Reports

NordMar Plastic RISK: Socioeconomic risks of plastic to the bioeconomy - Icelandic case study

Published:

30/01/2020

Authors:

Hrönn Ólína Jörundsdóttir, Gunnar Þórðarson, Bryndís Björnsdóttir

Supported by:

Nordic Council of Ministers

NordMar Plastic RISK: Socioeconomic risks of plastic to the bioeconomy - Icelandic case study

The risks related to plastic on the bioeconomy are not only biological, toxicological and chemical, but also societal and economical. Influence of tainted opinion on the Nordic environment or Nordic production could influence tourism, marketing and general wellbeing. The aim of the NordMar PlasticRISK project is to evaluate the diverse impact and main socioeconomic risks related to marine plastic pollution on the bioeconomy of the Nordic countries using Iceland as a case study. Two of the main industries in Iceland, the fishing industry and tourism, are heavily dependent on the bioeconomy as well as clean and pristine environment. Economic risks, followed by tainting the environment with visual plastic debris and macroplastic as well as unclear status of microplastic, is estimated to be high due to increased environmental awareness of consumers and tourists, where the main focus of tourist arriving to Iceland is to experience pristine environment. Several actions are suggested such as to evaluate and improve the Icelandic system for recycling of used fishing gear, evaluate further marketing options and value of advertising low and responsible plastic use in these two main industries and increase education on environmental issues in the School of navigation. 

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Reports

NordMar Plastic RISK: Socioeconomic risks of plastic to the bioeconomy - Icelandic case study. Executive summary.

Published:

30/01/2020

Authors:

Hrönn Ólína Jörundsdóttir, Gunnar Þórðarson, Bryndís Björnsdóttir

Supported by:

Nordic Council of Ministers

NordMar Plastic RISK: Socioeconomic risks of plastic to the bioeconomy - Icelandic case study. Executive summary.

The risks related to plastic on the bioeconomy are not only biological, toxicological and chemical, but also societal and economical. Influence of tainted opinion on the Nordic environment or Nordic production could influence tourism, marketing and general wellbeing. The aim of the NordMar PlasticRISK project is to evaluate the diverse impact and main socioeconomic risks related to marine plastic pollution on the bioeconomy of the Nordic countries using Iceland as a case study. Two of the main industries in Iceland, the fishing industry and tourism, are heavily dependent on the bioeconomy as well as clean and pristine environment. Economic risks, followed by tainting the environment with visual plastic debris and macroplastic as well as unclear status of microplastic, is estimated to be high due to increased environmental awareness of consumers and tourists, where the main focus of tourist arriving to Iceland is to experience pristine environment. Several actions are suggested such as to evaluate and improve the Icelandic system for recycling of used fishing gear, evaluate further marketing options and value of advertising low and responsible plastic use in these two main industries and increase education on environmental issues in the School of navigation. 

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Reports

Catching, processing and marketing of Neptune whelk

Published:

01/10/2018

Authors:

Jónas R. Viðarsson, Lúðvík Börkur Jónsson

Supported by:

AVS Research Fund (small project S 12 002-12)

contact

Jónas Rúnar Viðarsson

Head of Value Creation

jonas@matis.is

Catching, processing and marketing of Neptune whelk

Kingfisher (Neptunea despecta) is a kingfisher that resembles a kingfisher, but is somewhat larger and usually stays at a deeper depth. It is believed that the kingfisher is in large quantities in many parts of the country and that the stock can withstand considerable fishing. The MRI has recorded information about the king of the sea from lobster expeditions for many years, which indicates considerable density in many parts of the country. In 2012, Sægarpur ehf. in Grundarfjörður a grant from the AVS research fund in the Fisheries sector to investigate the possibilities of fishing, processing and exporting kingfishers. This was a so-called small project or preliminary project. The project was divided into work components that involved distribution mapping and experimental fishing, processing experiments, chemical measurements and market research. On the other hand, Sægarpur ehf. became bankrupt during the project period and it can be said that the project has to some extent resurfaced as a result. However, since a large part of the project was completed when Sægarpur went bankrupt, the authors now consider it right and obligatory to publicly report on the progress and main results of the project. In addition, the experiments carried out by the company Royal Iceland hf. has been involved in connection with fishing and processing of sea king, but Royal Iceland bought the assets of Sægarp's bankruptcy estate in 2014 and has since then, among other things, fished and processed bait king. The main results of the mapping of distribution and experimental fishing were rather limited, as information on kingfishers as by-catch in other fisheries is scarce and the species has received little attention in the research of the Marine Research Institute. The experimental expedition led by the project also yielded very little results. The results of processing experiments showed that it is possible to remove the king of the sea's toxic glands and that it is possible to measure whether tetramine (the poison) is found in products, but this does require a considerable cost. The results of a basic market survey indicate that it is possible to sell kingfisher products, especially in well-paying markets in Asia. But since the king of the ocean is not known in Asian markets and there is always a risk of tetramine poisoning, marketing of the products is very difficult. It is clear that there is a need for significantly more research in the entire value chain before it is possible to state whether and how much opportunity there is in fishing and processing kingfishers in this country.

