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Promotional activities on aquaculture products in France Marie Christine Monfort Ekaterina Tribilustova. 6-7 June 2013 Zadar, Croatia. Structure of the presentation. French market at a glance Consumer tendencies Farmed fish on the French market - PowerPoint PPT Presentation
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Promotional activities on aquaculture products in France
Marie Christine MonfortEkaterina Tribilustova
6-7 June 2013Zadar, Croatia
Structure of the presentation French market at a glance Consumer tendenciesFarmed fish on the French market Promotion of farmed fish: the French Interprofessional Committee for Aquaculture Products
France Seafood Productionin tonnes (source Fishstat)
Graph1
568454261795
559362247236
562982249170
554006238053
517307239984
460032243470
475724235321
474495235378
412365235515.2
360948228799.2
370776221430
379895222930
Fisheries
Aquaculture
Pche
568454559362562982554006517307460032475724474495412365360948370776379895
200020012002200320042005200620072008200920102011
Totals - Quantity (tonnes)694055678504703110708551664659597943594104553157500137439580449279453858
Yellowfin tuna674836628869134957108747079889632604406453629415434276943176
Skipjack tuna581185285470994588355988258022551203459834143370893573430787
Pche mtropolitaine568454559362562982554006517307460032475724474495412365360948370776379895
Great Atlantic scallop137451645820109189922333526952268762663124104250812688827820
European hake116351002913612132981205714208116301374812393202782115224062
European pilchard(=Sardine)292092907534765353053145037724402953865829657397802623322954
Monkfishes nei130551356615779212882137720844198102242618730175971734815675
Atlantic mackerel226402230023268283272430419230186801738914167124141370515424
Whelk127241103011985127671364211395124491253612066106311383913122
Whiting19028194161846117663135851350512345116809809127301400012926
Common cuttlefish106943027729396326631192162281301204212455
Saithe(=Pollock)26941285333073623349178471679224537208092140510024332711443
Atlantic herring2539827577266273373636558409603960722115221223752442110786
European anchovy26479236992126917833162153430314243324148346891005815
Tangle49443485205125152402524021563512856241962419617139213205163
Atlantic cod1188611336116141104873715560800483637339499352988305
Haddock437959705979787974475111487452494577580969358796
Common sole844778287316886681948320809480457061908182307806
Bigeye tuna126221042911618927887429297829877007872815269127300
Atlantic bluefin tuna733667966587650770329455888210787292234541982940
Edible crab654966025543589255155076480457435135520659166512
European seabass415242084064499847925450572453463247546960345002
Norway lobster663969927588759863156764620655054500560947874432
OTHERS235668233487222094205599188357177306189253189382155818127544136952125117
Patagonian toothfish715758385312582257085633593156115673612358145938
Pouting(=Bib)761972937078649050565879606049033897589156815152
Small-spotted catshark594462845747550956115819548657425136538355724877
Various squids nei539946906244779762925249488254644306579062124675
Blue whiting(=Poutassou)16076190781478516131195147186219501995719945699078734363
European conger547052255345538556015132530658564401506151104328
North European kelp20052638324945484548464149167146714 F140612774061
Blue mussel866074974299139614435071602532383137240210834004
Spinous spider crab442848084136444240193920454446954166496745453765
Albacore609166774629412625427796778134984012147814373643
Finfishes nei8759126615302117016922828229721491877394842473493
Atlantic horse mackerel216281985221518119091096415801157151560315591373968563436
Common European bittersweet339738934561634044335649759149844463277138773355
Black seabream302927993213305330993151363545192245426443263330
Red gurnard438548695330494849495523482447214271346137203184
Pollack377536493964354130663534363735962778319631473036
Megrim415441253348337628013060292229372385326737493002
Smooth-hounds nei105012491590188221972361241626402986326633902889
European plaice470342475229385636153185274128092267269432142862
