SUCCESS stand on Coastal fisheries issues (stand S-08) Slowfish, Genova, Porto Antico, Piazza Falcone e Borsellino 18 th -21 st May 2017 Posters and Abstracts Poster The SUCCESS Project - The Coastal Fisheries case study Labelling the Sea Bass Coastal fishery - Lessons from the French Experience A fish-box scheme in France Fishcodes: Connecting Fishermen and Consumers Innovative strategies in the value chain for coastal scallops in France and UK Non-market values of traditional activities Consumer perceptions about coastal fishery and its products - What Focus Groups from Italy and France tell us? Authors Fabienne DAURES et al. Fabienne DAURES, Myriam NOURRY Laurent Le Grel Christophe Macabiau Simon Mardle, Bertrand Le Gallic Myriam Nourry, Tobias Lasner, Adam Mytlewski and Marcin Rakowski C. Pirrone, C. Paolucci, L. Malvarosa, M. Cozzolino, E.C. Sabatella E. Masson, C. Mariojouls, F. Daurès, B. Le Gallic, Y. Feucht Consumer preferences and communication of coastal fisheries Yvonne Feucht, Katrin Zander Comparative analysis of scallop value chains (France, United Maria Odriozola, Elisa Baraibar and Kingdom and Spain) Ignacio Llorente Labelling, new products and marketing strategies in the Gioacchino Fazio, Stefano Fricano Trapani fish market Direct selling strategies: the case of the cuttlefish fishery in the Rosaria F. Sabatella, Monica Gambino Gulf of Salerno and Evelina Sabatella Co-management for sedentary species - The case of the Loretta Malvarosa, Maria Cozzolino, fasolari fishery in Northern Adriatic Monica Gambino 1
The SUCCESS Project - The Coastal Fisheries case study Fabienne DAURES (fdaures@ifremer.fr) Recent trends in Coastal fisheries suggests that this sector is experiencing several initiatives/approaches as attempts to match society demand for fresh, high quality and eco-friendly products. The Coastal fishery is subject of analysis under the SUCCESS project (Strategic Use of Competitiveness towards Consolidating the Economic Sustainability of the European Seafood sector). SUCCESS is a European research project financed under the EU H2020 Strategy, which is the EU Research and Innovation Programme for the period 2014-2020. H2020 puts the emphasis on three core themes: science of excellence, industrial leadership and societal challenges. The SUCCESS project is driven by a strong research consortium with significant partnership and input from stakeholders, whose concrete input ensures the proper achievement of project s objectives in analyzing the main pros and cons in achieving economic sustainability and competitiveness of fisheries and aquaculture. For further details please visit http://www.success-h2020.eu/. Labelling the Sea Bass Coastal fishery - Lessons from the French Experience Fabienne DAURES (fdaures@ifremer.fr), Myriam NOURRY Coastal fisheries, characterized by an important proportion of small-scale boats, are facing various difficulties (STECF AER, 2016; Josupeit, 2016) according to stocks or market competition. Indeed, this fleet is targeting species also fished by larger vessels or conversely by recreational fishers. In this context, coastal fisheries have to cope with European and global competition, especially as some coastal species are also farmed by aquaculture industries. This means the coastal fisheries products are presented to the consumers among large-scale production and aquaculture products. Last difficulty is the fact that these fishes can be consumed fresh or frozen, which at the end of the chain value, makes the consumer unaware of the origin of the fish products. In France, and more precisely in Brittany, seabass is a good example of coastal fisheries challenges. Facing this multiple competitor s context, the association of Brittany seabass liners created a label Breton Liners (Ligneurs de la pointe de Bretagne) - at the beginning of the 90 s to help consumers identify their products. By symbolizing the geographical origin and fishing techniques of the vessel, the brand underlines the quality of their products which should lead to a price-premium. Thanks to French data from the SIH database (http://sih.ifremer.fr/) covering the 2000-2015 period, we will test if the development of the label has been a positive tool to promote the small-scale seabass products. Do the labelled seabass liners receive a higher price? 2
