Thursday, Sept. 19, 6.06 p.m. GMT
Cold-blooded, slimy, wet...
Seafish's Karen Galloway took the Humber Summit stage a second time on Thursday to showcase consumption patterns of a typical UK consumer.
While there has been a change of mindset, there is still a "massive" gap between an actual change in behavior and buying patterns.
Consumers acknowledge there has been a step change in fish awareness. It’s become more accessible, seafood is seeing more promotions, it's a more accessible meal solution (such as Young's Gastro line or Saucy Fish), and they are encouraged to purchase fish.
"But getting them to change behavior is very different," Galloway said. "They are aware of hake, pollock, seabass and other species, but are generally sticking to salmon, tinned tuna, cod, haddock, shrimp, and not too adventurous dishes."
And there are still barriers to eating more fish, such as bones and the smell. "Fish are still cold-blooded, slimy and unblinking," she said, citing research conducted by the industry authority.
-- Elisabeth Fischer
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Thursday, Sept. 19, 5.37 p.m. GMT
Norway seafood focuses on growing UK market
Worth around £250 million (€296.59 million/$401.82 million) a year the United Kingdom is currently Norway’s sixth biggest buyer of seafood. But the Norwegian Seafood Council (NSC) has plans to significantly boost this in the future.
Speaking at the Humber Seafood Summit in Grimsby, Terje Martinussen, CEO of the NSC, told delegates Britain is a huge market for Norway, in particular for cod, haddock and salmon.
“I would advise you to do more cod business to strengthen your haddock business,” Martinussen said. There is plenty of fish in our sea, Martinussen boasted, which he put down to the Norway’s long-standing sustainability measures.
“Unlike the UK, sustainability in Norway is not consumer-driven,” said Martinussen, rather it was a political decision made long before.
In Norway, at least, “politicians have the power to get things done,” Martinussen said. “We are not perfect, but we are judged to be among the best in the world in terms of fisheries management."
In Norway there is “strong regulation” in place, while the country also invests heavily in research to determine data such as where the fish are, and how many of them there are.
They also have tools in place to ensure the policies and goals are enforced. Martinussen is also aware of the need to communicate the country’s efforts towards sustainability.
Referring to recent reports in the British media claiming that there were just 100 cod left in the North Sea, Martinussen agreed there is a lot of confusion at the moment.
Instead, “We need to focus on communicating the facts about what is actually going on in our fisheries,” he said.
-- Dominic Welling
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Thursday, Sept. 19, 5.02 p.m. GMT
Responsible fishing rests on shoulders of the whole supply chain
To achieve responsible fishing practices, the whole value chain needs to be managed responsibly from the fisherman, through the processors all the way to the retailers and marketing, according to Huw Thomas, fisheries and aquaculture manager at UK retailer Morrisons.
“The whole chain needs to combine and work together to look at the issues of sustainable fishing,” he said.
It is not just about the fishing practice itself, but involves a whole spectrum of considerations such as the environment, economic issues, social issues, processing standards, quality and trust within the value chain.
Trust is extremely important, Thomas said, and it has to be earned on the supply chain. “It is hard earned, but easily lost,” Thomas said.
Ensuring responsible fishing can be split into three areas on which to focus – in the water, off the water and on the water
To tackle issues in the water, there are systems in place such as Marine Protected Areas, fishery science partnerships and independent third party certifications.
Off the water, there has to be investment in fish handling and processing, Thomas said.
A focus on quality standards, as well as chain of custody and traceability is also increasingly important, as too are IUU regulations. On the water responsible fishing is slightly more difficult to monitor and to ensure sustainable practices are taking place.
Unlike other types of on land farming -- lambing centers for example, where they are fixed in one place and easy to keep an eye on – “fishing boats disappear over the horizon,” Thomas said.
“They’re gone and you have to rely then on the fisherman to do the right thing.”
What is missing, according to Thomas, is a focus on the health and safety of the fishermen themselves, one in 20 UK fishermen have a chance of dying during their career, he said.
“There needs to be more widespread awareness of how dangerous a job it can be,” Thomas said.
There could also be more independent certification and monitoring of individual vessels. One such vessel certification scheme is the Seafish Responsible Fishing Scheme (RFS).
