Seafood Consumer Buying Behaviour and Future Trends. Food Conference and Showcase, 29 th March 2017 Dr Lynn Gilmore, Seafish

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1 Seafood Consumer Buying Behaviour and Future Trends Food Conference and Showcase, 29 th March 2017 Dr Lynn Gilmore, Seafish

2 Who am I and what does Seafish do? Marine Biologist working with the seafood industry in Northern Ireland for Seafish. Seafish is a Non-Departmental Public Body (NDPB) set up by the Fisheries Act 1981 to improve efficiency and raise standards across the seafood industry. Mission of Seafish- to work with the seafood industry for a profitable, sustainable & socially responsible future. Work right across the supply chain with fishermen, processors, fish farmers, seafood restaurants and chefs, fish and chip shops, catering colleges. Priorities in NI are identified working with the industry and include: promotion of seafood, safety of fishermen, implications of environmental restrictions, education.

3 The Northern Irish Seafood industry Fishing Three main fishing harbours - Portavogie, Ardglass, Kilkeel Fishing accounts for 47% of employment in Portavogie, 20% in Ardglass and 15% in Kilkeel. Community dependence on fishing is higher still with upstream and downstream industries Trawlers fish mainly for langoustines/ The Norway lobster and there is a bycatch of white fish, strictly limited by quota. Small pot fishing boats based at 36 sites around the coast fish for crab, lobster, whelks, langoustines. The largest vessels in the fleet (pelagic boats) circumnavigate Ireland in their seasonal hunt for oily fish such as mackerel, herring and horse mackerel

4 Seafood Landings In 2015 UK vessels landed 708 thousand tonnes of seafood into the UK and abroad with a value of 775 million. Landings into NI in 2015 by NI vessels = 20.7 million. Total landings by NI vessels (in UK ports and abroad = 45.8 million) Species Nephrops norvegicus (langoustines, scampi) Scallops Crabs Mackerel Herring Lobsters Mussels Haddock, monkfish, hake, cod, dogfish, turbot, pollack Value ( million) Landings into top 20 UK ports by UK vessels (top) and highest value NI landings (bottom)

5 The Northern Irish Seafood industry Aquaculture The aquaculture or fish farming sector is made up of 1 salmon farm (Glenarm- sea cages), inland trout farms, mussel and oyster farms (based in sea loughs)- 81 licensed sites in total. Mussels are farmed on seabed and on ropes (in Strangford Lough). Oysters farmed in traditional bags on trestles. Bottom mussel farming and oyster farming confined to our sea loughs. Shellfish valued at 5.78m and finfish, 3.26 million. Employs 113 FT and 48 PT.

6 The Northern Irish Seafood industry Processing In 2016 there were 15 seafood processors in NI employing 372 FTEs. Turnover of 84 m. Seafish processing turnover and GVA by home nation

7 UK imports and exports by key species 2015 (MMO) Imports highest for tuna, cod, shrimps, prawns and salmon from Iceland, China, Germany and Denmark. Main exports = salmon, mackerel and herring with largest amounts going to France, the Netherlands, Ireland and USA.

8 UK Seafood Value Chain

9 NI consumer buying preferences by sector Sector Share of Sales Value Sector Share of Sales Volume Ambient (-6.9%) 18.9% Fresh (+2.7%) 47.0% Ambient (-6%) 25.7% Fresh (+3.3%) 30.5% 46.8m (+0.7%) 5,808t (-0.2%) Frozen (+2.6%) 34.1% Frozen (+1%) 43.8% Source: Nielsen ScanTrack

10 94.5% 0.0% 5.5% 25.9% 4.2% 2.8% 3.8% 1.8% 16.4% 0.2% 6.0% 18.9% 19.9% 0.5% 68.8% 10.5% 4.6% 4.2% 3.8% 3.4% 2.2% 1.9% 0.1% NI consumer buying preferences - breakdown of sectors Segment Share of Sector Sales Value 0% 20% 40% 60% 80% 100% Fresh 22m Frozen 16m Ambient 9m Natural Prepared Meals Sauce Cakes Breaded Sushi Dusted Batter Fingers Source: Nielsen ScanTrack

11 NI performance by species Basa (+16%) 3.1% Mackerel (-8.1%) 3.1% Cold Water Prawns (-0.9%) 4.0% Haddock (+9.8%) 4.4% Pollock (-14%) 5.7% Species Share of Sales Value Mixed Seafood (+14.6%) 2.8% Warm Water Prawns (+11.1%) 7.2% All Others 11.9% Tuna (-5.5%) 14.3% Total Salmon (-0.9%) 25.8% Cod (+8.4%) 17.7% Mixed Seafood (+9.5%) 2.9% Basa (+18.2%) 3.2% Mackerel (-6%) 3.8% Haddock (+17.7%) 4.1% Warm Water Prawns (+16.6%) 4.4% Cold Water Prawns (-2.7%) 2.9% Species Share of Sales Volume Pollock (-11.9%) 10.2% All Others 13.5% Total Salmon (-3%) 14.8% Tuna (-5.7%) 20.8% Cod (+10%) 19.4% Source: Nielsen ScanTrack

12 Cod, tuna, salmon, prawns, haddock are the big 5 seafood species consumed in the UK. Seafood is the 4 th most important protein after chicken, beef and lamb. Seafish aim to Get seafood onto the podium. Research results indicate 37% of people in NI eat 1 portion of fish a week, 12% eat 2. Smell, cost, availability and taste were cited as barriers. 63% of people in UK said they eat fish because they enjoy eating it compared to 48% in NI.

