Promotional activities on aquaculture products in France

Marie Christine MonfortEkaterina Tribilustova

6-7 June 2013Zadar, Croatia

Structure of the presentation French market at a glance Consumer tendenciesFarmed fish on the French market Promotion of farmed fish: the French Interprofessional Committee for Aquaculture Products

France Seafood Productionin tonnes (source Fishstat)

Graph1

568454261795

559362247236

562982249170

554006238053

517307239984

460032243470

475724235321

474495235378

412365235515.2

360948228799.2

370776221430

379895222930

Fisheries

Aquaculture

Pche

568454559362562982554006517307460032475724474495412365360948370776379895

200020012002200320042005200620072008200920102011

Totals - Quantity (tonnes)694055678504703110708551664659597943594104553157500137439580449279453858

Yellowfin tuna674836628869134957108747079889632604406453629415434276943176

Skipjack tuna581185285470994588355988258022551203459834143370893573430787

Pche mtropolitaine568454559362562982554006517307460032475724474495412365360948370776379895

Great Atlantic scallop137451645820109189922333526952268762663124104250812688827820

European hake116351002913612132981205714208116301374812393202782115224062

European pilchard(=Sardine)292092907534765353053145037724402953865829657397802623322954

Monkfishes nei130551356615779212882137720844198102242618730175971734815675

Atlantic mackerel226402230023268283272430419230186801738914167124141370515424

Whelk127241103011985127671364211395124491253612066106311383913122

Whiting19028194161846117663135851350512345116809809127301400012926

Common cuttlefish106943027729396326631192162281301204212455

Saithe(=Pollock)26941285333073623349178471679224537208092140510024332711443

Atlantic herring2539827577266273373636558409603960722115221223752442110786

European anchovy26479236992126917833162153430314243324148346891005815

Tangle49443485205125152402524021563512856241962419617139213205163

Atlantic cod1188611336116141104873715560800483637339499352988305

Haddock437959705979787974475111487452494577580969358796

Common sole844778287316886681948320809480457061908182307806

Bigeye tuna126221042911618927887429297829877007872815269127300

Atlantic bluefin tuna733667966587650770329455888210787292234541982940

Edible crab654966025543589255155076480457435135520659166512

European seabass415242084064499847925450572453463247546960345002

Norway lobster663969927588759863156764620655054500560947874432

OTHERS235668233487222094205599188357177306189253189382155818127544136952125117

Patagonian toothfish715758385312582257085633593156115673612358145938

Pouting(=Bib)761972937078649050565879606049033897589156815152

Small-spotted catshark594462845747550956115819548657425136538355724877

Various squids nei539946906244779762925249488254644306579062124675

Blue whiting(=Poutassou)16076190781478516131195147186219501995719945699078734363

European conger547052255345538556015132530658564401506151104328

North European kelp20052638324945484548464149167146714 F140612774061

Blue mussel866074974299139614435071602532383137240210834004

Spinous spider crab442848084136444240193920454446954166496745453765

Albacore609166774629412625427796778134984012147814373643

Finfishes nei8759126615302117016922828229721491877394842473493

Atlantic horse mackerel216281985221518119091096415801157151560315591373968563436

Common European bittersweet339738934561634044335649759149844463277138773355

Black seabream302927993213305330993151363545192245426443263330

Red gurnard438548695330494849495523482447214271346137203184

Pollack377536493964354130663534363735962778319631473036

Megrim415441253348337628013060292229372385326737493002

Smooth-hounds nei105012491590188221972361241626402986326633902889

European plaice470342475229385636153185274128092267269432142862

Cuckoo ray30642885274228432759305725282471103321630682819

Queen scallop347559894260427529784058461459053282126639372528

Jack and horse mackerels nei9151038709608572503461616433--2367

Surmullet405429692648426757493716297554024635228226262295

Black scabbardfish370750704958342030893054225023922287289918862266

Ling309929872561266423062309216223601843196320932026

Blue ling557136663342378139743133313131373065265625301682

Broadtail shortfin squid4022505252472654162602822391232121486

John dory127513641235170717041732165115911236167418371408

Roundnose grenadier996884948847694174864613315227022672220930921384

Common octopus164314062128128411661569157614091226119116211185

Common dab1106950119511151065111110801101942111912031075

Lemon sole130813661442147313091169102699273110398511035

Spotted ray13411563145114341312115610179344295710031025

Ridge scaled rattail--------9511167998954

Thornback ray12511231118213561106973847700589631089935

Tub gurnard12881202126011281074127812941353930962927868

Scallops nei313430276303382111670614221363428599858

Gilthead seabream3763694746187485676755494969511215854

European lobster332329299319284283330420365448875774

Wedge sole686579608877779545558624417506543744

Turbot650639660734744718654668457677768733

Meagre189162156101525126313561204855970795728

Mullets nei1272148512481315145616351655166111561411964695

Common edible cockle811140536315686703703576577684

Thicklip grey mullet...........................455648654

Marine fishes nei751174926857639556278489548126120443562

Raja rays nei3111319531963462305931272713283857561256962545

Brill512490545545536516543583361531615526

Striped venus69662778976782910161165801666712609523

Carpet shells nei159224311453189466310631063395461507

Greater forkbeard733746667501478633672643554538553486

Cuttlefish, bobtail squids nei189391374516176187452069113572139721673212495268117449

