Marketing the local catch event report

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Marketing the Local Catch – looking back on the 8 FARNET seminar The 8th FARNET seminar took place from the 3-5 of June 2013 in Stockholm, Sweden, and introduced the FARNET.lab format to explore, with FLAGs, different options for “Marketing the Local Catch”. Hosted by DG MARE of the European Commission, the Stockholm FLAG and Stockholm County Board, and supported by the Swedish Ministry of Rural Affairs, the seminar brought together more than 80 FLAGs, coming from 20 different countries, to explore how various marketing initiatives could be developed and promoted through Axis 4 of the EFF. The event was built around a series of themes that had been identified prior to the event, through a needs analysis and crowdsourcing process. The five selected themes covered: “direct sales”, “digital marketplace”, “short chains and Community Supported Fisheries”, “branding and labelling”, and the "experience economy", representing five ways of placing local seafood products higher up on customers’ shopping lists and increasing the profitability of local fisheries and aquaculture businesses. Each theme was developed in the form of a lab: a working group where, over the two days of the event, participants analysed the pros and cons of projects and ideas, and received feedback and advice from other FLAGs and experts from different, and sometimes distant, shores.

The event also provided an opportunity to present the first results and ideas behind the Stockholm Fishmarket. This is an initiative supported by the Stockholm FLAG which, through the organisation of multiple “pop-up” fishmarkets in public places in downtown Stockholm, aims to recreating a local market for fisheries products and thereby strengthen the position of the archipelago’s local fishermen.

After the two days of work and exchange, the participants of each lab were asked to produce a “Toolbox”, containing the tools, tips and advice that could be of further use for people willing to engage in a similar initiative. This participative approach provided a means for FARNET to value the input of its members and stakeholders and these toolboxes will now be used in the development of a follow up publication, dedicated to the theme of “Marketing the Local Catch”.

The following sections of this short report provide a brief overview of the topics and ideas discussed in each of the five labs:

Working Group “Labelling and branding” –

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his Lab concentrated on local branding and labelling, with specialist input provided by Anne Doeksen. After a brief introduction of the participants and experts, Anne Doeksen presented her perspectives on the topic, based on her experience of working with MSC in the UK and subsequently with the North Sea Foundation. This work has also enabled her to consider the wider experience in the field from initiatives elsewhere in the EU and further afield. Her principal focus was on the messages being communicated, those that are intrinsic to the product, and the extrinsic messages, i.e. those that relate to the place and means of production. This then extended into the distinction between labels, which are subject to external certification and verification to ensure consistency, and brands, which are more concerned with the features and benefits of the product (although this is not an absolute distinction as brands frequently incorporating elements of labelling). The debate through the working sessions frequently returned to this distinction, with further input from the expert and the FLAG representatives.

The group then reflected on their own experience in labelling and branding during a ‘fishbowl’ session.

This was structured around a few key questions relating to: the importance and potential of the theme for fisheries areas; the relevance of the brand/label distinction; the benefits of adopting these approaches for areas and businesses; and the success factors. The experience here was mixed, but enabled the composition of a panorama, picking up on the different attributes, characteristics, benefits and limitations of labels and brands at different points in the process. The need for both approaches to complement each other was clearly established. These observations and conclusions will feed into the forthcoming FARNET guide on Marketing the Local Catch.

In conclusion, it was observed that there is a common set of priority areas for FLAGs to consider in terms of working with the fisheries sector to develop labels and brands. These must do’s are to help: • Address finance.

• Enable involvement.

• Facilitate organisation and cooperation within the sector.

• Build local interest and involvement; and • Strengthen the interaction locally and along the chain.

In order to develop a brand, it is essential to develop the focus, define the specifications, and organise the work. FLAGs must: o o o o o o o o

Be alert to the opportunity, use your radar.

Network, make the connections.

Coordinate and complement other initiatives e.g. labels.

Motivate the participants.

Agree on the pivot point, where you commit or withdraw from the initiative.

Maintain open relationships.

Support by offering appropriate resources.

Optimise the use of promotional tools.

