Future Role of the FMA

Future Role of GFMA: The FMA is aware that is has to plan for the future and adapt to meet the demands of an ever changing and challenging seafood industry. With that in mind Seafox Management Consultants have been tasked with reviewing the function of the Association and the needs of its members' Working with the CEO and Board proposals will be presented in May for implementation in late summer.

Members are keen to see that the GFMA remains as an independent and importantly, a neutral organisation. They value the work that the Association does in representing their interests and championing industry at EU, National, Regional and Local levels. The GFMA should continue to work with like-minded partners such as Seafish and MMO, to further the interests of the local industry.

It is universally agreed that the Fish Settlement Scheme is a positive thing for Grimsby and a selling point to potential suppliers of raw materials. Every company consulted wants the scheme to remain. However some Members cited a need for the GFMA to be more proactive in seeking out new supplies of seafood and brokering opportunities to source directly which could be an opportunity to generate additional income.

Members appreciate the responsiveness of the current service, being able to pick up the phone and seek assistance – one stop shop. It was suggested that a monthly news/intelligence briefing would also be a useful way of keeping people up to date with developments in the industry.

Signposting to other sector supplier services via a GFMA Business Directory could generate additional value for members and potential income generation for the Association by way of commission on transactions or subscriptions e.g. builders, electricians, taxis. Seafox is working with another company that is looking at this kind of arrangement for the Wind-Power sector.

There is a general lack of awareness about the Humber Seafood Group’s activities and the facilities available in the Humber Seafood Inisitute. Tenancy of the HSI is dwindling and there is no use of the specialist kitchens, processing and laboratory facilities. This could be an opportunity for GFMA involvement in defining the future strategy for the use of these facilities for the benefit of the industry and aligning the activities of the Association with the HSI sub-board structure e.g. Skills, Trade, Manufacturing.

The Grimsby/Humber Seafood Cluster has a greater depth of companies across the supply chain than the current membership of the GFMA including packaging, box washing, logistics, storage, training etc. These companies could be invited to join the Association under a two tiered membership structure, the first tier for fish merchants/processors and the second for the wider supply chain. The benefits of membership would include access to potential customers and intelligence about what is happening in the industry.

Next Steps and Recommendations for consideration of the board:

 Continue the GFMA as an independent legal entity

 Maintain the Fish Settlement Scheme

 Continue to provide advice services and supplement with monthly newsletters (see marketing and communications)

 Investigate the potential for a GFMA Suppliers Business Directory. This concept would provide Members with additional services at a discounted rate and suppliers would pay the GFMA for inclusion in the Directory and/or a commission on every transaction.

 Work with partners to drive the HSG and HSI agendas

 Invite supply chain companies to join the Association under a two tier membership structure

The Association’s heritage is a powerful selling point; no other area in the Country has the breadth and diversity in seafood manufacturing that Grimsby/Humber has. However this message is getting lost and diluted by the lack of investment by the SME sector in marketing and a dated GFMA brand and internet presence.

A strong brand and marketing campaign is important in influencing how the cluster is perceived at national and international levels. Some Members feel that the Association could do more to sell the messages about the cluster to the outside World. Consideration should be given to the right terminology to represent modern businesses e.g. Merchants versus Processors, Fish versus Seafood.

Next Steps and Recommendations for consideration of the board:

 A new website that communicates the diversity of the seafood world whilst respecting the heritage values of the the Association. 

 Further thought needs to be given to the brand and wording – Fish v. Seafood – Merchants v Processors – Grimsby v Humber (or National ?)

Operation of the GFMA

The GFMA’s two main income sources are membership subscriptions and Settlement charges. The Association has a fixed cost base (staff and overheads) in order to maintain service levels. Membership and Settlement Scheme charges have declined in recent years (9 members lost in 2012). If this trend continues it is likely that the Association will reach a point at which costs exceed income.

Members consulted were unsupportive of any increase to subscriptions unless the service offer is also broadened and provides more value/benefits. Whilst Members broadly feel the existing subscriptions are fair, there is a general consensus that the Settlement Scheme does not charge suppliers enough for the facility they receive and that this is not comparable with a Bank or other comparable facility.

The following questions merit further discussion with the GFMA Board and are fundamental to the future strategy:

1. Does the Board envisage maintaining a robust organisation or a streamlined organisation?

2. Is the aim to increase income/profitability or strip out cost?

Interim Conclusions

The vast majority of GFMA members recognise the strength of the Association. However, the concern for members going forward is sustainability of the association, for the reasons already recognised by the Board, and the future engagement of the association with the industry. Some, not all, see a vision with the association being more pro-active and with the right level of funding and resource (internal and or external) seizing an opportunity to drive the local seafood agenda locally, nationally and internationally.

Traditionally Smoked Fish

Consumer Awareness Campaign

A new brand and logo design for traditionally smoked products has been developed in consultation with producers which will be used in all project publicity and marketing materials. A new website has also been launched www.traditionallysmoked.co.uk providing recipe ideas and a directory of suppliers.  

An interactive map is also under development and will show a number of areas of importance to the traditionally smoked fish trade; these will include the different smoke houses around the country. A number of high profile chefs have been asked to contribute their own recipes that include a variety of traditional smoked fish. Alan Bird from the Ivy is one of the first to contribute with a recipe for smoked haddock kedgeree.

The website will continue to evolve with regular updates from events and the addition of new recipes and content. The website has already attracted 450 visitors since launching late in 2012.

The campaign has also been launched on Twitter and Facebook with regular updates being posted about the project, producers and traditionally smoked fish.

