Written answers

Thursday, 17 April 2008

Department of Agriculture and Food

Seafood Sector

5:00 pm

Photo of Joanna TuffyJoanna Tuffy (Dublin Mid West, Labour)
Link to this: Individually | In context

Question 409: To ask the Minister for Agriculture, Fisheries and Food the measures being taken to promote awareness of Irish seafood to the public and the benefits of eating fish; the amount spent in the each of the past five years in promoting sales of Irish seafood; her views on whether enough is being done to promote Irish seafood; and if she will make a statement on the matter. [13894/08]

Photo of Mary CoughlanMary Coughlan (Donegal South West, Fianna Fail)
Link to this: Individually | In context

Irish seafood is in high demand; it is a healthy low fat, nutritious food source, which is in increasing demand both here and elsewhere in the EU and other markets. BIM promotes seafood on both the Irish market and core EU markets (France, UK, Spain, Germany and Italy). On the home market BIM promotes at both consumer and trade levels, whereas in the EU markets BIM concentrate on trade marketing. Other markets outside EU are dealt with on a case-by-case cost benefit basis.

BIM has a number of key initiatives to promote seafood on the domestic market including a Health Information Programme where BIM has developed a range of information material outlining the health benefits of fish consumption. The information has been presented as part of a life-style package (i.e. include fish as part of a healthy diet) and this approach has paid dividends given the 18% uplift in the value of retail seafood sales over the past year. It is planned to continue to raise consumer awareness of the health benefits of fish consumption. BIM drives seafood sales through promoting improved quality of product and service in both retail and food service sectors, which it does through the Seafood Circle Programme

The expenditure on promotion on the domestic market is set out in the following table.

20032004200520062007
€210,000€190,000€200,000€220,000€290,000

EU Markets

BIM has been actively increasing the visibility of seafood in key European markets through:

Strategic development of business to business relations between exporters and key buyers (processors, wholesalers, distributors).

Raising awareness at trade level by participating in European & national tradeshows.

Raising awareness at consumer level, through the production of specific seafood promotional materiel distributed to over 2500 stores across Europe.

Media visits: BIM has brought major European trade journalists to production regions in order to raise awareness of Ireland's commitment to quality.

Market research to detect European consumer trends, optimal distribution channels and pricing strategies.

Quality schemes: BIM supports and assists the development of quality schemes in order to maintain the highest possible market position.

BIM European offices Expenditure is set out in the following table.

200320042005200620072008 (forecast)
€220,000€320,000€280,000€550,000€480,000€450,000

It is important to note that Article 40 (2) of Council Regulation (EC) 1198/2006 which refers to the development of new markets and promotional campaigns states that "The operations may not be aimed at commercial brands or make reference to specific countries or geographical areas". This prohibits promotional activity on "Irish Seafood" specifically.

Comments

No comments

Log in or join to post a public comment.