Statistical analyses (ANOVA method and Games-Howell Post-Hoc Tests) confirm the existence of a price-premium due to the label from 2000 to now. Overall, they highlight a strong and increasing difference in prices between liners (labelled or not) and other fleets landing Sea Bass. Moreover, exvessel prices of Sea Bass are rather similar within this non liner fleet in spite of high diversity of vessels (bottom trawlers, pelagic trawlers, netters ). In total, price premium appears to be primarily given to the criteria of freshness and production mode (traditional, eco-friendly, small-scale ) strongly carried by Coastal vessels using passive gears in general. This result is a string support to the implementation of a generic simple brand for Small-scale traditional fisheries. Keywords: seabass, label, fisheries, aquaculture, consumption, price, chain value, ANOVA A fish-box scheme in France Laurent Le Grel (laurent.legrel@fish-pass.fr) Understanding how value added is shared across the value chain is a critical issue regarding the improvement of the competitiveness in the upstream stages of the chain. This supposes to study price and margin formation mechanisms all along the value chain. An innovative value chain for fresh fish in the isle of Yeu (France), namely the Amap poisson (fish box-scheme) distributes fish in the city of nates area. This case-study shows that it is possible to design a value chain leading to a better distribution of value added for the upstream stages of the chain. It is not really a short supply chain: it still contributes to maintain the level of activity of both local auction market and seafood wholesale cooperative (local infrastructures of high importance for an island) but clearly an alternative food network (vs conventional). It results concretely in: - an additional profit representing about 10 % of the total annual wages per vessel and the equivalent of a monthly salary for each sailor due to an egalitarian way of distribution, - high quality fresh fish for consumers at a lower price than the average on the French final market (11 /kg vs 13.2 /kg in 2015). 3
Fishcodes: Connecting Fishermen and Consumers Christophe Macabiau (christophe@wemake.fr) More and more people are becoming interested in connecting with the source of their food: people ask for wild, locally caught, and traceable seafood. It s good for consumers, for fishermen, and for the sustainability of fisheries. The fishcodes (qr code) allow to connect fishermen and consumers in a very easy and inexpensive way: the consumer knows the origin of the product (fisherman, fishing area, used gear,...). Some cooking recipes are proposed. The consumer can also post a comment on the product. Innovative strategies in the value chain for coastal scallops in France and UK Simon Mardle (simon.mardle@talk21.com), Bertrand Le Gallic King scallops (Pecten maximus) are a high value species, for which a large part of landings are sourced from European waters, with scallop fisheries often specifically targeted by dedicated vessels using dredge. There are challenges that fishermen face with regard to technical measures and marine planning issues, including spatial management. In our work, we are evaluating the competitiveness of coastal king scallop fisheries in the English Channel considering the challenges associated with further integrated management initiatives, especially between France and UK, with the additional risks associated with Brexit. We consider innovations that are apparent in these fleets and the value chains that they use. Results show that prices and quantities achieved by coastal fleet segments vary significantly, showing huge differences in profitability and competitiveness. As a result of the analysis conducted, we suggest approaches for change that could improve competitiveness of vessels and fleets targeting scallops. Keywords: king scallops, coastal fisheries, seafood trade, competitiveness Non-market values of traditional activities Myriam Nourry (myriam.nourry@univ-brest.fr), Tobias Lasner, Adam Mytlewski and Marcin Rakowski Traditional aquaculture and coastal fisheries activities produce commercial exchanges (purchase of fish, direct and indirect employment). Less obvious are the non-material benefits generated by these activities; for which there is no direct payment to the aquaculture/fishery sector; e.g they shape the city, even the region, and are part of the tradition and culture. 4
Based on the carp case study of the SUCCESS project and using results from expert interviews in Germany (Aischgrund) and Poland (Barycz Valley), the poster focuses on these non-market values and shows how it is possible to build a regional marketing-plan on this traditional aquaculture. Three tools are presented to develop a regional identity around the carp in order to increase tourist attractiveness and therefore indirect local economic benefits. Consumer perceptions about coastal fishery and its products - What Focus Groups from Italy and France tell us? C. Pirrone (claudio.pirrone@univ-brest.fr), C. Paolucci, L. Malvarosa, M. Cozzolino, E.C. Sabatella E. Masson, C. Mariojouls, F. Daurès, B. Le Gallic, Y. Feucht In this contribution, we highlight associations and feelings related to coastal fishery for some Italian and French consumers. Information was collected by 9 focus groups hosting 77 participants. This sample is almost equally split in four sub-groups: a) Italian Tyrrhenian coast; b) Italian Adriatic coast; c) French Atlantic and Channel coast; and d) Paris, as an avatar