Seafood Edition 2011 IRISHFOODmhara (bim) seafood development centre has already launched new products to market and has a number of projects in the pipeline. 37 tRenDS MA R K E T

Seafood Edition 2011

IRISHFOOD

www.irishfoodmagazine.com

INSIDE REsponsiblE fishing pRacticEs IrElaND at ESE latEst REsEaRch

IrElaND’S orgaNIc offErINg nEw pRoduct dEvElopmEnt compaNy

profIlES EuRopEan maRkEt updatE ISpg lauNchES farmED turbot

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Growing the success of Irish food & drink

Our green island on the edge of Western Europe

is protected by farmers who work the land today as

generations did before them, providing natural resources

for our modern and vibrant food industry.

Our proven track record of commercialising ideas

is rooted in our ability to identify new trends and

partner with customers to provide innovative and cutting

edge product solutions.

We provide food solutions to over 160 countries

and we pride ourselves on being reliable, efficient and

offering an excellent, quality service.

We can provide real value for your customers, help

differentiate you in the market and ultimately,

grow your sales.

Sustainable Resources

Applied Innovation

World Class Service

Revenue growth

www.irishfoodboard.eu

We’ve perfected the formula for delivering quality food.

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grow your sales.


Applied Innovation

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grow your sales.


Applied Innovation

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Revenue growth




Bord Bia 210x280 page.indd 1 29/10/2009 10:25:49


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30Editor: Miriam Atkins Deputy Editor: Matt O’Keeffe Reporters: Oonagh O’Mahony, Donal Nugent Design: Ciarán Brougham, Barry Sheehan Production: Martin Whelan, Niall O’Brien, Michael Ryan Financial Director: Mai Markey Deputy Chief Executive: Rebecca Markey Accounts: Tricia Murtagh Administration: Lynda Gray Chief Executive: David Markey Copyright IFP Media 2011.No part of this publication may be reproduced in any material form without the express written permission of the publishers. Published by: IFP Media, 31 Deansgrange Road, Blackrock, County Dublin, Republic of Ireland. T: +353-1-2893305 F: +353-1-2896406 E: [email protected] Web : www.ifpmedia.com www.irishfoodmagazine.com

CoNTeNTSsEafood Edition 2011

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5 eDItORIal

6 tRaDe StatIStIcS

8 leaD IRELAND’S USP finnian o’luasa at bord

bia – irish food board – discusses the export performance of irish seafood last year and points to some of the unique selling points that irish product has to offer customers and consumers internationally.

11 MaRketplace

SPREADING SUCCESS

with over 23 years’ experience in the smoked salmon industry, irish seaspray continues to expand into new markets.

12 QUALITY SEAFOOD, RESPONSIBLE CHOICES

ireland’s credentials in responsible and organic seafood production are well established among buyers across Europe.

15 COMING TO AMERICA

murphy’s irish seafood - formerly fastnet mussels – began supplying us retailer, wegmans, with irish organic salmon in march of this year. John murphy discusses the signifi cance of the deal

16 ANGLING FOR SUCCESS

the luxury brand kenmare select has been winning prizes for its delicately smoked salmon and its smoked salmon with seaweed is nominated for the 2011 prix d’elite.

18 TURBOT CHARGED irish seafood producers

group has recently introduced farmed turbot fi sh to its range of products and it’s proving popular with international markets.

20 BRAND DEVELOPMENT

having secured a new listing with a major dutch retailer, shellfi sh de la mer is exploring new markets and expanding its presence in Europe. IRISHfood spoke to shellfi sh de la mer about its growing business.

21 IRELAND AT ESE bord bia – the irish food

board are delighted once again to be a part of the European seafood Exposition (EsE) in brussels.

34 THE KEY TO SUCCESS

while supply remains a challenge, with quotas as they stand, don mcswiney at Enterprise ireland believes the future is bright for irish seafood companies as long as there is an acknowedgment that the key to success is in adding value to product.

36 R&D EXPLORING UNCHARTED WATERS

after 18 months in operation, the bord iascaigh mhara (bim) seafood development centre has already launched new products to market and has a number of projects in the pipeline

.

37 tRenDS MARKET UPDATE

a report from two of ireland’s main European export markets: france and spain.

39 CONSUMER INSIGHT

Research conducted by bord bia has uncovered the latest trends and habits among consumers in Europe. IRISHfood highlights some of the most interesting trends evident in the report.

42 SOunD bIteS marketplace 2012, sofrimar invests in

production facilities, Rimini fiera msE 2011, ireland at biofach.

www.irishfoodmagazine.comGrowing the success of Irish food & drink














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Applied Innovation

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Revenue growth


















grow your sales.


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Bord Bia 210x280 page.indd 1 29/10/2009 10:25:49


Leading the Development of Ireland’s Farming and Food Industry

Teagasc, the Agriculture and Food Development Authority, supports science based innovation in the agri-food sector and the wider bioeconomy to underpin profi tability, competitiveness and sustainability.

Through Research (food and agriculture) and Knowledge Transfer (education and advisory) Teagasc delivers fi ve programmes:

Teagasc Goals:

n Improve the competitiveness of agriculture, food and the wider bioeconomy n Support sustainable farming and the environment n Encourage diversifi cation of the rural economy and enhance the quality of

life in rural areas n Enhance organisational capability and deliver value for money

www.teagasc.ie

Animal and Grassland Programme n Animal and Bioscience n Grassland Science n Livestock Systems n Dairy n Beef n Sheep n Pigs

Food Programme n Food Bioscience n Food Safety n Food Technology

and Quality n Technology Transfer

to Food Companies

Advisory Programme n Business and

Technology n Environment and

Technology n Rural Development n Growth and Effi ciency n Competitiveness

Education Programme n Further Education

and Training Courses n Higher Education

Courses n Agriculture n Horticulture n Equine

Crops, Environment and Land Use Programme n Crop Science n Environment n Horticulture n Forestry

Rural Economy and Development Programme n Agri-Food Economics n Rural Sustainability n Farm Surveys n Farm Management n Rural Development

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Last year seafood exports from Ireland showed solid recovery from the previous year’s fi gures,with an overall increase of 12 per cent to approximately €365 million. And according to Bord Bia, prospects for 2011 are positive, with ongoing tight global supplies in salmon and oysters helping to boost demand.The Irish seafood industry’s efforts to remain competitive on a global scale is evident, with seafood producers investing in their facilities; actively seeking new business in overseas markets; and driving innovation forward with ongoing new product development projects.Examples of this are included in this publication. John Murphy of Murphy’s Irish Seafood discusses on page 15 the new business achieved in America with retailer Wegmans. Meanwhile, companies such as Irish SeaSpray and Shellfi sh De La Mer are continually expanding into new markets to achieve export sales growth.Offering the highest quality is key to the success of Irish seafood and Kenmare Select is one such company that has received accolades for the premium standard of its new Organic Smoked Salmon with Seaweed, which won two gold stars at Great Taste Awards 2010 and will also be entered in the ESE Prix d’Elite. Meanwhile, Irish Seafood Producers Group (ISPG) demonstrates true innovation with the launch of Ireland’s fi rst farmed turbot.As Finnian O’Luasa at Bord Bia points out in his interview on page 8, responsible fi shing practies are becoming more and more important to the customer and consumer worldwide. On page 12 we look at three Irish companies working towards more sustainable production of seafood for supply to the international marketplace.Finally, this year sees 19 Irish companies exhibiting at Bord Bia’s Irish Pavilion at the European Seafood Exposition (ESE) in Brussels. Last year many of the Irish exhibitors achieved new business as a result of their participation at the show and hope to repeat that trend in 2011. Bord Bia is also launching a number of publications in time for the show, including the Irish Seafood Exporters Directory - which is available in English, French, German, Italian and Spanish - and a brochure on Sustainable Irish Seafood, which will inform buyers of the various quality assurance schemes under which Irish seafood is produced and marketed.

Any readers at the show can visit the Irish Pavilion at Hall 9, Stands 4259 and 4359.



Leading the Development of Ireland’s Farming and Food Industry

Teagasc, the Agriculture and Food Development Authority, supports science based innovation in the agri-food sector and the wider bioeconomy to underpin profi tability, competitiveness and sustainability.

Through Research (food and agriculture) and Knowledge Transfer (education and advisory) Teagasc delivers fi ve programmes:

Teagasc Goals:

n Improve the competitiveness of agriculture, food and the wider bioeconomy n Support sustainable farming and the environment n Encourage diversifi cation of the rural economy and enhance the quality of

life in rural areas n Enhance organisational capability and deliver value for money

www.teagasc.ie

Animal and Grassland Programme n Animal and Bioscience n Grassland Science n Livestock Systems n Dairy n Beef n Sheep n Pigs

Food Programme n Food Bioscience n Food Safety n Food Technology

and Quality n Technology Transfer

to Food Companies

Advisory Programme n Business and

Technology n Environment and

Technology n Rural Development n Growth and Effi ciency n Competitiveness

Education Programme n Further Education

and Training Courses n Higher Education

Courses n Agriculture n Horticulture n Equine

Crops, Environment and Land Use Programme n Crop Science n Environment n Horticulture n Forestry

Rural Economy and Development Programme n Agri-Food Economics n Rural Sustainability n Farm Surveys n Farm Management n Rural Development

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Seafood exports during 2010 showed good recovery with an overall increase of 12 per cent to an estimated €365 million. France remains the largest export market, in value terms, accounting for an estimated 27 per cent of Ireland’s seafood exports. Spain, the UK and Germany are the other major European markets with Nigeria, Russia and Egypt being the major external EU markets for Irish seafood. Exports during 2010 showed significant improvement as lower supplies, across most main species, helped boost prices while the exchange rate environment was more benign. Generally, there was some swing to euro zone markets following the severe exchange rate volatility with sterling over recent years.The prospects for seafood exports in 2011 remain positive with ongoing tight supplies expected in a number of major species, most notably salmon and oysters. Limited increase is anticipated in Norwegian salmon production for 2011 while Chilean output is likely to take some time to recover. However, there are some concerns that the strong rise in salmon prices may lead to some displacement by other species.Production prices for gigas oysters are anticipated to reach historical highs during

the 2010/2011 season as oyster mortalities during the summer of 2008 and 2009 take full effect. The French Shellfish Association, CNC, has already forecast a drop of 40-60 per cent in the volume of commercial sales at end of year 2010. This scenario seems set to impact on the market environment over the next couple of years.