Working Group “Digital Marketplace” -

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working group on the Digital Marketplace was attended by 18 FLAG representatives from a dozen different countries, including Belgium, Denmark, France, Latvia, Lithuania, Netherlands, Poland, Spain, Sweden, the United Kingdom, Bulgaria and Romania.

Participants shared examples of how fisheries communities are embracing on-line tools to better market their catch, and also sought technical advice from other FLAGs and the invited experts on the theme. Indeed, many fisheries communities are still grappling with the diversity and complexity of the tools available. FLAGs worked together in order to find the proper entry point and to identify how going digital can make businesses in fisheries areas profitable, what first steps need to be taken and where to pitch their expectations.

Invited expert Henriette Reinders made a presentation on the project Local Catch: a web and mobile based tool that enables local seafood providers in the South East England region to trade interactively with customers. This tool gives local fishermen and fishmongers greater visibility among customers and enables them to attract the attention of passing customers looking for local seafood, as well as nearby customers not knowing yet about the fisherman next door. By discussing the limits and blockages identified by the community that adopted the tool, but also ways and ideas for engaging professionals and fostering ownership, the example triggered discussions and questions on the feasibility and transferability of such projects to other EU fisheries areas. In Spain for instance, where there is a tradition of Cófradias communities managing local fisheries, the difference between individual and collective initiatives, such as on-line sales platforms, was discussed. Another important point was concerned with how to turn these tools into real added value for professionals and avoid them becoming an additional burden. Local associations and groups of professionals can help to address this, as demonstrated by the example of Loestamospescando.com, presented in the lab by FLAG manager Guillermo Gonzalez, from Costa da Morte, Galicia. Examples of other initiatives where fishermen have successfully made the transition to become digital-sellers and advertisers were also discussed. This included the Drecklyfish project, where four Cornish fishermen decided to use twitter to auction and promote their catch.

Working Group “Direct Sales” –

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osting 15 participants from seven countries (Belgium, France, Italy, Poland, Romania, Sweden and the UK), the “Direct Sales” working group welcomed Marie Lesueur from AGROCAMPUS Ouest (FR), who was invited as a thematic expert to share her experience on the socio-economics aspects of the exploitation and commercialisation of marine species. Other inputs included short project presentations from FLAGs in Greece, where a fishing cooperative has set up its own shop, Sweden where the “Home Harbour” project is helping to convince local decision makers to build a local fish market, and the Netherlands, where an online auction, “Catch Drive”, is being developed to facilitate the selling of fish directly from local boats.

The discussion began with a focus on the different types of direct sales (fishermen or family members selling directly to the end consumer, without intermediaries), ranging from the sale of fish directly from the boat, for example in Italy or France, to the direct online sale of fishermen’s catch. Having defined the theme and different options, participants went on to look at the barriers that fishermen faced in selling directly and the possible solutions FLAGs could offer.

The issues coming out of the workshop can be grouped into three categories: -

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project insertion - participants highlighted, for example, the difficulties of supporting direct sales by fishermen, who often lack the knowledge and resources to break into the business of selling, as well as issues such as the low consumption of local fish, due to consumers’ lack of knowledge of local species and how to prepare them, their lack of time to make a separate trip to buy local fish, or their lack of resources to buy fresh, quality fish instead of cheaper imports.

Strategy - including how to overcome seasonality and guarantee a regular supply of fresh fish, and the logistics of putting in place an accessible sales system with effective equipment and personnel. A lack of organisation within the fisheries sector was seen as an additional barrier to establishing news systems to sell fish directly. legal requirements needed to sell fresh fish, including regulations on hygiene and transport.

Proposals to support fishermen to sell their fish directly included: more information and capacity building for fishermen; effective use of start-up grants and the use of free online tools; the creation of associations and sales centres; the development of user-friendly handbooks on the relevant regulations; and public events to raise awareness among consumers of the value of buying local. It was felt that FLAGs could play a key role in supporting these activities, as well as in ensuring good relations between fishermen and potential competitors such as wholesale buyers.

The top tips for ensuring the maximum output of direct sales projects included: involving family members and in particular wives and children as a source of energy and fresh ideas; generating real ownership among fishermen (underlining the importance of direct contact between them and the consumer); paying attention to the timing of events to maximize outreach and impact among target audiences.

