asked the Minister for Fisheries and Forestry the measures being taken to encourage increased consumption of fish.
Written Answers. - Fish Consumption.
27.
A market development strategy aimed at expanding the Irish market for fresh and processed fish products was drawn up and introduced in 1984 by An Bord Iascaigh Mhara. The main components of this market strategy are (i) to protect the established "Friday" market for fish and (ii) to expand the demand and market share on other weekdays in the household and catering segments of the market and effect import substitution. The home market development objectives which form the basis of the board's promotional strategy for the period 1984-88 include:
—increased per capita consumption of fish by 0.4 lbs per annum,
—increased market share of fish against the main protein alternatives (beef, mutton, pigmeat, poultry) from 6.9 per cent to 7.4 per cent per annum,
—an increase in the number of housewives serving fish twice or more per week from 8 per cent in 1983 to 16 per cent in 1988,
—the development of retail fish sales in supermarket outlets so that 50 per cent of fish is purchased in supermarkets in 1988 compared to 22 per cent in 1983,
—improvement in fish distribution and the effecting of import substitution in processed fish. In regard to the latter, the aim is to secure a 25 per cent share of the market for those imported prepared fish products, which can be manufactured here.
An Bord Iascaigh Mhara will endeavour to attain these objectives largely through expansion and intensification of effort in the following areas:
—Advertising and Publicity,
—Sales Promotion,
—Consumer Education,
—Fish Cookery and Advisory Services,
—Point-of-Sale and Merchandising Trade,
—Training courses for Distributive Trade,
—Retail Fish Distribution and Advisory Service.