Salmon exportSThe popularity of organic salmon in Europe helped Irish exports in 2010 as around 80 per cent of our production is organic. Poor growth rates globally during 2009 coupled with the severe decline in Chilean salmon production left a supply gap in the market throughout 2009, which continued into 2010. Prices seem set to be maintained into 2011.A strong Norwegian Kroner reduced the competitiveness of the leading market supplier and led a strong jump in prices, which seems set to be maintained into 2011. Irish salmon retains an excellent reputation for quality and has won many top scores in many consumer panel test in major European markets, such as France and Germany. The Irish Quality Salmon scheme and organic certification helps to ensure that this reputation is upheld.

overview

Spain 14%

Other Markets 19%

Poland 3%

Egypt 5%

Netherlands 2%

Italy 4%

Russia 7%

Germany 5%

Nigeria 6%France 26%

UK 9%

Share of Export by Value 2010



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ShellfiSh exportSShellfish is an important category for the Irish seafood industry and covers crustaceans such as prawns, crab, lobster, as well as mollusks including mussels, oysters and whelks. The shellfish market improved during 2010 following a rising trend with crustaceans being in greater demand in emerging markets leading to a tighter situation in the prawn market. The crab market performed better in 2010 compared to 2009 with the fishing season having started a month later than normal, possibly due to the exceptionally cold winter in 2009. There was also less stock available on the European market mainly as a result of the poor supplies (and consequently high prices) of tropical prawns, resulting in consumers seeking alternative shellfish species. Similarly, the market for frozen at sea prawns was very positive with very high demand reported in the run up to Christmas.Both oyster and mussel had lower production levels during 2010 which led to rising price trends in the last quarter of 2010. France continues to be the main market for Irish mussels and the incorporation of the Irish quality scheme (QSP) into major French retailers’ schemes is helping build on loyalty. Organic mussel certification has seen the first certified mussels with the EU organic label on the market in 2011. This will, no doubt, contribute to raising demand for Irish mussels. Juvenile oyster mortalities in Europe led to increased demand during 2010.

pelagic exportSThe pelagic species category includes mainly mackerel and herring, however blue whiting and tuna are also classified as pelagic species. Ireland has a modern pelagic fleet, which enables exporters to dispatch product in optimum condition to export markets. The category represents approximately €100 million – around 30 per cent of all exports. Within the pelagic sector, the decision by the European Coastal States to reduce the blue whiting quota by 90 per cent for 2011 is likely to have a serious impact on the Irish pelagic sector, given that this species accounts for an estimated 25 per cent of annual production. Demand for pelagic species is expected to remain good in the short-term. The rising fish meal prices and demand is also a factor for the demand of pelagic species.

whitefiSh exportSThe whitefish species category includes all major whitefish species such as whiting, haddock, megrim, monk, pollock, hake, etc. Strong sales of whitefish on the French market and a consumer preference for fresh product benefited Irish exports during 2010. It has been reported however, that supplies in 2011 will be more consistent due to better quota management to ensure a year-round supply of raw material. It is also suggested that current price rises are being driven by increased demand in BRIC countries who are now increasing consumption of whitefish, particularly China, who process immense volumes of whitefish for re-export but are now also turning into a consumer nation as purchasing power increases. As a result of the current shortfall in supply, whitefish prices are currently strong although remain uncertain due to a number of factors including competition from farmed species e.g. pangasius, tilapia, seabass, seabream, which offer stable and regular supplies.



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Finnian O’Luasa at BOrd Bia – irish FOOd BOard – discusses the expOrt perFOrmance OF irish seaFOOd Last year and pOints tO sOme OF the unique seLLing pOints that irish prOduct has tO OFFer custOmers and cOnsumers internatiOnaLLy.

In relation to seafood exports from Ireland, 2010 was a much better year than 2009 and double-digit growth was evident across a lot of markets, with France outperforming most. Seafood exports during 2010 showed an overall increase of 12 per cent to an estimated €365 million. As Finnian O’Luasa at Bord Bia explains, sterling was weak compared to the euro in 2009, which was a penalising factor for euro exports, however in 2010 the exchange was a little bit more favourable for the eurozone. “There was also a big demand in emerging markets, while problems with Chilean production meant there was also a gap in the salmon market,” Finnian adds.

SpecieS and marketSIreland’s core European markets are France, Spain, the UK and Germany. Beyond these, there are other international markets that are showing growth, such as Nigeria, Egypt and Russia, mainly for pelagic species such as mackerel, horse mackerel and herring.

“The pelagic sector will always look towards these markets where there are good opportunities for growth,” says Finnian. According to Finnian, one of Ireland’s biggest advantages is that Irish seafood producers are able to offer a wide range of species, and can therefore cater for a lot of markets globally. “Irish seafood is distinguishable because of Ireland’s geographical position. Ireland is situated within the richest fishing zones in the north east Atlantic. Catching to landing is very quick, allowing exporters to access and process the fish at its best condition. The fishing zones around Ireland are rich because of the gulf stream - it creates a meeting between cold and warm waters, which allows for unique environmental conditions such as upwelling, creating basic marine life and a rich ecosystem overall. It is for this reason that Ireland can boast a wide range of species. For example, Ireland is the leading producer in Europe of pink shrimp, periwinkles and organic salmon, and a leading producer of brown crab, velvet crab, mussels, prawns, whelks,

ireLand’s usp


lobster and oysters as well as whole range of white fish and pelagic species. These are cold water species, which are very much sought after by upper-end quality markets.”“Irish exporters,” he continues, “are also developing more and more new products that can travel further, as well as supplying high quality fresh seafood to our close core markets”.

reSponSible fiShing practiceSIn addition, the Irish seafood industry, alongside relevant State agencies, has worked hard over the years to ensure the highest quality of product and best practice fishing methods. “Going forward, we will see an increasing demand for sustainable seafood production and responsible fishing practices - and quality has to be irreproachable. Everybody is becoming more aware that producing quality seafood and ensuring responsible fishing are now an absolute necessity as the buyer demands these guarantees

and the consumer needs to be reassured about what they purchase.However, I think Irish suppliers are well equipped to meet these challenges. The Irish Marine Institute carries out high-level monitoring on food safety issues such as biotoxins and residue testing, which are constantly monitored. The Irish industries, BIM and relevant State agencies have done a lot of work over the years to achieve such high standards within the Irish production chain.”A lot of the species caught off Ireland’s coastline also have a low environmental impact. For example, says Finnian, organic salmon, and also shrimp, crab and lobster, which are all caught by traditional fishing pots. “Shellfish, such as mussels and oysters, have a low carbon impact and have responsible production standards behind their production.”

high StandardSIrish seafood has accessed internationally

recognised standards such as the official organic label in France, AB Bio; Germany’s Naturland label; and more recently the new European organic logo. This European logo was launched this year and Irish salmon automatically achieved this standard immediately when it was put into place.Indeed, Irish organic salmon was the first to obtain official organic status in the European marketplace through the French AB logo in 2001.Meanwhile, the BIM eco standard for mussels can now access the European organic label as well, which Finnian notes helps to position Ireland as a leading European producer of organic seafood.For wild fisheries, Ireland has achieved MSC status for mackerel. Ireland is ‘Friend of the Sea’ certified for line cut tuna and, for many years, producers in Ireland have also been working on a V notching programme for lobster fishery management, whereby female lobsters are returned live to the sea.


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being concentrated around responsible production and high quality seafood. Secondly, we are focusing on emerging markets where new consumers are looking to access better quality seafood that corresponds with both nutritional demands and general consumer satisfaction. So Bord Bia’s network of overseas offices is helping these new markets access high quality seafood in Ireland.”Concluding, Finnian says that new product development also remains key, and innovation within the seafood sector is essential in order to add value for the customer. “Thanks to the Bord Bia network, we now have much faster feedback as regards what new demands are evident on the market, which can help dictate product development. Irish exporters have been seen to react quickly to these trends with products such as pasteurised crab, high quality extracted crab meat, cooked shellfish and different smoked salmon offerings. In this way, the Irish seafood industry can continue to reply to the demands of today’s consumer and broaden its reach into new markets.”



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Since 1988 Irish SeaSpray has been providing the market with high quality fresh, smoked salmon. The company sources the finest fresh salmon from Ireland’s Atlantic coast, which is selected for dry salting and retains the characteristic taste and texture. It is then smoked at low temperature using only oak wood, helping it to acquire a bright orange/red hue. Maintaining such quality is the lynchpin of the company’s success over these years. The company’s business structure allows Irish SeaSpray to control the complete production process from the egg to the finished product, resulting in complete traceability and the highest standards of production. Customers can even go online and trace the origin of a product by entering the code presented on the packaging. According to Sean Gavin at Irish SeaSpray, Irish salmon “is pressing all the right buttons at the moment” and the company’s commitment to delivering certified organic salmon is opening up a lot of doors in export markets for this highly sought-after product. The organic salmon is farmed in the waters of the Atlantic ocean, primarily in Connemara, Co. Galway and in Co. Cork. Last year, the company had revenues of

over €10 million. Sean Gavin explains: “It is perfect for smoking. The consistency of it is ideal, it’s not too soft and it’s not too dry and it’s oily enough for smoking. It’s in short supply, which is another thing to ensure demand.” Irish SeaSpray has been enjoying success with its range of organic salmon products in export markets in Germany, the USA, Canada and Italy, with a smaller market emerging in Spain. The company’s Smoked Organic Salmon was recently listed with German based retail giant, Rewe. “They liked the samples we provided and went with the private label,” says Sean. “The new deal will ensure an increase in business,” he adds. Sean hopes that the new relationship will have a positive effect on the rest of the Irish SeaSpray products. “Undoubtedly, we would have the ear of the buyer now,” he says.

Salmon SupplieSSean is keen to note that a key factor driving the future of not only Irish SeaSpray but the Irish salmon industry as a whole is supply of fresh farmed salmon. He says it is critical that more supplies of salmon are secured. “We have direct access to supply which, at the moment,

is critical as there is a real shortage of salmon,” he says. “In our case, we are in a reasonably secure position because we have some influence on supplies.” Sean believes the expected increase in supplies in the coming years will have a positive effect on the industry. “Farmers have invested in more stock,” explains Sean. “All it needs is a confidence-building year where the fish perform and they get good sales prices. Then you’ll have guys willing to invest more and take more risks, because it is a risky business. If that’s the case there is a great market out there for the product, and there’s no doubt about that. People will pay premium price, and the additional premium because it is organic.”Irish salmon has a good reputation in the market. Sean explains that it is a product with integrity and is recognised as being environmentally sustainable and socially responsible. “Salmon farming is located in areas where employment is needed and it’s environmentally friendly. You are processing in the country of origin - in other words you’re not transporting salmon half way around the world in ice boxes and guts - so it’s fresh. Those features, the USPs (unique selling points) - are working for us at the moment.”

spreading success

With Over 23 years’ experience in the smOked saLmOn industry, irish seaspray cOntinues tO expand intO neW markets


Seafood Edition 201112 www.irishfoodmagazine.com

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The first seafood product to be awarded the prestigious French Agriculture Biologique (AB Bio) status, Irish organic salmon occupies a premium position in markets. Over 83 per cent of total annual production in Ireland is organic, with accreditation now extending to include AB bio, Naturland, Irish Quality Organic and the new European organic certification. Irish salmon farming conditions, meanwhile, are key to the excellent reputation this product enjoys. Taking full advantage of Ireland’s pristine Atlantic coastline, salmon are reared in huge sea pens where low stocking densities and a growing period of, on average, 18 months, combine to ensure Irish organic salmon reaches market size having swam distances comparable to that experienced in natural migration.Ireland is also well know for its mussel production and the Irish Quality Mussel Scheme, which has been in place since 2002, was the first fully-integrated shellfish

scheme in the world to be accredited to the EN 45011/ISO 65 standard. Today, Ireland is a leader in organic mussel production, with a growing range of producers accredited to the European organic mussel standard.In addition to a progressive approach to organic production, Ireland’s wild fisheries sector is also committed to responsible stewardship and environmental protection. MSC mackerel is one of a range of products meeting European consumers demand for products that meet the highest level of assurance in terms of the environment and biodiversity. Irish wild fisheries are governed by the EU’s Total Allowable Catch and quota-regulations and BIM, the Irish Sea Fisheries Board’s Seafood Stewardship Standard, accredited to EN 45011/ISO 65 by the Irish National Accreditation Board, provides, among a range of measures, assurance on conservation measures appropriate to the species caught and enforcement of

closure areas to support stock recovery. Irish mackerel certified by the Marine Stewardship Council (MSC) ensures it is sourced from well-managed and healthy fisheries, which are biologically sustainable.

atlantic treaSureDonegal-based Island Seafoods is a family-owned business, founded in 1986, with established expertise in mackerel, herring, horse mackerel, sprat, blue whiting and herring roe. The company’s commitment to environmental stewardships is long-standing and extends across the production chain. Certified by IMO, it has been packing and processing farmed and organic salmon for the largest fish farms on the north and west coasts of Ireland since 1990. In 1996, with the building of its new processing facility, Island Seafood installed a waste-water treatment plant that was hailed as the most advanced of its type in

QualIty SeaFOOD, ReSpOnSIble cHOIceSireLand’s credentiaLs in respOnsiBLe and Organic seaFOOd prOductiOn are WeLL estaBLished amOng Buyers acrOss eurOpe



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Ireland at the time.In recent years, with the support of Sustainable Energy Ireland, Island Seafoods has continued to invest in green technologies. Since 2007, the company has operated its own hydro-electricity generation facility and estimates this has reduced carbon emissions by some 376 tonnes per annum, while a range of additional efficiency measures further reduced it by some 73 tonnes.Launched in 2010, the company’s Atlantic Treasure brand is a further example of the company’s progressive approach as it has brought it directly into the consumer foods’ market with two innovative offerings: smoked mackerel with a ginger, chilli and lime glaze, and smoked mackerel with a honey and mustard glaze. Initially focused on Irish retailers, the products proved a hit with both consumers and food critics, winning the Blas na hEireann (Taste of Ireland) award for seafood innovation earlier this year.Island Seafoods is planning to build on this success by extending into the German market in late 2011/early 2012. “German consumers appreciate high-quality mackerel products and we have been suppliers to the market for some time. Atlantic Treasure is certified by the Marine Stweardship Council (MSC) and this provides us with an opportunity to offer consumers an exciting product with strong environmental credentials,” Michael O’Donnell, Business Development Manager with the company explains.MSC works with the seafood industry to ensure seafood markets develop on a sustainable basis and its standards and methodologies follow the UN Food and Agriculture Organisation guidelines and the ISEAL Code of Good Practice.“More and more European retailers expect MSC certification as standard from their suppliers and consumers increasingly recognise and look for the MSC logo on the product,” Michael says. “MSC certification covers both the catch itself and the processing. For us, its an expression of our long-standing commitment to the environment and to ensuring we can continue to deliver our consumers the highest quality products.”