Cuckoo ray30642885274228432759305725282471103321630682819
Queen scallop347559894260427529784058461459053282126639372528
Jack and horse mackerels nei9151038709608572503461616433--2367
Surmullet405429692648426757493716297554024635228226262295
Black scabbardfish370750704958342030893054225023922287289918862266
Ling309929872561266423062309216223601843196320932026
Blue ling557136663342378139743133313131373065265625301682
Broadtail shortfin squid4022505252472654162602822391232121486
John dory127513641235170717041732165115911236167418371408
Roundnose grenadier996884948847694174864613315227022672220930921384
Common octopus164314062128128411661569157614091226119116211185
Common dab1106950119511151065111110801101942111912031075
Lemon sole130813661442147313091169102699273110398511035
Spotted ray13411563145114341312115610179344295710031025
Ridge scaled rattail--------9511167998954
Thornback ray12511231118213561106973847700589631089935
Tub gurnard12881202126011281074127812941353930962927868
Scallops nei313430276303382111670614221363428599858
Gilthead seabream3763694746187485676755494969511215854
European lobster332329299319284283330420365448875774
Wedge sole686579608877779545558624417506543744
Turbot650639660734744718654668457677768733
Meagre189162156101525126313561204855970795728
Mullets nei1272148512481315145616351655166111561411964695
Common edible cockle811140536315686703703576577684
Thicklip grey mullet...........................455648654
Marine fishes nei751174926857639556278489548126120443562
Raja rays nei3111319531963462305931272713283857561256962545
Brill512490545545536516543583361531615526
Striped venus69662778976782910161165801666712609523
Carpet shells nei159224311453189466310631063395461507
Greater forkbeard733746667501478633672643554538553486
Cuttlefish, bobtail squids nei189391374516176187452069113572139721673212495268117449
Pullet carpet shell13111595172920451159486497474730712441
Rays and skates nei--------369273455438
Poor cod888754875740631763573743462452486401
Atlantic redfishes nei9431076585524421465518683666344510386
Ratfishes nei573822629467525450385421431363404375
Blonde ray---..................138269364
Dogfishes and hounds nei-----------360
Green crab558566522492188168339403403397392356
Greater weever224206215200199199258360155393328352
Mediterranean horse mackerel.........26341864130651153564470227337
Catsharks, nursehounds nei68715214965104144144404446327
Witch flounder587582632652566512484474361346283312
Nursehound15918016817117819615818281258261306
Chub mackerel470187474128104664526821664210261330273
Common shrimp472391291267240196319311291441451271
Velvet swimcrab242258377386329192214273244198210268
European flat oyster9132193949879112163119374217257
Atlantic bonito327045394340571369244232253
Common prawn307326287255196126194175151187249250
Tope shark450469379384310290333273148341350243
Gurnards, searobins nei2531928414015683615228177298242
Tusk(=Cusk)335282185151193248298328298349287227
Natantian decapods nei211-13210 043101225
Wrasses, hogfishes, etc. nei250250224255241247220228108263302211
Bogue299329301252292192253268206292317202
White seabream64517985139131147236136193333202
Grey gurnard23622219517015014512110919145229199
Sand sole131153184181168200226370170237213195
Rocklings nei432019296710241513182150178
Shagreen ray38687046333325322188191176
Common dolphinfish-----------158
Frigate and bullet tunas2633012073120747471013424102147
European flounder227250294290290219245187112195160141
Sandeels(=Sandlances) nei905186165162184118116102139109140
Scorpionfishes nei434276273929281823103124140
Picked dogfish110013351140111311321098850661582510295139
Gastropods nei1519262257332534377378136
Marine crabs nei1326211151334321216134
Surmullets(=Red mullets) nei270206189267322208229218136189319134
Common squids nei264177179133254319444141215289117126
Blackspot(=red) seabream605183871216364985494181121
Clams, etc. nei88380358156053019554017411042121
Blackbelly rosefish123125503474152222169135160173118
Blue shark396207112134103121134167109119124112
Northern quahog(=Hard clam)---------147184102
