Fishing for the Markets Dec 2010 – May 2011 Defra funded project produced by Revill Nation Ltd. Detailed Reports available www.fishingforthemarkets.c...
Fishing for the Markets Dec 2010 – May 2011 Defra funded project produced by Revill Nation Ltd. Detailed Reports available www.fishingforthemarkets.com
Discards 7% fish discarded due to quota
8% fish caught are below MLS
17% fish discarded due to weak markets
fish discarded [24,500 tonnes] Source: Cefas 2008 Observer Programme
68% of fish caught landed to market
fish landed [52,062 tonnes] MLS – minimum landing size
• The reform of the Common Fisheries Policy has potential to eliminate a good portion of discards. • Fishing for the Markets is looking into what can be done to through the markets to encourage better use of under-utilised species, many of which are discarded because of weak or absent markets.
• Fishing for the Markets contained a number of discrete but complementary work packages, all of which aim to better understand how the issue can be addressed at different stages in the supply chain.
Cefas under-utilised species report 2010 Species
Current Assessment
Red Gurnard (Aspitrigla cuculus)
No analytical assessment is available. Stock status is unknown No analytical assessment is available. Stock status is unknown No analytical assessment is available. Stock status is unknown. No analytical assessment is available. Stock status is unknown No analytical assessment is available. Stock status is unknown No analytical assessment is available. Stock status is unknown No analytical assessment is available. Stock status is unknown
Red mullet (Mullus surmuletus) Flounder (Platichthys flesus) Grey Gurnard (Eutrigla gurnardus) Pouting (bib) (Trisopterus luscus) Dab (Limanda limanda) Tub gurnard (Trigla lucerna)
Total Discard Sensitivity to over Scope for Tonnes 2008 exploitation (ranked utilisation (based (Eng & Wal) for fish: lower the on flow chart for value the more fish) resilient)
673
5
2
1
12
6
2
2
84
8
2
3
416
9
2
4
3241
10
2
5
2148
13
2
7
85
14
2
8
306
Moderate
Yes
11
Moderate
Yes
Shellfish Cuttlefish (Sepia officinalis)
Squid (Lolligo forbesii and L. vulgaris; Todarados sagitatus: European flying squid)
No analytical assessment is available. EU project aims to do assessment by 2012. No stock assessment available.
Final ranking for fish (lowest values are most suitable to be better utilised)
Project focus – commonly discarded unpopular species Common name Lesser spotted dogfish Bib (Pouting) Dab Starry smooth hound Red gurnard Grey gurnard Dragonet Cuttlefish Miscellaneous other species Total
Latin name (Scyliorhinus caniculus) (Trisopterus luscus) (Limanda limanda) (Mustelus asterias) (Aspitrigla cuculus) (Eutrigla gurnardus) (Callionymus lyra) (Sepia officinalis)
Fishing for the markets - Key message There are potential markets for of all fish caught in the English commercial fisheries. Effective coalitions and partnerships can accelerate the development of solutions by delivering action in three areas:
• Closing the information gap • Assisting the market through focused research and industry projects • Working with and through others to inform and stimulate demand
Key findings and recommendations Finding 1
Market forces
Consider doing nothing and let the market solve the problem Recommendation: Undertake full policy appraisal of this option
• The research showed that there are plenty of examples where previously underutilised species have been bought to market. • Historically this has happened independent of government intervention. • Is do nothing really an option?