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kuSh muSSelSA family business established in 1987, Kush Shellfish was set up by John and Flor Harrington and specialises in the production of quality rope mussels and gigas oysters. Rope cultured mussels are grit free and Kush’s products can be eaten direct from the sea, with no purification required. The reason for this is the company’s location. Farmed in Kenmare Bay, in the south west of Ireland, Kush mussels benefit from Class-A designation of the bay, meaning some of the best possible shellfish-growing conditions in Europe. In a highly competitive market, Kush initially used these advantages to focus on the fresh market in Continental Europe, which proved a successful strategy for a number of years. Looking to further differentiate itself, the company recognised an opportunity to take advantage of Kenmare Bay’s designation as a Special Area of Conservation (SAC) and the stringent environmental protections that support this.“Growing mussels in an SAC gave us a number of advantages which we set out to leverage in a way that would show consumers these were some of the finest produced mussels in the world,” Managing Director John Harrington explains. Having had previous involvement in an organic business, John saw the potential of applying the concept to organic mussel farming, to which production converted in 2009. The company was the first in Ireland

and, effectively, the first in Europe to have a value-added organic seafood product on the market. Kush organic mussels are certified by Global Trust and have been audited and certified by Naturland and Bioswiss, giving the company multiple layers of certification. The plant in which the mussels are processed has been certified by the Irish Organic Farmers and Growers Association.Initially, the company’s major overseas market was France. Now, promoting an organic product, the company is also selling to the UK, Germany, Switzerland, Greece, Hong Kong and Dubai. “Organic designation has given the company a USP in a business where everything is perceived to be the same,’ John says.While the company does some own label, the Kush brand is now the most important marketing vehicle for the company. Kush Shellfish has a harvesting capacity of 20 tonnes per day, and an overall annual mussel production of between 900-1000 tonnes. While most of the shellfish are exported in bulk, a number of new products have been developed to support value added growth – a 500g retail vacuum pack and a 1kg food service pack – and the company is hoping to see growth of 50 per cent in this area over the coming year.

divine oySterSFarming oysters for 22 years in Donegal Bay, Des Moore established the company Bell’s Isle in the year 2000. The company

farms approximately 500 tonnes of oysters in the inner bay of Donegal and produces oysters of such a high quality that it attracts the attention of premium markets in Europe. While the company focused on wholesale supply in its early days, it has recently developed the brand Divine Oysters to reflect the quality of the product it offers. The brand will be introduced to buyers at the 2011 European Seafood Exposition in Brussels. “The west coast of Ireland produces what is probably the best quality oyster in the world and that has achieved recognition across Europe. The brand is designed to make Irish high-quality oyster instantly recognisable across international markets,” Des says.Natural farming techniques augment the pristine environment to deliver rounded oysters with excellent meat quality. Traditionally, selling in bulk to the French market formed the mainstay of the business “but in the last few years the opportunities have become more apparent beyond this,”Des says. “There is a very specific demand in the higher niche in Europe and Asia.”The company has now teamed up with a French company to facilitate global distribution to premium foodservice outlets and is expecting a positive response to its participation at the event in Brussels. “We have hired the world oyster opening champion and will have a quarter of a tonne of oysters available for tasting, so hopefully that will speak for itself,” Des says.



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aMeRIcaaMeRIcaaMeRIcaaMeRIcaaMeRIcaaMeRIcaaMeRIcaaMeRIcaaMeRIcaaMeRIcaaMeRIcaaMeRIcaaMeRIcaaMeRIcaaMeRIcamurphy’s irish seaFOOd - FOrmerLy Fastnet musseLs – Began suppLying us retaiLer, Wegmans, With irish Organic saLmOn in march OF this year. jOhn murphy discusses the signiFicance OF the deaL

Responding to growing demand for quality organic seafood by consumers, US retailer Wegmans started to list organic salmon in its stores in March of this year. The supplier the company chose is Murphy’s Irish Seafood – an Irish company with diverse interests in aquaculture, mussels and organic salmon production. For Murphy’s Irish Seafood the development marks a signifi cant step in its efforts to penetrate the US market, having only entered it for the fi rst time last year. In 2010 the company was sending approximately two tonnes of fresh salmon a week to the States. Currently, it is supplying the market with seven tonnes a week and John Murphy at Murphy’s Irish Seafood sees this business growing.Murphy’s Irish Seafood has its own hatchery, farm and production facility. Its 34,000 sq foot BRC and HACCP approved processing plant is situated on the scenic South West coast of Ireland. The company raises its stock on a diet of sustainable natural and organic ingredients. The smolts are then moved to the pens in the Bantry Bay where their number is strictly limited in each pen to allow for natural movement and less stress on the environment. They continue developing while receiving sustainable feed. Once the fi sh are harvested they are cleaned

and fl own to Wegmans’ processor in Rochester, NY, within 24 hours. The salmon are fully traceable.Wegmans operates 77 stores in New York, Pennsylvania, New Jersey, Virginia, and Maryland, and is scheduled to open its fi rst New England store later this year in Northborough, Mass. Murphy’s Irish organic salmon is selling for $17.99 a pound, which, according to Wegmans, is between the price of traditionally farm-raised salmon and wild-caught salmon. The salmon carries European Union Organic Certifi cation from the Irish Organic Farmers and Growers Association (IOFGA).Talking to IRISHfood, Carl P. Salamone, Vice President of Seafood at Wegmans, said: ”Wegmans is very happy with the working relationship we have with Murphy’s Irish Salmon. The product has been wonderful and the communications have been great. Our customers love this product — we have had very positive feedback and sales have been very good. We look forward to other products from Murphy’s being introduced to our customers.”John Murphy confi rms that the salmon has already received rave reviews and the company is in negotiations with Wegmans to also supply portioned organic salmon under the Murphys brand.

“We are currently selling the product whole and the customer portions it. We would like to add value to the product by offering portions and frozen, both plain and with sauces.”Having recently launched its organic mussels range at Biofach in Germany, John also states that the company intends to begin selling this new range into both the German and US markets this year, in 450 gram pack natural – cooked frozen or cooked chilled.



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the Luxury Brand

kenmare seLect has

Been Winning priZes FOr

its deLicateLy smOked

saLmOn, and its

smOked saLmOn With

seaWeed is nOminated

FOr the 2011 prix d’eLite

Kenmare Select has been producing Irish smoked salmon in its state-of-the-art facility in the southeast tip of Ireland for over 20 years. The company’s smoked salmon products are recognised internationally as a luxury food, in the same category as caviar, foie gras and champagne.Remy Benoit established his smoked salmon producer in the early 1990s. The Frenchman had been running his own restaurant, Remy’s House, in Kenmare. However, when his supplier of smoked salmon went out of business Remy decided to take on the role himself. His culinary expertise has created a wealth of gastronomic knowledge that has helped Kenmare Select develop a

unique selection of luxury salmon. The company has been working with local masker smoker Sean Jones since its establishment and prides itself on the quality of their product creating a lightly smoked salmon with a delicate texture, unlike traditionally heavy smoked salmon. In the past year the company has undergone numerous changes, adopting the moniker Kenmare Select, in place of Kenmare Salmon and rebranding to reflect the company’s growing portfolio and reputation as a premium food brand. The changes coincided with the arrival of Remy’s son Cyprien, who joined the family establishment as Director of Business Development.

award winningSince it rebranded, Kenmare Select has won several taste awards at The Great Taste Awards 2010 and the National Irish Food Awards 2010. Now the company is nominated for the 2011 Seafood Prix d’Elite Competition. Kenmare Select’s Organic Smoked Salmon with Seaweed made it through the initial selection process to become fi nalists. The competition recognises the fi nest seafood products developed by seafood companies over the past year. “We are shortlisted for our innovation,” says Remy, Managing Director of Kenmare Select. The organic salmon is cured with a salt and sugar mix before smoking, and is sprayed with a mixture

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of seven edible seaweeds that grow near Kenmare Select’s base in Kerry. It is then smoked using oak sawdust. Remy is very confidant that the product will prove a big hit. “Yesterday I spoke with a French colleague, he was enthusiastic about it and is going to publish details on that. So that, combined with Brussels means in six months everybody will do smoked bio-salmon with seaweed.”

growing portfolioAs the company has grown, it has expanded the range of smoked salmon it creates and, more recently, broadened its portfolio to include a selection of smoked shellfish, which include: smoked oysters; smoked scallops and smoked scallop

pate. “The distribution is the same,” says Remy who has always had his eye on the international market for his products. From the beginning the company was primarily focused on exporting. Its first client was in Switzerland. Since then its client-base has grown to include destinations such as: Denmark, France, Germany, Italy and Greece. Kenmare Select has maintained a successful export market and continues to export 95 per cent of its products.

excluSive exportS“Except in Germany where we deal with the supermarkets, in all the other countries it is basically ‘one country, one client’, although in France I have several clients,” explains Remy. “The importers are people who sell to top restaurants, hotels and luxury food shops. So it is not really in the fish trade, it is more fois gras, caviar and champagne. With them I did a lot of work with top restaurants to use smoked salmon as an ingredient. If you are a creative chef, smoked salmon platter has no creativity: it is a convenience food. In the top, top-star restaurants it is about using smoked salmon as an ingredient. Also, a lot of the top chefs all over Europe, they have little restaurants besides their flagships and that’s our market: the bistros run by the top chefs.”Kenmare Select’s dedication to maintaining its image as a luxury item has proved a winning formula. It includes a smorgasbord of who’s who restaurants, hotels and premium food outlets as clients, including: the Four Seasons Milan, Lafayette Gourmet in France, Peck in Milan, the Hyatt Regency in Thessaloniki and the Villa Serbelloni. Its products

have also been sampled at the Royal Henley rowing regatta and the Cartier International polo match in England.As part of Kenmare Select’s rebranding, the company logo, website and packaging received a facelift. The new image reflects the luxurious feel associated with the brand. The company also introduced corporate sales and online orders to further diversify their market opportunities. “We are pushing very much on Germany,” says Remy. “We have a good distributor there and also, because of the proximity of Prague, Budapest, German-speaking Switzerland and Austria, I think we will do quite well.” In 2010 Kenmare Select saw a 27 per cent increase in its business profits. Remy explains that their target market has not been as badly effected by the changing economic climate and are still will to spend big on quality and luxury. “If you deal with consumer food you are affected by the crisis one way or another. If you are in the top end of the market, expensive and very expensive food, if you are one of the top guys, it is less relevant. The products leave Kenmare at about €24/kilo, in one place in Milan it retails at €140/kilo.”Remy says that the nomination for the 2011 Seafood Prix d’Elite will further contribute to the company’s fortune. “It is important because there is a special exhibition space for those that are shortlisted at the entrance of the show, as well as our booth in the Irish pavilion. That means you have a double entry at the exhibition. It is much better for chance meetings,” he says. “And these shows offer a great opportunity to meet with our clients and suppliers.”