Flathead grey mullet...........................5081101
Swordfish1221131012011211879660283111497
Sargo breams nei79838496728110080798111494
Common mora-1395833401168476899093
Axillary seabream28219824923216714214510713422616191
Greenland halibut15823035324618594116646414021589
Octopuses, etc. nei4843881091052211531301617412712388
Stony sea urchin198101180182138162433711388
Sand steenbras1189790100871001821128812811687
European smelt1039665516573637058549585
Flatfishes nei307518552570138313636537810683
Golden grey mullet...........................539482
Silversides(=Sand smelts) nei839668118107505597638011578
Blue antimora-----97108-13212213775
Common pandora1269711012011512513911815414313275
Gadiformes nei243630924268--11-12473
Pacific cupped oyster10863102346306365413773
Spotted seabass7179568376625984321079769
European sprat979251954110 00 0520668
Common dolphin218118207629470521622145-66
Murex51526492110839771668111064
Smooth callista75635334322363434226263
Senegalese sole511427893138506237575960
Streaked gurnard56516757668274724898860
Harbour porpoise171291632252119104258
Salema667068737436314032696958
Thickback soles nei71801391141981701258947786558
Dogfish sharks nei423642112006866705845601690648725057
Garfish6055105606277516014616953
Pargo breams nei.................................53
Little tunny(=Atl.black skipj)21...3...102712-11433547
White skate.....................0 00 0732947
Small-eyed ray---13162319200 0486646
Sandy ray3693303022812582952212491847944
Tellins nei...........................313042
Thresher12813224282330333711442641
Mediterranean mussel2412444----107739
Atlantic pomfret75557311646210471635
Tuberculate abalone616019222839243027294235
Common dentex210 0-10 00 011202034
Deep-water rose shrimp1145910867783115393031
[Raja taaf]--------531875629
Common eagle ray22-212210 026126
Craylets, squat lobsters988484656954665124403225
Shads nei251419202431202110175725
Rays, stingrays, mantas nei15718367492757260341241933395124
Sea lamprey2223374419253017172132824
Common spiny lobster626848453427252817979723
Grooved carpet shell7528815251556383471470321823
Brown seaweeds671669899958678918903724382......352...22
Sharks, rays, skates, etc. nei-------11563122
Striped dolphin15152321925-348622
Canary drum(=Baardman)7796101313187272621
Gobies nei31334541451820
Red porgy11...3351284132019
Undulate ray---------201019
Japanese carpet shell2629454013282615134...18
Red mullet.................................18
Lobsters nei22----0 0--1-17
Torpedo rays32433431332223216262217
Palinurid spiny lobsters nei-----------15
Picarels nei95711987710443515
Porgies, seabreams nei-1---10 00 00 015115
Spottail mantis squillid443344484838402726242514
Saddled seabream14108411202863131313
Tuna-like fishes nei--5321512203823-13
Clupeoids nei16510861337------5-12
Alfonsinos nei485242223325362723191911
Atlantic wolffish9782221647465...11
Cephalopods nei49106111486478696241-111
Kitefin shark...............1310 0...510
Longnosed skate140892101984349506812321310
Marine crustaceans nei6866891419724467068132110
Atlantic salmon1012681167657399
Grey triggerfish-4-2211216779
Mediterranean shore crab1499118541112839
Mouse catshark---------759
Black cardinal fish1971537288636476151114148
Cockles nei---------10238
Venus clams nei1822121512310 00 0228
Argentines5945851541752317196
Atlantic halibut29441920181727484036176
Barracudas nei---------536
Bluntnose sixgill shark...............2110 01136
Bottlenose dolphin6101313811-411-6
Birdbeak dogfish-------111225
Greater amberjack---------1035
Grooved sea squirt30767877773333565
Red bandfish4326261830373533...295
West African Spanish mackerel-----------5
Mediterranean starry ray...........................364
Sea snails-----------4
Silver scabbardfish163135192443492159244
Stargazer---------574
Wahoo---------1-4
Amer. plaice(=Long rough dab)1011---0 00 00 00 0--3
Aristeid shrimps nei-----------3
Capelin11413-1-0 00 0...23
Common jellyfish-----------3
Common periwinkle-----------3
Delta prawn19262130137899-33
Knifetooth dogfish-----------3
Lugworm-----------3
Pink spiny lobster951--3366213
Rubberlip grunt.................................3
