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Deliverable D6.3 – Attitudes, communication and prices

The goal of MedAID is to increase the overall competitiveness and sustainability of the Mediterranean marine fish-farming sector, throughout the whole value chain. Despite the positive general trend in the growth of this industry, in recent years, seabream and seabass production has experienced problems of economic performance that affect companies’ competitiveness. Whereas economic research has covered almost all aspects of the economics of other species such as salmon, the same attention has not been given to seabass and seabream. In this context, the MedAID Project, through its Work Package 6 (Improving business performance and development of strategic marketing plans), focuses its research on various topics relevant for the seabass and seabream sector, such as assessment of economic efficiency; assessment of market efficiency; analysis of preferences and consumer behaviour; and economic analysis of technical improvements and innovations.

This Deliverable presents the results and conclusions of two tasks: i) Task 6.3 (Communication tools in Mediterranean aquaculture), whose main goal is to analyse the sources of information that give rise to positive or negative reactions on the demand side, which may affect market volume and prices; and ii) Task 6.4 (Assessment of preferences in the retail/consumer segment), which aims to assess consumers’ and traders/retailers’ preferences and willingness to pay for product attributes by using hedonic and choice models.Continue reading

Deliverable D5.3 – Development of new added value fish prototypes at pilot-scale for different fish market channels

More product innovation and the development of new products for new markets is clearly needed for a more long-term competitive supply-demand equilibrium of Mediterranean aquaculture (European Seabass, Gilthead seabream and meagre). As in the rest of the food industry, the improvement of the competitiveness and sustainability of the Mediterranean marine aquaculture sector is governed by current consumer trends, which translates into the need to transform the species of aquaculture to make available to consumers the safe, quality and convenience products they demand.

In WP5 we aimed to explore and validate the technical and market feasibility of developing different product alternatives of specific Mediterranean aquaculture fish species for commercial exploitation, identifying the best market solution for each type of fish species, transforming them into new value-added products, and tailor-made to satisfy the needs of different consumer profiles (children, senior, gourmet/premium, ethnic etc.), and finally adapted to the needs of diverse food and fish market channels.Continue reading