Morrisons is now committed to buying UK-landed fish from RFS certified vessels, Thomas said. “The RFS is not the be all and end all, it is not perfect, but it has its place,” he said.
-- Dominic Welling
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Thursday, Sept. 19, 4.28 p.m. GMT
Gaining shoppers' trust
Pricing and promotions, personalization, provenance and health are shoppers' main motivators to trust in a brand -- be it seafood or any other foodstuff, Alan Hayes, senior sustainability analyst at the Institute of Grocery Distribution Academy, said.
Beyond price quality is prioritized for added consumer value, he said, while sustainability is usually linked to packaging and waste.
"You need to find ways to make it clear you're doing something on sustainability," he said, adding innovation is the key.
All in all, reputation and integrity -- the key topic of this year's Humber Seafood Summit -- is the foundation of trust.
"Shoppers want transparency and they want to be reassured about the quality of the product," Hayes said. But a quality assurance standard alone will not do the trick -- all in all transparency and integrity need to be integrated throughout the communication process with shoppers, he said.
-- Elisabeth Fischer
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Thursday, Sept. 19, 1.53 p.m. GMT
Questions of seafood identification came long before the horsemeat scandal
Seafood genetic identification and the issue of labeling accuracy in the United Kingdom has been a concern long before the recent horsemeat scandal hit the news, according to Professor Stefano Mariani from the University of Salford.
And the problem is much greater and widespread in seafood compared with meat.
For example, the majority of people would be able to tell the difference between a pork chop and a lamb chop or between a slice of beef and lamb.
“It is easy to tell because we are so used to it and these products come from just a few species.
“On the other hand there are around 1,000 different species of finfish being traded, and that does not even mention the different mollusks or crustaceans” Mariani said.
But there can also be blurred lines between what we consider different species as well.
For example, an Alaskan pollock is in fact biologically more similar to cod than pollock, according to Mariani.
So it is difficult to tell the difference between all the different species, but there are tools that can be used.
In particular mitochondrial DNA barcoding is becoming a universal tool to do this. All the species have fingerprints, and this DNA barcoding is increasingly becoming a simple, robust and routine procedure to indentify different fish.
“It can be used for seafood with 100 percent certainty,” said Mariani.
--Dominic Welling
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Thursday, Sept. 19, 12.06 p.m. GMT
GSSI an 'inevitable solution' to certification confusion
Interoperability is one of the biggest challenges in terms of certification schemes, Peter Haijpieris, chief technical, sustainability and external affairs officer at Iglo Foods, told the audience at the Humber Seafood Summit on Thursday.
“Certificates are a pretty subject,” he said. “But fish on its own is more complex than the rest of the food categories together. It’s another ball-game all together.
"CSR needs differ from country to country, they can go from one extreme to another," he said. "How do you supply all these different supermarkets? It’s not easy."
In that respect, the launch of the Global Sustainable Seafood Initiative (GSSI) earlier this year was clearly needed.
“A lack of transparent interoperability benchmarking does exist. So GSSI was an inevitable correction to help tackle this,” he said, describing it as an “era of newer industry standards development.
“Across Europe it’s chaos,” Haijpieris said, referring to the market confusion with different certification schemes.
In addition, policy and standard details are poorly understood, which adds complexity to communication. Audit process misalignments, the duplication of supply chain costs and limited industry resources are adding to the problem.
So far, 29 companies have signed up to the initiative and three more are about to join in the near future.
Together, they’re working on the objective to develop an internationally agreed set of criteria and indicators to measure and compare the performance of seafood certification programs to facilitate their implementation and use.
Next year, the first GSSI benchmark tool is set to be tested and the first certification program will be benchmarked.
In 2015, the results will be implemented and capacity will be built with suppliers and producers, before the GSSI is rolled out and disseminated.
“It’s going to be a challenge,” Haijpieris said. But “we’ve got the option to be part of the solution or to be part of the problem.”
-- Elisabeth Fischer
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Thursday, Sept. 19, 11.29 a.m. GMT
Putting pressure on the seafood supply chain
Established in 2009, Fish2Fork reviews the sustainability status of seafood restaurants, operates in six different countries and has so far reviewed 1,080 restaurants.
The primary purpose is to persuade chefs and restaurants to make the sustainable choice and choose other means of sourcing their fish if necessary.
