asked the Minister for the Marine if his Department have done any marketing in relation to overseas sales of increased processed fish products; and if he has considered marketing a labelled consumer fish product from Ireland.
Ceisteanna—Questions. Oral Answers. - Fish Products Marketing.
6.
Market research and promotion in relation to fish and fishery products are the responsibility of An Bord lascaigh Mhara. My Department provide funding to BIM for this purpose and agree programmes in this area with the board.
BIM's overall strategy is to provide specialist, relevant and cost effective back-up marketing support to the fish exporting industry.
BIM have carried out a number of research studies on the market situation for a wide variety of fish products ranging from fresh and chilled farmed fish and shellfish to highly processed added-value fish products. The research has been undertaken on the principal target markets for Irish fish product exports mainly in Europe and in the United States. Over the past five years a total of 31 reports have been issued under BIM's market research series. A number of other market research studies have been carried out for individual fish processors and exporters.
An increasing proportion of fish exports is marketed in branded consumer packs mostly under individual company labels. These products are given market research and promotional support by An Bord Iascaigh Mhara.
The main products currently exported in brand consumer form are processed mussel products in frozen and marinated form, frozen Dublin Bay prawns, prepacked whole crab and crab claws, vacuum packed smoked salmon, smoked and canned mackerel and herring products.
Would the Minister agree that these brand name products do not appear to have the same influence on the home or external markets as, say, Kerrygold butter? Would he consider directing An Bord Iascaigh Mhara to make an all-out effort to highlight a number of fish products in a positive manner, such as is being done with regard to some of our dairy products, since it is now recognised within Europe and beyond that we produce high quality fish? Can he tell the House exactly what directions his Department are issuing to BIM in relation to that matter?
We have already taken that initiative with BIM. For example, I have requested them to examine the possibility of establishing a quality image for Irish farm salmon by way of its promotion under a national logo. This is something to which we have already drawn the attention of BIM. They are already working with individual producer groups and with the industry with a view to the establishment of common quality standards. Those product groups are jointly funding promotional advertising.
Recently, in conjunction with An Bord Iascaigh Mhara, I attended a promotion of this nature in West Berlin where we initiated a big marketing exercise, getting into the German market where there are now very bright prospects for us. In fact, in one afternoon, we took orders for approximately £0.5 million worth of quality smoked Irish salmon. We are moving in that direction. We now have quality fish products, indeed the best in Europe. Therefore our main priority must be to get into the marketplace, exploiting the markets that exist for the type of upmarket quality product we now produce.
Can the Minister inform the House exactly how many tonnes of processed and unprocessed fish are exported and whether he intends to have the tonnage of the unprocessed reduced substantially?
We are now getting into specific details with regard to statistics on quantities. I do not have that type of information here. As the House will be aware, under the new BIM fisheries development plan, which was recently supported at Government level by funding and positive support, we hope to undertake the secondary processing of much of our fish products now being exported in their primary state. Not alone will that add value to the fish product itself but it will also create many more jobs in processing. I can assure the Deputy that we are progressing along those lines. I have made clear to An Bord Iascaigh Mhara and the industry on numerous occasions the desirability of secondary processing and developing up-market, quality products which can command premium prices especially on European markets. This is the area on which we are at present concentrating and where there are many opportunities to be tapped.