Shortfin mako---------9143
Blackmouth catshark...............1122512
Blue skate653667449443472302258238143122
Common stingray.........1114201381442
Croakers, drums nei.................................2
European barracuda---------222
Groupers nei---------112
Leafscale gulper shark--4861109264360481421472
Marine molluscs nei-----60 09493--2
Mediterranean moray---------6...2
Moras nei6073124-33411111--2
Pandoras nei.................................2
Porbeagle41036846343441027621335623930592
Red seaweeds201516531179162013741770-0 00 0--2
Sea mussels nei17921110----13434--2
Solen razor clams nei55555------2
Wreckfish5222154813262182282
Allis shad38456261212310812111
Angelshark11-0 00 02-0 00 0221
Annular seabream.................................1
Aquatic invertebrates nei------111--1
Caramote prawn467633113231
Cardinalfishes, etc. nei-----------1
Dusky grouper-----85119661
Escolar-----------1
Forkbeard-------0 00 0561
Largehead hairtail-----------1
Leerfish-----------1
Round sardinella15177352111131
Sea trout-11123221611
Soles nei1412181419196531-1
27117327212114813976484116010152
Aquaculture
Country (Country)Species (ASIS species)Aquaculture area (AO major ishing area)200020012002200320042005200620072008200920102011
Totals261795247236249170238053239984243470235321235378235515.2228799.2221430222930
rancePaciic cupped oysterAtlantic, Northeast1235009930010481610600510774010912010189610200096203968789000090000
ranceBlue musselAtlantic, Northeast608195522056111484885536158105566755670063543607986100061000
ranceRainbow troutEurope - Inland waters409834634845059392153512832353320903222034153328233200033000
ranceMediterranean musselMediterranean and Black Sea71811800012587161621241913115160231606013599141641400014000
rancePaciic cupped oysterMediterranean and Black Sea1000080908470860090009000881088007596658950005000
ranceCommon carpEurope - Inland waters565054305200470042304230423042004200420042004200
ranceRoachEurope - Inland waters250024002300210018901890189019001900190019001900
ranceClams, etc. neiAtlantic, Northeast--700439634634619620538171417001700
ranceCommon edible cockleAtlantic, Northeast14001610121260011101390163216401443159115801580
ranceEuropean seabassAtlantic, Northeast........................1898150014001500
ranceEuropean seabassMediterranean and Black Sea302027213536387634383913323932402265125312001500
ranceGilthead seabreamAtlantic, Northeast........................609,,,900900
ranceTenchEurope - Inland waters1200115011001000900900900900900900900900
ranceAtlantic salmonAtlantic, Northeast0 0904435447351190139111001335,,,800800
ranceSea troutEurope - Inland waters172817701770165514831364674705794748750750
ranceGilthead seabreamMediterranean and Black Sea11801643136111391379177816091600574513500600
rancereshwater ishes neiEurope - Inland waters205610550495495495500500500500500
ranceGrooved carpet shellAtlantic, Northeast4831015718325905905543540457440450450
ranceJapanese carpet shellAtlantic, Northeast5071015719325905905543540457440400400
ranceMeagreMediterranean and Black Sea3335165100147267282282555418400400
ranceTurbotAtlantic, Northeast908702924909949791870850656,,,400400
ranceCyprinids neiEurope - Inland waters82360330297297297300300300300300
ranceSturgeons neiEurope - Inland waters90103112115173198135140217240300300
ranceWels(=Som) catishEurope - Inland waters352352360360200200200200200200200200
ranceJapanese carpet shellMediterranean and Black Sea........................153182180180
ranceGrooved carpet shellMediterranean and Black Sea........................153182150150
ranceSalmonoids neiEurope - Inland waters205215507475426392237301199144140140
ranceKuruma prawnAtlantic, Northeast282030414038414068909090
ranceinishes neiAtlantic, Northeast........................42464545
ranceEuropean lat oysterMediterranean and Black Sea........................9434040
ranceMarine ishes neiMediterranean and Black Sea--------1455
Total
568454261795
559362247236
562982249170
554006238053
517307239984
460032243470
475724235321
474495235378
412365235515.2
360948228799.2
370776221430
379895222930
Fisheries
Aquaculture
Aqua pche
Production par source: aqua ou pche