Pullet carpet shell13111595172920451159486497474730712441

Rays and skates nei--------369273455438

Poor cod888754875740631763573743462452486401

Atlantic redfishes nei9431076585524421465518683666344510386

Ratfishes nei573822629467525450385421431363404375

Blonde ray---..................138269364

Dogfishes and hounds nei-----------360

Green crab558566522492188168339403403397392356

Greater weever224206215200199199258360155393328352

Mediterranean horse mackerel.........26341864130651153564470227337

Catsharks, nursehounds nei68715214965104144144404446327

Witch flounder587582632652566512484474361346283312

Nursehound15918016817117819615818281258261306

Chub mackerel470187474128104664526821664210261330273

Common shrimp472391291267240196319311291441451271

Velvet swimcrab242258377386329192214273244198210268

European flat oyster9132193949879112163119374217257

Atlantic bonito327045394340571369244232253

Common prawn307326287255196126194175151187249250

Tope shark450469379384310290333273148341350243

Gurnards, searobins nei2531928414015683615228177298242

Tusk(=Cusk)335282185151193248298328298349287227

Natantian decapods nei211-13210 043101225

Wrasses, hogfishes, etc. nei250250224255241247220228108263302211

Bogue299329301252292192253268206292317202

White seabream64517985139131147236136193333202

Grey gurnard23622219517015014512110919145229199

Sand sole131153184181168200226370170237213195

Rocklings nei432019296710241513182150178

Shagreen ray38687046333325322188191176

Common dolphinfish-----------158

Frigate and bullet tunas2633012073120747471013424102147

European flounder227250294290290219245187112195160141

Sandeels(=Sandlances) nei905186165162184118116102139109140

Scorpionfishes nei434276273929281823103124140

Picked dogfish110013351140111311321098850661582510295139

Gastropods nei1519262257332534377378136

Marine crabs nei1326211151334321216134

Surmullets(=Red mullets) nei270206189267322208229218136189319134

Common squids nei264177179133254319444141215289117126

Blackspot(=red) seabream605183871216364985494181121

Clams, etc. nei88380358156053019554017411042121

Blackbelly rosefish123125503474152222169135160173118

Blue shark396207112134103121134167109119124112

Northern quahog(=Hard clam)---------147184102

Flathead grey mullet...........................5081101

Swordfish1221131012011211879660283111497

Sargo breams nei79838496728110080798111494

Common mora-1395833401168476899093

Axillary seabream28219824923216714214510713422616191

Greenland halibut15823035324618594116646414021589

Octopuses, etc. nei4843881091052211531301617412712388

Stony sea urchin198101180182138162433711388

Sand steenbras1189790100871001821128812811687

European smelt1039665516573637058549585

Flatfishes nei307518552570138313636537810683

Golden grey mullet...........................539482

Silversides(=Sand smelts) nei839668118107505597638011578

Blue antimora-----97108-13212213775

Common pandora1269711012011512513911815414313275

Gadiformes nei243630924268--11-12473

Pacific cupped oyster10863102346306365413773

Spotted seabass7179568376625984321079769

European sprat979251954110 00 0520668

Common dolphin218118207629470521622145-66

Murex51526492110839771668111064

Smooth callista75635334322363434226263

Senegalese sole511427893138506237575960

Streaked gurnard56516757668274724898860

Harbour porpoise171291632252119104258

Salema667068737436314032696958

Thickback soles nei71801391141981701258947786558

Dogfish sharks nei423642112006866705845601690648725057

Garfish6055105606277516014616953

Pargo breams nei.................................53