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The Irish Seafood Producers Group (ISPG) was established in 1986 by a group of salmon farmers in south Connemara, on Ireland’s west coast. Since then, it has grown to become Ireland’s leading marketing, sales and distribution companies for Irish fi nfi sh aquaculture products. The group’s product portfolio

includes: organic salmon; organic arctic char; arctic char; organic trout, and farmed perch. The latest addition to the ISPG’s range is Achill Island Turbot. With the fi rst product launched in November 2010, ISPG has sourced premium markets for Achill Island Turbot in the US, Canada and Europe.

value Ancient Romans considered turbot fi sh ‘the pheasant of the sea’ on account of its rarity and delicate sweet fl avour. Today, the fi sh remains a rare catch with quantities of wild turbot diminishing. They are an ideal fi sh for aquaculture as

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the irish seaFOOd prOducers grOup has recentLy intrOduced Farmed turBOt Fish tO its range OF prOducts and it’s prOving pOpuLar With internatiOnaL markets



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they are comfortable in higher stocking densities than most other fish: therefore production is very efficient in terms of water and space. Michael Flanagan, founder of Achill Island Turbot, says: “Turbot is a high-value flat fish that’s available less and less from the wild. Its availability from the wild is quite seasonal and is sporadic, both in terms of availability and size.”Achill Island Turbot is Ireland’s only turbot farm. Located on the country’s largest island, in the wilds of the northwest, the turbot farm avails of the region’s ‘pristine sea water’. “There’s no industrial development around here,” says Michael. “It’s completely unpolluted. The water source, the raw material for what you’re doing, has to be first class, and we found that in Achill.”The turbot is farmed on land, which is distinct from salmon as it is farmed at sea. The flat fish is farmed in tanks where, as a sedentary creature, it mainly rests at the bottom of the water. It takes between 14 and 16 months to grow a turbot from 10g finger length to 1.25 or 1.5 kilo. They’re fed a pelleted diet, like other farmed fish, but it is specifically formulated for turbot. It is composed of similar ingredients: fish meal and fish oils from sustainable managed fisheries. Turbot grow well at temperatures of about 16°C. In Ireland it’s much easier to maintain water at this temperature all year round than it is in Spain and Portugal, where most of Europe’s turbot is farmed, when in summertime they have to cool down their water.

SuStainable SupplySustainability is extremely important to turbot farming in Achill. “We farm them in a system known as recirculation, which has little or no impact on the environment,” says Michael. “Because we use one body of water, which is continually cleaned in a biological filtration process, there is minimal environmental impact and pristine fish at the end of the day.”Michael explains that “the volumes available are small, relative to other fish

and it’s an expensive fish to catch”. The dearth of wild turbot makes it a highly prized catch. “On the restaurant menu you will see it up there with black sole and monk and, on the fish counter, it will be one of the most expensive fish there,” says Michael. “If a restaurant wants to place it on a menu for a prolonged period they really wouldn’t be in a position to do so because they wouldn’t be able to ensure supply.”However, with farmed turbot, restaurants can guarantee a year-round supply of fish that is fully traceable. Michael says: “There should be no difference between a wild turbot and a farm turbot, except that it’s available all year round. In some blind tasting farmed turbot has come out on top of wild turbot. For all intents and purposes, there’s no difference”.

future expanSion

Currently, about 6,000 tonnes of turbot in Europe is farmed, with a total market value of €63 million. Ireland’s first turbot farm, on the northwest Atlantic coast, has been in operation since 2008 and has the capacity to produce 100 tonne of turbot. “We hope to expand further from that,” adds Michael. The majority of the produce has been exported to countries in Europe and to the US. Once ordered the fish can be harvested, shipped and on a menu within 48 hours. “It’s not native to the US,” Michael explains. “If you get turbot in the US it has come from Europe. From leaving our farm it can be in the US within 36 hours, so it’s no later arriving in Boston than it would in Paris or Milan.”

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Irish Pavilion - Hall 9, Stands 4259/4359

Having secured a new listing witH a major dutcH retailer, sHellfisH de la mer is exploring new markets and expanding its presence in europe. IRISHFOOD spoke to sHellfisH de la mer about its growing businessLocated on Ireland’s scenic southwest coast, Shellfish De La Mer has access to some of the richest and purest fishing grounds in Europe. For over 21 years the company has been providing premium quality seafood to international clients.

Controlled supplyThe company’s core product is crab but it produces over 140 different products, which are available in a variety of presentations including: fresh, pasteurised or frozen. Shellfish De La Mer has a flotilla of day-boats that provide the daily catch, which is then supplied to the company’s own state-of-the-art processing facility - providing full product traceability. Catches are processed in the shortest time possible to guarantee freshness. “With our own fleet of fishing boats,” says Albert O’Sullivan-Greene at Shellfish De La Mer, “we have a very consistent, controlled and responsible supply of high quality raw materials. While we have this excellent supply chain, challenges in supply are sometimes inevitable: this year was a particularly poor year for shrimp fishing, across the board. The supply of shrimp was largely below international demand levels. This was an unexpected occurrence as shrimp fishing has yielded high volumes over the last number of years. It is important to foresee circumstances like this and to have diverse capabilities, expertise and product range

so as not be too reliant on one product.”

new businessAt Marketplace 2010, Shellfish De La Mer secured a new listing with a well-known retail outlet in Holland. “This was our first venture into the Dutch market and was directly affiliated with Bord Bia’s Marketplace Ireland 2010 event,” says Albert. “This comes as a huge boost to the company. This listing is important to us in terms of our growth of our European markets and further develop of our brand across Europe.” Albert believes that trade shows offer Shellfish De La Mer an important opportunity to have a strong presence and showcase new products and innovative ideas both to European and worldwide markets.“Marketplace and ESE are some of the highlights of the year for our marketing team,” says Albert. “They are highly beneficial in facilitating meetings with valued existing customers as well as gaining new sales leads, finding new strategic partners and product alliances. We have acquired many new customers both at trade shows and also through follow-up with customers we have met through shows like Marketplace Ireland and ESE.”

Growth in export marketsAmongst Shellfish De La Mer’s main export markets are: the UK, France,

brand development

Spain, Italy, China, Sweden and Portugal. “We also export to many other countries,” explains Albert, “but those are currently our main markets. Potential for growth is becoming increasingly ubiquitous with the swift globalisation of the seafood industry. Opportunities to increase trade with existing customers are as important to us as developing new markets and gaining new customers.”

ChallenGesAlbert adds that there are many challenges, from cultural and language barriers to delivering product modification suited to a customers needs. However, he believes that the strong reputation the company has built during the past two decades provide it with “an excellent platform to tackle these challenges head on”. He says: “These challenges are what make the industry interesting and exciting to be a part of.”While the past few years have been difficult for the seafood sector, as well as other industries, Albert is confident in the future of Shellfish De La Mer. “This year, Shellfish De La Mer has returned to pre-recession growth rates,” he explains. “The outlook is promising. We are all looking forward to growing the business into the future.”


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As the world’s largest seafood fair - attracting buyers and sellers from over 140 countries around the world and featuring the stands of over 1,600 exhibitors – the European Seafood Exposition (ESE) is a key event in the calendar. This year, Ireland is well represented once again and Bord Bia’s Ireland stand will be host to 19 Irish seafood exporters. Commenting on the importance of the show, Karen Devereux at Bord Bia explains: “Bord Bia’s presence at the show provides Irish seafood companies a chance to seek out new market opportunities and broaden their export reach, to launch new products and to meet with new and existing customers.”This year sees the Irish contingent grow to 19 exhibitors at Bord Bia’s Ireland pavilion, following on from a very successful show last year. “Whilst the feedback generally was that visitor numbers were down at the show in 2010, the feedback from Irish exhibitors on the Irish Pavilion was very positive, with many of the exhibitors advising that new business had been secured as a result of their participation at the show.” “An increase of exhibitors on 2010 numbers under the Ireland banner demonstrates the strength of the seafood industry for Ireland. Irish eExhibitors at ESE will represent the full spectrum of

species available from Ireland including shellfi sh, whitefi sh, pelagics and fi nfi sh in a range of formats including live, chilled, frozen and smoked. The value of Irish seafood exports in 2010 is estimated at €370 million, representing an increase of 18 per cent on previous year fi gures. Exports account for approximately 45 per cent of total annual output from the sector.” A number of new products will be launched at ESE by Irish seafood exporters. Kenmare Select for example will showcase their new organic smoked salmon with seaweed, a product that won two gold stars at Great Taste Awards 2010 and will also be entered in the ESE Prix d’Elite. Irish Seafood Producers Group (ISPG) will also display the latest product to its range, Achill Island turbot, which is the only farmed turbot in Ireland. Sofrimar Ltd. completed a major capital investment programme in 2010 with the addition of processing and cold storage facilities and the installation of processing lines for MAP and pasteurised products. Sofrimar Ltd. will launch their new range of MAP and pasteurised cooked products including crab claws, brown crab, whole whelks and winkles at ESE 2011. Live and frozen razor clams are other new products Sofrimar Ltd. will promote at the show.This year, as Irish suppliers look to develop sales and enter new markets, Bord Bia will

use ESE as a platform to meet buyers and recruit them to participate in forthcoming trade events such as Marketplace Irealnd 2012 – which will see buyers from all over the world come to Dublin to meet with potential Irish suppliers across a range of sectors including seafood.Bord Bia is also producing a number of publications in time for the show for circulation to trade buyers visiting the Ireland Stand. The Irish Seafood Exporters Directory, originally produced for ESE 2010 has been updated to included an additional 10 new Irish seafood exporter profi les and will be distributed on the stand in English, French, German, Italian and Spanish. A CD is also included, which provides an in-depth overview of the Irish seafood sector.In addition, Bord Bia has produced a brochure on Sustainable Irish Seafood, which will inform buyers of the various quality assurance schemes under which Irish seafood is produced and marketed. Available in fi ve different languages, it will also be distributed at the Information Stand at ESE.Furthermore, a series of information leafl ets on Irish organic salmon and brown crab have been produced in a number of languages and will also be made available to buyers at the Ireland Stand.

BOrd Bia – irish FOOd BOard – is deLighted Once again tO Be a part OF the eurOpean seaFOOd expOsitiOn (ese) in BrusseLs

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BOrd Bia has an extensive range OF marketing and prOmOtiOnaL activities pLanned FOr 2011. BeLOW are sOme OF the key prOjects underWay:

1. ResearchPanel research into the prawn and mussel categories was carried out in the French market to determine market drivers •at retail and consumer level. This research was presented directly to the main Irish prawn and mussel processors at the beginning of April.

An extensive research project into the French catering market for crab is programmed for end of year 2011. This research •will provide insight into the size of the crab market at foodservice level in France; will profile the main purchasers and their specific requirements at volume and product specification level; and will help identify potential routes to market for Irish crab processors in this sector.

Research is also currently underway in the Austrian seafood market. This research seeks to quantify the size of this market •and determine the main trends driving the seafood sector, as well as provide an understanding of the main routes to market and to profile to main players/purchasers at retail and foodservice level in this market. The main seafood purchasers are being interviewed as part of this research to understand their requirements, current sourcing patterns and the potential for increased Irish seafood sales in this market. Subject to a positive outcome from this research, Bord Bia will coordinate a study visit to the market in June to allow Irish seafood exporters an opportunity for face to face meetings with key customers in this market.