“By educating restaurants on sustainability, pressure can be put on the entire supply chain to act more responsibly,” said Lewis Smith from Fish2Fork.
The Fish2Fork project encourages chefs to find out where their fish is coming from, where it was caught and by what method.
“We want to create awareness, get chefs to take notice and pass it onto consumers,” Smith said.
One way to do this is for restaurants to adhere to eco-labels such as the Marine Stewardship Council (MSC).
“We like it when restaurants use labels, such as the MSC. It is not ideal, it is very expensive and the restaurants have to go through all sorts of hoops, but there are others as well,” Smith said.
Fish2Fork works its own rating process, offering the most sustainable seafood restaurants a ‘blue fish rating.’
Since 2009, when just 2 restaurants adhered to the highest rating, today 30 restaurants have been awarded the rating, Smith said.
“We are making a difference. We review the restaurants because fish stocks are not what they should be, and the supply chains are not doing enough.
“The more restaurants that sigh up to using sustainable fish, the more pressure is put on these supply chains, and this will improve the Oceans’ stocks,” Smith said.
-- Dominic Welling
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Thursday, Sept. 19, 10.53 a.m. GMT
Getting consumers to buy into sustainability
There is often a disconnect between the consumer and the process by which a fish is caught and processed, and it requires more imagination on the part of the industry to make this knowledge more accessible, according to Toby Middleton, UK & Republic of Ireland country manager at the Marine Stewardship Council (MSC).
“The seafood industry has made big strides in creating a sustainable future, but it is potentially not engaging the consumer on the journey,” he told the audience in his keynote speech ahead of the networking event on Wednesday evening.
“So why are we not pushing it to the consumer?" Middleton said.
“Consumers trust the industry to do the right thing, but when they are in a particular shop, they want to know what that company has done to do the right thing specifically.”
Although it has been argued issues of sustainable fish and traceability can be “boring and complex”, however so too can it offer a wealth of opportunities for companies to tell compelling stories to consumers, through advertising campaigns for example, and articulate the message this way.
If consumers are not engaging with these issues “then we are failing in our role as experts in finding accessible ways for consumers to buy into it.”
In that respect, seafood companies need to build more on marketing and communicating the message to consumers.
Companies are telling people what they’re doing about sustainability, but not explaining why.
-- Dominic Welling
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Thursday, Sept. 19, 10.22 a.m. GMT
Long history of overfishing
Overfishing might have already been an issue in the 16th century, with European fishermen moving further afield to foreign fishing zones in the Atlantic, Keith Brander of DTU Aqua said.
"Already back then they put so much pressure on marine eco-systems that they considered moving to foreign waters," he said.
Fishing pressure today comes from climate change. "We are experiencing changes in climate and they are very obvious in the fish one sees at the local fishmongers," he said.
However, before tackling long-standing issues such as pollution, overfishing and habitat disturbance, targeting climate change will not be effective.
"But I think we’ve turned the corner in this part of the world," he said. Stocks are recovering and the average mortality trend in the northeast Atlantic is going downwards for about 50 stocks.
-- Elisabeth Fischer
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Thursday, Sept. 19, 9.54 a.m. GMT
It started with a fish
Harm Christian Tolden, director general at the department of culture, business development, sports and church affairs for Bergen City has promoted the small Norwegian city as “world marine capital” which “started with fish.”
Although Bergen is a city of just 270,000 inhabitants, it has a rich heritage of trading seafood and is home to the oldest remaining Hanseatic trading port in Norway.
Norway as a country is a seafood cluster, said Tolden, and is the second largest provider of seafood to the international market.
In fact 90 percent of the seafood produced in Norway is exported onto international markets, representing about $9 billion (€6.7 billion) in export value.
The country is also the world’s leading producer of Atlantic salmon.
Norway is the largest salmon farming country in the world, while 40 percent of these companies are based in Bergen, including the largest, Marine Harvest.
-- Dominic Welling
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Thursday, Sept. 19, 9.44 a.m. GMT
M&S overtrading in seafood
Marks & Spencer's has a market share of 14 percent in seafood retail sales, a staggering premium to its total food market share of 3.5 percent.
"I think this shows our commitment to the seafood industry," Hannah Macintyre said.
In total, the retailer has an annual turnover of about £9.5 billion, serving 21 million UK customers at 700 stores throughout the country.