of non coastal consumers. First teaching is that almost none of the participants were able to spontaneously give an appropriate definition of coastal fishery. However, almost all of them brought strong representations. In particular, participants tended to associate coastal fishery with the proximity to the coast they have experience of. Hence, for coastal groups we found many topics which relate to where people live. On the other hand, in Paris we found stronger association with leisure activities. Second teaching, we found coastal fishery is mainly associated with positive feelings. Rather surprisingly, the strongest association is with environmental issues: coastal fishery is supposed to better deal with the resource, to be less aggressive with seabed and to have a lesser carbon footprint. However, pollution of coastal waters and the risk of overfishing are concerns for 20% of the sample. Interestingly, positivity is uneven across subsamples: Paris and Salerno (Tyrrhenian coast) shows more than 90% of positive associations, while this ratio falls to 58% in Dunkerque. Third, and more operational, we found that coastal fishery is like to match important buying drivers: freshness of products, high rated species, direct selling or other short circuits and so on. This effect is strong in France, and even stronger in Italy. Also, people want (around 90% of the sample) to receive information about the coastal nature of the products. Required information are clear and strongly related to buying preferences: a) the exact catch date; b) the exact catch place (some even suggested the distance from selling point); and, to a lesser extent, c) the fishing technique. Sellers themselves, labels and pictograms were indicated as adapted solutions. 5
Consumer preferences and communication of coastal fisheries Yvonne Feucht (yvonne.feucht@thuenen.de), Katrin Zander In the context of the SUCCESS project a representative online survey was conducted with 4103 participants in March 2016. Participating countries were Finland, France, Germany, Ireland, Italy, Poland, Spain and the United Kingdom. The survey reveals that local and domestic production are important attributes to European fish consumers. It also shows that greater freshness, the support of the local economy and shorter transport distances are the main reasons for preferring locally sourced fish. Asked about their perceptions of sustainable fisheries, 15% of the consumers indicated smallscale coastal fisheries to be an important element of sustainable fisheries. Participants were willing to pay a price premium of 12% on average for fish originating from coastal fisheries. Based on these findings we deduced promising suggestions for the communication of coastal fisheries. Coastal fisheries should try to highlight the greater freshness of the product, stress the local origin and emphasize the positive effects on the local economy and the preservation of fishing traditions. For the communication it is central to use short and concise claims which underline the before mentioned aspects. It is also promising to tell short stories about coastal fisheries. Comparative analysis of scallop value chains (France, United Kingdom and Spain) Maria Odriozola, Elisa Baraibar and Ignacio Llorente (ignacio.llorente@unican.es) Scallop production is a relevant activity for many small-scale vessels in the coast of Spain, France and United Kingdom. Different species of scallops produced and marketed in these countries are also important for the gastronomy and the culture of several regions, especially coastal ones. In recent years, the seafood value chain is experimenting strong changes that are also affecting the sources of production for the scallops, specially the coastal fisheries production. In this context, the SUCCESS project has developed and analysis of the scallop value chains in these three countries, identifying the agents involved and the relations between them, considering the sources of production, processor, wholesalers, retailers and new trends in terms of species substitution, innovations, labelling etc. This poster presents the results of a comparison between the situation and future trends of the scallops value chains in Spain (Galicia), France and UK. The main source of production in the three markets is fishery. The main consumer market is France, which imports significant quantities from UK. Galician production is much lower that the demand, finally covered by imports. First-hand sales may not be as "relevant" to value chains at France and UK as it is for the scallop market in Spain (Galicia). While in UK processors may have direct contracts with fishing vessels, in Galicia the cofradias (fishermen associations) role in trade is limited to first hand sales. All the coastal fleet production is marketed in auctions markets. Consumers cannot access and buy at auctions. Then restaurants, 6