Country (Country)2000200120022003200420052006200720082009201020112011
Fisheries568,454559,362562,982554,006517,307460,032475,724474,495412,365360,948370,776379,895Pche mtropolitaine379,895
TotalsAquaculture261,795247,236249,170238,053239,984243,470235,321235,378235,515228,799221,430222,930Aquaculture222,930
Aqua pche
2011
Production volume2011
coquillages
2011
Production volume2011
Consommation
200020012002200320042005200620072008200920102011
Huitre creuse133500107390113286114605116740118120110706110800103798.9103466.595000AquacultureHuitre creuse levage95000
Moule680007322068698646506778071220726987276077142.374961.375000AquacultureMoule levage75000
Saint Jacques1374516458201091899223335269522687626631241042508126888PcheSaint Jacques pche27820
Bulot1272411030119851276713642113951244912536120661063113839PcheBulot pche13122
Moule86607497429913961443507160253238313724021083PcheMoule pche4004
Ptoncle34755989426042752978405846145905328212663937PchePtoncle pche2528
Clams, etc. nei--70043963463461962053817141700AquacultureClams, etc. nei pche1700
Coque1400161012126001110139016321640144315911580AquacultureCoque levage1580
Coque811140536315686703703576577PcheCoque pche684
Striped venus69662778976782910161165801666712609PchePraire pche523
Carpet shells nei159224311453189466310631063395461PchePalourde de pche1,000
Pullet carpet shell13111595172920451159486497474730712PchePalourde d'levage400
palourde5071015719325905905543540457440400AquacultureClams, etc. nei121
Clams, etc. nei88380358156053019554017411042PcheOursin88
Oursin1981011801821381624337113PcheMurex64
Murex515264921108397716681110Pche
2011
127,961
Pche673
Aquaculture
2011
Huitre creuse levage95,000
Moule levage75,000
Saint Jacques pche27,820
Bulot pche13,122
Moule pche4,004
Ptoncle pche2,528
Clams, etc. nei pche1,7001700
Coque levage1,580
Coque pche684684
Praire pche523523
Palourde de pche1,0001000
Palourde d'levage400
200020012002200320042005200620072008200920102011
Clams700439634634619620538171417001700
Coque14811621125265311731405231823432145.72166.821572264
Praire69662778976782910161165801666712609523
Palourde197728342759282322531395125516771594.41564.515731521
Oursin198101180182138162433711364
Crustacs
Consommation des produits aquatiques
Evolution
Poissons eau douce6%
Crustacs3%
Cphalopodes3%
Molluscs2%
Poissons dmersaux1%
Poisson plagique-1%
Crustacs
Evolution
Evolution de la consommationen volume 1970-1997
Cphalopodes
200020012002200320042005200620072008200920102011
Tourteau654966025543589255155076480457435135520659166512
Langoustine663969927588759863156764620655054500560947874432
Araigne442848084136444240193920454446954166496745453765
Homard europen332329299319284283330420365448875774
Crabe vert558566522492188168339403403397392356
Crevette grise472391291267240196319311291441451271
Etrille242258377386329192214273244198210268
Bouquet307326287255196126194175151187249250
Crevette Kuruma282030414038414068909090
200020012002200320042005200620072008200920102011
Common cuttlefish106943027729396326631192162281301204212455
Various squids nei539946906244779762925249488254644306579062124675
Cuttlefish, bobtail squids nei189391374516176187452069113572139721673212495268117449
Octopuses, etc. nei4843881091052211531301617412712388
200020012002200320042005200620072008200920102011
Seiche et calamar24,44418,52922,72227,31427,92219,45319,51723,38818,42314,18818,37117,579
Poulpe4843881091052211531301617412712388
Seiche et calamar
Poulpe
Production franaise de cphalopodes, en tonnes
Highlights of the market Large market (65 million inhabitants with 35 kg per capita consumption),
Small production of wild fish,
Limited domestic aquaculture,
Slow growth,
Large diversification in terms of sold species
Highlights of the marketRather open to freshwater and farmed seafood,
More sophisticated,
More information,
Structure of the marketImportsEUR 3.9 billionRetail EUR 5 to 7 billionCateringEUR 1.5 to 2.2 billion Exports EUR 1.3 billionDomestic landingsEUR 1.5 billionSeafood processing industry EUR 2.9 billionSource: Monfort, M.C., 2011
France is an important market for farmed seafoodSource Paquotte, P. unpublished estimates (2010)