Little tunny(=Atl.black skipj)21...3...102712-11433547

White skate.....................0 00 0732947

Small-eyed ray---13162319200 0486646

Sandy ray3693303022812582952212491847944

Tellins nei...........................313042

Thresher12813224282330333711442641

Mediterranean mussel2412444----107739

Atlantic pomfret75557311646210471635

Tuberculate abalone616019222839243027294235

Common dentex210 0-10 00 011202034

Deep-water rose shrimp1145910867783115393031

[Raja taaf]--------531875629

Common eagle ray22-212210 026126

Craylets, squat lobsters988484656954665124403225

Shads nei251419202431202110175725

Rays, stingrays, mantas nei15718367492757260341241933395124

Sea lamprey2223374419253017172132824

Common spiny lobster626848453427252817979723

Grooved carpet shell7528815251556383471470321823

Brown seaweeds671669899958678918903724382......352...22

Sharks, rays, skates, etc. nei-------11563122

Striped dolphin15152321925-348622

Canary drum(=Baardman)7796101313187272621

Gobies nei31334541451820

Red porgy11...3351284132019

Undulate ray---------201019

Japanese carpet shell2629454013282615134...18

Red mullet.................................18

Lobsters nei22----0 0--1-17

Torpedo rays32433431332223216262217

Palinurid spiny lobsters nei-----------15

Picarels nei95711987710443515

Porgies, seabreams nei-1---10 00 00 015115

Spottail mantis squillid443344484838402726242514

Saddled seabream14108411202863131313

Tuna-like fishes nei--5321512203823-13

Clupeoids nei16510861337------5-12

Alfonsinos nei485242223325362723191911

Atlantic wolffish9782221647465...11

Cephalopods nei49106111486478696241-111

Kitefin shark...............1310 0...510

Longnosed skate140892101984349506812321310

Marine crustaceans nei6866891419724467068132110

Atlantic salmon1012681167657399

Grey triggerfish-4-2211216779

Mediterranean shore crab1499118541112839

Mouse catshark---------759

Black cardinal fish1971537288636476151114148

Cockles nei---------10238

Venus clams nei1822121512310 00 0228

Argentines5945851541752317196

Atlantic halibut29441920181727484036176

Barracudas nei---------536

Bluntnose sixgill shark...............2110 01136

Bottlenose dolphin6101313811-411-6

Birdbeak dogfish-------111225

Greater amberjack---------1035

Grooved sea squirt30767877773333565

Red bandfish4326261830373533...295

West African Spanish mackerel-----------5

Mediterranean starry ray...........................364

Sea snails-----------4

Silver scabbardfish163135192443492159244

Stargazer---------574

Wahoo---------1-4

Amer. plaice(=Long rough dab)1011---0 00 00 00 0--3

Aristeid shrimps nei-----------3

Capelin11413-1-0 00 0...23

Common jellyfish-----------3

Common periwinkle-----------3

Delta prawn19262130137899-33

Knifetooth dogfish-----------3

Lugworm-----------3

Pink spiny lobster951--3366213

Rubberlip grunt.................................3

Shortfin mako---------9143

Blackmouth catshark...............1122512

Blue skate653667449443472302258238143122

Common stingray.........1114201381442

Croakers, drums nei.................................2

European barracuda---------222

Groupers nei---------112

Leafscale gulper shark--4861109264360481421472

Marine molluscs nei-----60 09493--2

Mediterranean moray---------6...2

Moras nei6073124-33411111--2

Pandoras nei.................................2

Porbeagle41036846343441027621335623930592

Red seaweeds201516531179162013741770-0 00 0--2

Sea mussels nei17921110----13434--2

Solen razor clams nei55555------2

Wreckfish5222154813262182282

Allis shad38456261212310812111

Angelshark11-0 00 02-0 00 0221

Annular seabream.................................1

