Seminar: Promotion of fishery and aquaculture products
The European Commission hold a seminar on Promotion of fishery and aquaculture products at the Ministry for the Environment, Rural and Marine Environments in Madrid, Spain, on 14 April 2010. The event was organised in cooperation with the Spanish Presidency of the European Union.
The seminar dealt with the state of play of promotion, image, perception and communication in the EU. There were discussions on the assessment of the actions supported by the European Fisheries Fund (EFF), the adequacy of the current legal and financial framework and how to tackle promotion and communication issues in the future EFF. The afternoon session was devoted to the presentation of practical experiences on promotion and communication by representatives of the sector.
Agenda and presentations
Opening of Seminar by the Commission and the Spanish Presidency of the EU
|9:30 – 10:30||
Promotion of Agriculture and Fishery and Aquaculture Products (FAP) in the EU
Summary of Evaluations of Information and Promotion Programmes for Agricultural Products on the Internal Market
|Presentation||Mr. Clerckx / , Economic Decision Aid (ADE sa), Louvain-la-Neuve, Belgium[58 KB]|
Moderator: Mr. Miguel Peña Castellot, European Commission - DG MARE Structural Policy and Economic Analysis Unit, European Union
After summary and results (costs, outcomes, impact) of the European Fisheries Fund (EFF) and in the light of initiatives supported by this instrument in the EU, the debate will focus on the robustness of the EU legal and financial framework in view of the current needs of promotion of fishery and aquaculture products (FAP).
|10:30-11:30||Communication on FAP's in the EU|
How to communicate? Which claims are possible: health and nutrition (eat more fish?), environment and sustainability (eat more responsibly, differently?), type of fishing (jobs, techniques, local/artisanal/coastal fishing), geographical origin (buy local, national, European?), freshness, species undervalued or under-exploited, seasonality, etc.
Moderator: Mrs. Isabel Hernández, FROM, Ministry for the Environment, Rural and Marine Environments, Madrid, Spain
The debate will focus on the possible choices and options, the limitations created by each of these issues and the difficult balance to be struck between the various constraints. How to address communication aspects in the current/ future EFF?
|11:45-12:45||Image and perception of seafood and aquaculture products in the EU|
Analysis and differences of major consumption areas. Communication and transmission means for the promotion of FAP's (which are vectors/distributors, image 'makers'? (distribution, NGOs, producers, public authorities) - Initiatives in the field of public/private communication - Role of consumer attitudes and consumer knowledge in shaping seafood consumption decisions.
|Presentation||Prof. Wim Verbeke, Gent University, Gent, Belgium [3 MB]|
Moderator : Mrs Lone Marie Eriksen, Danish Fish Branch Association, Promotion and communication; Copenhagen , DenmarkThe debate will focus on the image and perception of FAP's as perceived and discussed by producer, fishmonger, processor, and distribution representatives, including retail, catering and consumers
|Experiences of communication and promotion of FAP's in Europe
Presentations of completed or ongoing initiatives to promote FAP's across the EU:
|Public authorities – An example of initiative launched by Regional Authorities Regional campaign and "brand" Galicia||[2 MB]|
|Media – "Sea side" A communication medium for the wider public dedicated to seafood products and retailers||[8 MB]|
Productor – A transnational communication/promotion project: the brown crab
|Mr. Sean O'Donoghue, President of the European Association of Producers (EAPO), Killybegs, Ireland [914 KB]|
|Interbranch – An example of interbranch communication approach on aquaculture products||[2 MB]|
|Distribution – A communication and promotion strategy for seafood in supermarkets||[2 MB]|
|Fishmongers – A fish promotion campaign launched by an association of traditional fishmongers||[4 MB]|
|Food – Chefs and Seafood products||Mr. Ángel León, Chef of the restaurant "A Poniente," Puerto de Santamaría, Spain|
|ONG – A communication approach on aspects of sustainability for stakeholders in the sector||Mrs. Elisabeth Vallet, European Director, Seafood Choices Alliance, Paris, France [2 MB]|
|17:00||Transfer to the XXIV International Quality Gastronomy Faire "Gourmets Salon"|