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 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

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.

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 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

 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.

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 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

 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

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 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

Resultsof Market Poll in 11 European countriesregardingfishandseafoodsustainabilityawarenessconducted in 2015 Foralmost 35%

• ftheconsumersitisimportanttoknowwherethefishandseafoodtheybuycomesfrom.

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.