1. Results market survey plaice Jan Willem van der Schans Rik Beukers Jos Smit Presentation EAFE Workshop 01-06-2010, Helsinki

2. Background North Sea Fish Center Improve perspective of Dutch North Sea fisheries  start with plaice Objective market survey Analysis of the Dutch plaice market and to provide insight in the market position of Dutch plaice in UK, Sweden and Germany

3. Analysis of Dutch plaice market 5 Flatfish industry 3 Substitutes 1 Fleet & auctions 4 Market 2 Potential entrants

4. 1 Fleet & auctions: landings and auction price

5. 1 Fleet & auctions Orientation on sustainable fishing techniques Fuel savings Reduced ecological impact Market orientation is increasing MSC

6. 2 Potential entrants Access to processing market is relatively easy Economies of scale hard to realize Minimizing cost strategy

7. 3 Substitutes Increase of production of farmed fish, which are direct substitutes of plaice: Pangasius Consequence: Flatfish industry shifts to other species Flatfish industry becomes less dependent on plaice

8. 4 Market: plaice exports

9. 4 Market: EU marketshare Plaice is sold as frozen product Small market share in frozen fish market

10. Current situation Dutch plaice market 5 Flatfish industry Consolidation difficult New species, farmed fish Less dependent on plaice 3 Substitutes Economies of scale farmed fish Explosive increase EU imports pangasius 1 Fleet & auctions Sustainability Fishing techniques How to get higher prices? 4 Market Decreasing exports Mass product in frozen market Opinion of buyers! 2 Potential entrants Access is easy Economies of scale hard to realize Minimizing cost strategy

11. Results market survey (1) “Do you want to talk with me for an hour about a fish that no one wants to eat?” “Plaice is a grey fish” “Young people are scared to prepare plaice” 12345678 UK Sweden Germany Retail FoodserviceRetailFoodserviceRetail Wholesale Marketshare? (Euro's) -Fresh +/- 5% -Frozen+/- 4% +/- 2% Plaice consumer? -Older +++++++ -Wealthy ++++ Why plaice? -Traditional +++++ -Typical flavour ++++++ 1-2%+/- 1%1-2%1-3%+/-1%

12. Results market survey (2) Differentiaton for plaice in market is difficult “Plaice is a medium/standard fish” “Plaice should be benchmarked with pangasius”

13. Price plaice fillets is relatively high

14. Retail prices (Euro/kg) june 2009 NetherlandsGermany Fresh fillets Plaice16.98 Pangasius10.98-11.90 Frozen fillets natural Plaice11.96-17.72 Pangasius3.89-5.8211.60-17.27 Pacific plaice16.58-20.48 Breaded frozen fillets Plaice Pangasius15.90 Pacific plaice16.58 UKSweden Fresh fillets Plaice10.50-23.3913.90 Pangasius9.24 Frozen fillets natural Plaice12.60-13.229.70-13.90 Pangasius10.90-14.603.70-6.60 Breaded frozen fillets Plaice5.7014.50 Pangasius10.9015.15

15. Results market survey (3) “Sales of plaice should not be increased by introducing a premium label, but by using a combination of marketing and price actions” “Premium label with a higher price would not be successful in Germany, for German consumers price is important” “It would be good to have a story for plaice” 12345678 UK Zweden Duitsland Retail FoodserviceRetailFoodserviceRetail Wholesale Market trends? -sustainability +++++++ -growth consumption +++ Premium label?PossibleNo -recession-small ms. -panga-small ms. Higher price?ActionsMSC 10%MSC 5%Actions

16. Market perspectives – ‘’experiences’’ for plaice ?

17. Market perspectives Differentiation with focus on the source is becoming a trend: Real food Producer oriënted retailer (Whole foods market)

18. Examples – fishermen in the supermarket

19. Examples: strawberry experiences www.strawberrytree.com

20. Discussion Initiatives from the past can offer a learning process for the future

21. Thank you for your attention © Wageningen UR