Working Group “Short Chains: Community Supported Fisheries” –

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working group on Community Supported Fisheries was attended by 18 representatives from 11 different countries. The sessions also benefited from the presence of two experts with hands-on experience of CSFs: Shannon Eldredge from Cape Cod CSF in the USA, and Jack Clarke from the Catch Box in the South of England.

From the very beginning of the workshop, it became clear that the benefits and potential of Community Supported Fisheries varies enormously across Europe. For example, representatives from FLAGs in the South of France reported high local and tourist demand for the fish caught by mainly small-scale, coastal fishermen. They already sold a very high proportion of their catch through short circuits, using a combination of direct sales and sales to local restaurants. Their problem concerned the seasonality of demand and the pressure on prices and margins due to the superior bargaining power of local buyers compared to individual fishermen. In this context, they were considering piggy-backing on

existing community supported schemes for agricultural products as an additional but probably small alternative.

On the other hand, in Spain all fish has to pass through the auction halls and the regulations make CSF and other forms of short-chain sales more complicated. Here, the approach is to capitalise on the existing tradition of fish gastronomy by encouraging local restaurants and consumers to buy fresh, in season local fish species, sourced from the local auction hall instead of from distant suppliers. Many other countries face problems related to a lack of knowledge and interest in local fish species, a lack of access to points of sale, and limited local supply.

This diversity and the examples provided by both Shannon and Jack led to the conclusion that CSFs will nearly always be a complementary source of income, to be combined intelligently with other forms of distribution. Moreover, it was seen that CSFs could take many different forms: from individual firms based around one fishing family to collective schemes that could involve existing intermediaries. To decide whether a CSF was appropriate or not, and the best form it should take, requires a thorough analysis of three main areas – the local supply chain for fish, the existing pattern of demand and consumer habits, and the logistical and regulatory aspects.

Working Group “Experience Economy” –

The working group on the Experience Economy was attended by FLAG representatives from Sweden, Finland, Germany, Poland, UK, Bulgaria and Portugal. The expert present was Berit Nørgaard Olesen, who collaborates with the University of Roskilde and with the Danish Experience-based Innovation Network.

The understanding of the “experience economy” was developed through a discussion on the analysis of previous night’s cocktail, the expert’s presentation of the basic concepts, and work in small groups – looking for ideas for products by matching different target groups with various components of experience. The participants were particularly impressed with a quote from the expert: “Tell me and I will forget. Show me and I might remember. Involve me and I will understand”, which is at the heart of the experience economy. They discussed how FLAGs can use the concept of experience to benefit the local economy and fisheries stakeholders, and identified key problems encountered by FLAGs when trying to promote experience economy projects in their areas. The problems discussed included delivery and legal framework, issues related to the mentality of potential beneficiaries, specificities of markets and a whole range of funding and implementation problems.

Solutions to these problems were sought on the basis of the participants’ own experience, as well as from the contribution of guest FLAGs who provided a lot of practical advice, such as the need to focus on young people and on the most active people (“first movers”), the importance of involving volunteers, and to need to encourage cooperation between tourism, restaurants (chefs) and fishermen, and to convince fishermen that their life can be interesting to other people. Examples of projects that are successfully using fish-related experience, and were considered by participants to be particularly inspiring included: a fish shop showing the whole fish to the consumer, training courses to utilise 100% of the fish rather than just fillets, a video series from fishing boats, as well as ways to promote local fish by focusing on the area and the environment it comes from. Towards the end of the workshop, after a short overview of the key messages and lessons learnt, the participants designed and prepared a short presentation that could be used in the future toolbox.

This event was organised by the FSU team, with Sabine Kariger, Claire Street and Lorena van de Kolk handling the logistics, Gilles van de Walle and Serge Gomes da Silva coordinating the event and the plenary sessions, while the working groups were facilitated by Urszula Budzich Tabor (Experience economy), Monica Burch (Direct sales), Serge Gomes da Silva (Digital marketplace), John Grieve (Labelling/Branding) and Paul Soto (Community Supported Fisheries).

Marketing the Local Catch: looking back on the 8th FARNET seminar in pictures