gauging consumer engagement · alexis t. gutierrez foreign affairs specialist nmfs sea turtle...
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Gauging Consumer Engagement
AND COMMON PERCEPTIONS OF SUSTAINABLE SEAFOOD
S EAW E B S EA FO O D S U M M I T | F E B . 1 , 2 0 1 6 | ST. J U L I A N ' S , M A LTA
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Matt Brooker Sr. Category Manager The Fishin’ Co.
G A U G I N G C O N S U M E R E N G A G E M E N T A N D C O M M O N P E R C E P T I O N S O F S U S TA I N A B L E S E A F O O D
S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
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Alexis T. Gutierrez Foreign Affairs Specialist NMFS Sea Turtle Program
G A U G I N G C O N S U M E R E N G A G E M E N T A N D C O M M O N P E R C E P T I O N S O F S U S TA I N A B L E S E A F O O D
S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
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Julia Brooks Market Insight Analyst Seafish Industry Authority
G A U G I N G C O N S U M E R E N G A G E M E N T A N D C O M M O N P E R C E P T I O N S O F S U S TA I N A B L E S E A F O O D
S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
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James Wright Editorial Manager Global Aquaculture Alliance
G A U G I N G C O N S U M E R E N G A G E M E N T A N D C O M M O N P E R C E P T I O N S O F S U S TA I N A B L E S E A F O O D
S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
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OBJECTIVES Determine knowledge base and engagement levels of: * Professional chefs * U.S. consumers * U.K. consumers
S EAW E B S EA FO O D S U M M I T | F E B . 1 , 2 0 1 6 | ST. J U L I A N ' S , M A LTA
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OBJECTIVES Determine best methods/media to educate: * Retailers and foodservice pros * Consumers * Your say: Audience poll questions (via app)
S EAW E B S EA FO O D S U M M I T | F E B . 1 , 2 0 1 6 | ST. J U L I A N ' S , M A LTA
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Chef’s Perceptions of Seafood Sustainability An in-progress U.S. survey by:
S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
D R . J A M E S E . G R I F F I N | J O H N S O N & WA L E S U N I V E R S I T Y A N D T H E G LO B A L A Q U A C U LT U R E A L L I A N C E
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Recognition in the foodservice industry?
S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
D R . J A M E S E . G R I F F I N | J O H N S O N & WA L E S U N I V E R S I T Y A N D T H E G LO B A L A Q U A C U LT U R E A L L I A N C E
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SURVEY RESPONDENTS
S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
N AT I O N A L S U R V E Y O F C H E F ’ S P E R C E P T I O N S O F S E A F O O D S U S TA I N A B I L I T Y G LO B A L A Q U A C U LT U R E A L L I A N C E | J O H N S O N & WA L E S U N I V E R S I T Y
98% | Five or more years of industry experience
91% | Formal education, associate’s degree or higher
91% | Degree in culinary arts/hospitality/foodservice
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CHECK FOR SUSTAINABILITY?
S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
N AT I O N A L S U R V E Y O F C H E F ’ S P E R C E P T I O N S O F S E A F O O D S U S TA I N A B I L I T Y G LO B A L A Q U A C U LT U R E A L L I A N C E | J O H N S O N & WA L E S U N I V E R S I T Y
33% | Every time
3% | Almost never/never
39% | Almost every time
25% | Occasionally, sometimes
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CHECK FOR ORIGIN?
S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
N AT I O N A L S U R V E Y O F C H E F ’ S P E R C E P T I O N S O F S E A F O O D S U S TA I N A B I L I T Y G LO B A L A Q U A C U LT U R E A L L I A N C E | J O H N S O N & WA L E S U N I V E R S I T Y
51% | Every time
0% | Never
37% | Often
11% | Occasionally, sometimes
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Q: Please indicate how you would feel about purchasing seafood from each of the following countries.
N = 83
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OPINION OF AQUACULTURE?
S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
N AT I O N A L S U R V E Y O F C H E F ’ S P E R C E P T I O N S O F S E A F O O D S U S TA I N A B I L I T Y G LO B A L A Q U A C U LT U R E A L L I A N C E | J O H N S O N & WA L E S U N I V E R S I T Y
43% | Positive
43% | Neutral
13% | Negative
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AQUACULTURE ECO-LABELS?
S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
N AT I O N A L S U R V E Y O F C H E F ’ S P E R C E P T I O N S O F S E A F O O D S U S TA I N A B I L I T Y G LO B A L A Q U A C U LT U R E A L L I A N C E | J O H N S O N & WA L E S U N I V E R S I T Y
41% | Extremely/very influential
36% | Somewhat/slightly influential
23% | Not influential
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AQUACULTURE ECO-LABELS?
S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
N AT I O N A L S U R V E Y O F C H E F ’ S P E R C E P T I O N S O F S E A F O O D S U S TA I N A B I L I T Y G LO B A L A Q U A C U LT U R E A L L I A N C E | J O H N S O N & WA L E S U N I V E R S I T Y
28% | Extremely/very influential
51% | Somewhat/slightly influential
22% | Not influential
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BIGGEST BUYING CONCERNS?
