Seminar on the market differentiation of catfish from the North Atlantic. The results of research on the market differentiation of catfish from the North Atlantic will be presented at a seminar at Matís on 4 December.
The results come from the WhiteFishMaLL project, which is funded by the Nordic Innovation Center and is being worked on by parties from Norway, Iceland, the Faroe Islands and Canada. The aim of the project is to ensure further differentiation of catfish from the North Atlantic from cheaper whitefish species, which are now flowing into our main market areas, in particular the UK market.
Work on the project began at the beginning of the year and market research has been conducted in the UK among fish consumers, in addition to which interviews and meetings have been held with parties working in this sector in processing, sales and marketing. The attitudes of focus groups made up of typical fish consumers in the UK have been explored towards North Atlantic catfish products and how their experience in shopping, cooking and consumption can be improved.
Subsequently, an opinion poll was conducted among 1,500 consumers in the UK, where they were asked about a number of aspects related to fish and how accessibility, experience and increased education can be improved to better meet consumer needs. The following focus areas have developed over time and form the basis for market differentiation:
- Transparency of information and traceability in relation to the value chain of fish.
- Personalized approach to the marketing of stores in connection with products.
- Product sustainability information based on factual and reliable data.
- Emphasis on comfort and wholesome products.
- A methodological solution for how retailers can meet the needs of consumers.
At the seminar, the intention is to evaluate the emphasis elements that have been formed in the project of highlighting the uniqueness of products, and the intention is to develop this further over the next two years. It is therefore important that representatives from the business community take an active part in the seminar and review the results with those involved in the project.
The seminar will be held in English and is open to everyone, but it is necessary to register on the project's website (www.whitefishmall.com), note limited seating available. The seminar will take place at Matís, Vínlandsleið on Tuesday 4 December.
For further information, contact Jónas R. Viðarsson at Matís, jonast.r.vidarsson@matis.is, 858-5107.