Key findings and recommendations Finding 2 Data deficiencies Data deficiencies are a barrier to developing markets for under-utilised species Recommendation: Fill the identified data gaps and make it accessible
• Information and data on discards of under-utilised species • Potential utility as a food product (nutritional information, physical properties and product names) • Information on sustainability/stock status of under-utilised species
Key findings and recommendations Finding 3 Total catch utilisation There is interest in testing a total catch utilisation pilot Recommendation: Develop and evaluate total catch utilisation pilots
Finding 4
Fishmeal market
The fishmeal market has sufficient capacity to utilise all discarded fish Recommendation: Support industry to develop a feasibility business case
Finding 5 Pot bait market The pot bait industry could make a significant contribution to reducing discards Recommendation: Support industry project to pilot pot bait potential
Key findings and recommendations Finding 6 Buyer base Mechanisms which increase the fish market buyer base can help to reduce discards Key recommendations;
• Supply chain communication • Promotion of remotely accessible electronic fish auctions • Rationalisation • Diversification • Support for inshore supply chains
Key findings and recommendations Finding 7
Marketing capacity (Industry Organisations)
Key Findings;
• PO/FAs have well defined quota management and political roles • Market intervention potential – these organisations generally have no demand or appetite to buy and sell fish. • Fish promotion is variable – best examples achieved through Regional Seafood Groups. • Skills – good range of supply chain related skills but often lacking strategic marketing expertise
Marketing capacity (Industry Organisations) Key recommendations; • A regional approach • Improving communication and access to information • Tailored marketing support for POs and FAs – Regional Seafood Groups and/or supply chain partners • Strengthen inshore fisheries supply chains
Key findings and recommendations Finding 8 Seafood missionaries People who are passionate about seafood can be highly influential Recommendation:
• Develop a coordinated communication and support programme for “Key Champions” - people who are well placed to promote discards – such as celebrity chefs, fishmongers, fish fryers, supermarkets and seafood gastro-pubs. The focus of which would be on early adopters and fish-friendly consumers.
1. Identifying potential consumers of under-utilised species. Identified a small sub-group of seafood consumers (around 20%) who may be the most receptive to trying under-utilised species if sufficiently inspired. Two targetable groups; a) Older and more affluent seafood consumers tend to be the ‘menu creators’ within their homes. b) Younger people, most likely to be in the 25-34 age range, are also a group who are developing a keen interest in food and cooking skill - Regularly eat out at restaurants.
2. Points of influence Identified issues and factors that are of interest to consumers and most likely to influence uptake of under-utilised species. • • • • • • • •
Food provenance – ‘local’ and ‘catch of the day’ Interest in sustainability Consumer relationship and interaction ‘at point of purchase’, The influence of TV/celebrity chefs over consumer purchasing habits Freshness Quality Price Portion size (smaller portions can be attractive)
Social Research Restaurateurs and their customers Aims: • Explore behaviour change in informed fish eaters and restaurateurs • Identify interventions with the potential to increase consumption of under-utilised fish species • Explore the place of fish on the menu and if there is potential for currently under-utilised fish species to be used more by restaurants
Key insights Key findings which can be leveraged to achieve behaviour change;
• • • • • • • •
Using willing and interested ambassadors Taste and quality perceptions Name perceptions Pricing perceptions Grading and information to help decision making Chef supply assumptions Fillets and filleting Wet fish
Key findings and recommendations Finding 9 Developing coalitions • The activities of effective coalitions can potentially drive the markets for under-utilised species. • Create and support effective coalitions (national, regional, and local) of relevant stakeholders that focus on accelerating marketdriven solutions, rationalising information and awareness programmes.
Take home message There are potential markets for of all fish caught in the English commercial fisheries. Effective coalitions and partnerships can accelerate the development of solutions by delivering action in three areas:
• Closing the information gap • Assisting the market through focused research and industry projects • Working with and through others to inform and stimulate demand
Key messages Government cannot solve the core problem alone Coalition of effort will help to deliver solutions A market development programme should complement any existing strategies to reduce discarding
Government can accelerate the delivery of solutions
Recommendation description 1. Policy appraisal of a ‘doing nothing’ option 2. Filling the data deficiency gaps & accessibility 3. Pilot total catch utilisation project 4. Fish meal feasibility study 5. Bait industry projects 6. Increasing the buyer base at fish auctions 7. Allocate marketing resource to FPO’s and FA’s 8. Develop a ‘Seafood Missionaries’ programme 9. Support coalitions
Quick Quick Medium Quick Quick Long Medium Medium Medium
Govt. Policy and Strategy (PS) Industry Projects (IP) Data and Information Systems (DI) Scientific Research (R) Communications, Awareness & Behaviour (CAB)
1
2
Quick win (achievable within 1 year)
3
6
4
5
Medium Term (achievable within 2 years)
Long Term (achievable within 5 years)
7
8
9
Where are we now and next steps...? Defra are currently in the process of reviewing the recommendations made in the report and would welcome your thoughts and engagement on some of the questions raised in this presentation;
• What you feel is possible in terms of encouraging improved consumption and use of the highlighted underutilised species through your organisations? • What actions or areas from the report you feel yours or other organisations could make progress on in the future? • What assistance you feel is required by government to help facilitate any next steps? • Any feedback on the Fishing for the Markets reports...