In addition it runs more than 400 stores in 44 territories. Almost 100 percent is own brands, Macintyre said, which is "absolutely integral when it comes to integrity and reputation."
-- Elisabeth Fischer
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Thursday, Sept. 19, 9.28 a.m. GMT
Horsemeat scandal? No thanks, says M&S
"The challenge for us is to make sure we never have to live through our own horsemeat scandal," Hannah Macintyre, wild and farmed fish sourcing technologist at UK retailer M&S, told the audience.
While annual audits are a "useful tool" in tracing back seafood and other foodstuff, long-standing relationships with suppliers are far more effective.
"Retailers rely too heavily on annual audits, including M&S, as the horsemeat scandal has shown," Macintyre said. While the retailer didn't have to pull any products during the scandal, it has ramped its independent testing, and introduced isotope and DNA testings in spring this year.
"Since horsegate we’ve seen such a change in our business," she said. "We would do DNA testing but we didn’t understand it really, and now it’s built into our due diligence."
In addition, almost daily visits to suppliers are a must, with Macintyre saying she now needs to justify to her boss why she's in the office and not out there to meet with suppliers.
Reputation and targeted communication with consumers is part of the mix to build up integrity and reputation, she said.
-- Elisabeth Fischer
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Thursday, Sept. 19, 8.55 a.m. GMT
Grimsby to host World Seafood Congress 2015
Grimsby, the “Mecca for fish” is to host the 2015 World Seafood Congress, Seafish’s technical director, Tom Pickerell said this morning.
The event aims to bring seafood industry leaders from around the globe together to learn and share best practices, he said.
The UK town is an ideal location for the congress, as “Grimsby was built on fish,” said Pickerell.
“Grimsby is a Mecca for fish, a commercial hub and a leading centre of technology and innovation. We can show what Grimsby has to offer,” he said.
-- Dominic Welling
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Thursday, Sept.19, 6.55 a.m. GMT
Fishing for lessons
UK industry authority Seafish was applauded Wednesday for a new initiative to bring fish back to the country's schools.
"Where have we been and where are we going as an industry?" Karen Galloway, head of marketing at Seafish, challenged the audience. "It is our priority to develop an education program that includes fish."
The launch of the initiative comes in light of recent curriculum changes in England -- being implemented from September 2014 -- which specifically put food and nutritional education back on the agenda.
After trialing several ways to include fish in school programs -- and despairing over the high cost, as Galloway said -- the organization will now launch packs, which include story books, games and recipe cards for pupils at key stage 1 (aged five).
At the same time, it will offer training programs for teachers -- often scared themselves to prepare fish -- from January or February next year "to learn how to deliver the material in class."
A key challenge will be to adapt the programs for courses in Wales, Northern Ireland and Scotland, which is already in the making, Galloway said. An online version of the packs will also be available in line with new technology used in class today.
Once the packs have been tested at key stage 1, upgrading it to older pupils will be the next step. Topics for older pupils will include international trade, sustainability and sourcing -- "subjects we are often afraid to touch," Galloway said jokingly.
The first packs will roll out in mid-November. "We're looking for industry support to get it out there," Galloway said.
At least the audience at the summit was "highly impressed," congratulating Galloway and Seafish for the "fantastic work."
-- Elisabeth Fischer
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Wednesday, Sept. 18, 7.21 p.m. GMT
Smoked fish a ‘forgotten treasure’
“Smoked fish is overlooked and underrated,” Steve Norton, CEO of the Grimsby Fish Merchants Association (GFMA) told delegates at the Humber Seafood Summit 2013 in Grimsby.
Despite traditional fish smoking being one of the oldest processes of food production in Britain it is a method now little understood or recognized by consumers, he said.
As a result the GFMA is leading a project on behalf of a wider industry group including a number of industry partners across the supply chain, to promote smoked fish to the UK.
Funding of around £25,000 (€29,818/$40,278) has been awarded for the project from the European Fisheries Fund (EFF) and the Marine Management Organisation (MMO) and will be used alongside a grant from the Seafish Industry Project Fund to help raise awareness of smoked fish products among consumers, in particular in the high-end retail and food service markets.
The money has been used to develop a brand identity, interactive website and co-ordinate attendance at a series of food events.
“We want to promote smoked fish to the younger generation, the sub-35 age group,” Norton said.