13 Future trends Sustainable Ethical Local Seafood..and how can I get some?

14 Social Fishing communities Sustainability Environmental Catch limits/ methods Economic Industry profitability

15 Sustainable Seafood Environmental sustainability in seafood has 3 components: Stock-size sustainability- how much can I catch- usually based on harvesting a third of the population or Maximum Sustainable Yield. Ecosystem sustainability- what impact will this have on the environment including damage to habitats and bycatch. Life-Cycle sustainability- what are the overall consequences of choosing this product eg carbon footprint, food miles, packaging, waste.

16 Life-Cycle Sustainability Food miles, packaging, waste etc

17 Social Fishing communities Economic Industry profitability Sustainability AND to make the story even more complicated..! Environmental sustainability isn t the whole story.. Environmental Catch limits/ methods

18 Fishermen and their communities: Social & economic sustainability Fishing communities- eg in Portavogie, Co. Down 47% of the population are employed in the fishing industry- community highly dependent on fishing. Income from fishing sustains these important and unique places When buying local seafood you are supporting local communities- Fleet to Fork

19 How do I know if my seafood is sustainable? 1. Have an expert knowledge of fisheries 2. Get experts to advise you via: Eco-labels Fish Lists 3. Trust your source (i.e. retailer)

20 Eco-Labels

21 OK so there is a label but how do I know if it means the product is sustainable? The increase in use of ecolabels has led to confusion among producers, retailers and consumers over how to recognize a credible seafood certification scheme GSSI provides a collective, non-competitive approach to provide clarity on seafood certification. GSSI have created a Global Benchmark Tool for seafood certification schemes so you can check if an ecolabel is up to scratch. New but growing. Some nervous about putting forward schemes to be tested against the benchmark but MSC, Alaskan and Icelandic Seafoods have received approval

22 What should I look for? Marine Stewardship Council (MSC) 1. Stock size 2. Ecosystem Impacts 3. Management Does not consider life-cycle sustainability Aquaculture Stewardship Council (ASC) ASC certifies farmed seafood products Check GSSI for others:

23 Eco-Labels Presence of GSSI, MSC or ASC eco-labels demonstrates sustainability However. absence of eco-label doesn t mean unsustainable!

24 Fish Lists Aimed at consumers Usually based on a simple traffic light system with green being good and red being bad Many are regional Often contradictory (eg some include all species caught by bottom trawling as red and others rank the same species/ fisheries as green) Not all follow the same methodology Out-of-date quickly Often impossible to follow..

25 Fish Lists

26 Confusion among buyers on what to buy and the best tools to help them to decide led Seafish to develop Online tool to enable seafood buyers to make informed choices to comply with their own corporate social responsibility requirements by providing information relating to many aspects of responsible sourcing of seafood Data Methodology Risk scores

27 What do the RASS metrics measure? Risk score for each one of four fishery factors Stock status Stock management Bycatch Habitat Impact Risk of you receiving negative feedback by buying the seafood in question RASS doesn t tell you what to do. Very Low Low Medium High Very High

28

29 Ethical Seafood Seafish have developed a new online tool called TESS (Tools for Ethical Seafood Sourcing) one-stop-shop signposting users to numerous online resources and initiatives that support socially responsible business practices. Responsible Fishing Scheme- voluntary vessel standard with 5 core principles: safety, health and welfare of the crew Training and professional development The vessel Care of the catch Care for the environment

30 Future trends: Putting local seafood on the map Joint effort by industry, scientists, fishermen, processors, fishmongers, chefs, restaurants and organisations such as Seafish.

31 What are local fishermen doing to secure the future? LOTS! Developing highly selective fishing gear that allows the undersize fish/ or fish they do not have quota for to escape.

32 What are local fishermen doing to secure the future? Developing more environmentally friendly gear eg escape hatches in lobster pots and biodegradable clips. Voluntary codes of practice- Strangford Lough/ brown crab. Lobster v-notching scheme.

33 What are local fishermen doing to secure the future? Working with Seafish and AFBI scientists to: develop alternative marine conservation zones. design a network of scallop closed areas. Fisheries science partnerships/ fishermen's knowledge.. The FUTURE.

34 Celebrating Local Seafood: The Loaves and Fishes 2 day event (9th and 10th October) in partnership with Ards and North Down BC, Food NI and Ballywalter Park. Featured a food village, celebrity chef seafood demos, filleting Masterclasses, foraging tours, Student Masterchef competition, industry talks. Student Masterchef was judged by Charles Campion (renowned Food Critic) as well as Alison Austin (Board member), a Michelin star chef among others and won by Belfast Met for their Portavogie Bouillabaisse.

35 The Loaves and Fishes 3000 people attended the Loaves and Fishes over 2 days and 32 artisan food producers exhibited. All 6 catering colleges in Northern Ireland attended with almost 300 students and staff travelling to the event on Monday 10th October. Legacies: films, recipes booklet, strong partnerships with colleges, local council, FoodNI and industry.

36 Future Trends- a vision! Continued development and improvement of tools for choosing which fish to buy. Increased demand for sustainable Irish seafood In Ireland! Young chefs with right information about seafoodloaves and Fishes. Support for local fishmongers and the local industry. Consumers prepared to taste species other than the Big 5 diversification. Safer, happy fishermen. Ensuring fishermen s knowledge is respected and valued.

37 Last word to the Northern Ireland Fishermen KHaCa0&t=12s&list=PLjmL1YNydu1Gwl0TpN kxazxvr0eubskzq&index=1

38 Thanks for

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