The Scottish Seafood Collaborative Group, which secured grant aid from the European Fisheries Fund in 2012, is not seeking funds to advance its work.
The group is a partnership between Seafood Scotland, Scottish Development International (SDI) and the Scottish Salmon Producers Organization (SSPO), with additional funding from Seafish.
In advance of a submission for funds to take the project to the next stage, an international strategy development review was commissioned to ascertain industry interest.
“The response rate to the review was excellent, and the feedback has enabled us to make some subtle improvements to the project,” said Graham Young, head of Seafood Scotland.
More than fifty companies were interviewed and their suggestions incorporated into the new bid. According to Young, while the first year of the project made good progress, work remains to continue to grow Scotland’s brand awareness as a supplier of high quality seafood.
“There is widespread recognition that Scotland is too small to have a fragmented approach to awareness raising within the large Asian market place, and that a joined-up effort across all the seafood sectors is required in order to make progress,” Young said.
Last year, exports of Scottish salmon to China increased by more than 100 percent, and exports of Scottish salmon to Asia are also now at record levels following the third consecutive year of increases.
Several key changes were suggested through the review, to make the program stronger over the next few years. These include introducing an industry-led awareness raising committee, with partners invited to give ongoing feedback to ensure the project remains relevant, effective, and recognized by the entire Scottish industry; engaging in a greater level of commercial activity using local agencies to ensure high market penetration; maximizing Scottish Government influence to gain greater political support for the project, particularly in China; and assisting Scottish companies to build relationships in the target countries.
“Export sales of Scottish salmon are currently buoyant, with particular success in the Asian market. We want to ensure that this becomes an established market and are therefore very pleased to be supporting a second development campaign in these locations. The collaboration with other seafood partners is very successful in ensuring that Scotland is recognized as the home of excellent fish and shellfish,” said Scott Landsburgh, SSPO CEO.
The group is a partnership between Seafood Scotland, Scottish Development International (SDI) and the Scottish Salmon Producers Organization (SSPO), with additional funding from Seafish.
In advance of a submission for funds to take the project to the next stage, an international strategy development review was commissioned to ascertain industry interest.
“The response rate to the review was excellent, and the feedback has enabled us to make some subtle improvements to the project,” said Graham Young, head of Seafood Scotland.
More than fifty companies were interviewed and their suggestions incorporated into the new bid. According to Young, while the first year of the project made good progress, work remains to continue to grow Scotland’s brand awareness as a supplier of high quality seafood.
“There is widespread recognition that Scotland is too small to have a fragmented approach to awareness raising within the large Asian market place, and that a joined-up effort across all the seafood sectors is required in order to make progress,” Young said.
Last year, exports of Scottish salmon to China increased by more than 100 percent, and exports of Scottish salmon to Asia are also now at record levels following the third consecutive year of increases.
Several key changes were suggested through the review, to make the program stronger over the next few years. These include introducing an industry-led awareness raising committee, with partners invited to give ongoing feedback to ensure the project remains relevant, effective, and recognized by the entire Scottish industry; engaging in a greater level of commercial activity using local agencies to ensure high market penetration; maximizing Scottish Government influence to gain greater political support for the project, particularly in China; and assisting Scottish companies to build relationships in the target countries.
“Export sales of Scottish salmon are currently buoyant, with particular success in the Asian market. We want to ensure that this becomes an established market and are therefore very pleased to be supporting a second development campaign in these locations. The collaboration with other seafood partners is very successful in ensuring that Scotland is recognized as the home of excellent fish and shellfish,” said Scott Landsburgh, SSPO CEO.
