POLAND
A project to promote Baltic Sea fish consumption focuses on benefits to health and the environment
Consumers targeted using multiple channels Naturally Baltic is an innovative project supporting Polish fisheries in the Baltic Sea by promoting the sustainable use of the Baltic Sea resources and encouraging the consumption of fish products. One of the pillars of the programme is the creation of environmental awareness among Polish consumers, which may contribute to a cleaner and healthier Baltic Sea.
A
project to boost fish consumption among Polish consumers while also contributing to a healthier Baltic Sea environment has been implemented since 2019 by the Kołobrzeg Group of Fish Producers (Kołobrzeska Grupa Producentów Ryb) and will continue until mid-2022. A key feature of the programme is the Naturally Baltic (Naturalnie Bałtyckie) promotional label, used on all fish products that are processed to the highest standards. The label is available to all producers processing fish from the Baltic Sea. The right to use the label is subject to audit, so for the consumer it is a clear and reliable message that the product is of the highest quality.
Baltic Sea fish offers several health benefits The overriding objective of the Naturally Baltic project is to shape Polish attitudes to the consumption of fish, especially Baltic fish which is rich in nutrients and with real health benefits. Per capita fish consumption in Poland is a mere 13.5 kg of fish per year. In comparison, the Spanish eat 45.7 kg, and the Italians 31.1 kg of fish per capita per year. Both these nations rank highly in the Bloomberg
Healthiest Country Index, their good health linked to a diet rich in fish and seafood. With access to the Baltic Sea, Poland has important resources of fish which are undervalued in the country though highly appreciated in the rest of Europe. A valuable source of beneficial omega-3 fatty acids as well as vitamins A, D, E, and group B, fish is rich in light protein and minerals, such as iodine, selenium, and iron. The health benefits of eating fish are undeniable which is why dieticians and nutritionists recommend including fish in the diet two to three times per week. By choosing Baltic fish Polish consumers will not only take care of their health but also support local fisheries and contribute to the environment. Fisheries have a smaller carbon footprint than meat production, while the distance that fish caught in the Baltic Sea covers to reach the point of sale is much shorter than that of fish caught elsewhere which travels thousands of kilometres before reaching the plate.
Exploiting conventional and social media for maximum impact The project uses advertising and promotional activities to
achieve its objectives. In addition to traditional advertising campaigns rolled out nationwide on TV and radio stations, the project collaborates with influencers and carries out public relations activities. The advertising campaigns build on simple associations with values represented by fish caught by local fishermen, such as freshness, ready availability, and proximity, as well as the beneficial effects of fish consumption,
including vitality and a feeling of satiation. A team of ten culinary bloggers and chefs promote the benefits of eating fish by regularly publishing recipes on their channels. Fish recipes and the benefits of fish consumption are also the focal points around which communities are built on Facebook and Instagram. Public relations and expert placement in the media complement the array of activities. The public relations efforts are
Eurofish Magazine 6 / 2021
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