Creative promotions and new markets make bivalve molluscs attractive to consumers

With difficult economic times still affecting countries in Europe in particular, producers are looking at a variety of ways to bring the main bivalve species such as mussels, scallops and oysters to the attention of consumers. European imports have declined this year but the Russian market for mussels is opening up. Scallops in Europe are maintaining their popularity but quotas in the USA are down, while demand in Asian markets, especially China, for scallops continues to grow.
 

Mussels

Europe
Mussel imports into the European Union dropped from 52 900 tonnes to 49 900 tonnes or 6% between January and March 2013 compared with last year. This is the lowest value since 2009 when imports reached just 45 900 tonnes. The drop is mainly explained by lower demand in Germany, where imports decreased from 7 000 tonnes to 2 700 tonnes during Q1 2013. France continued to be the country with the highest demand for mussels in the EU with 13 700 tonnes, followed by Italy (11 800 tonnes), Holland (8 400 tonnes) and Spain (5 000 tonnes), although imports by France and the Netherlands dropped slightly, imports by Italy and Spain were positive. Both Spain and Italy’s imports of mussels reached record highsfor the first quarter.
At the 21st European Seafood Exhibition in Brussels in April, ready-to-eat products based on molluscs were prominent, especially in the pavilions of Ireland and Holland. Organically produced mussels distinguish the products of both these countries.

Russia – a new market for mussels

During the first semester of 2013 Russian imports of mussels went up by 110% to 331 400 tonnes, according to Russian federal fisheries agency Rosrybolovstvo. This led to a corresponding drop in prices of 22% to USD 3.25 per kilogram.
According to Rosrybolovstvo, it is estimated that Russian people consume about 21 kg per capita of seafood products in a year. As a result of increased travel and awareness of alternative food choices, Russian consumers are prepared to try new products, which could be one of the reasons why mussels have grown so much in popularity in recent years.
At the end of 2010, Chilean producers initiated a campaign to sell Patagonian mussels to Russia. According to the Russian Agama Group import volume has been increasing since then. Prior to that the company had imported mussels from China but became aware that the quality of the product from Chile was much better for much the same price. The company was the first to introduce mussels in shell to the retail market in Russia.

Chile

Chilean mussel production has been struggling with the lack of seeds for some time and some companies have had to declare bankruptcy or change their line of business in order to keep afloat. However, figures are positive for bigger companies and, according to InfoTrade, during the first quarter of 2013 Chilean mussel exports were valued at USD 48 million, 37% higher than USD 35 million in the same period the year before. In terms of volume exports reached 16 800 tonnes up to March, 23% higher than the 13 608 tonnes registered in the same month in 2012.
Average prices reached USD 2.90/kg, while in March 2012 it was USD 2.59/kg.
Regarding the markets, shipments to the EU amounted to USD 33 million in value, while to the USA they were worth USD 5 million, to Latin America USD 3.3 million, to Asia USD 2.9 million and to other countries USD 4.2 million. Mussel imports by specific EU countries from Chile were up for France, Italy and Spain, at 2 000 tonnes, 1.7 tonnes and 3.6 tonnes respectively.

Novel approaches to marketing mussels and mussel products

Some innovative market promotion campaigns for mussel products have been developed in Spain, Brazil and Canada.
In Spain in 2012 because of the economic crisis the consumption of mussels in Galicia decreased 14% from the total 279 000 tonnes produced. It is concerning that, according to a report by Kantar Worldpanel, fish and seafood demand in Spain is more or less static and has increased by just 1.1% in the last 10 years. Therefore producers were happy to learn that the Galician mussel will be the official image of the next edition of the cycling Tour of Spain (La Vuelta a España´13). This will enable the mussel’s healthy image to be promoted at this important cycling and sporting event. The certificate of origin of Galicia’s farmed mussel will also receive good advertising as it is the only marine product with this certification in Spain. Mussels represent 80% of all aquatic production in Spain. It is farmed on over 3 000 rafts belonging to 2 400 owners, generating about 11 500 direct jobs and annual incomes between EUR 90 and 120 million for Galicia.
According to a report published in May 2013 by Prochile that looks at the market potential for the Chilean mussel in Brazil, imports in 2012 were valued at USD 1.2 million, somewhat down on the previous year. However, live and canned mussels coming from Chile and Spain are preferred by Brazil, as well as Greenshell mussels from New Zealand but these are in smaller quantities. Spain and New Zealand have to pay a fee of 10% in taxes for their exports but Chile has zero taxes for mussel products. However, Prochile also notes the growth in demand in Brazil for certified products that are safe and of high quality. Consumption of seafood has increased remarkably in the last few years and projections are that this will increase further in future. As current local production does not meet present demand, seafood products will have to be imported to satisfy this demand, providing a good opportunity for Chile to capitalise on this situation with mussel exports.
In June this year the mussel industry in Newfoundland and Labrador announced that it was ready to launch a campaign to promote the sale of mussels both locally in Canada and in the USA and China. Funding of CAD 86 000 will be available and will be used to coordinate marketing plans. Promotional material will also be developed, emphasising that the mussels are organically and sustainably produced with full traceability. Tastings will be organised and international seafood trade shows targeted.
The government has already invested CAD 1 million in the mussel industry, which produced its highest production volume in 2012 (source: FIS.com).

