Good Practice Project
The area of the Ria the Pontevedra FLAG is home to four fish and seafood auctions predominately marketing artisanal fishery. Despite each auction’s specialisation, competition from the bigger Vigo fish auction is fierce and these smaller auctions face difficulties to attract customers. Sales volumes decrease, ultimately threatening the viability of these markets and leading to lower prices.
The objective of the project was to increase the attractiveness of the local seafood offer and link different parts of the value chain (fishermen, auctions, fishmongers, distributors, restaurants and consumers).
The key activity of the project was to develop an online sales platform (pescadoartesanal.com) that virtually pools the supply of the auctions and thereby offers a wider range of products to potential customers. This platform instantly informs fish buyers what will be available at these four auctions via a unique information point.
The platform was set up by the FLAG on behalf of the Cofradias but its day to day running is now in the hands of the trained members of these associations. Fishermen send information on their daily catch via their mobile to the platform which then informs the auction hall and buyers in real time. Buyers can make online orders which will be processed by a respective auction hall (indeed the national legislation prevents direct selling, requiring all fish caught by Spanish vessels to be sold through auctions). Consumers can also place orders via the platform which will then be processed by the registered buyers.
In parallel, creating a collective brand Pescado Artesanal ensured coherence when communicating on local seafood offers. Fishmongers and restaurants buying from the platform are encouraged to use the brand to highlight their local sourcing. Other promotional activities were also carried out, including a publicity campaign targeting local schools and consumers, as well as cooking classes for students and seafood customers. The platform also provides information about the local fleet, production methods, links with the maritime national park and where to purchase local fish.
Two of the four auctions halls reported increases in their average annual prices since the start of the project (the Bueu auction notably by over 50%), while prices have stabilized for the other two auctions. The online sales platform has attracted new buyers on national and even international levels, which could lead to a new distribution scheme for Pescado Artesanal products.
The number of sales made via the platform remain modest but it is used an information source by about 50 fishmongers. The platform attracts around 500 visits every two weeks and has more than 1000 followers on social media.
The project created new links throughout the seafood chain (fishmongers, fishermen, restaurants…) and trained fishermen to use new technologies required for the platform. The brand name is used by ten restaurants and 20 fishmongers.
The various aspects of the project (sales and promotional platform and campaign) can be used by any territory looking to increase the visibility of its seafood offer and thereby increase sales and consumption. This project is especially relevant to areas where the supply of seafood is fragmented and spread over its territory.
|Total project cost||€67 719,51|
|Timeframe of implementation||From Jul 2013 to Dec 2015|
|Type of area|