S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
N AT I O N A L S U R V E Y O F C H E F ’ S P E R C E P T I O N S O F S E A F O O D S U S TA I N A B I L I T Y G LO B A L A Q U A C U LT U R E A L L I A N C E | J O H N S O N & WA L E S U N I V E R S I T Y
1 | Food safety
2 | Dyes/additives
3 | Availability
4 | Fresh not frozen
5 | Sustainability
6 | Country of origin
7 | Price
8 | Nutritional value
9 | Frozen not fresh
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TRUSTED SOURCES?
S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
N AT I O N A L S U R V E Y O F C H E F ’ S P E R C E P T I O N S O F S E A F O O D S U S TA I N A B I L I T Y G LO B A L A Q U A C U LT U R E A L L I A N C E | J O H N S O N & WA L E S U N I V E R S I T Y
91% | Suppliers/vendors
71% | Certification/eco-labels
74% | Source/country of origin
55% | Brand
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S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
D R . J A M E S E . G R I F F I N | J O H N S O N & WA L E S U N I V E R S I T Y A N D T H E G LO B A L A Q U A C U LT U R E A L L I A N C E
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CONCLUSIONS
S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
N AT I O N A L S U R V E Y O F C H E F ’ S P E R C E P T I O N S O F S E A F O O D S U S TA I N A B I L I T Y G LO B A L A Q U A C U LT U R E A L L I A N C E | J O H N S O N & WA L E S U N I V E R S I T Y
* | Suppliers/vendors have a lot of responsibility. Get help!
* | Certification, eco-labels have little traction in foodservice
* | Source, country of origin seen as a determining factor
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Matt Brooker Sr. Category Manager The Fishin’ Co.
G A U G I N G C O N S U M E R E N G A G E M E N T A N D C O M M O N P E R C E P T I O N S O F S U S TA I N A B L E S E A F O O D
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Alexis T. Gutierrez Foreign Affairs Specialist NMFS Sea Turtle Program
G A U G I N G C O N S U M E R E N G A G E M E N T A N D C O M M O N P E R C E P T I O N S O F S U S TA I N A B L E S E A F O O D
S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
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Consumer Engagement
Objectives of research
What is the model of consumer engagement?
What did we find in the US and UK?
What are the implications?
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Model of Consumer Engagement?
Consumers want to buy sustainable seafood
Eco-labels/guides enable consumers to know how their fish is
produced
Consumers demand sustainable products
(“the pull”)
Corporations respond because of the green
demand and because of CSR
Sustainable fisheries incentivized
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Evidence to support this model?
Assumption 1: Consumers want to buy sustainable seafood ◦ Evidence: Mixed, consumers don’t necessarily understand all issues related to
sustainable seafood.
Assumption 2: Eco-labels Empower ◦ Evidence: Mixed, depends on the understanding of the issue and the level of
information (too much or too little is a bad thing)
Assumption 3: Consumers Demand Sustainable Seafood ◦ Evidence: Mixed, increasing evidence over the years, but not always a strong
signal
Assumption 4: Corporations respond to demand for socially response buying
◦ Evidence: Evidence of corporation response, but not necessarily due to consumer demand
Assumption 5: Sustainable Fisheries Incentivized ◦ Evidence: Mixed
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Study Qualitative/Quantitative survey in the US/UK Examined recognition of seafood eco-labels
Examined what respondents understood about sustainability
10-15 minute in person interviews
N=168
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Study – US/UK Eco-labels
US Only Labels UK Only Labels
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Results – US/UK eco-labels
DC London
Seen 51.2% 42.5%
Bought 37.2% 35.0%
DC London
Seen 17.4% 27.5%
Bought 12.8% 21.3%
DC London
Seen 73.3% 36.3%
Bought 65.1% 25.0%
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Results – US/UK Eco-labels
DC London
Seen 12.8% 27.5%
Bought 23.3% 40%
None
DC London
Seen 87.2% 72.5%
Bought 76.7% 60%
One or more
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What does sustainable mean to you?
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What does ‘sustainable’ mean to you?
Nine themes emerged –
Environmental responsibility
Time
Perpetual availability
Use
Production
Avoiding degradation
Balance
Quality/reliability
I don’t know
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Conclusions Labels that clearly communicate a sustainability issue are understood and can resonate with consumers
e.g., Dolphin-safe label
Consumers have a general concept of sustainability and may not understand all sustainability issues that eco-labels are trying to resolve
Eco-labels as “knowledge intermediaries” may not always be successful (Eden et al. 2008)
Consumers maybe most potent at the system level rather than expecting them to be educated on all sustainability issues across all consumer product categories
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Julia Brooks Market Insight Analyst Seafish Industry Authority
G A U G I N G C O N S U M E R E N G A G E M E N T A N D C O M M O N P E R C E P T I O N S O F S U S TA I N A B L E S E A F O O D
S E AW E B S E A F O O D S U M M I T | F E B . 1 , 2 0 1 6 | S T. J U L I A N ' S , M A LTA
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Seafish aim to ensure a profitable, sustainable and socially responsible future for the UK seafood industry
Education Gear
Database
Seafood Week
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Foodservice Outlet
Diners Diners
Seafish foodservice research
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Case study
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Sustainable, quality menu
“better off the menu for a year than off our plates for a lifetime”
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Online messaging
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On entry to the restaurant
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At the table
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Further education
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Sustainable success
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Co
mm
un
icat
ion
Edu
cati
on
Engage diners with a combined approach
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Thank you!
SEAWEB SEAFOOD SUMMIT | FEB. 1 , 2016
ST. JULIAN'S, MALTA