Future possibilities in Asia

In Asia, mussels are just being introduced to the Republic of Korea, where there is considerable interest in importing them. It has been reported that in 2011 annual consumption per capita of sea products increased to 53.5 kg.
India is another country that is attractive for the bivalve mollusc market. Prochile’s Commercial attaché in India said that the first shipment of about 700 kg of mussels was sent to India in May. Problems of high tariffs and distribution systems, particularly with the cold chain, have made India a difficult destination up to now. However big supermarkets and chains such as Walmart are now allowed to enter the market and the government expects them to contribute substantially to upgrading infrastructure to facilitate the transport and distribution of frozen products.
Mussels and other bivalve products could be beneficiaries of improved storage and refrigeration.

Scallops

Although the scallop fishing season in the USA started in March, NOAA only announced the final quota in May.
For 2013 this will be just more than 42 million pounds, an amount 35% lower than last year. A number of other measures were announced at the same time that, while giving more flexibility to some management measures, will lead to more precautionary catch limits being set for 2014 (source: Seafood.com).
During the first semester of 2013 scallop imports reached 12 500 tonnes in the EU, with France leading with 4 500 tonnes, Spain at 2 300 tonnes and Italy at 1 500 tonnes.
In France the volume of scallop imports decreased from 4 800 to 4 500 tonnes during the first quarter of 2013. However, the drop is more significant when compared with the same period in 2010, when the import volume of scallops reached 6 500 tonnes.
While the increased demand from China is not a new phenomenon, Peruvian scallop producers have seen exports of scallops to China increase more than 300% in 2012 compared with 2011. In the first quarter of 2013 scallop exports from Peru to China were 6 228 tonnes. This is equal to almost 60% of the total exported to China in 2012. China has also increased imports of scallops from Viet Nam. Imports rose 180% in value in 2012, an increase of 600% since 2008, according to the Viet Nam Association of Seafood Exporters and Producers.
The scallop harvest in the USA has been low so far this year and this is having the effect of pushing prices up for Peruvian scallops. It is likely to keep prices in the US high as well. In Peru the price of roe-off scallops (30/40) is about USD 17.70 per pound. At present Peru is exporting mainly to the USA as exports to Europe have been brought to a standstill since October last year because buyers from Europe’s main markets of Italy, France and Spain have not been prepared to commit themselves to contracts because of Europe’s economic difficulties. In Europe, scallop prices are 40%-50% lower with the price of 30/40 roe-on scallops
(preferred in Europe) at USD 12.

Oysters

Oyster production in the Netherlands received a boost earlier this year with the award of MSC certification for two fisheries belonging to the Dutch Oyster Association. The 30 companies and individuals involved in the fisheries control nearly all of the supply of Dutch oysters, catching about 700 000 native oysters and 35 million Pacific oyster each year. They are mostly sold to other EU countries, where there is a growing demand for certified seafood products.
The Centro Tecnológico del Mar (CETMAR) in Galicia recently issued a report on progress in the European project aimed at the recovery of the flat oyster (Ostrea edulis). One of the main focal points is directed at the disease bonamiosis, caused by the parasite Bonamia. If the initiative is successful, it could increase the competiveness of the European shellfish industry though the introduction of greater diversification, according to supporters of the initiative.

Outlook

At the beginning of April 42 out of 53 mussel platform polygons were closed because of toxicity from red tides exceeding levels for safe harvesting. This is an annual occurrence off the Galician coast and is monitored and controlled to ensure consumer safety.
In spite of hopes raised towards the end of last year that the problem of sufficient mussel seed in Chile would be resolved by this year, the problem is continuing and will give rise to greatly increased costs of production, which could have negative effects on Chilean companies. However, exports have increased this year and prices are improving.