Bernard Durkan (Kildare North, Fine Gael)
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Question 210: To ask the Minister for Agriculture; Fisheries and Food the extent to which new markets for Irish fish and fish products have been established over the past five years; the degree to which further new markets are likely to be established in the future; and if he will make a statement on the matter. [17916/11]

Simon Coveney (Cork South Central, Fine Gael)
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Ireland exported 220,000 tonnes of seafood to 70 countries in 2010, valued at €368 million.

EU markets account for 80 % of our seafood exports. Bulk seafood exports have increased to Nigeria, Russia and Egypt. Seafood exports are also increasing to high growth Asian markets, notably China and South Korea. Potential exists for value adding exports to these countries, particularly with newer pelagic species such as blue whiting and boarfish. BIM is actively working with seafood companies to develop product formats to fit these markets. The Russian market is targeted for specific development of pelagic value added products.

Bord Bia is responsible for development of seafood export markets and focuses its activities on generating additional, higher value business in core seafood export markets such as France and Spain, while exploring emerging and alternative markets for alternative species and product forms. Bord Bia has carried out trade studies in Greece, Germany, the Benelux markets, Russia, Croatia, Hungary, Romania and Slovenia to identify potential new buyer leads for the Irish seafood sector. Country research is currently underway in Austria and Switzerland.

Category research has been carried out for crab, mussels and prawns in core European markets. In order to build awareness of the new extensive Bord Bia network, bimonthly retail store audits are carried out in key export markets and distributed to seafood exporters.

A range of promotional activities are carried out by Bord Bia's international network including point of sale promotions in major core markets across a range of species such as Irish crab, oysters, mussels and organic salmon, according to preferences and opportunities in respective markets. Media trips with leading trade and consumer press media from core European market are regularly carried out to raise aware of Irish seafood export capabilities within key markets.

The domestic market remains an important outlet for Irish seafood. New initiatives are being taken to stimulate consumption with the introduction of ready to eat and new microwaveable fish formats. Branding initiatives such as "Responsible Irish Fish" are building consumer awareness of the high quality of Irish product. The BIM Seafood Circle Programme highlights the best seafood retail and restaurants through ongoing quality improvement and mentoring programmes.