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Synthesis of Mediterranean Marine Finfish Aquaculture - a Marketing and Promotion Strategy

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Synthesis of Mediterranean Marine Finfish Aquaculture - a Marketing and Promotion Strategy GENERAL FISHERIES COMMISSION FOR THE MEDITERRANEAN ISSN 1020-9549 STUDIES AND REVIEWS No. 88 2010 SYNTHESIS OF MEDITERRANEAN MARINE FINFISH AQUACULTURE - A MARKETING AND PROMOTION STRATEGY Cover photos and design: Front pictures left to right: gilthead sea breams (©FAO/R.Rorandelli); fish market in Cairo, Egypt (©FAO/L.Spaventa); meagre fillets (courtesy Hatko Aquaculture, Turkey); floating culture cages (courtesy F. De Rossi) Cover design by F. De Rossi Cover photos and design: Front pictures left to right: gilthead sea breams (©FAO/R.Rorandelli); fish market in Cairo, Egypt (©FAO/L.Spaventa); meagre fillets (courtesy Hatko Aquaculture, Turkey); floating culture cages (courtesy F. De Rossi) Cover design by F. De Rossi STUDIES AND REVIEWS No. 88 GENERAL FISHERIES COMMISSION FOR THE MEDITERRANEAN SYNTHESIS OF MEDITERRANEAN MARINE FINFISH AQUACULTURE – A MARKETING AND PROMOTION STRATEGY by Lara Barazi-Yeroulanos FAO Consultant FOOD AND AGRICULTURE ORGANIZATION OF THE UNITED NATIONS Rome, 2010 The designations employed and the presentation of material in this information product do not imply the expression of any opinion whatsoever on the part of the Food and Agriculture Organization of the United Nations (FAO) concerning the legal or development status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. The mention of specific companies or products of manufacturers, whether or not these have been patented, does not imply that these have been endorsed or recommended by FAO in preference to others of a similar nature that are not mentioned. The views expressed in this information product are those of the authors and do not necessarily reflect the views of FAO. ISBN 978-92-5-106617-1 All rights reserved. FAO encourages reproduction and dissemination of material in this information product. Non-commercial uses will be authorized free of charge. Reproduction for resale or other commercial purposes, including educational purposes, may incur fees. Applications for permission to reproduce or disseminate FAO copyright materials and all other queries on rights and licences, should be addressed by e-mail to [email protected] or to the Chief, Publishing Policy and Support Branch, Office of Knowledge Exchange, Research and Extension, FAO, Viale delle Terme di Caracalla, 00153 Rome, Italy. © FAO 2010 PREPARATION OF THIS DOCUMENT This document is an output of the projet entitled “Support to the General Fisheries Commission for the Mediterranean (GFCM) Working Group on Marketing of Aquaculture Products: Development of a Strategy for Marketing and Promotion of Mediterranean Aquaculture (MedAquaMarket)” funded by the Government of Spain, Secretaria General de Pesca of the Ministerio de Agricultura, Pesca y Alimentación. The advance copy of this document was first presented to the CAQ Coordinating Meeting of the Working Groups (CMWG) in Rome, Italy, 24-26 February 2010, and was circulated during the 34th Session of the GFCM in Athens, Greece, 14-17 April 2010. Furthermore it was made available on the GCFM web site under the title “Regional synthesis of the Mediterranean marine finfish aquaculture sector and development of a strategy for marketing and promotion of Mediterranean aquaculture (MedAquaMarket)”. The purpose of this report is to provide an overview of the marine aquaculture industry in the Mediterranean and its markets based on national country reports submitted by national experts selected in the Mediterranean countries. All data submitted in the national reports have been used and collated to allow a comparison across countries. Examples from individual countries, where available, have been included to illustrate or explain a certain point or trend. Some data obtained from outside sources have also been used when the relevant information was not available from the national reports. Sources are referenced in the attached bibliography. Additional insight obtained through interviews of industry professionals, members of the scientific and academic community and the author’s own experience has also been used throughout the document. The experience of this project has clearly illustrated the problem of consistent and reliable data collection for the industry. Informal, experience-based information was often proved to provide a more accurate picture of the state of the industry than official figures, with a discrepancy of more than thirty percent in some countries. However, in comparison with past surveys, it is clear that official data collection systems are becoming more accurate and the hope is that the next survey on the same topics will present a much more consistent and accurate