Aquatic invertebrates nei------111--1

Caramote prawn467633113231

Cardinalfishes, etc. nei-----------1

Dusky grouper-----85119661

Escolar-----------1

Forkbeard-------0 00 0561

Largehead hairtail-----------1

Leerfish-----------1

Round sardinella15177352111131

Sea trout-11123221611

Soles nei1412181419196531-1

27117327212114813976484116010152

Aquaculture

Country (Country)Species (ASIS species)Aquaculture area (AO major ishing area)200020012002200320042005200620072008200920102011

Totals261795247236249170238053239984243470235321235378235515.2228799.2221430222930

rancePaciic cupped oysterAtlantic, Northeast1235009930010481610600510774010912010189610200096203968789000090000

ranceBlue musselAtlantic, Northeast608195522056111484885536158105566755670063543607986100061000

ranceRainbow troutEurope - Inland waters409834634845059392153512832353320903222034153328233200033000

ranceMediterranean musselMediterranean and Black Sea71811800012587161621241913115160231606013599141641400014000

rancePaciic cupped oysterMediterranean and Black Sea1000080908470860090009000881088007596658950005000

ranceCommon carpEurope - Inland waters565054305200470042304230423042004200420042004200

ranceRoachEurope - Inland waters250024002300210018901890189019001900190019001900

ranceClams, etc. neiAtlantic, Northeast--700439634634619620538171417001700

ranceCommon edible cockleAtlantic, Northeast14001610121260011101390163216401443159115801580

ranceEuropean seabassAtlantic, Northeast........................1898150014001500

ranceEuropean seabassMediterranean and Black Sea302027213536387634383913323932402265125312001500

ranceGilthead seabreamAtlantic, Northeast........................609,,,900900

ranceTenchEurope - Inland waters1200115011001000900900900900900900900900

ranceAtlantic salmonAtlantic, Northeast0 0904435447351190139111001335,,,800800

ranceSea troutEurope - Inland waters172817701770165514831364674705794748750750

ranceGilthead seabreamMediterranean and Black Sea11801643136111391379177816091600574513500600

rancereshwater ishes neiEurope - Inland waters205610550495495495500500500500500

ranceGrooved carpet shellAtlantic, Northeast4831015718325905905543540457440450450

ranceJapanese carpet shellAtlantic, Northeast5071015719325905905543540457440400400

ranceMeagreMediterranean and Black Sea3335165100147267282282555418400400

ranceTurbotAtlantic, Northeast908702924909949791870850656,,,400400

ranceCyprinids neiEurope - Inland waters82360330297297297300300300300300

ranceSturgeons neiEurope - Inland waters90103112115173198135140217240300300

ranceWels(=Som) catishEurope - Inland waters352352360360200200200200200200200200

ranceJapanese carpet shellMediterranean and Black Sea........................153182180180

ranceGrooved carpet shellMediterranean and Black Sea........................153182150150

ranceSalmonoids neiEurope - Inland waters205215507475426392237301199144140140

ranceKuruma prawnAtlantic, Northeast282030414038414068909090

ranceinishes neiAtlantic, Northeast........................42464545

ranceEuropean lat oysterMediterranean and Black Sea........................9434040

ranceMarine ishes neiMediterranean and Black Sea--------1455

Total

568454261795

559362247236

562982249170

554006238053

517307239984

460032243470

475724235321

474495235378

412365235515.2

360948228799.2

370776221430

379895222930

Fisheries

Aquaculture

Aqua pche

Production par source: aqua ou pche

Country (Country)2000200120022003200420052006200720082009201020112011

Fisheries568,454559,362562,982554,006517,307460,032475,724474,495412,365360,948370,776379,895Pche mtropolitaine379,895

