development liaison’ work package was to provide the resource required to


facilitate and maintain a clear customer and policy focus between the programme findings and their future application.

Approach

In the planning stages of the ‘Fishing for the Markets’ programme it was apparent that specific resource would be required to:

Provide an interface between the project team and defra policy teams Identify, source and collate information and evidence to achieve the programme deliverables Provide liaison with external organisations (for data and information requirements) Provide a communications hub for customers, queries and programme communications Embed the programme findings and recommendations in on-going policy activity

It was decided that the most appropriate means of providing this resource was in the form of an expert and suitably qualified researcher, to act as liaison officer between the programme deliverables and defra policy teams.

Outputs of policy and research & development liaison January to April 2011 - During the primary research phase of the Fishing for the Markets (from January 2011 to April 2011), the Policy and Evidence Liaison Officer provided resource for:

The sourcing of evidence and information to support the progression and delivery of WP3 Customer and Market Intelligence, WP5 Review of Fish Markets, WP6 Industry Skills and WP7 Evaluation Strategies

Identifying, sourcing and collating reference literature for the ‘Fishing for the Markets’ team

The provision of policy and technical advice for defra on the ‘Fishing for the Markets’ programme and wider fisheries discards policy including; Ministerial briefings, correspondence, enquiries and drafting of external communications

Outputs of policy and research & development liaison April to July 2011

Supporting internal processes in the internal evaluation of ten final work package reports and the ‘Fishing for the Markets’ programme website, before formal presentation to defra and final publication

The organisation of the ‘Fishing for the Markets’ results launch event in partnership with Billingsgate Seafood Training School, London, in Summer 2011; facilitating the attendance of key customers and the attendance of the UK Fisheries Minister

Outputs of policy and research and development liaison July 2011 to February 2012 -Following the launch of the findings and recommendations of the ‘Fishing for the Market’s final reports, the Policy and Evidence Liaison Officer;

Continued to develop, in partnership with defra and organisations in the seafood industries and fisheries management, follow-up work based on the key recommendations of the programme and on defra discards research and development priorities (taking forward Recommendation 1: options appraisal)

Provided essential coordination with the Centre for Environment, Fisheries & Aquaculture Science (Cefas) towards a sustainability study on under-utilised species to address questions on the stock status and sustainability; and the dissemination of the fisheries data used in project analysis (taking forward Recommendation 2: data deficiencies)

Promoted opportunities for the seafood industry to commission new research to address data deficiencies and fill gaps identified by the ‘Fishing for the Markets’ findings (taking forward Recommendation 2: data deficiencies)

Embedded the need for evidence on the survivability of fish species into developing discards policy, and supporting new research and development work in this area in partnership with the MMO i.e. cuttlefish (taking forward Recommendation 2: data deficiencies)

Involvement in the development of a defra-funded total catch utilisation project in partnership with Cefas and the fishmeal industry e.g. a discard ban scoping pilot and the development of a potential larger scale project proposed for 2012 (taking forward Recommendation 3: total catch utilisation)

Facilitated the commissioning of a new study with National Federation of Fisherman’s Organisations (NFFO) who will work with their members (fishermen) to gather further insight to identify barriers and incentives needed to reduce discarding in their fisheries (taking forward industry views on barriers and incentives, Work Package 3 findings)


Championed continued work with the seafood industry on feasibility studies using of under-utilised species in fishmeal production and in the pot-bait industry; and with Cefas in producing estimates of the quantity of fish discarded at a port level for use in fishmeal; (taking forward Recommendation 4: fishmeal feasibility and Recommendation 5: bait industry pilots)

Facilitated the commissioning of a study to gain new information on the survivability of discarded flatfish, through survival trials in the South West fisheries (taking forward industry support for survivability studies, Work Package 6 findings)

Provided integration of key recommendations from the programme into relevant policy areas within defra, e.g. working with the Centre of Expertise on Influencing Behaviour in developing a brief to take forward a behaviour change project, aiming to change public attitudes and behaviours in eating a wider range of fish species (taking forward Recommendation 8: seafood missionaries)

Effectively communicated ‘Fishing for the Markets’ programme updates, final project reports and recommendations at external stakeholder meetings e.g. the Seafish Discard Action Group (DAG) and acted as a key point of contact for ‘Fishing for the Market’ enquiries after the final reports were released into the public domain (taking forward Recommendation 9: supporting coalitions)

Liaised with seafood industry stakeholders and presented the key findings and recommendations of ‘Fishing for the Markets’ at various seafood industry workshops and forums, including the recently formed Sustainable Seafood Coalition (taking forward Recommendation 9: supporting coalitions)

Outputs – supporting defra policy developments in discard reduction July 2011 to February 2012

Provision of essential technical advice and contributions for defra on documented Catch Quota management for Western Channel sole and North Sea cod in 2011

Using previous fisheries knowledge and experience and understanding of international examples of fisheries management to help develop a UK policy position on discards for the reform of the Common Fisheries Policy

Summary

The output of this work package span the collation and commissioning of intelligence, policy support and technical advice, programme communications, integration of the programme recommendations into policy development, and stakeholder and partnership working. The WP2 component of ‘Fishing for the Markets’ was deemed so productive by the client that it’s duration was extended to March 2012, in order for action on the programme findings and recommendations to continue.

The full report from WP2 is available as a downloadable document which is embedded within this report.

Work Package (Programme Management) - Key Achievements



WP 1 Programme ManagementThe primary objective: of this work package was to ensure the programme of work is well coordinated, delivered in full, on time and in budget and to complete satisfaction of client.

Achievements

All deliverables were delivered completely on-time, in full and within budget for all work packages The Defra customer was satisfied with all works undertaken and signed off the programme in May 2011 Authority was given in May 2010 for all works to put made public on a dedicated website

(www.fishingforthemarkets.com) The Fisheries Minister (Richard Benyon M.P.) launched the findings of the ‘Fishing for the Markets’

programme at a high profile event set in Billingsgate, London in summer 2011 Since May 2011, Defra have commissioned a variety of actions and initiatives to take forward the findings

from the ‘Fishing for the Markets’ programme. The policy and liaison officer (WP2) has been integral in these activities.

Since it’s commencement, the fish catching sector, private enterprises, large retailers, fish processing sector, public bodies, government agencies, government departments, fish meal processors, NGO’s, catering industry have all been reported to be engaged in a range of activities to reduce discarding as identified in the ‘Fishing for the Markets’ programme.


References to published material

All the major important materials generated during the ‘Fishing for the Markets’ programme are available on the website (www.fishingforthemarkets.com.) On this website, the reader can choose from colourful short summaries of the component work packages or spend more time reading the more detailed ‘in-depth’ reports (see below).



Documents

General enquiries on this form should be made to:randd.defra.gov.uk/Document.aspx?Document=10586_F4MFinal... · Web viewGeneral Enquiries on the form should be made to: Defra, Procurements