picture. ACKNOWLEDGEMENTS Special thanks are due to Fabio Massa, Ferit Rad and Maria Cozzolino for their comments and support to this publication. Their insight and contribution has been invaluable. Thanks are also due to Phillipos Papageorgiou, Yannis Pelekanakis and Nathalie Gamain for their kind assistance in the completion of this document. This document could not have been completed without the cooperation and contribution of the national marketing experts from the Mediterranean Region. The timely and periodic collation of production and market data is a precious tool for the correct development of this promising industry and it is to be hoped that such collaboration will continue in the future. Thanks are also due to the colleagues in the Mediterranean aquaculture sector; Thanasis Frentzos, Panos Kolios, Pavlina Pavlidou, John Stefanis, Marco Gilmozzi, Philipe Riera, Gustavo Larrazabal and Javier Piles for information, insight and inputs without which the compilation of this report would not have been possible. The Secretariat of the GFCM is acknowledged for the contribution given in the collection and updating of information from the Mediterranean region and for the editing of the manuscript. iii Barazi-Yeroulanos, L. Synthesis of Mediterranean marine finfish aquaculture – a marketing and promotion strategy. Studies and Reviews. General Fisheries Commission for the Mediterranean. No. 88 Rome, FAO. 2010: 198p. ABSTRACT This document is a follow-up study of the MedAquaMarket project in support to the activities of the General Fisheries Commission for the Mediterranean (GFCM) –Committee on Aquaculture (CAQ)– Working Group on Marketing on Aquaculture (WGMA). The MedAquaMarket project was funded by the Government of Spain (Secretaria General de Pesca, Ministerio de Agricultura, Pesca y Alimentación). Based on fifteen national country reports and other relevant sources of information, it provides an overview of the status and trends of the marine aquaculture industry in the Mediterranean region and its markets. The production and market data availability and data collection as well as the importance of having a common data system are indicated as relevant for assessing marine aquaculture production, for making a comparison across countries and for identifying market trends. The market characteristics of Mediterranean aquaculture products including consumption patterns, distribution channels, the image of the industry and the organic aquaculture market are described. The information gathered and analyzed at the regional and national levels on the state of the industry from a production perspective (juveniles’ production, country market share, product mix, price evolution at national and regional level analysis of industry structure and of costs of production as well as the legal and regulatory framework) permitted a quantitative and qualitative analysis and assessment of the Mediterranean finfish marine aquaculture market and production. These were also useful in formulating a better understanding of the present situation with particular attention to the market and to an industry characterized by a strong cyclicality with uneven periods of production growth and retrenchment. Stabilizing measures are indicated as essential to help smooth out the sharp boom and bust cycles of the industry, such as the provision of timely production and market data, market studies in order to better understand the demand potential of consuming markets and promotion tools to improve the image of Mediterranean aquaculture products. Competition for space, simplification of the licensing procedure, simplification of legislation improving the industry’s competitiveness and productivity, competition with imports and high costs associated with compliance to stringent regulations are considered as the main common problems addressing the future of aquaculture growth in the Mediterranean. Initiatives which facilitate the legal and spatial framework for growth and initiatives which improve cost competitiveness are indicated as the two basic priorities to ensure the future viable growth of the industry. The document includes also the results of the final MedAquaMarket Workshop on “Development of a strategy for marketing and promotion of Mediterranean Aquaculture”, held in Morocco, 29-30 October 2009, including the discussion on the main findings of the MedAquaMarket project in relation to the main strategies for promoting markets and marketing of Mediterranean aquaculture products. Market data collection schemes, information networks, functionality of producer organizations, image of aquaculture and sustainable development were among the issues that were identified as priorities for the WGMA future activities. iv CONTENTS PREPARATION OF THIS DOCUMENT .....................................................................................
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