TotalsAquaculture261,795247,236249,170238,053239,984243,470235,321235,378235,515228,799221,430222,930Aquaculture222,930

Aqua pche

2011

Production volume2011

coquillages

2011

Production volume2011

Consommation

200020012002200320042005200620072008200920102011

Huitre creuse133500107390113286114605116740118120110706110800103798.9103466.595000AquacultureHuitre creuse levage95000

Moule680007322068698646506778071220726987276077142.374961.375000AquacultureMoule levage75000

Saint Jacques1374516458201091899223335269522687626631241042508126888PcheSaint Jacques pche27820

Bulot1272411030119851276713642113951244912536120661063113839PcheBulot pche13122

Moule86607497429913961443507160253238313724021083PcheMoule pche4004

Ptoncle34755989426042752978405846145905328212663937PchePtoncle pche2528

Clams, etc. nei--70043963463461962053817141700AquacultureClams, etc. nei pche1700

Coque1400161012126001110139016321640144315911580AquacultureCoque levage1580

Coque811140536315686703703576577PcheCoque pche684

Striped venus69662778976782910161165801666712609PchePraire pche523

Carpet shells nei159224311453189466310631063395461PchePalourde de pche1,000

Pullet carpet shell13111595172920451159486497474730712PchePalourde d'levage400

palourde5071015719325905905543540457440400AquacultureClams, etc. nei121

Clams, etc. nei88380358156053019554017411042PcheOursin88

Oursin1981011801821381624337113PcheMurex64

Murex515264921108397716681110Pche

2011

127,961

Pche673

Aquaculture

2011

Huitre creuse levage95,000

Moule levage75,000

Saint Jacques pche27,820

Bulot pche13,122

Moule pche4,004

Ptoncle pche2,528

Clams, etc. nei pche1,7001700

Coque levage1,580

Coque pche684684

Praire pche523523

Palourde de pche1,0001000

Palourde d'levage400

200020012002200320042005200620072008200920102011

Clams700439634634619620538171417001700

Coque14811621125265311731405231823432145.72166.821572264

Praire69662778976782910161165801666712609523

Palourde197728342759282322531395125516771594.41564.515731521

Oursin198101180182138162433711364

Crustacs

Consommation des produits aquatiques

Evolution

Poissons eau douce6%

Crustacs3%

Cphalopodes3%

Molluscs2%

Poissons dmersaux1%

Poisson plagique-1%

Crustacs

Evolution

Evolution de la consommationen volume 1970-1997

Cphalopodes

200020012002200320042005200620072008200920102011

Tourteau654966025543589255155076480457435135520659166512

Langoustine663969927588759863156764620655054500560947874432

Araigne442848084136444240193920454446954166496745453765

Homard europen332329299319284283330420365448875774

Crabe vert558566522492188168339403403397392356

Crevette grise472391291267240196319311291441451271

Etrille242258377386329192214273244198210268

Bouquet307326287255196126194175151187249250

Crevette Kuruma282030414038414068909090

200020012002200320042005200620072008200920102011

Common cuttlefish106943027729396326631192162281301204212455

Various squids nei539946906244779762925249488254644306579062124675

Cuttlefish, bobtail squids nei189391374516176187452069113572139721673212495268117449

Octopuses, etc. nei4843881091052211531301617412712388

200020012002200320042005200620072008200920102011

Seiche et calamar24,44418,52922,72227,31427,92219,45319,51723,38818,42314,18818,37117,579

Poulpe4843881091052211531301617412712388

Seiche et calamar

Poulpe

Production franaise de cphalopodes, en tonnes

Highlights of the market Large market (65 million inhabitants with 35 kg per capita consumption),

Small production of wild fish,

Limited domestic aquaculture,

Slow growth,

Large diversification in terms of sold species

Highlights of the marketRather open to freshwater and farmed seafood,

More sophisticated,

More information,

Structure of the marketImportsEUR 3.9 billionRetail EUR 5 to 7 billionCateringEUR 1.5 to 2.2 billion Exports EUR 1.3 billionDomestic landingsEUR 1.5 billionSeafood processing industry EUR 2.9 billionSource: Monfort, M.C., 2011