Graph1
0.36
0.28
0.27
0.26
0.24
0.24
0.22
0.21
0.21
0.19
0.19
0.19
0.18
0.17
0.16
0.16
0.16
0.14
0.13
0.1
0.1
0.09
0.09
0.07
0.06
0.04
0.04
% AQUACULTURE
Feuil1
% AQUACULTURE
Hungary36%
Belgium28%
France27%
Malta26%
Italy24%
Sweden24%
Spain22%
Greece21%
EU21%
Finland19%
Germany19%
Poland19%
Slovakia18%
Bulgaria17%
Cyprus16%
Czeck Republic16%
Denmark16%
United Kingdom14%
Romania13%
Latvia10%
Slovenia10%
Austria9%
Portugal9%
Ireland7%
Lithuania6%
Estonia4%
Netherlands4%
Feuil2
Feuil3
The reality of farmed fish consumptionMain species: salmon, shrimps, mussels, oysters, scallops, pangasius, seabass, seabream
Graph1
0.36
0.28
0.27
0.26
0.24
0.24
0.22
0.21
0.21
0.19
0.19
0.19
0.18
0.17
0.16
0.16
0.16
0.14
0.13
0.1
0.1
0.09
0.09
0.07
0.06
0.04
0.04
% AQUACULTURE
Graph2
1489000
1344000
8724000
1792000
capture shellfish8 724 00066%
farmed shellfish1 344 00010%
farmed finfish1 489 00011%
farmed shellfish1 792 000 tonnes13%
Feuil1
% AQUACULTURE
Hungary36%
Belgium28%
France27%
Malta26%
Italy24%
Sweden24%
Spain22%
Greece21%farmed finfish1489000
EU21%farmed shellfish1344000
Finland19%capture shellfish8724000
Germany19%farmed shellfish1792000
Poland19%
Slovakia18%
Bulgaria17%
Cyprus16%
Czeck Republic16%
Denmark16%
United Kingdom14%
Romania13%
Latvia10%
Slovenia10%
Austria9%
Portugal9%
Ireland7%
Lithuania6%
Estonia4%
Netherlands4%
Graph3
0.15
0.43
2007
france
198000
389000
389 000 tonnes55%
198 000 tonnes14%
Feuil2
2007
Farmed finfish15%
Farmed shellfish43%
France
France 197.992 388.916 586.908 1.267.567 318.909 1.586.476 1.465.559 707.825 2.173.384 France 14% 55% 27%
Farmed finfish19800014%
Farmed shellfish38900055%
Feuil3
Consumer tendenciesAlthough consumers say to prefer wild fish, in reality they buy what is available and consided as good value for money
Filleted pre-packed fish as being considered as convenient is an increasing choice of French consumers
Future segmentation of the French market for seafood City center fish mongers selling to high income clientele SupermarketsVolume/price orientedInstitutional and lower class restaurants/cafeteriaMiddle-upper class restaurantsWild fish and high quality farmed seafood such as Label Rouge labeled products - Fresh seafood in very large proportion- Farmed fresh fish, European origin,- Defrosted products including fillets, non-EU origin,Frozen finfish, either basic range as today, or more sales of top quality frozen fish?Low priced frozen products Wild seafood dominantly but not exclusively Fresh finfish, mainly from European originSource: Egeness, F-A., Monfort, M.C., 2011
Product with potential on the French market
Source: Monfort, M.C., 2011
All seafood QualityFull traceabilitySustainabilityConvenienceProper handling and storing,Risk-free item,Reliable info all along the chain,Quick/easy to cook,Portion sizeWild finfishSocial fairnessPartnership along the chainCertification: fair trade Finfish, fresh, frozen ConveniencePrecise grading cutsFixed count portion, pre-packed All farmed seafood Environment, health, animal welfareCertification: organic Crustaceans, shrimp, crab, lobsterConvenienceCooked and shelled Shellfish (bivalves, whelk, periwinkle)ConvenienceCooked and shelled
Communication and promotion for both wild and farmed fishNational - NORGE (Norway) - Canada - Iceland - France (brad created in 2012)
Regional - Scotland - Alaska - Bretagne
The image of fish is positive, When it comes to farmed fish, there is no consensus : Quality, some say better taste than wild; others not; Some say fresher than wild, other not,Some still dont know about the existence of farmed fish,Little awareness of farmed fish production. Some compare with on-land production system (henns in battery cages),The information conveyed to consumers is not comprehensive in terms of origin: legislation in incomplete (in restaurants no obligation to mention wild or farmed) and in retail shops it is not applied/ complied thoroughly (since 2002 it is mandatory for fishmongers to mention if fish is farmed or wild),There is some confusion among French consumers about what fish is farmed or not.
