Summary ofthe WWF Austria presentation atthe SUPA - PDF document

WWF Austria OttakringerStraße 114-116 1160 Vienna Austria phone: +43 1 488 17-0 fax: +43 1 488 17-44 wwf@wwf.at www.wwf.at www.facebook.com/WWFOesterreich Summary ofthe WWF Austria presentation atthe SUPA Stakeholderworkshop Can Tho, 17.1.2017 WWF Austria conductedthefollowingoutreachandawarenessraisingactivities: • WWF Austria is working via the WWF network and contacts to retailers and importers • Market Study with key insights • Pangasius Business Forum held at SEG 2015 in Brussels ASC/MSC Forum in Vienna with key market players • • Co­Creation Workshops • Aquaculture Forum with Austrian Government • Outreach to WWF European Network • Market poll on Pangasius • Market poll on seafood awareness • Buying missions As partofthe SUPA project WWF Austria implemented Co Creationworkshops on Pangasius. The goal was todevelopnewideasformarketingof Pangasius products in Europe, especially in termsofpackaging, productandbranding (communication). As a furtherstep, theseideaswereevaluatedandrefinedtogetherwithcorporaterepresentativ es in expert interviews. Recommendationsfromthecocreationworkshops: 1) Packagingand on pack communication  Improvepackagingwithoutplastic. Why we are here WWF donations account: To stop the degradation of the planet’s natural ERSTE Bank environment and buld a future in which humans IBAN: AT262011129112683901, BIC: GIBAATWWXXX live in harmony with nature. DVR: 0283908, ZVR.Nr.: 751753867

WWF Austria OttakringerStraße 114-116 1160 Vienna Austria phone: +43 1 488 17-0 fax: +43 1 488 17-44 wwf@wwf.at www.wwf.at www.facebook.com/WWFOesterreich  Improvethevisibilityofthe ASC­­ ‐ logo andexplaintheratiobehind in moredetailandmoreconsumerfriendly.  Improvetheappealofthepackages: theyfeelthatthefoodshotsareveryblurryand pale. Contrastislacking. Also recipes on thebacksideweresuggested.  Check yourproduct, tracking, storytelling ­­ ‐ >tellmore on pack aboutquality but also at the POS  Position anddesign Pangasius also foryoung (cool and modern) families  Focus more on ASC ­­ ‐ >explainandtellpeopleabout.  Increaseappetiteappealoftheproductshot.   Think aboutpaper/carton box insteadofplastic. 2) Ideasfornew Pangasius productsandtargetgroups  readytoeatwrapswithPanga, Panga Burgers, Pangasius nuggetsorothercoatedshapesforkids – pointing out thattheboneless not veryfishtastyfilletwouldsuitwellforthesekindofkidsproducts.  bakedPangafortheovenwithvarioustoppings, Pangasius Lasagne orminced Pangasius balls.  Appetizers: e.g. Pangasius Carpaccio, smoked Pangasius, Spring Rolls with  Pangasius, canned Pangasius, Sour Pangasius in theglass, Pangastrone (fishsoup  with Pangasius), Pangachips (high in protein)  Curry, Pangasius Fingers, Nuggets (breaded like Fish Fingers), Burger, Pasta filled  withPanga, Pizza withPanga, Panga Box withdifferentlyspicedfilets…  Pre­­ ‐ cuttocook at home: Cube cutsfor Wok/Fondue etc., cookingsets   Authentic Asian line: position Pangasius as Asian mealcomponentandestablish an appealingworldaroundthistopic   Focus on protein: ProtoPangaforathletes (mightbe also aspowder) 3) Ideasforimprovingtheimageof Pangasius  YouTube channel (showingtheimprovedfarmingmethodsaswellasthe clean productionandpossiblerecipeswith Pangasius).  Cooperationwith a famouscheforwith a cookingshowformat.  Orsimplylectures in schoolsor in procurementdepartmentsexplainingwhathasimprovedduringthe last years. Why we are here WWF donations account: To stop the degradation of the planet’s natural ERSTE Bank environment and buld a future in which humans IBAN: AT262011129112683901, BIC: GIBAATWWXXX live in harmony with nature. DVR: 0283908, ZVR.Nr.: 751753867

WWF Austria OttakringerStraße 114-116 1160 Vienna Austria phone: +43 1 488 17-0 fax: +43 1 488 17-44 wwf@wwf.at www.wwf.at www.facebook.com/WWFOesterreich  Online channelstoinformabout Pangasius: YouTube, bloggers, chatforum  Cookingshowforkids – with WWF expertsastrustworthycontentprovider  Cooperationwithathletes, fitnesscenters 4) Resultsofthe Interviews withIndustryrepresentatives  Communicate ASC anditsbenefitstoconsumers in moredetail in ordertoimprove Pangasius´ image  Pangasius pre­­cutsfor Wok or Fondue  Breadedconvenienceproductswithfilets  Focus on theAuthentic Asian origin Resultsof Market Poll in Austria regarding Pangasius conducted in October 2016 • Pangasius's awareness/recognition is very high with 86 % of the population. • One third (34%) of the people that know Pangasiusbuy and consume Pangasius • Almost half of the consumers buy Pangasius because of the taste and a third buy it also because of the favorable price / resp. the good offer. Almost a quarter of consumers that did not buy Pangasius yet also clearly state • that they want to try this fish at least once. • Sceptic consumers that do not buy Pangasiusargue that Pangasius has less taste than other Seafood and that farming is coming with use of Antibiotics Why we are here WWF donations account: To stop the degradation of the planet’s natural ERSTE Bank environment and buld a future in which humans IBAN: AT262011129112683901, BIC: GIBAATWWXXX live in harmony with nature. DVR: 0283908, ZVR.Nr.: 751753867

WWF Austria OttakringerStraße 114-116 1160 Vienna Austria phone: +43 1 488 17-0 fax: +43 1 488 17-44 wwf@wwf.at www.wwf.at www.facebook.com/WWFOesterreich Resultsof Market Poll in 11 European countriesregardingfishandseafoodsustainabilityawarenessconducted in 2015 Foralmost 35% oftheconsumersitisimportanttoknowwherethefishandseafoodtheybuycomesfrom. Almost 17% oftheconsumersstatedthatfishandseafoodtheybuy must becertified. Almost 14% oftheconsumersstatedthatfishandseafoodtheybuyshould not harmtheenvironment. Foralmost 84% oftheconsumersitisimportantthatmarkets, supermarketsandrestaurantsmakesurethattheyoffersustainableseafood. 75% oftheconsumersstatedthatsustainableseafodistheirfirstchoiceifitisavailableand easy torecognize. Overall thesituationfor Pangasius in Europe remainschallenging but out of expert interviews, cocreationworkshopsandmarketpollsitisclearthatthereis a marketdemandforcertifiedsustainableseafood. Forimprovementoftheimageof Pangasius in Europe itisimportanttocommunicatemoreaboutcertified Pangasius andtheimprovementmade in the last years. Furthermoretheinformationthat Pangasius is an authenticproductfrom Vietnam couldhelp in creating a betterimageof Pangasius. Why we are here WWF donations account: To stop the degradation of the planet’s natural ERSTE Bank environment and buld a future in which humans IBAN: AT262011129112683901, BIC: GIBAATWWXXX live in harmony with nature. DVR: 0283908, ZVR.Nr.: 751753867