How can we sell the story behind our fish?
WhiteFishMaLL
Developing a Branding Concept for Whitefish from
The North Atlantic
Durita R. Djurhuus (Syntesa)
Valur Norðri Gunnlaugsson (Matís)
Objective for the WhiteFish Marine Living
Lab (WhiteFishMaLL)
Develop a branding concept for whitefish
from the North Atlantic that differentiates
in terms of sustainable production and
superior consumer benefits.
Demonstrate how a Living Lab
can be established in the marine
sector.
Specific objectives
1)
2)
3)
4)
Identify market demand for differentiation
Conceptualize differentiation parameters and indicators
Design and specify information generation
Develop communication channels and distribution
systems
5) Demonstrate brand stature and strength
6) Evaluate consumer preference and whitefish business
performance
7) Recommend how Living Labs can enhance innovation in
the marine sector.
FG: Four main areas of consumer interest
• A need for:
1.
2.
Information from (upstream) value chain (in order to trust)
Factual information about sustainability (accredited)
• Preferences in relation to:
3.
4.
A personalized service when buying seafood products
Freshness, Origin, Health, Convenience, catch method …
What did we find?
• Product attributes:
– Origin, Freshness, Health benefits, and Convenience
• Parameters:
– Value chain information (date of catch, origin, fishing method,
who caught, how/where processed etc.)
• Sustainability:
– “The Government” has to verify, and catch methods are important
– Consumers will pay for “feel good”
– The jungle of the logo’s (Greenpeace most trusted)
• The buying experience:
– Wanted: Fishmongers!
– Educate retail staff and/or offer “digital fishmongers”
Trust? .. Information from processors .. 64%
Does consumers trust in a seafood brand depend on consumers getting better access to upstream value chain information?
Q9: How do you rate your agreement or disagreement with the following statements?
86%
Price is important
78%
Fish caught on sustainable basis
64%
Trust more if value chain info included
Labelling doesn't show enough info
61%
Quality of fish related to origin
60%
Would like help from store
49%
Would like tasteful ingredients added to fish
49%
Fish frozen at sea same as fresh fish
46%
Sustainability is important and consumers will pay for
“feel good”
Is information about Sustainability important to consumers? If endorsed by a government
body, is the information is perceived as more reliable?
• Q9: How do you rate your agreement or disagreement with the following
statements?
79%
Sustainability is important
76%
I feel good buying sustainable fish
I would pay a little extra for fish labelled as
sustainable
46%
I often buy fish products marked with
environmental logo's
45%
Sustainable fish products are too expensive
I do not find sustainability statements on fish
reliable
33%
27%
The jungle of the logo’s
Q21: What degree of trust do you have in the following environmental
organizations and logo’s?
Icelandic Responsible
Fisheries
Don't
Trust/Don't
know
36%
Marine Conservation
Society
Don't
Trust/Don'
t know
26%
Trust
30%
Don't
Trust/Do
n't know
13%
Neither;
38%
Trust
49%
Don't
Trust
Trust/Don
32%
't know
37%
Neither;
31%
Trust
45%
Neither;
29%
Neither
34%
Greenpeace
Marine Stewardship
Council (MSC)
Freedom Food
Don't
Trust/Don
't know
35%
Trust
32%
Neither;
33%
Soil association
Don't
Trust/Don'
t know
26%
Neither;
36%
Trust
38%
Friend of the sea
Trust
Don't
Trust/Don 24%
't know
Neither;
44%
32%
Web based prototype
Communication via QR-code
http://whitefishtest.herokuapp.com/2
Inital consumer reaction
• Consumers reacted very
positively to the concept and
felt it met their requirements
• Must be batch/catch specific
to be trustworthy, not just a
generic information site
• Add information, not remove
existing information from the
pack!
• Something for kids…
Recommended adding a
short explanation
Next up - Implementing the prototype
• Automatic data
gathering
• Pilots:
Fish and
chips shops
Retailers
Fishmongers
Thanks!
• Facebook
– http://www.facebook.com/whitefish.mall.9
• LinkedIn
– http://www.linkedin.com/groups
• Project homepage
– www.whitefishmall.com