fishmongers, wholesalers, large retailers and processors buy directly at auctions and compete for the product at the auction. There is a greater demand for consumption of fresh scallops, in live shell-on (mainly Pecten maximus), but there is also production of processed products, like shucked meat in France, or processed scallop combined with other shellfish and fish. However, in recent years, the demand for more processed products has increased even in markets traditionally focused in the consumption of fresh scallops. In many cases, the increasing interest for processed scallops products is driven by the Ho.Re.Ca. There many examples in Spain in which restaurants demand a frozen product, individually packaged and half shell, ready to cook. The scallop is gutted and presented in half shell, and part of the production is marketed frozen. The result is a high quality product. In all the cases, fishermen have to deal with price volatility, uncertainty about the stocks, increasing power of wholesaler and retailers, imports among other changes in the value chains and the consumer behavior. The study developed has identified several initiatives that fishermen in scallop production are adopting in order to increase their competitiveness. For example, increased competition in auctions and shortening the value chain through online auctions; substitution between species in Spain, zamburiña by volandeira ; quality labels for scallops as PescadeRías, developed in Galicia by the regional governments, and processing initiatives to improve the value of the product. Labelling, new products and marketing strategies in the Trapani fish market Gioacchino Fazio (gioacchino.fazio@unipa.it), Stefano Fricano The multispecies Sicilian coastal fisheries have to face issues mainly related to market that have profoundly affected its economic performance and its existence. The tendency to standardized consumption on the most common species (imported or farmed) has adversely affected the activity of traditional coastal fishing, reducing the commercial interest for and the earnings on under-exploited species. The lack of economic sustainability has decreased the attractiveness of the sector, reducing the process of generational change and increasing the risk of losing irreplaceable knowledge and local traditions. In response to these challenges, the coastal fisheries in the province of Trapani, thanks to its fish producer organization (PO), have taken the management of Trapani fish-market by setting up a new organizational and management model. Thanks to this new government, many activities have been developed fostering a strategy of promotion of their fresh products. The main initiatives promoted are the direct management of the sales channel through an on-line sales platform and the traceability of fish stocks, the processing of a less commercialized species by using traditional methods in an 7
innovative way and the creation of a specific trademark. Lastly, the good results achieved have led the other fish POs into a large regional coalition whose leadership was entrusted to Trapani-PO. Keywords: coastal fisheries, Sicily, traceability, market Direct selling strategies: the case of the cuttlefish fishery in the Gulf of Salerno Rosaria F. Sabatella (r.sabatella@nisea.eu), Monica Gambino and Evelina Sabatella Commercial fishermen, accustomed to fluctuations of supply and demand, often look for new ways to market their catches. This case study presents a traditional method of selling local fish (direct sales) with the objective to understand if fishermen and other local stakeholders can improve the marketing of the local catch. The area of the Gulf of Salerno is located in the Southern Italy in Campania administrative Region, Salerno Province. The fishing fleet operating in the Gulf of Salerno consists of 300 vessels of which 50 are involved in the fishery of common cuttlefish with trammel net. Common cuttlefish is the first specie caught by small scale fishing in the area (20.6% of total landings). 80-90% of total landings are sold directly by fishermen at the place of landing. Common cuttlefish is usually marketed fresh and is a highly appreciated food item, particularly in Southern Italy. The benefit of the direct sale is to add value to the fish product by increasing the price. The local demand is very high and consumers are increasingly sensitive regarding the wholesomeness, quality and safety of fish products and prefer to buy local product. Local demand is only partly satisfied by the local supply; most of the product comes from other fishing areas (in particular from the Adriatic Sea). Direct surveys with local fishermen have highlighted the low interest for alternative valorization strategies or quality labels; on the contrary fishermen are very concerned about the reduction of landings of common cuttlefish and the deterioration of the state of the resource due to overexploitation and to worsening of the marine environment (presence of artificial reef in the Gulf or increasing in pollution). To address these issues, a Local Management Plan (LMP) has been implemented; the Local Management Plan is a voluntary act of the fishermen of maritime district of Salerno and contains restrictive management measures in order to reduce fishing effort, to improve the state of fishery resource, to limit the conflict between other users (sport and recreational fisheries, tourism). 8