Neptune whelk (Neptunea despecta) is a gastropod that looks a lot like the common whelk, but is though considerably larger and is usually found in deeper water. Neptune whelk is believed to be in significant volume in Icelandic waters, but concreate knowledge on stock size and distribution is however lacking. In 2012 the company Sægarpur ltd., Which was during that time catching, processing and exporting common whelk, received funding from AVS research fund to do some initial investigation on the applicability of catching, processing and marketing Neptune whelk. Sægarpur did however run into bankruptcy before the project ended. The project has therefore been somewhat dormant since 2013. The company Royal Iceland ltd. did though buy the bankrupt estate of Sægarpur and has to a point continued with exploring opportunities in catching and processing Neptune whelk. The authors of this report do now want to make public the progress and main results of the project, even though the project owner (Sægarpur) is no longer in operation. The project was broken into three parts ie mapping of distribution, processing experiments and initial market research. The main results of the mapping exercise showed that very little knowledge is available on distribution of Neptune whelk in Icelandic waters and data on Neptune whelk by-catches is almost noneexistent. The Marine Research Institute has as well awarded very little attention to the species in its research. The project organized a research cruse, where a fishing vessel operating a sea cucumber dredge tried fishing for Neptune whelk in 29 different locations; but with very little success. The results of the processing experiments showed that it is possible to remove the poison glands from the Neptune whelk, bot mechanically and manually. It also showed that the products can be measured for the presence of tetramine (poison). Both the processing and the measurements do however require significant efforts and cost. The initial marketing research indicated that there are likely markets for Neptune whelk products. These markets are primarily in Asia and some of them are high-paying markets. The efforts of Royal Iceland in marketing the Neptune whelk have though shown that this is a difficult product to market, especially because the Neptune whelk is unknown on the Asian markets and there is always a possibility of a tetramine poisoning. It is clear that much more research is necessary throughout the entire value chain before it is possible to say with level of certainty if and how much opportunities are in catching and processing of Neptune whelk in Iceland.

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Reports

Branding Sea Urchin for the NPA (Northern Periphery and Arctic) Regions

Published:

01/04/2018

Authors:

Holly T. Kristinsson, Guðmundur Stefánsson

Supported by:

Northern Periphery and Arctic Program

contact

Guðmundur Stefánsson

Head Research Group Leader

gudmundur.stefansson@matis.is

Branding Sea Urchin for the NPA (Northern Periphery and Arctic) Regions

This report is part of the URCHIN project funded by the NPA Fund. The report describes the brand ideology and introduces ideas to have one common brand for sea urchins from the NPA (Northern Periphery and Arctic) countries. The report takes examples of others' good experience of using brands on expensive seafood, including sea urchins. Using a brand can be a good way to market sea urchins both in local markets (eg domestic) and in international markets. A company that acquires brands that gain favor with buyers and consumers can create a unique position and demand for branded products. In order for a brand to gain popularity, research is needed on potential customers to understand their needs and why they want sea urchins and what they expect from the products and the retailer, for example in terms of service. Without a brand, it is difficult to separate the product and the company from the competitors and their products. Today, buyers and distributors of sea urchins have no way of associating increased quality with sea urchins from the NPA areas where brands are lacking. Manufacturers within the NPAs should consider branding policies when marketing sea urchins; a brand that is either based on the image of the company or the product. In order to be successful in brand building, you need to consider consumer research, IP licensing, marketing and the return on investment.