A similar study into the Swiss seafood market will be undertaken later in 2011 with similar objectives and outputs expected.•

In order to build awareness of the new extensive Bord Bia network, bi-monthly retail store audits are carried out in key export •markets and distributed to seafood exporters. This gives up-to-date product, price and supplier information to seafood companies in order to help in product proposition and development in the main export markets including the UK, Spain, Italy, Holland, Germany, France, Russia and Sweden.

2. Market developmentBord Bia has an extensive trade show programme for 2011 with a dedicated seafood presence. These trade shows are essential to allow Irish seafood processors to maintain contact with key international buyers and to identify new market and product opportunities.Seafood companies have already exhibited at Biofach in Germany, at the Mediterranean Seafood Expo in Italy and at El Salon Internacional del club de Gourmets in Madrid. At ESE, a total of 19 Irish seafood exporters will participate on the Bord Bia Pavilion, while later this year Irish shellfish suppliers will travel to Conxemar, Vigo, on October 4 to participate in this event.

3. PromotionListed below is a sample selection of some of Bord Bia’s promotional activities in 2010/2011:

* In-store tastings in France, Spain, Germany and Sweden across a range of species including Irish crab, oysters, mussels and organic salmon, according to preferences and opportunities in respective markets.

* During Saint Patrick’s week, promotional activities were carried out in all major markets such as: a seafood point of sales kit distributed to retail and wholesale outlets in France; a master chefs class in Madrid; and a trade reception for wholesalers in Germany.

* A number of media trips with leading trade and consumer press media from core European markets have been, and will continue to be, organised throughout the year. A leading journalist from France’s leading trade magazine Produits de le Mer was brought to Ireland on the first week in April to carry out a particular focus on Ireland in one of the monthly editions. The editor from the German seafood trade magazine ‘Fisch Magazine’ will participate in a three-day visit to Ireland in June with a particular focus on the Irish organic mussel and salmon farming and the Irish prawn sector.

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minister’sFOreWOrdminister FOr agricuLture, marine and FOOd, simOn cOveney, cOmments On the irish Fishing industry and On the chaLLenges Facing the irish seaFOOd sectOrIreland is a small island with access to rich fishing grounds and with approximately 7,500 kilometres of natural coastline. As the global population increases, the demand for seafood increases and we here in Ireland need to adopt a business-led approach to our policy and planning to ensure we are making the most of the resource we have available. Identification of new market routes are vital to developing our seafood industry and the maintenance of market access and premium prices for our shellfish, pelagic, whitefish and salmon products.

Seafood exports during 2010 showed a good recovery with an overall increase of 12 per cent to an estimated €365 million. This is a very robust performance, given the current challenging economic climate both nationally and internationally. Exports during 2010 showed significant improvement as lower supplies across most main species helped to boost prices, as did the more favourable exchange rates.

Irish organic salmon and Irish oysters performed exceptionally well throughout 2010 and it is expected that this market will remain buoyant throughout 2011. Ireland is one of Europe’s largest and most sophisticated producers of organic salmon. The popularity of organic salmon in Europe helped Irish exports in 2010 as some 80 per cent of Irish production is organic.

Irish mussel growers have again shown their innovative spirit in being the first to produce organic mussels which comply with the European organic standard. Irish organic mussels are already being placed on the French market and this should yield promising results.

Bord Bia has coordinated and edited an informative brochure entitled ‘Irish seafood a responsible choice’. This work is the result of a joint effort between Bord Bia, BIM (the Irish Sea Fisheries Board) and the Marine Institute. It will help, I am confident, international buyers to understand the uniqueness of Irish seafood from a sustainability point of view whilst also helping Irish exporters define common selling points based on responsible fishing.

Looking to the future, Food Harvest 2020 sets out a roadmap for growth in seafood sector and the delivery of the recommendations in that report are, in my view, critical for delivering on the substantial potential of this sector. Food Harvest 2020 is based on developing non traditional species, improving quality and developing value added products from foreign landings for high value EU and niche markets.

I believe that seafood innovation and new product development together with maintenance of an international reputation for wholesome, fresh and natural seafood, produced in the most sustainable and environmentally friendly manner, are essential to the advancement and further development of the Irish seafood sector. I am committed to working with the Irish seafood sector to deliver these fundamental requirements while also seeking to increase Ireland’s market share of the international seafood industry.


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atLantic daWn grOup

Atlantic Dawn is a private company that was established in 1968. The company employs 250 people and has an overseas office in Norway. Atlantic Dawn specialize in frozen pelagic fish. The company’s product portfolio includes: mackerel, herring, horse mackerel, blue whiting, sprat, silver smelt, saithe, sardine, sardinella and capelin. Products are sold unbranded, in bulk, with secondary processors being the main channel supplied. The Atlantic Dawn Group has a strong market presence throughout West Africa, the Middle East, Central America, Far East and Eastern Europe. The company’s activities include RSW catching vessels, sea freezing vessels and shore freezing factories. The company is HACCP and MSC certified. atlantic Dawn group Roshine Road Killybegs Co. Donegal Contact: Karl McHugh Tel: 00 353 74 973 1644 Fax: 00 353 74 973 1646 Email: [email protected]

Hall 9, Stand 4050

atLanFish

Established in 1976, Atlanfish is a 100 per cent family-owned and managed company employing 12 full-time staff and up to 40 seasonal/part-time workers. The company specialises in cooked premium shellfish and all of its product goes to export markets throughout Europe and Asia. Altanfish also has a subsidiary office in France. The company’s extensive product range, which comprises chilled, pasteurised and frozen formats, includes: whole crab (pasteurised and frozen), crab claws, mussels in sauce, whole pasteurised langoustines, whole pasteurised crayfish, brown crab meat and roe, andáá whole pasteurised lobster. Pouches, trays and vac packs in a variety of sizes are available to suit all customer requirements.Approximately 90 per cent of product is sold in branded format, under the: Cashelmara, L’Irlandais and Molly Malone brands. The remaining 10 per cent is sold into private label. Atlanfish operates a stringent quality management programme with only the finest quality raw materials selected for processing and all controlled under the strictest hygiene conditions. The company prides itself on offering its customers a ‘fresh’ option all year round with its range of premium seafood products that can be traced from plate to source. Company processing facilities are equipped with the latest production technology.Recent NPD launches include whole pasteurised Lobster, pasteurised whole langoustine, whole crayfish and mussels in sauces.

atlanfish ltd.Main RoadCarndonaghCo. DonegalTel: 00 353 74 937 4285Fax: 00 353 74 937 4685Email: [email protected]: Gareth Gallagher

Irish Pavilion - Hall 9, Stands 4259/4359 eSe - The World’s Largest Seafood Fair


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Irish Pavilion - Hall 9, Stands 4259/4359 eSe - The World’s Largest Seafood Fair

cOnnemara seaFOOds

Connemara Seafoods is an award-winning Irish owned company with over 50 years’ experience in primary seafood cultivation, processing and exporting. Connemara Seafoods is a specialist in fresh, frozen and pasteurised shellfish with offices in France, Spain, Italy, Portugal and Germany. Clients include fresh, add-value frozen ready meals wholesalers and distributors in food service, industrial and retail markets.Operating under the Connemara brand, the company has built an enviable reputation as a specialist in premium shellfish, for quality innovative products, superbly presented and competitively priced.Connemara Seafoods expertise brings together a unique understanding of the marine and its natural environment while possessing the expertise necessary to produce nature’s best shellfish products for the international marketplace. The company operates to BRC Issue 5 Grade A Higher Level, The Irish Quality Mussel Programme (IQM) & Eco standard based on ISO 14001.The Connemara Seafoods brands (Connemara, Moules du Connemara, Crab du Connemara, La Mouliere) communicate the origin of the products, the location off the wild Atlantic Coast – west of Ireland. It evokes the very best in values, the very best in nature, marrying these with tradition, knowledge and expertise. Together these represent Connemara Seafoods’ commitment to first class products, produced by a first class producer who harvests the best raw material from the cleanest waters in Europe.

connemara Seafoods ltd.Seafood HouseMilmeenaWestportCo. MayoTel: 00 353 98 41000/41328/41772Fax: 00 353 98 41666Email: [email protected]: Ann-Marie Mulloy

cLanaWLey kiLmOre internatiOnaL (cki)

Kilmore Fish Company Ltd (holding company) was established in 1980. Boasting a turnover of €10 million, the company offers fresh and frozen shellfish, specialising in whole prawn and scallop products in consumer and foodservice packs. Key export markets include Spain, France and Italy and the company sells 50 per cent of product under its CKI brand. The other 50 per cent is sold into private label.CKI has 30 years’ experience in providing reliable, high quality products and a consistent service directly to many of the leading European retail and foodservice companies.A wide range of pack sizes of fresh and frozen prawns is available, dependent on the target market. Scallops are available in fresh 250gm-2kg retail consumer and wet fish counter packs, and frozen 500gm-1kg retail packs of half shell, meats and whole shell.

cKI ltd/Kilmore fish coKilmore QuayCo. WexfordTel: 00 353 53 912 9755Fax: 00 353 53 912 9700Email: [email protected]: Mairead Roche


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errigaL seaFOOd

Errigal Seafood is a veteran specialist seafood supplier, with 38 years’ experience under its belt. A pioneer in pasteurisation processes, it was the first company to launch pasteurised crab on the market, increasing the shelf life from nine days to an impressive 35 a huge bonus for retailers everywhere. One of the largest shellfish processors in Europe, most of Errigal’s products are marketed under the Donegal, Errigal and Tuskar Rock brands. Errigal enjoys a close relationship with its suppliers of fresh seafood and it has a consistent and stable supply of product all year round, netting its catch from the chilly North Atlantic waters, the home of premium quality seafood.Established in 1972, the company is privately owned and has a turnover in the region of €20 million. Employing a staff of 110, Errigal also has an office in France.Specialising in cooked shellfish, the company’s product range includes: crab, whelks, periwinkles, prawns, king scallops, queen scallops, shrimp, razor clams andlobster.Errigal supplies the retail, wholesale and foodservice sectors in a range of markets throughout Europe and Asia under the Donegal, Tuskar Rock and Celtic brands. Ten per cent of product goes into private label.A variety of pack formats are available to suit customer requirements and the company recently launched two new products: fresh king scallops in a tub and fresh queen scallops in a tub.

Errigal SeafoodsMeenanearyCarrickCo. DonegalTel: 00 353 74 973 9023Fax: 00 353 74 973 9114Email: [email protected]: Aodh O’Donnell

emeraLd musseLs

Established in 2001, Emerald Mussels is a Private Limited Company involved in Aquaculture.The company employs 10 people and has an overseas office in Holland.The company specialises in blue mussel cultivation and its extensive product range includes all shellfish - mussels, oysters, lobsters, winkles, crabs, clams and razors.The product is supplied fresh to European customers and is sold under the Premier and Emerald brand in consumer MAP packs.Supplying both foodservice and retail sectors, all sales are generated through export.Quality is key for the company alongside offering continuity of supply. Quality accreditations/certifications include EcoPact and IQM.