Co-management for sedentary species - The case of the fasolari fishery in Northern Adriatic Loretta Malvarosa (malvarosa@nisea.eu), Maria Cozzolino, Monica Gambino The poster focuses on the Northern Adriatic Smoot clams (Callista chione) fishery, called in Italy fasolari. The Italian production of fasolari takes place mainly in Friuli and Veneto regions, located in the Northern Adriatic area. Here the system (based on a co-management approach) is a very good example of optimal integration between the management system (Consortia) and the marketing system (POs) and of a modern and sustainable approach to fishery covering all the steps along the value chain. The role of POs has gradually increased over the time but nowadays a clear distinction between the role of the Consortia and of POs has been defined: consortia are responsible of the management measures (mainly, limitation of fishing days and the establishment of maximum daily fishing quantities) while POs help them to match supply with market demands and support them in creating added value. The poster contributes to better understand how the governance and the marketing structure affect the mechanism of price formation as well as on the promotion of products ( fasolari ) through market valorisation strategies (e.g. the PO attempt to obtain an environmental sustainability certification). The poster presents the main finding of the analysis developed under the H2020 SUCCESS project (value chain). 9
Draft agenda - SUCCESS stand at Slowfish 2017 DAY Timing SUCCESS activities Topic Thursday, May 18th Friday, May 19th 10.00/11.00 SUCCESS STAND OPENING and posters' activities preparation SUCCESS discussion on posters' topics: Non-market values of traditional activities - Findings from a carp CS and 11.00/12.00 application to Coastal Fisheries 12.00/13.00 SUCCESS session on stakeholders feedback: questionnaires and on-line surveys SUCCESS movie projection 1: "Fish lessons" - Interaction between small scale and touristic activities, Trapani, Italy 14.30/15.30 (Natale Amoroso - Trapani) 16/17.30 SUCCESS discussion on posters' topics: Labelling, new products and Marketing strategies in the Trapani fish-market 17.30/18.30 SUCCESS movie projection 2 : Labelling Seabream from Tarifa (Spain) - Lessons from Cofradias 10.00/10.30 SUCCESS general activity: opening SUCCESS discussion on posters' topics: Consumer perceptions about coastal fishery and its products/ Results from 10.30/11.30 France and Italy SUCCESS movie projection 3: The Brittany Sea Bass liners (France) - Implementation of a label to challenge the 11.30/12.30 competition between aquaculture and large scale fleets (Ken Kawahara - French Plateforme Pêche artisanale) 12.30/13.00 1/ SUCCESS session on stakeholders feedback: questionnaires and on-line surveys 2/Poster session SUCCESS movie projection 4: Plateforme Pêche Artisanale - Proposal for a collective brand for Small Scale Fleet 14/15.30 differenciation (Ken Kawahara - French Plateforme Pêche artisanale) 16/17.30 SUCCESS discussion on posters' topics: Implementation of Fish Box schemes and effects on the value chain 17.30/18.30 1/ SUCCESS session on stakeholders feedback: questionnaires and on-line surveys 2/Poster session 10
Saturday May 20th 10.00/10.30 SUCCESS general activity: opening SUCCESS discussion on posters' topics: Direct selling strategies: the case of the cuttlefish fishery in the Gulf of 10.30/11.30 Salerno SUCCESS movie projection 5: "The collective strenght" - The PO Fasolari experience, Chioggia, Italy (Angelo Tiozzo 11.30/12.30 - OP Fasolari) - SUCCESS general activity (Quick Poster sessions / Movies Medley) - Round table with invited stakeholders: Renata Briano - vice-president EU Parliament fishery commission, Paolo Tiozzo - President Federcoopesca, Ken Kawahara, Natale Amoroso, Angelo Tiozzo, Maria Ballatore - PESCEINRETE, 12.30/16.00 Giuseppe Barbera - Mercato Trapani, Life representative (not confirmed)... 16.00/17.00 SUCCESS session on stakeholders feedback: questionnaires and on-line surveys 17.00/18.30 SUCCESS movies REPLAY 10.00/10.30 SUCCESS general activity: opening 10.30/11.00 Posters dissemination 11.00/11.30 SUCCESS movies REPLAY Sunday May 21st 11.30/12.30 SUCCESS session on stakeholders feedback: questionnaires and on-line surveys 14.00/15.00 Posters dissemination 15.00/16.00 SUCCESS movies REPLAY 16.00/17.00 Posters dissemination 17.00/18.00 SUCCESS session on stakeholders feedback: questionnaires and on-line surveys 11