Fish producers turn to research to trawl new markets

IMPORTED fish, including species landed in the Pacific, are flooding markets in west Cork, home to two major fishing co-ops in Castletownbere and Union Hall.

The only fish dish on a menu at one of the region’s golf courses is from Indonesia.

“It’s extraordinary,” said Jason Whooley, who heads the Irish South and West Fish Producers Organisation (ISWFPO) in Castletownbere, Co Cork.

“Most Irish people do not realise that most of the fish they eat is imported, not only from other EU states but from the Third World.

“I don’t know if it says something about us, as an industry, that we can’t sell fish 20 miles up the road but it is extraordinary to see that the only fish dish on a golf course restaurant menu is from Indonesia,” he said.

Castletownbere is the country’s white fish landing port with 90% of its catch being exported to France or Spain. However, increasingly depressed fish prices forced the co-op to engage a marketing specialist to conduct research on key markets.

Marketing graduate Peter Martin has been working since March for ISWFPO in France.

“There is no better place to carry out research than in the heart of the market itself where customers, competitors and market trends may be readily observed,” he said.

“Generally, the market perception of fish coming from Ireland is quite positive in France, helped by our green image. But our greatest challenge is to be less sales-orientated and more marketing-orientated.

Mr Martin is due to present detailed findings of his research to the ISWFPO agm next week.

The Castletownbere organisation is the first fishing organisation in the country to commission a market research specialist.

“Before we decide on a direction, we have to get the best information out there,” Mr Whooley said.

“Traditionally, the fishing industry usually reacted to what everyone else had done. What the ISWFPO wants to do is to get one step ahead of competition by looking at market trends and determining, from that research and information, the best avenue to pursue.”