Image of aquaculture seafood in France
Penetration rate and average annual intake by product in 2009Source: Kantar for FranceAgriMer, 2010
Presentation of the French Interprofessional (Interbranch) Committee for Aquaculture Products (CIPA)
Created in 1997Is composed of three colleges:About CIPAThe Fish Farmers producing fresh water and marine fish represented byFFAFrench Federation of AquacultureThe Trout Processors represented byATTAssociation of trout processors (Association des Transformateurs de Truite)The Feed manufacturers represented by SPPASyndicat Professionnel des Producteurs dAliments aquacoles420 companiesMore than 560 sites 60 trout processing units3 companies
CIPAs missions (1)
Acts as an interface between the profession and the legislators.Seeks to ensure the professions continuing viability and its future development Sustainable Aquaculture program (environment, feed,)Food securityFish health and life cycle improvement Represents the professions position vis a vis the relevant authorities : NationalEuropeanInternational
CIPAs missions (2)
Focus on CommunicationPromotion main line: Quality !*
2012 / 2013 ActionsCommunication on the start-up of common production standards for trout : towards decision makers: distributors, wholesalers, fishmongers, chefs towards consumers- towards journalists and opinion leaders
Tasting, comparison, dialogue*- 6 meetings in 2012- 200 participants (distributors, chefs, wholesalers, press)- Blind tests during the lunch and presentationsfollowed by a press release and a newsletter Sponsorship of cookery competitions (Ex: Gargantua) production site visits for chefs and culinary schools platform for discussions during the associations regional and general meetings
Tasting, comparison, dialogue Aim : to recognize the qualities and culinary uses of farmed fish. To invite the Chefs to develop culinary tests and to develop a protocol on the strengths and culinary uses of farmed fish.
Presentation of this study during the international food service trade show: SIRHA (Lyon France January 2013)
Communication to the consumerPartnership with supermarkets to promote our fish during 2 weeks in February 2013
Creation of promotion tools :Leaflets with recipes web site dedicated to fish recipes quiz
And to the journalists- Monthly Press release- Permanent press watch, and risks and opportunities detection
Consumer SurveyIn 2013, CIPA asked M.C Monfort Consultant and Co-Spirit to lead a field survey on farmed fish and trout in France. From January to March 2013, a panel of 820 consumers was asked about their feeling on farmed fish, on trout , and on the quality standard Charte Qualit Aquaculture de Nos Rgions .
Next step : presentation of the results to the distributors and opinion leaders in the Newsmag and definition of a new promotion campaign based on these results for 2013/2014.