Emerald musselsGreencastle RoadMovilleCo. DonegalTel: 00 353 98 26376Tax: 00 353 98 26431Email: [email protected]: George Golden



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gaLLagher BrOs (Fish merchants) Ltd

Gallagher Bros is strategically located in Ireland’s premier fishing port. Its products are sourced in rich, clean, pollution free fishing grounds off the North Atlantic. Family management and control means commitment, fast response and flexibility to customer needs. Consistent high quality and freshness are ensured by direct landings of fish catches to quayside plants with the latest processing in freezing techniques and on-site cold storage capacity.Established in 1919, the company specialises in mackerel, herring, horse mackerel, blue whiting. Formats include whole frozen, head on, fillets, skinless fillets, marinated fillets, marinated skinless fillets in 20kg and 10kg blocks. The company supplies Europe, Scandinavia, Japan, Russia, West Africa, Egypt and all sales are in bulk to secondary processors. Quality accreditations/certifications include MSC certified mackerel and HACCP.

gallagher bros (fish merchants) ltdDonegal RoadKillybegsCo. DonegalTel: 00 353 74 973 1004Fax: 00 353 74 973 1509Email: [email protected]; [email protected]: Anne/Michael Gallagher

gLenmar sheLLFish Ltd

Glenmar Shellfish has been serving the fishing industry for over 30 years. Recently, it modernised its approach towards buying, production and selling to adjust to the rapidly changing fishing industry. Production is catered for by a HACCP approved modern factory in Kilmore Quay, with full traceability and serviced by the nearby, accredited cold store. Fresh fish and prawns are packed and graded at its modern facility in Union Hall and then dispatched to Kilmore Quay for immediate processing.The company’s new prawn range includes fresh prawns that are shipped twice weekly to Europe and a range of frozen for fresh, using only day-caught prawns. It also produces peeled dried and glazed scampi meat. It imports a variety of products from South Africa, including: hake fillets; frozen at sea squid; frozen at sea monkfish tails; john dory fillets; ray, and pink prawn. Sales in Italy are conducted from Omnia Brokers, the rest of Europe is catered for from its Cork office.

glenmar Shellfish limited Main StreetUnion HallCo. Cork Contact: Diarmuid O’DonovanTel: 00 353 28 33818 Fax: 00 353 28 33099 Email: [email protected]


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irish seaFOOd prOducers grOup Limited

ISPG (branded Atlantic Fare) is one of Ireland’s leading suppliers of farmed salmon and sea reared trout. Established in 1985, it has grown to become the principal sales and marketing organisation of Irish finfish aquaculture products. With the natural resource of the raging Atlantic Ocean on its doorstep, it prides itself on the quality and freshness of all its premium products, which have the Atlantic Fare seal of approval. The company’s dedication to product quality and traceability, as well as its careful selection processes ensure that only fish of the highest quality is packed and distributed to its customers throughout Europe, North America and the Far East.The product range includes organic salmon, organic trout, char and, most recently Irish organic char. Key markets are France, Ireland, Switzerland, the UK, Germany, Holland, Belgium, the US and Canada and 100 per cent of sales are under Atlantic Fare’s own brand.The main channels supplied are wholesalers, traders, processors and retailers.

Irish Seafood producers group (ISpg)/atlantic fareKilkieranConnemaraCo. GalwayTel: 00 353 95 33300Fax: 00 353 95 33453Email: [email protected]: Valerie DuJardin

kenmare seLect

Kenmare Select was founded by former chef and seasoned gastronome, Rémy Benoit, and remains true to its roots in haute cuisine. The signature taste of Kenmare smoked salmon is akin to a lightly smoked ‘sashimi’, where a touch of pure oak smoke and the freshness of local Irish salmon combine to create a taste of unparalleled quality. With an eye firmly on the premium market, Kenmare Select supplies to an extensive range of choice clients; examples, Four Seasons Milan, Henley Royal Regatta, Lafayette Gourmet France, Peck Milan, Cartier International Polo Day at Windsor, Hyatt Regency Thessaloniki and Villa Serbelloni. The smokehouse received awards in recognition of the outstanding quality of each of its smoked salmon products in 2010: organic smoked salmon with seaweed (Two Gold Stars, Great Taste Awards, UK); herb cured smoked salmon (Silver Medal, Irish Food Awards); and mild smoked salmon (One Gold Star, Great Taste Awards, UK). The organic smoked salmon with seaweed is short-listed as finalist at the prestigious Prix d’Elite 2011. Kenmare Select is launching the smoked shellfish range at the European Seafood Exhibition 2011: smoked oysters; smoked scallops; and a delicate smoked scallop terrine.

Kenmare Salmon co. ltd.KilmurryKenmareCo. KerryTel: 00 353 64 664 1422Fax: 00 353 64 664 1414Email: [email protected] /[email protected]: Remy Benoit



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kiLLyBegs seaFOOds Limited

Killybegs Seafoods is one of the principle Irish processors and exporters of premium quality pelagic fish from Ireland. Raw material is sourced from the northwest Atlantic waters and brought to its factory in refrigerated seawater trawlers. It has modern fish handling equipment with the capacity to store 800 tonnes of chilled fresh fish, 300 tonnes of daily air blast freezing and 6,000 tonnes of cold storage space.Established in 1968, the employs 90 people. Killybegs supplies markets throughout Europe as well as exporting to the Far East, Russia, Egypt and West Africa. Its product range includes: mackerel, herring, horse mackerel, blue whiting and sprat. Product formats are: whole, headed and gutted, gutted, handcut fillets, butterfly flaps, frozen and chilled – in 20kg cartons.Direct sales are to secondary processors under the Killybegs Seafoods brand. The company offers MSC certified mackerel.

Killybegs Seafoods ltd.Conlin RoadKillybegsCo. DonegalTel: 00 353 74 973 1028Fax: 00 353 74 973 1597Email: [email protected]: John McGuinness

kush sheLLFish

Established in 1987, Kush Shellfish is the first organic Mussel producer in Ireland. It has its own rope mussel production sites located in the Special Area of Conservation (SAC) and is proud to farm in only Class A waters. The company is fully certified with both Eco and Organic certification for rope mussel production.The company has a turnover of approximately €1 million and six full-time employees.As well as specialising in organic mussels, Kush also suppliers conventional oysters.Serving predominantly the French, German and Italian markets, sales are currently in bulk to processors under the Kush Shellfish brand. Pack formats include: 500g frozen, 1kg frozen, chilled available with 28-day shelf life in 500g, and 1kg packs. Fresh MAP will be available in the near future.The recent launch of the company’s organic rope mussels product sees the business now targeting the retail and foodservice channels with this new product.

Kush ShellfishO’Sheas Buildings, Kenmare,Co. KerryTel: 00 353 64 664 1714Fax: 00 353 64 664 1751Email [email protected]: John Harrington


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marine harvest ireLand

Established in 1979, Marine Harvest has been at the forefront of Irish premium and organic salmon production over the last 30 years. Its products are produced with care for both the salmon and the environment in which they live. It supplies its salmon fully traceable. Ongoing consumer research keeps the company’s offerings fresh and relevant to changing consumer needs. It has won a host of awards for hygiene and quality and offers quality assured organically certified products on a year round basis. In 2010 Marine Harvest Ireland won Seafood Exporter of the Year in Ireland.Marine Harvest Ireland is a speciality producer within the larger Marine Harvest group. The company employs 266 people in remote coastal areas of Ireland. Marine Harvest Ireland has access to the following markets: Scotland, the US, Canada, France, Belgium, Italy , Spain, China, Japan, Singapore.The product range includes Irish organic and premium eco label Salmon in a variety of formats, fresh and frozen, to suit the needs of the customer.The value-added retail range is sold under the Donegal Silver and The Organic Salmon Co. brands.Currently, the majority of products are sold to high-end smokers and processors. In 2009, the company launched the Donegal Silver and The Organic Salmon Co. brands into the retail market.

marine harvest Ireland,Rinmore, FanadLetterkennyCo. DonegalTel: 00 353 74 919 2120Fax: 00 353 74 915 2521Contact: Eve Anne McCarronEmail: [email protected]

murphy’s irish seaFOOd (Fastnet)

Murphy’s Irish Seafood, formerly known as Fastnet Mussels Ltd, is located in Bantry Bay on the southwest coast of Ireland. Murphy’s Irish Seafood - an award-wining organic seafood producer - is a sustainable aquaculture company operating to best environmental practice. The company currently grows organic salmon, organic mussels and mussels and is actively developing new areas of interest, notably seaweed (brown and red), other bivalve and echinoderms culture. The company has a modern BRC accredited seafood processing facility, which meets all national and international standards. The company has had a long history of innovation to meet changing market demands. It holds the worldwide patent for the production of ‘Individually Quick Frozen Mussels’Murphy’s Irish Seafood offers a range of products and formats: Mussels: live, fresh, chilled, cooked and frozen formats; sous vide (chilled and frozen) mussels in a variety of sauces; IQF mussels; MAP mussels; organic Irish salmon.Murphy’s Irish Seafood supplies products to North American, EU and Eastern Europe as well as Asia.

murphy’s Irish Seafood GearhiesBantry Co Cork Ireland Tel 00 353 2761276Fax 00 353 2761264Email: [email protected] / [email protected]



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O’cathain iasc teO

Ó’ Catháin Iasc Teo is a family-run business. It was established in 1975 and is one of Ireland’s leading producers of fresh and frozen pelagic and demseral fish.The company is located on the south west coast of Ireland. Its processing facility has access to the richest and clearest waters of the north Atlantic and has a capacity to fillet and freeze 100 tonnes of fresh fish per day.Ó’ Catháin Iasc Teo’s range of products include: mackerel, horse mackerel, herring, monkfish, whiting, hake, cod, haddock, ling, albacore tuna, prawns and scallops.

Ó’ catháin Iasc teoThe Quay Dingle Co. KerryContact: Tel: 00 353 66 915 1322Fax: 00 353 66 915 1746Email: [email protected]

nOrFish Ltd

Norfish is a specialist in the processing of pelagic fish and has over 30 years’ experience within this sector. The company is strategically located in the fishing port of Killybegs Ireland. Established in 1974, Norfish Ltd is a family owned business.The product range includes: MSC mackerel, herring, horse mackerel, blue whiting in whole round, H&G, gutted, fillets, flaps, deli, etc.Both fresh and frozen products are available and key markets for the company are Continental Europe, Eastern Europe, Russia, Asia, and Africa. Products are sold unbranded, in bulk (20kg blocks) into secondary processing channels.

Norfish ltd.The GlebeKillybegsCo. DonegalTel: 00 353 74 973 1146Fax: 00 353 74 973 31844Web: www.norfishltd.comEmail: [email protected]@iol.ieContact: Tony Byrne


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sheLLFish de La mer

Established in 1987, Shellfish de la Mer employs 90 people and has an overseas office in Spain. The company supplies a range of shellfish (e.g. whole cooked brown crab, crab claws, crab meat, spider crab, velvet crab, whole frozen prawns, frozen cooked and raw shrimp, periwinkles) and whitefish (mainly witches, turbot, hake, megrim, monks and pollack). Fresh, frozen and pasteurised formats are available.Access to raw material through its own modern fishing fleet, consisting of five large day-fishing vessels, gives Shellfish de la Mer a real advantage. This fleet harvests premium quality seafood from the cold waters of the Atlantic, just off the shores of Castletownbere, which enables the company to process the catch within the shortest possible time and ensures a premium quality product in the marketplace. Shellfish de la Mer supplies Ireland, the UK, France, Spain, Italy, China, Sweden and Portugal, serving both the retail and foodservice sectors. Brands sold in export markets include: Shellfish de la Mer, ‘Chair de Crabe Superieure’. Ninety per cent of sales are generated through branded sales.The company has recently launched a new range of pasteurised products.

Shellfish de la mer ltd.Dinish IslandCastletownbereCo. CorkTel: 00 353 27 70461Fax: 00 353 27 70333Email: [email protected]: Peter O’Sullivan Greene


divine Oysters – BeLLs isLe seaFOOds

Divine Oysters Ltd was established in 2011. The company employs four people.The company uses some of Ireland’s finest oysters from Donegal Bay in the north west of the country. Particular attention is paid to the meat content and shape of Divine Oysters. The Oysters have a unique nutty taste, which is a consequence of the purity of Donegal Bay waters.Divine Oysters intend to export 100 per cent of its produce. Its main market is mainland Europe and the Far East. The company has a privileged partnership with French packer (Togie), which allows efficient and quality distribution.