To supplement the NPA Report, Markets for Sea Urchins: A Review of Global Supply and Markets, this branding report sets out to explain the concept and elements of branding. Examples of successful branding of sea urchin and other high value seafood products are highlighted. Considerations and steps to building a brand are also discussed and can serve as a basis for brand strategy. Branding can be a way of promoting NPA sea urchin both locally and in international markets. It could be a solution to reduce the generic, anonymous sale and distribution of NPA sea urchins to Europe and other global markets. Establishing and maintaining a brand can create demand and differentiate a company and / or its products from competitors. Currently, branding of sea urchin is untapped and thus, there is significant branding potential. A brand is the over-all customer experience. It is how consumers feel or perceive your company and what you should offer in terms of services or products. Understanding who the consumers are and who would buy sea urchin and why, will be key in building and launching a sea urchin brand. To establish a brand acknowledged and known by customers, there must be sufficient research and a clear understanding of the target audience. Without a brand, it is difficult to differentiate a product or company from a competitor. Today, distributors, food service companies, restaurants, and other customers do not have a significant way to attach added value to NPA sea urchin. A unified vision and branding platform are needed to add value to the sea urchin. A key starting point for the NPA partners will be to consider a corporate and / or product branding strategy. Consumer research, a brand strategy, IP investigation, social and media marketing, and assessing return on investment (ROI) are fundamental to building a successful brand. With these building blocks and aspects in mind, the NPA can decide whether branding is a right fit and a sensible approach to creating increased value for the NPA regions, sea urchin fisheries, and small to medium enterprises (SMEs).

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Reports

Marketing and development of health bars with fish proteins / Health bars with fish proteins - development and marketing

Published:

01/09/2014

Authors:

Margrét Geirsdóttir, Aðalheiður Ólafsdóttir, Sóley Ósk Einarsdóttir

Supported by:

AVS (V 13 012‐13)

contact

Margrét Geirsdóttir

Project Manager

mg@matis.is

Marketing and development of health bars with fish proteins / Health bars with fish proteins - development and marketing

The aim of the project was to develop and market energy bars that contain fish proteins. In this way, a broader basis for MPF Ísland's protein products in Grindavík is formed from extra fish raw materials. The implementation of the project went well and different types of energy bars were tested, baked and frozen and with different ingredients. Good products were obtained but none were considered good enough for marketing, but further experiments are planned based on the experience gained in this project.  

The aim of the project was to develop and market health bars with fish proteins and thereby strengthen the seafood industry in Grindavík the hometown of MPF Iceland and thereby in Iceland. Different health bars were tried out and developed. Both frozen and baked types were processed but none was evaluated ready for marketing at this stage and further trials are therefore planned based on the presented findings.

Report closed until 01.09.2016

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Reports

Sustainability in local food production and tourism. Symposium at Smyrlabjörg 26-27. October 2011. Greinagerð / A seminar on local food production, tourism and sustainability

Published:

01/04/2014

Authors:

Þóra Valsdóttir, Fanney Björg Sveinsdóttir, Þorvarður Árnason

Supported by:

Technology Development Fund

contact

Þóra Valsdóttir

Project Manager

thora.valsdottir@matis.is

Sustainability in local food production and tourism. Symposium at Smyrlabjörg 26-27. October 2011. Greinagerð / A seminar on local food production, tourism and sustainability

The symposium Sustainability of local food production and tourism was held in Smyrlabjörg in October 2011. The aim of the symposium was to present the results of measurements of sustainability in Hornafjörður in the summer of 2011, present related projects and discuss how local food production can promote sustainability in tourism. to the marketing of local food and to get ideas for actions and projects that promote increased sustainability in small-scale production and tourism in Iceland. There were 11 presentations at the seminar. They will be briefly described here. The appendix contains a report prepared in the wake of the seminar on origin labeling and the marketing of regional foods.

In October 2011 a seminar on local food production, tourism and sustainability. The aim of the seminar was to report results on sustainability analysis within the Hornafjordur region, introduce related projects and encourage discussions on how local food can support sustainability in tourism, how to market local food and bring forward ideas on actions and projectsthatsupport increased sustainability in small scale production and tourism in Iceland.