France is an important market for farmed seafoodSource Paquotte, P. unpublished estimates (2010)

Graph1

0.36

0.28

0.27

0.26

0.24

0.24

0.22

0.21

0.21

0.19

0.19

0.19

0.18

0.17

0.16

0.16

0.16

0.14

0.13

0.1

0.1

0.09

0.09

0.07

0.06

0.04

0.04

% AQUACULTURE

Feuil1

% AQUACULTURE

Hungary36%

Belgium28%

France27%

Malta26%

Italy24%

Sweden24%

Spain22%

Greece21%

EU21%

Finland19%

Germany19%

Poland19%

Slovakia18%

Bulgaria17%

Cyprus16%

Czeck Republic16%

Denmark16%

United Kingdom14%

Romania13%

Latvia10%

Slovenia10%

Austria9%

Portugal9%

Ireland7%

Lithuania6%

Estonia4%

Netherlands4%

Feuil2

Feuil3

The reality of farmed fish consumptionMain species: salmon, shrimps, mussels, oysters, scallops, pangasius, seabass, seabream

Graph1

0.36

0.28

0.27

0.26

0.24

0.24

0.22

0.21

0.21

0.19

0.19

0.19

0.18

0.17

0.16

0.16

0.16

0.14

0.13

0.1

0.1

0.09

0.09

0.07

0.06

0.04

0.04

% AQUACULTURE

Graph2

1489000

1344000

8724000

1792000

capture shellfish8 724 00066%

farmed shellfish1 344 00010%

farmed finfish1 489 00011%

farmed shellfish1 792 000 tonnes13%

Feuil1

% AQUACULTURE

Hungary36%

Belgium28%

France27%

Malta26%

Italy24%

Sweden24%

Spain22%

Greece21%farmed finfish1489000

EU21%farmed shellfish1344000

Finland19%capture shellfish8724000

Germany19%farmed shellfish1792000

Poland19%

Slovakia18%

Bulgaria17%

Cyprus16%

Czeck Republic16%

Denmark16%

United Kingdom14%

Romania13%

Latvia10%

Slovenia10%

Austria9%

Portugal9%

Ireland7%

Lithuania6%

Estonia4%

Netherlands4%

Graph3

0.15

0.43

2007

france

198000

389000

389 000 tonnes55%

198 000 tonnes14%

Feuil2

2007

Farmed finfish15%

Farmed shellfish43%

France

France 197.992 388.916 586.908 1.267.567 318.909 1.586.476 1.465.559 707.825 2.173.384 France 14% 55% 27%

Farmed finfish19800014%

Farmed shellfish38900055%

Feuil3

Consumer tendenciesAlthough consumers say to prefer wild fish, in reality they buy what is available and consided as good value for money

Filleted pre-packed fish as being considered as convenient is an increasing choice of French consumers

Future segmentation of the French market for seafood City center fish mongers selling to high income clientele SupermarketsVolume/price orientedInstitutional and lower class restaurants/cafeteriaMiddle-upper class restaurantsWild fish and high quality farmed seafood such as Label Rouge labeled products - Fresh seafood in very large proportion- Farmed fresh fish, European origin,- Defrosted products including fillets, non-EU origin,Frozen finfish, either basic range as today, or more sales of top quality frozen fish?Low priced frozen products Wild seafood dominantly but not exclusively Fresh finfish, mainly from European originSource: Egeness, F-A., Monfort, M.C., 2011

Product with potential on the French market

Source: Monfort, M.C., 2011

All seafood QualityFull traceabilitySustainabilityConvenienceProper handling and storing,Risk-free item,Reliable info all along the chain,Quick/easy to cook,Portion sizeWild finfishSocial fairnessPartnership along the chainCertification: fair trade Finfish, fresh, frozen ConveniencePrecise grading cutsFixed count portion, pre-packed All farmed seafood Environment, health, animal welfareCertification: organic Crustaceans, shrimp, crab, lobsterConvenienceCooked and shelled Shellfish (bivalves, whelk, periwinkle)ConvenienceCooked and shelled