Divine oysters ltdBallindooleyHeadford Road Donegal Tel: 00 33 (0) 62 304 5177 / 00 353 91 394370Fax: 00 353 91 680117 Email: [email protected]: Carmel MacMahon and Yvonne Cocollos

Hall 11, Stand 2160


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sOFrimar

Located in the unspoilt fishing village of Kilmore Quay, Sofrimar is situated just minutes from the harbour, enabling it to bring deliciously fresh seafood to its customers throughout Europe. Having forged strong relationships with the local fishing community, Sofrimar has access to a diverse range of high quality shellfish and whitefish species. The company’s partnerships with Kilmore Quay’s day boats, a stone’s throw from the factory, guarantees optimum freshness and quick delivery to their customers within hours of being caught. The company even has a live lobster holding facility ensuring continuous supply during peak periods. The company has a turnover of €10 million and has overseas offices in France, Spain and Italy.The product range includes: scallop meat, crab products, periwinkles, whelks and live lobster in live, fresh, chilled, cooked, frozen and frozen on board formats.Sofrimar supplies France, Spain, Italy, Portugal and South Korea, under the Sofrimar brand and retail private labels. Both retail and foodservice channels are targeted.The company is currently developing a new range of scallop in sauce products.

Sofrimar ltd.Kilmore QuayCo. WexfordTel: 00 353 53 912 9660Fax: 00 353 53 912 9699Email: [email protected]: Lorcan Barden


sean Ward (Fish expOrts) Ltd

Established in 1998, Sean Ward (Fish Exports) is a private company, specialising in the processing and exporting of Pelagic fish.The company’s extensive product range includes: horse mackerel, mackerel, herring, blue whiting and sprat. The product is supplied frozen and formats include:

mackerel: whole round, headed and gutted, hand •cut side fillets, skinless mackerel side fillets, gutted mackerel, mackerel butterfly fillets.herring whole round, deli herring, herring flaps.•horse mackerel: whole round.•blue whiting: whole round.•sprat: whole round.•

The company supplies Europe, Africa, Russia and the Far East and products are sold unbranded in bulk. The main channels supplied are Wholesalers and Secondary Processors. The company is HACCP approved and MSC certified.

Sean Ward (fish Exports) ltd.Roshine RoadKilybegsCo. DonegalTel: 00 353 74 973 1613Fax: 00 353 74 973 1631Mobile: 00 353 87 242 4211Email: [email protected]: Sean Ward, Managing Director



MA

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tO tO SucceSSSucceSSWhiLe suppLy remains a chaLLenge, With

quOtas as they stand, dOn mcsWiney at

enterprise ireLand* BeLieves the Future is Bright

FOr irish seaFOOd cOmpanies as LOng as

there is an acknOWedgment that the key tO

success is in adding vaLue tO prOduct.

Enterprise Ireland works with the seafood industry to put in place strategy and strcutures that will help it become more competitive in the global marketplace. The primary objective within the sector is to grow our value added seafood exports by an additional €50 million over the next three years. This will be achieved through collaboration with other State bodies and institutes such as Teagasc, the Marine Institute, BIM (the Irish Sea Fisheries Board) and Bord Bia – Irish Food Board.Our existing export sales are valued at approximately d360 million. Adding value to Irish seafood product is key to achieving this growth. A commitment to new product development and innovation is crucial in order to achieve this goal. This means, for instance, offering mussels in sauces, selling processed rather than live crab, or developing innovative packaging that refl ects changing consumer trends. Sustainable efforts and responsible fi shing is also an important focus for companies looking to achieve growth, as well as

producing high quality organic product. Irish seafood companies are well aware of this and have made huge strides already in this area. Aquaculture is going to become more and more important in the coming years and there has been really good growth in 2010 with this part of the seafood sector. Irish seafood is also recognised worldwide for its quality and safety, which is a great advantage when targeting new customers overseas.

target marketSWhile European markets remain the main markets for Irish seafood suppliers, forecasts show that two thirds of the world’s middle class will live in Asia by 2013, so the Asian market will become more and more important to Irish companies looking to increase export sales. Indeed, already many Irish companies are exporting to Hong Kong, Japan and China and building their presence in these markets by attending trade shows such as SIAL China and

HOFEX in Hong Kong. In addition, Bord Bia’s successful Fellowship Programme, which enables graduates to carry out market research and business development assignments in export markets on behalf of client companies, has some Fellows working in Asia for Irish seafood companies that are targeting the market.

working togetherOne of the most successful projects overseen by Enterprise Ireland for the seafood industry was developed with the Grimsby Institute and involved working with Chief Executives and Managing Directors to develop their strategic direction. Many seafood companies in Ireland are owner managed and family-run which means that, while good at production, strategic vision needs to be cultivated among MDs and CEOs. The programme involved two 18-month courses run by the Grimsby Institute throughout the country, which enabled



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participants to identify the challenges that they were facing within the sector and consider the most appropriate manner in which to address these challenges. Those companies involved were also brought on an international trip to witness ‘best practice’ in seafood processing. The companies visited Japan to look at new technologies and China and Vietnam to see processing and production techniques. On completion, there was still a demand from the companies for further education and so Enterprise Ireland facilitated an MBA degree for a group of nine companies. These companies graduated from the Grimsby Institute in September 2010. Effectively, these companies have now been working together for six years and, subsequently, they are benefiting from the shared experience by working in collaboration in areas such as joint marketing and joint purchasing, which is helping them to achieve increased sales and more efficient production.The companies involved are now looking

for an R&D Forum to be put in place for the industry that will involve the industry itself, as well as the relevant Government agencies and research institutions. The Forum would meet on a bi-monthly basis to discuss support systems that are in place to concentrate on research and development. This is an excellent initiative, as we need to capitalise on the collaborations and alliances that have formed between different processors. Buyers overseas are looking for Irish suppliers to offer a basket of products – a wide range of seafood with the supplier offering a one-stop-shop for customers. The end result, we would hope, is to establish a branded range out of Ireland in this sector, with a potential turnover of €100 million.

the lean agendaTackling efficiencies within the business is a tried and tested route that many companies can take to succeed in

remaining competitive and Enterprise Ireland’s suite of Lean support programmes are designed to assist companies in this area. The programmes are tailored for companies of significant scale (e.g. sales greater than €100m), second tier companies and smaller SMEs. The approaches are tailored to be appropriate for companies with differing depths and breadth of management and related absorption capabilities. In practical terms, what we are doing is enabling highly skilled consultants to get embedded with the companies. The aim is to take costs out and give the company a very strong platform for growth in the future. Efficiencies are achieved in a way that does not impede or diminish the value offer to the customer – in fact it is about enhancing this. The actions being taken under the Lean programme have restored competitiveness to those companies that have already participated. The programme requires a level of upskilling and a complete change of culture throughout the company. This year sees the launch of the first Lean programme specifically designed for the seafood sector.

inveStmentFrom an investment point of view, 18 companies have already put forward capital investment projects this year, which have been approved. These projects are predominantly focused on increasing efficiencies and growing production to cope with increased market demands. Over the past year, Enterprise Ireland has also run innovation programmes for seafood companies and offers Innovation Vouchers, which many companies have availed of. These are worth d5,000 each and help with initial product development, allowing research to be completed at national research centres. To date, the industry has drawn down 34 of these vouchers, which reflects the industry’s commitment to adding value and driving the innovation agenda forward.

*Enterprise Ireland is the Government

agency in Ireland responsible for supporting

Irish businesses in the manufacturing and

internationally traded service sectors.



R&D

BIM’s Seafood Development Centre (SDC) was established to enable seafood companies harness the potential of the Irish seafood market. Since opening 18 months ago SDC has been delivering a wide range of innovation services to the seafood industry and has seen around 180 companies interact with its services. There are currently a range of projects in the pipeline with approximately 50 active priority accounts. Many of these are undertaking new product development projects with the assistance of the SDC with ideas ranging from fish mousses, pates, chowders to seaweed projects. As anyone involved in new product development knows, there has to be a solid business side to the product. The SDC is an integral part of BIM’s Business Development Division and all new ideas are scrutinised by BIM’s business experts to ensure there is a feasible market opportunity. Branding and market placement are important for companies. This also helps to eliminate the risk in new product development for the companies. New product development is undertaken as cost effectively as possible. A taste of the new products in the shops at the moment that have come through the centre include ‘fishpini’ (Irish fish sausages); Keohanes of Bantry microwaveable fish fillets; and, organic fresh mussels. The SDC says the innovation pipeline is full, and, it will be very exciting to watch the changing

nature of fish sales in Ireland following on from BIM’s focus on value adding.The SDC says its team brings passion and a true understanding of seafood to new product development. The SDC has taken on both a food and a business graduate as part of a graduate placement programme, which it sees as an opportunity to bring new energy and enthusiasm to the panel.Shelf life extension and other work on shelf life is a major component of work undertaken in the centre. Trying to maintain the naturalness of products and ensuring that they get to the customer fresh tasting is important to the SDC team. It views boosting shelf life, to meet the logistical demands of international customers, as a key component in assisting companies to extend their product sales. The SDC is involved with both established companies and new entrants to the fish processing sector.

BIM’s ‘Green and Lean Program’works hand in hand with the SDC, ensuring that, while profits are being increased by value adding, costs are being kept to a lean minimum. Innovation is often applied to plant design and layout and also to methods of selling. The SDC says that two companies are currently doing a lot of work on improving their internet sales.While the SDC is located in Clonakilty, feedback from clients and potential clients has shown us that we need to bring some of the SDC services to them. This has resulted in the announcement of ‘SDC on wheels’, which will bring the Centre’s services to other areas around the country. A key job for the SDC is to link companies with other agencies such as Enterprise Ireland, enterprise boards and Bord Bia. The SDC is focused on adding value to seafood raw material and are currently on target to creating an additional €50 million in value added seafood sales by 2012.

expLOring uncharted WatersaFter 18 mOnths in OperatiOn the BOrd iascaigh mhara (Bim) seaFOOd deveLOpment centre has aLready Launched neW prOducts tO market and has a numBer OF prOjects in the pipeLine

Susan Steele, coordinator at the Sdc



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franceFrance is Ireland’s main seafood market, representing around 27 per cent of overall exports and has shown strong growth in 2010. The main species exported from Ireland to France are salmon, mussels, prawns, crab, oysters and whitefish. France imports a diverse range of seafood, therefore, from Ireland and the French consumer has a particular appreciation for the North Atlantic species exported from Ireland.Salmon is one of the main species

consumed in France. According to the French Food agency France Agrimer, imports of salmon increased by 11 per cent in volume and 29 per cent in value in 2010. Norway remains the main supplier for French salmon, however Ireland is recognised as a leading supplier of organic salmon.Cod is also a main species consumed in France and imported volumes increased by 11 per cent with a slight drop in price. Imports to France from the UK decreased in 2010 compared to 2009 due to the rise in the exchange rate of sterling. Imports of scallop meat and black pollock from the UK decreased by 18 per cent and 29 per cent, respectively.Sea bass and seabream are products much appreciated by the French consumer and imports of seabass increased by seven per cent in 2010. Seabream imports, on the other hand, were penalised by a severe price increase of 17 per cent.Consumption of fresh fish in France dropped by three per cent in 2010 affecting particularly the sales of whole fish. Sales of prepacked fish on the other hand have remained stable following many years of growth. The increase in salmon prices have had a negative consequence on volumes consumed, however cod sales have continued to increase in 2010. Consumption of scallop meats increased significantly in 2009 but slowed in 2010 due to decreased supply from the UK. Consumption of delicatessen products on the other hand continue to increase significantly with an increase of 19 per cent in surimi sales and 9 per cent in sales of smoked salmon.Consumption of frozen seafood progressed in 2010, mainly for natural fish presentations, frozen scallop meats and ready meals. Canned products such as mackerel and tuna also continued to progress well.Mortalities of juvenile oysters in France have been affecting the market since 2007 leading to a significant drop in supply in 2010. From October to December 2010 price increased by 25 per cent while purchases consequently decreased by 26 per cent. For the full year 2010 the value of oysters purchased decreased by 8 per cent.

