Oyster growers gather in Galway as sector enjoys 60% rise in exports

Oyster exports rising 60% in two years should ensure keen interest in a BIM innovation conference for oyster growers in Galway today.

The sector’s exports have gone from €25m in 2011 to well over €40m 2013, largely fuelled by demand from new markets. The opening business event of Galway’s 2013 International Oyster & Seafood Festival, the event has attracted a strong attendance from Irish oyster growers.

Oysters accounted for more than half of Ireland’s overall shellfish exports of €74m in 2012/13. Irish oyster growers now form one of the largest oyster grower groups in the EU, second only to France.

“Irish oyster farmers produce around 9,000 tonnes each year with 86% of production being exported to France,” said Richard Donnelly, BIM’s aquaculture business development manager.

“That target market could be doubled for the Irish industry who in the last two years have seen prices go from €3,500 to €4,500 per tonne.”

Along with the soaring demand for Irish oysters, today’s conference delegates will also hear how product differentiation and branding will be key to capitalising on growth opportunities.

Mr Donnelly said: “The Irish oyster industry has a tradition of selling directly to intermediate distributors in the French market. But this approach offers little brand recognition. Already, Irish oysters are sold at the quality end or ‘Spéciale’ segment of the French market.

“Our coastline’s excellent water quality is uniquely suited to the cultivation of quality oysters. We need to capitalise on that by achieving greater brand awareness. BIM is eager for producers to take control of the marketing process and work on developing their own identity, particularly in the newer international markets such as Hong Kong and China.”

In terms of successful international brand building, Mr Donnelly cited the marketing initiatives in China of Irish Premium Oysters and Majestic Donegal Oysters as models for the sector to follow.

Guest speakers at the conference will include consumer insights from oyster blogger Julie Qiu, inahalfshell.com. Dollard Packaging will lead a session on the role of packaging in brand innovation, while Caroline Hennessy of craft brewer Eight Degrees Brewing will discuss brand development in a highly competitive niche market.

In 2013, Irish seafood exports are up +5% overall.