Communication and promotion for both wild and farmed fishNational - NORGE (Norway) - Canada - Iceland - France (brad created in 2012)

Regional - Scotland - Alaska - Bretagne

The image of fish is positive, When it comes to farmed fish, there is no consensus : Quality, some say better taste than wild; others not; Some say fresher than wild, other not,Some still dont know about the existence of farmed fish,Little awareness of farmed fish production. Some compare with on-land production system (henns in battery cages),The information conveyed to consumers is not comprehensive in terms of origin: legislation in incomplete (in restaurants no obligation to mention wild or farmed) and in retail shops it is not applied/ complied thoroughly (since 2002 it is mandatory for fishmongers to mention if fish is farmed or wild),There is some confusion among French consumers about what fish is farmed or not.

Image of aquaculture seafood in France

Penetration rate and average annual intake by product in 2009Source: Kantar for FranceAgriMer, 2010

Presentation of the French Interprofessional (Interbranch) Committee for Aquaculture Products (CIPA)

Created in 1997Is composed of three colleges:About CIPAThe Fish Farmers producing fresh water and marine fish represented byFFAFrench Federation of AquacultureThe Trout Processors represented byATTAssociation of trout processors (Association des Transformateurs de Truite)The Feed manufacturers represented by SPPASyndicat Professionnel des Producteurs dAliments aquacoles420 companiesMore than 560 sites 60 trout processing units3 companies

CIPAs missions (1)

Acts as an interface between the profession and the legislators.Seeks to ensure the professions continuing viability and its future development Sustainable Aquaculture program (environment, feed,)Food securityFish health and life cycle improvement Represents the professions position vis a vis the relevant authorities : NationalEuropeanInternational

CIPAs missions (2)

Focus on CommunicationPromotion main line: Quality !*

2012 / 2013 ActionsCommunication on the start-up of common production standards for trout : towards decision makers: distributors, wholesalers, fishmongers, chefs towards consumers- towards journalists and opinion leaders

Tasting, comparison, dialogue*- 6 meetings in 2012- 200 participants (distributors, chefs, wholesalers, press)- Blind tests during the lunch and presentationsfollowed by a press release and a newsletter Sponsorship of cookery competitions (Ex: Gargantua) production site visits for chefs and culinary schools platform for discussions during the associations regional and general meetings

Tasting, comparison, dialogue Aim : to recognize the qualities and culinary uses of farmed fish. To invite the Chefs to develop culinary tests and to develop a protocol on the strengths and culinary uses of farmed fish.

Presentation of this study during the international food service trade show: SIRHA (Lyon France January 2013)

Communication to the consumerPartnership with supermarkets to promote our fish during 2 weeks in February 2013

Creation of promotion tools :Leaflets with recipes web site dedicated to fish recipes quiz

And to the journalists- Monthly Press release- Permanent press watch, and risks and opportunities detection

Consumer SurveyIn 2013, CIPA asked M.C Monfort Consultant and Co-Spirit to lead a field survey on farmed fish and trout in France. From January to March 2013, a panel of 820 consumers was asked about their feeling on farmed fish, on trout , and on the quality standard Charte Qualit Aquaculture de Nos Rgions .

Next step : presentation of the results to the distributors and opinion leaders in the Newsmag and definition of a new promotion campaign based on these results for 2013/2014.

Some conclusions of the consumers study87% eat fresh fish in FranceFarmed fish is less attractive than wild fish.Taste: 54% said that farmed fish is not as good as wild fishNutritional values: consumers believe that farmed fish is fatter than wild fish and has less nutritional valuesThis negative image comes from the perception that :Feed for farmed fish is less healthy than what wild fish eats (56% respondants)Farmed fish grow in an environment less natural compared to wild fish (45% respondants)

Despite these negative opinions, people do buy farmed fish because:55% says it is less expensive/ 60% mention the price for the number one advantage of farmed fish38% says to consume farmed fish it is available and easier to find21% says to buy farmed fish to preserve the marine environment (overfishing)