“It is an important part of Britain’s food heritage, we just need to attract a younger consumer.”
-- Dominic Welling
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Wednesday, Sept. 18. 6.59 p.m. GMT
Seafox outlines £2 million logistics cost-cutting plan
“Getting stuff in and out of Norway is a nightmare,” says Simon Dwyer, managing director of Seafox. However, the company has come up with a distribution strategy that he estimates could cut costs by as much as £2 million (€2.3 million/$3.1 million) per year.
The logistics of physically transferring fish from Norway to the Humber in the northeast of the United Kingdom is difficult, but there are solutions, Dwyer told the audience at the Humber Seafood Summit in Grimsby Wednesday.
From Tromso to Grimsby, via Calais – also via Denmark or the Netherlands – one 3,700km truck trip could take 4-6 days, and involve two separate drivers, said Dwyer.
“Which is a huge carbon footprint,” he said.
While one other option to get around this is using the nearby perishables hub at Humberside International Airport, which is “underutilized” and “could be a solution,” he said.
However, his cost cutting solution would see goods going via the fish hub and port of Gothenburg in Sweden to Immingham (just down the road from Grimsby).
Based on six sailings per week, the current export costs from Northern Norway to Grimsby would reduce -- compared with the current system where they are between £0.25 (€0.29/$0.39) - £0.30 (€0.35/$0.46) per kilo -- to £0.10 (€0.12/$0.15) per kilo.
“If we make Gothenburg the chilled hub for transporting goods from Norway to Grimsby, we could capture costs of circa £2 million (€2.3 million/$3.1 million),” Dwyer said.
The question how green such a solution would be -- as challenged by a member of the audience -- is, however, still out there.
-- Dominic Welling
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Wednesday, Sept. 18. 6.49 p.m. GMT
Digital fishmongers? Whitefish goes online
Playing into Nofima’s idea of creating a traceable sustainability standard for whitefish, is a second project – but this time coming from Iceland, with focus on the UK market.
Dubbed the WhiteFishMall, the NOK 6.2 million (€786,883/$1 million) project takes Nofima’s targets one step further, and aims to create a branding for cod and haddock from the North Atlantic.
Ambitious? Yes, said Olavur Gregersen, project coordinator at Syntesa, who presented the plan. But absolutely necessary in the face of growing competition of cheap produce processed and shipped over from Asia.
“Differentiation” seems to be the key word, as well as “telling consumers the benefits of buying that particular product.”
“Personalized service” – another key requests found in consumer surveys – are planned to be delivered by 'digital fishmongers' through QR codes, leading consumers to a website which gives them information on the origin, catch date and method, where it's been processed and so on – all to signal freshness, health and quality, Gregersen said.
Gregersen and his team are now looking for UK retailers who participate in the project to implement the prototype. The next steps are commercialization and a branding concept.
The question now remains if consumers are actually willing to pay a premium price – or will still opt for the cheaper options from Asia.
-- Elisabeth Fischer
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Wednesday, Sept. 18, 6.34 p.m. GMT
North Sea Fish: Innovation from catch to plate
North Sea Fish outlined its vision at the Humber Seafood Summit 2013 in Grimsby on Wednesday, looking at ways to increase the “innovative capacity of fishery ports and fish based regional economies across the North Sea Region by promoting the development of efficient, effective and sustainable logistics solutions.”
The ‘North Sea Fish: Innovation from catch to plate’ project started in September 2012 and ends in September 2014.
Six regions from four countries around the North Sea cooperate in the project and all partners and stakeholders involved represent the entire supply chain from catch to plate.
The group is looking at where specializations are needed within the whole supply chain and how the industry can capitalize on them.
One such partner is the University of Hull who is currently looking at the current and future trends of the North Sea fishery countries and regions. They are mapping the fish supply chain of several species specifically looking at data flows and what can be learned and implemented.
Meanwhile, all stakeholders are also working on the joint development of strategies for the adjustment of port facilities to promote more flexible and sustainable fisheries.
They will also examine the forecast of future perspectives for the wet fish economies and come up with the necessary steps to be taken for the change towards a competitive and sustainable supply chain.
The group is also looking at ways to co-operate in the development of a standardized EU/North Sea score system for traceability, as well as transnational cooperation to broaden and make the supply chain more specialized.