a repOrt FrOm tWO OF ireLand’s main eurOpean expOrt markets: France and spain

market update



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the SpaniSh marketSpain’s seafood production accounts for approximately 795,500 tonnes: 54 per cent of which correspond to fresh fish; 34 per cent to frozen fish; and 4 per cent to fresh mollusks - which means that 60 per cent of the total seafood produced in Spain is consumed fresh. However, in order to cover the national seafood demand, seafood imports remain a key factor to cover the deficit. In fact, around one third of the volume of seafood required to supply the domestic demand comes from imports.In terms of distribution channel, supermarkets have the largest market share, as more than 41 per cent of seafood purchases for home consumption are made through this channel, whereas the foodservice sector is primarily supplied by local distributors. Online shopping for seafood products has not yet made any impact as only a small minority choose this purchase option. Even though Spanish consumer cooking habits are changing, the vast majority still prefer to buy whole fish to cook at home following traditional recipes. Recent studies show that the type of consumer who buys the largest amounts of seafood in Spain is an adult with no children or retired. This, along with the fact that the Spanish population is aging with one of the lowest birth rates in Europe will drive the seafood industry to innovate in order to satisfy the demand of the consumer of the future. Total Spanish seafood imports account for 1.7 million tonnes, reaching a value of €5.2 billion. Spain is Ireland´s second most important seafood export market representing almost 15 per cent of all exports. The most important categories of seafood exported to Spain are fresh fish and crustaceans: fresh fish exports to Spain accounted for more than €16 million in 2010, with a slight decrease compared to the previous years due to poor landings and quota restrictions. The main species exported to Spain are: megrims, monkfish, hake, turbot and black sole. On the other hand, exports of crustaceans reached more than €22 million, achieving a result of a 13 per cent increase compared to the previous year. The most demanded type of crustaceans by the Spanish market are brown crab, prawns, lobster, crayfish, velvet crab and spider crab.

Source: Bord Bia



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PERIscope is a study undertaken by Bord Bia every two years to track trends and changes amongst consumers in Ireland, Northern Ireland, the UK and continental Europe. The fi rst study was conducted 2001, looking only at Irish consumers. The research was widened in 2003 to include Britain and in 2005 Northern Ireland consumers were added to the mix. In 2006 PERIscope extended into continental European markets. The latest installment in the study covered 12 topics, which infl uence the eating habits of consumers including eating at home, health and wellbeing and speciality food. The study is nationally representative with a sample size of 1,000 respondents in each market. Respondents from Ireland and the UK were interviewed face to face, while those from continental Europe were questioned online.

family and foodPeople from the Netherlands and Belgium were found to cook from scratch, with more than half of respondents (54 and 55 per cent respectively) saying they use raw, fresh, primary ingredients once or a few times a day. For the Netherlands this was an increase of six per cent from Bord Bia’s 2008 study: while France also saw an increase of three per cent from the 2008 fi gure, with 47 per cent saying they cook from scratch daily. In the UK 39 per cent of respondents said that they cooked at home from scratch at least once a day. The frequency of people cooking from scratch increased across Europe, with the majority of respondents in each country saying they now cook from home more often since 2008. Spain, overwhelmingly, demonstrates an increase in home cooking, with the results showing that

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51 per cent of respondents cook from scratch at home - an increase of 29 per cent in the last 12 months. France and Germany also embraced cooking from scratch considerably. Those claiming to cook from scratch more frequently tended to be approximately 25-34 years of ages, living in urban areas and entertaining at home more these days. Eating dinner as a family is important to the majority of consumers in Europe - in particular Belgium (94 per cent) and France and Spain (93 per cent) - with 84 per cent of UK consumers agreeing. We also see smaller numbers saying that they rarely have time for a proper breakfast. Perhaps this is a result of the economic climate but we certainly are beginning to change our behaviour towards cooking and dining as a family unit. In Spain, 65 per cent of respondents “rarely have time for breakfast”, while Ireland and the Netherlands had the lowest percentage of those who skip breakfast (both 37 per cent) with France and the UK (41 and 42 per cent respectively) both also making time for the most important meal of the day.Attitudes toward cooking were also examined as respondents were asked ‘why’ they cook. The primary responses across Europe were “eating well is important” and that cooking can be “good fun at times”. In Germany, 30 per cent of respondents said cooking was a “chore” while 22 per cent Spanish and Dutch respondents and 17 per cent of French respondents described cooking as a “passion”.

confidence in cookingRespondents quizzed on cooking confi dence in Ireland, Britain and Northern Ireland demonstrated that British adults are most confi dent in their ability but both ROI and particularly NI adults are catching up. Sixty-fi ve per cent of British adults would be confi dent that

they could produce a good Sunday roast or throw a dinner party where they do all of the cooking; while the fi gures are just over one in two in ROI and NI with increases coming through from 2005.

Respondents from France (71 per cent), Germany (72 per cent) and Sweden (80 per cent) are the most confi dent in Europe when it comes to cooking, with the French being the most confi dent that

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they could host a dinner party where they did all the cooking. French respondents are also some of the busiest, with 40 per cent entertaining guests over the past over the past two years, although the Dutch are by far the busiest, where that fi gure is 78 per cent.

body and mindWith child obesity concerns on the rise in Europe (particularly in Spain, Belgium and France), consumers are exploring healthy food options more and more to combat its spread. Dutch, Irish and British adults think their diet is healthiest, with eight in 10 believing it is either fairly or very healthy.Despite this, the majority of respondents in each country believe that health food choices are ‘limited’ and ‘boring’. Spain (69 per cent) and France (63 per cent) had the most complaints while over 40 per cent of consumers in every other region agreed (UK, 48 per cent).As a result, an overwhelming majority of respondents believe that manufacturers need to make a stronger effort to provide more choice and better tasting healthy food options. Interestingly, however, only 31 per cent of UK respondents strongly agreed with this.

label checking and underStandingThe appetite for a healthy diet can perhaps be attributed to the belief that a good, healthy diet can attribute to strong mental wellbeing. At least two-thirds of respondents in each country agreed that a good diet is linked to good mental health, with the 85 per cent of those questioned in UK agreeing strongly. In some countries, most notably Spain and Germany, a large amount of respondents felt that a healthy diet contributed to spiritual wellbeing too.With physical and mental health in mind,

awareness of nutritional information is also on the rise. A large majority of respondents always check the information labels on food they buy, although similar numbers of consumers fi nd them diffi cult to understand.

natural foodSConsumers across Europe are becoming increasingly aware of the importance of eating fi ve portions of fruit and vegetables per day. Spain (83 per cent) and France (75 per cent) were the highest consumers of fruit and vegetable per day while Ireland (30 per cent) and the UK (39 per cent) were the lowest. In each case though, this was an increase on previous fi gures.The vast majority of respondents across Europe believe dairy products are a vital part of their diet. Spain, once again, leads the charge with 94 per cent of consumers ‘strongly agreeing’ that dairy products are an important part of a healthy diet. Strong numbers were also found in Ireland (91 per cent), the UK (90 per cent) and France (86 per cent). Consumers have begun moving away from frozen products, the study reveals. Chilled products are ‘always fresher’ say the majority of respondents, while most prefer chilled products to frozen, in particular consumers from Spain (91 per cent) and France (90 per cent).

local food and environmental impactThe perception of local products continues to be very positive across the regions and these positive perceptions have grown over time. The majority of consumers believe that local food is better quality: consumers have more confi dence in the safety of it and believe locally produced food has less preservatives and artifi cial ingredients. Respondents from France are the

most supportive of buying local foods, with 65 per cent agreeing that it is ‘important’ or ‘fairly important’ to buy local produce. Dutch consumers are the least enthusiastic when it comes to buying locally while 50-60 per cent of every other country studied believed in the importance of buying locally. In accordance with these fi gures, strong numbers of respondents bought locally produced goods once a week. Germany and Spain purchase local foods weekly the most often (63 per cent) while just 35 per cent of Dutch consumers buy Dutch products each week.For many, short-term convenience remains a priority ahead of environmental concerns, possibly as a result of economic issues. Respondents from Germany and Spain are less worried about the environmental impact of their consumer choices than they were two years ago while the Dutch, British and French now take more care. Despite this, on average, 57 per cent of respondents across Europe are conscious of the environmental implications of their consumer choices.

where and why?When it comes to where people are shopping, familiarity and value are the key factors being kept in mind, as most consumers tend to shop in the same place while looking for the best value. The highest number – 82 per cent – was found in France and Belgium and the lowest was 72 per cent, in Germany and Sweden. Seventy-seven per cent of UK consumers stated that they most often go to the same store, but look for the best value. Promotions and special offers are the fi rst things the majority of respondents look for but, importantly, quality is more important than price to most shoppers, particularly in Ireland, the UK and Sweden. Respondents from France and the Netherlands believe that price and quality are equally important.



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Sofrimar has recently undertaken a major capital investment programme with the addition of new processing and cold storage facilities, resulting in an increase of 25 per cent in its factory area.A key focus of this capital investment programme was the extension of shelf life for shellfish products by means of Modified Atmospheric Packaging (MAP) and a new pasteurisation line. Sofrimar now offers a range of shellfish products with an extended 12-day shelf life with its MAP range, which includes cooked crab claws, cooked winkles, cooked whole whelks and scallop meat. With the new pasteurisation line, the company can offer brown crab, crab claws, winkles and whelks in pasteurised format with a shelf life of up to 35 days without compromising product quality or taste.

Following the success of Bord Bia’s trade development event, Marketplace Ireland, in 2010, the Irish Food Board has plans underway to host Marketplace Ireland 2012. The event is due to take place on February 7 in the National Convention Centre, Dublin. Last year over 300 international buyers engaged in over 3,800 pre-scheduled meetings, speed dating style, designed to build new business relationships with 150 leading Irish food and drink companies. Some 150 buyers from Continental Europe attended and according to Bord Bia significant business has already been achieved from the event. For more information contact Bord Bia – www.bordbia.ie

marketplace 2012

Strong iriSh repreSentation at biofachSeventeen Irish food and drink companies participated at BioFach 2011, the world’s largest and most prestigious organic food fair, which took place in Nuremberg, Germany, from February 16-19.

Biofach is widely regarded as the most important trade event in the international organic food and drink calendar and Germany is the biggest organic market in Europe, with an estimated annual sales turnover of approximately €5.8 billion.

Germany is also Ireland’s second most important food and drink market in Continental Europe (after France) and Ireland’s significant presence at Biofach is an acknowledgement of the importance of the German organic food market and of Ireland’s capacity to supply it.

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rimini fiera mSe 2011

Bord Bia exhibited at the Rimini Fiera MSE from the February 19-22 this year. The stand consisted of various Irish seafood products, from smoked salmon and tuna,

to mussels and lobster. The fair was visited by Italian and overseas buyers that were attracted to the different display of Irish products, in particular the smoked products. Many

meetings were conducted involving the various Irish companies with both Italian and international buyers, proposing products suitable for retail and wholesale.

This fair allowed Bord Bia to develop more new contacts in the seafood industry and enhance

trade between the Irish companies and international clients.

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Bord Bía France Maison d’Irlande, 33 rue de Miromesnil, 75008 Paris, France Tel. +33-1-53431254 Fax. +33-1-47420721Email: [email protected] Web: www.bordbia.ie

Bord Bía Spain Paseo de la Castellana 46, 3ª planta 28046, Madrid, Spain Tel: +34-91- 4356806 Fax: +34-91-5758082Email: [email protected] Web: www.bordbia.ie

Bord Bía GermanyRoland Strasse 44 D40476, Dusseldorf, Germany.Tel: +49-211-8681497 Fax: +49-211-8681499 Email: [email protected] Web: www.bordbia.ie

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Documents

Seafood Edition 2011 IRISHFOODmhara (bim) seafood development centre has already launched new products to market and has a number of projects in the pipeline. 37 tRenDS MA R K E T