Reactions to the Farmed Fish Quality CharteThe association of fish farmers has taken the decision to launch a Quality Standard to be followed by fish farmersThis initiative was well perceived by the consumers90 % said this was re-assuringThis enthousiasm was even higher with older than 50 years old people

This Quality Standard offers several advantages said consumers:It offers a garanty for the quality of the productIt offers and certify the garanty of the provenance / origin of the trout

Consumers said to be especially sensitive to the following messages:Healthy feed for fish (important for 80% respondents)High freshness (important for 69% respondents) Solid traability (important for 59% respondents)

Contact detailsCIPA 32 rue de Paradis 75010 Paris Tl +33 140 586 800Email : contact@cipaquaculture.asso.frWeb site : www.aquaculturedenosregions.frMarketing SeafoodMarie-Christine Monfort19 rue Martel75010 ParisTel: +33 (0) 1 5603 5454Email: contact@marketing-seafood.com

Eurofish International OrganisationH.C. Andersens Blvd, 44-461553 Copenhagen, DenmarkTel +45 333 777 55Email : katia@eurofish.dk Web site : www.eurofish.dk, www.eurofishmagazine.com

Thank you for your attention!

Freshwater aquaculture 42 190 tonnes (2011) - Rainbow trout 33 000 tonnes,Common carp 4 200 tonnes,Roach 1 900 tonnes Tench 900 tonnes,Sea trout (in freshwater) 750 tonnes,Catfish 200 tonnes

*65 million people with 35kg per capita comsumption = a total of 2.2 million tonnes of fish and seafood in live weight, of which nearly 2 milion tonnes are imported. No growth expectations all stocks are fully and overexploited. Mainly oysters, mussels and trout. Very little developemnt is expected in this industry.Slow growth due to the growht of population This mature market grows in line with popualtion, i.e. 1% per annum.Large diversification in terms of species sold. A supermarket can offer up to 120 different seafood itemsThe market is open to very many different species from Northern Atlantic, Mediterranean and all continents waters.

*The French were thought to prefer marine fish, however they show high acceptance of pangasius from Viet Nam and Nile perch from eastern Africa. In the same way, they were thought to dislike farmed seafood, instead, they are the largest market in Europe for aquaculture products such as salmon, shrimp, oysters and mussels. This could point to price as the key purchasing factor. The market moves towards sophsicated convenient products. Sales of whole fish will continue to decline to the advantage of fillets, portions, graded piecesProfessional buyers and final consumers are seeking more information on several aspects of food they sell or eat such as traceability, indicaiton of origin, guarantee of sustainabiity, etc.

*Difficult to know how much is the French consume. The annual per capita supply is estimated at 35 kg, (EU average is 21 kg). The seafood end market is estimated at EUR 6.5 to 9 billion before VAT for 900 000 tonnes of output which is ready to be eaten or prepared. In equivalent of live weight, the market absorbs some 2.2 million tonnes every year placing France as EUs largest or teh second largest market with Spain. In terms of value, it represents a fifth of the EU market.*The market is extremely diverse and consumption circumstances change. One does not eat the same in restaurants as at home. Neither the same during the week as at the weekends. For celebrations French are temped to buy some extra-value food. As a combination of varied demand and structure of supply, we may forecast that limited quantities of high-value products, mainly wild, live of fresh, will reach end consumers through fishmongers located in the city centers and through medium to upper class restaurants.

The bulk of farmed and wild competitive prices of seafood will be directed through supermarkets. Low priced commercial restaurants and institutional catering. The future market segmentation is summarized in the figure.

*This description helps to explain the products that offer good marketing opportunities.

*Norge has invested large amount of money to impose its brand on fresh fish (mainly cod and salmon) on the French market. They are number one recognised collective brand today. The French have initiated a brand in september 2012 Pavillon France, which only cover fiseries products caught by French vessels. No quality criteria, no environmental criteria, just the origin of the fishing vessel. The budget is largely supported by retailers. But it takes time to build a brand.*Image of farmed fish in France

Various products attract different views from consumers**