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Reports

Preliminary study on the processing and marketing of Icelandic crabs / Crab; fishing, processing and marketing. Preliminary study

Published:

01/03/2011

Authors:

Óli Þór Hilmarsson, Guðjón Þorkelsson, Davíð Freyr Jónsson, Gunnþórunn Einarsdóttir

Supported by:

AVS Fisheries Research Fund

contact

Óli Þór Hilmarsson

Project Manager

oli.th.hilmarsson@matis.is

Preliminary study on the processing and marketing of Icelandic crabs / Crab; fishing, processing and marketing. Preliminary study

The project is a preliminary project on experimental fishing and processing of crabs in the Southwest. Experimental fishing resulted in increased knowledge / experience of crab fishing off the coast of Iceland. The crabs that were caught were rock crab, bow crab and crayfish. Work was done on proposals for procedures and quality rules / guidelines for crab fishing in Iceland. Efficacy procedures for the killing of crabs were developed. Products from other processing processes were also introduced, such as whole frozen, boiled and frozen whole, also clustered and frozen or divided, boiled and frozen. Experimental marketing of crabs in Iceland was successful and better than expected at the beginning of the project.

This was a preliminary study on catching and processing of crab in Southwest Iceland. Knowledge and experience on how, where and when to catch crab was gained. The crabs that were caught were Atlantic rock crab, common shore crab and common spider crab. The first recommendations on procedures and quality guidelines for catching crab were issued. Processes for killing crab were adapted from other countries and the products were developed eg frozen whole crab, boiled and frozen whole crab, portioned (cluster) and frozen or portioned, boiled and frozen. The preliminary marketing of the crabs in Iceland was more successful than expected.

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Reports

Fishing and processing of live nephros for exportation

Published:

01/12/2009

Authors:

Guðmundur Heiðar Gunnarsson

Supported by:

AVS Fisheries Research Fund

Fishing and processing of live nephros for exportation

This was a pilot project aimed at defining conditions for efficient export of live lobsters. The project spanned the process from fishing to lobster marketing in Europe. The project succeeded in defining conditions for bringing live lobster from Hornafjörður to the market in Southern Europe. It was shown that it is possible to catch lobster in trawls for live export if it is ensured that precise quality categories take place on board the fishing vessel. Work processes were defined as minimizing discounts for short-term storage of lobster on land and for transport to the European market. A comparison with comparable Danish studies showed that survival was better in our process or 66% compared to 53%. However, there were higher discounts due to hake during trawling on Icelandic vessels, but this was supplemented by three times higher survival when transported ashore and short-term storage ashore (96 hours). It was shown that lobsters could be kept alive without discounts for up to 48 hours when transported to a foreign market. It was estimated that lobsters would need to live for at least 37 hours. in transit to reach the consumer in Europe. Prices in foreign markets were in line with market analysis. The project has therefore defined a work process that can be built on to start selling live lobster on the market in Southern Europe. However, it is necessary to master the catch of lobster traps in order to increase survival even further and reduce time-consuming sorting work in the process.

This research project was initiated to define conditions for optimized export procedure for Icelandic live nephrops. The project was based on holistic approach spanning the progress from catching nephrops to marketing of the live product in Europe. We were able to define conditions allowing for live export nephrops from Hornafjordur to Europe. We showed that it is possible to export live trawl fished nephrops but only after rigorous quality assessment. We defined workflow allowing for high survival rate of live nephrops during transportation and storage prior to exporting. Comparison with similar Danish project revealed that our setup allowed for higher survival rate or 66% compared to 53%. The survival rate after Icelandic trawl catching was lower than after Danish trawl catching. Survival rate during transportation and short time storage (96 hours) was three times higher in our setup. It was possible to keep nephrops alive for 48 hours in the export packaging, while it was assumed that such export would typically take up to 37 hours. Prices obtained in the pilot marketing tests were in the price range expected based on our marketing analysis. We have therefore defined a procedure suitable for initiating commercial export of live nephrops to Europe. However it is critical to build up capacity for creeling of nephrops in Icelandic waters to ensure higher survival rates and longer storage time of the live products. This would also reduce the extensive quality assessment needed if the nephrops is trawled.

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