Some conclusions of the consumers study87% eat fresh fish in FranceFarmed fish is less attractive than wild fish.Taste: 54% said that farmed fish is not as good as wild fishNutritional values: consumers believe that farmed fish is fatter than wild fish and has less nutritional valuesThis negative image comes from the perception that :Feed for farmed fish is less healthy than what wild fish eats (56% respondants)Farmed fish grow in an environment less natural compared to wild fish (45% respondants)
Despite these negative opinions, people do buy farmed fish because:55% says it is less expensive/ 60% mention the price for the number one advantage of farmed fish38% says to consume farmed fish it is available and easier to find21% says to buy farmed fish to preserve the marine environment (overfishing)
Reactions to the Farmed Fish Quality CharteThe association of fish farmers has taken the decision to launch a Quality Standard to be followed by fish farmersThis initiative was well perceived by the consumers90 % said this was re-assuringThis enthousiasm was even higher with older than 50 years old people
This Quality Standard offers several advantages said consumers:It offers a garanty for the quality of the productIt offers and certify the garanty of the provenance / origin of the trout
Consumers said to be especially sensitive to the following messages:Healthy feed for fish (important for 80% respondents)High freshness (important for 69% respondents) Solid traability (important for 59% respondents)
Contact detailsCIPA 32 rue de Paradis 75010 Paris Tl +33 140 586 800Email : [email protected] site : www.aquaculturedenosregions.frMarketing SeafoodMarie-Christine Monfort19 rue Martel75010 ParisTel: +33 (0) 1 5603 5454Email: [email protected]
Eurofish International OrganisationH.C. Andersens Blvd, 44-461553 Copenhagen, DenmarkTel +45 333 777 55Email : [email protected] Web site : www.eurofish.dk, www.eurofishmagazine.com
Thank you for your attention!
Freshwater aquaculture 42 190 tonnes (2011) - Rainbow trout 33 000 tonnes,Common carp 4 200 tonnes,Roach 1 900 tonnes Tench 900 tonnes,Sea trout (in freshwater) 750 tonnes,Catfish 200 tonnes
*65 million people with 35kg per capita comsumption = a total of 2.2 million tonnes of fish and seafood in live weight, of which nearly 2 milion tonnes are imported. No growth expectations all stocks are fully and overexploited. Mainly oysters, mussels and trout. Very little developemnt is expected in this industry.Slow growth due to the growht of population This mature market grows in line with popualtion, i.e. 1% per annum.Large diversification in terms of species sold. A supermarket can offer up to 120 different seafood itemsThe market is open to very many different species from Northern Atlantic, Mediterranean and all continents waters.
*The French were thought to prefer marine fish, however they show high acceptance of pangasius from Viet Nam and Nile perch from eastern Africa. In the same way, they were thought to dislike farmed seafood, instead, they are the largest market in Europe for aquaculture products such as salmon, shrimp, oysters and mussels. This could point to price as the key purchasing factor. The market moves towards sophsicated convenient products. Sales of whole fish will continue to decline to the advantage of fillets, portions, graded piecesProfessional buyers and final consumers are seeking more information on several aspects of food they sell or eat such as traceability, indicaiton of origin, guarantee of sustainabiity, etc.
*Difficult to know how much is the French consume. The annual per capita supply is estimated at 35 kg, (EU average is 21 kg). The seafood end market is estimated at EUR 6.5 to 9 billion before VAT for 900 000 tonnes of output which is ready to be eaten or prepared. In equivalent of live weight, the market absorbs some 2.2 million tonnes every year placing France as EUs largest or teh second largest market with Spain. In terms of value, it represents a fifth of the EU market.*The market is extremely diverse and consumption circumstances change. One does not eat the same in restaurants as at home. Neither the same during the week as at the weekends. For celebrations French are temped to buy some extra-value food. As a combination of varied demand and structure of supply, we may forecast that limited quantities of high-value products, mainly wild, live of fresh, will reach end consumers through fishmongers located in the city centers and through medium to upper class restaurants.
The bulk of farmed and wild competitive prices of seafood will be directed through supermarkets. Low priced commercial restaurants and institutional catering. The future market segmentation is summarized in the figure.
*This description helps to explain the products that offer good marketing opportunities.
*Norge has invested large amount of money to impose its brand on fresh fish (mainly cod and salmon) on the French market. They are number one recognised collective brand today. The French have initiated a brand in september 2012 Pavillon France, which only cover fiseries products caught by French vessels. No quality criteria, no environmental criteria, just the origin of the fishing vessel. The budget is largely supported by retailers. But it takes time to build a brand.*Image of farmed fish in France
Various products attract different views from consumers**