The University of Hull is looking at how to implement technologies in the whole traceability process.
“We are looking at the flow of goods and data in parallel,” said Nick Riley from the university said.
“What technologies are available, where they are available, and what blockages currently exist.”
The practicality of tracking and tracing a product from the sea to the plate – ultimately tagging a fish box on a boat all the way to a QR code for the end user – also need to be looked at, he said.
“We need to cut through the hype and find out what actually can be done, and how to improve things,” Riley said.
-- Dominic Welling
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Wednesday, Sept. 18, 6.23 p.m. GMT
Whitefish sustainability on the table
A new project by Nofima, named with the fetching name the Whitefish Project, is looking into providing firms with information on the impact they make on sustainability during each single fishing trip.
Talking on the first day of the Humber Seafood Summit, the institute’s Petter Olsen said the method and standard developed under the €2.9 million ($3.9 million) initiative could be in particular beneficial for small and medium enterprises (SMEs).
Running for 36 months, the project aims to test the sustainability of every single product batch, produce guidelines and recommendations, and result in a “low-level European standard,” which firms can use on a voluntary basis, Olsen said.
Pilot studies have been running with fishing firm Hermes in Norway, processor Saemark in Iceland, and wholesaler Feldts Fisk in Sweden.
The full sustainability impact calculation will be available in late 2013, and the first outline of the practical use is expected in early 2014. An open hearing to develop the EU standard is set for June 2014.
However, how applicable the system will eventually be to different countries across Europe is yet to be seen -- and that was one point criticized by the audience.
“We’re trying to harmonize the data and we rely on SME associations [across Europe] to tell us what will be expected,” Olsen replied.
-- Elisabeth Fischer
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Wednesday, Sept. 18, 8.55 a.m. GMT
Grimsby Fish Merchants Association sees relaunch
The Grimsby Fish Merchants Association (GFMA) is planning an ambitious relaunch of its association and the way it will represent the seafood sector in Grimsby and across the Humber region, it said in a release sent to IntraFish.
‘Seafood Grimsby and Humber’ – ‘The Next 100 Years’ – plan has been recently devised and will be sent out as a consultation document, after a review was commissioned by the board earlier this year.
The focus was on how the GFMA should conduct itself towards its membership and the industry and how it should face up to the challenges on issues linked to supply, sustainability, marketing and consumer perception of seafood.
“We desperately needed this review to refocus on how the GFMA maintains its position as the voice of the industry in Grimsby & Humber region, how we re-invent ourselves to market and promote seafood, work with other stakeholders in securing supplies and our trading relationships," Steve Norton, the GFMA's CEO said.
"We want to use the refreshed GFMA to re-establish the credentials of the ‘Food Town’ and the seafood food cluster as a growing and competitive market. Integral to this is supply chain development to investigate and take advantage of increased raw material supply to ensure a competitive market.
"But none of this will work without our members’; therefore we need to develop food sector skills, training and technology," he said.
The review and preparation of the new business plan was performed by Grimsby-based, Seafox Management Consultants Limited.
-- IntraFish Media
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Wednesday, Sept. 18, 8.35 a.m. GMT
On the way to Grimsby
The bags are packed, the pencils sharpened and IntraFish is on its way to the seaside town of Grimbsy -- the UK hub when it comes to fish and seafood.
This year, a record number of delegates -- 160 are estimated to attend -- are expected at the Humber Royal Hotel, where the summit will kick off after lunchtime today.
A panel of respected industry speakers and delegates from across Europe will be debating key issues around the central theme of reputation and integrity.
The summit will launch on Wednesday evening with a series of project presentations followed by a screening of Seafish’s film, ‘The Business of Fishing.’ The evening event features a keynote address from Toby Middleton of the Marine Stewardship Council, followed by a networking evening catered by local suppliers of seafood and other regional specialties.
Thursday’s sessions will include speakers presenting a range of subjects including seafood sustainability in a global context, industry integrity, reputation, genetic identification, labeling accuracy, transparency and implications for seafood, future opportunities and challenges.
Keeping up to date with event live as it happens is easy. Either follow @intrafish or the Humber Seafood Summit on Twitter @Seafoodsummit or use the hash tag #seafoodsummit2013.
-- Elisabeth Fischer
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