 It was the intention to use these forms of media to reach a wider audience than could be attracted to a website and to attract a younger demographic.

Events and Exhibitions

So far we have planned, managed and attended two events for the Traditionally Smoked Fish Project, the first being the Restaurant Show 2012 at Earls Court London and the second being the Celebration of Lincolnshire Food & Farming. The Restaurant Show was set as the debut for the campaign as it provided a high profile with a dedicated target audience.

According to research carried out by the event organisers the Restaurant Show attracts thousands of visitors with over 18% being chefs, executive chefs and those with the ability to influence menus. When asked to list their product interests and reasons for attending the show a massive 68% of visitors listed food.

With the Restaurant Show being the launch of the campaign it was felt that the best way to maximise interest would be to include product demonstrations with chefs using the product in a range of different recipes. We were able to secure the services of two high profile chefs, Valentina Harris and John Quilter. Valentina Harris is an award-winning author of over 30 books and respected TV chef and authority on Italian cuisine, and spent two days on the Traditionally smoked stand. Demonstrating cost effective and simple meals including pastas, risottos and salads that used traditionally smoked haddock and salmon as their key ingredient Valentina aimed to demonstrate the versatility and value of traditionally smoked fish.

John Quilter is a contemporary down to earth figure within the culinary community with a background as an award winning restaurateur and chef. Today he works as a consultant and in the media as a presenter and writer and has appeared on shows such as Market Kitchen and Richard & Judy. He has worked with Raymond Blanc as well as Sir Terrance Conran and operated his own Michelin Listed, award winning brasserie Marmalade. Most recently he has consulted for the Ivy, Le Caprice, Soho House and DJ Mr. Scruff’s business, Teacup, in Manchester. He appears regularly at shows such as Taste, Grand Designs and BBC Good Food. He

also worked on the award winning Adidas commercial shot on Coronation St in 2010.

John brought a young and fresh approach to using smoked fish serving a selection of quick and simple light bites including smoked salmon & horseradish pate and smoked haddock & herb mini fishcakes. John’s presence attracted interest from a number of young chefs who saw the potential of his dishes as ideal starters and snacks for their menus.

The stand was also supported on two of the days with expert product knowledge from representatives from John Ross Junior Aberdeen and Coln Valley Smokery. The representatives were able to field enquiries regarding minimum order quantities, distribution, product life and indicative costs. Product and contact information from a range of suppliers, as well as recipes cards and promotional items, were distributed in branded bags to help raise awareness of the different suppliers and drive traffic to the website.

The second event attended was the Celebration of Lincolnshire Food & Farming at Lincoln Cathedral. The same stand system and promotional materials were utilised and the stand was once again manned by a number of representatives including Simon Dwyer, Steve Norton, Angela King and Kevin Archer. Samples of traditionally smoked fish were served to give visitors a taste of the product and demonstrate yet another recipe for the product, cheesy baked haddock. Product was supplied by Keith Grahams and prepared by Kevin Archer from Sealord.

The stand hosted two tasting sessions at 11am and 1pm where visitors were able to sample baked smoked haddock prepared by Sealord Development Manager Kevin Archer. The tasting sessions were a big hit with the crowds, on both occasions all samples were gone within 20 minutes. It was also highly encouraging to see that the samples were enjoyed by visitors of all ages proving that smoked fish is a product that can be appreciated by every generation. Over 500 promotional bags were given out during the one day event along with hundreds of additional recipe cards and information leaflets.

After the two events the producers reported seeing an upsurge in sales volumes and new enquiries.

Next Steps

Events:

Following the success of the restaurant show in London the intention is to launch the campaign in Scotland at a suitable show/event. The Union Jack based campaign logo will be replaced with a version exhibiting the St Andrew’s Cross to represent Scottish produce and producers. It is the intention to consult partners, producers, Seafish and Seafood Scotland on the most appropriate event to attend.

Producers have been informed that they can utilise the logo and campaign materials when attending regional/local shows and events with the hope that this will help spread the message further at no cost to the project.

Traditionally Smoked Fish Stories & Recipes:

The intention is to capture stories and case studies about products and producers in England and Scotland that will be added to the website. This will also include recipes provided by leading chefs and video cooking guides to be added to the website offering ideas on how to use the produce.

Trademark – Traditionally Smoked Fish:

The project will establish a trademark from the logo/brand developed by the campaign, aiming to achieve a similar status as the ‘Red Tractor’ for British meat. The trademark will ultimately be a badge of quality that can be used by producers to convey the prestige status of their produce and retailers to communicate better with customers about the produce. The trademark will be promoted in the retail and food service industries with the English/Scottish variations of the logo. Initial investigations have shown that this would have a relatively low-cost but high potential impact in helping to raise awareness of the quality of traditionally smoked fish. 

Last month the Traditionally Smoked project attended the Protected Food Names Forum at Westminster College, London. Organised and hosted by the Dialogue Agency the event centred around the question of whether UK Protected Food Names can add value to the British Economy?

This forum was of particular interest to the Traditionally Smoked Project because our Grimsby Traditional Smokehouses were the 39th PGI awarded in the U.K. The PGI mark is a symbol of unique quality for an exclusive group of food products throughout Europe and something Grimsby and its Traditional Fish Smokers are exceptionally proud to have.

As well as attending the event our Grimsby producers were also happy to provide their Traditionally Smoked Cod and Haddock for an evening dinner attended by the speakers and selected guests before the forum. Those who only attended on the day however didn’t miss out as the students of Westminister Kingsway College did a sterling job of preparing samples of the product for the delegates with a selection of delicious bite size samples.

However not all of our Traditional Fish Smokers have this unique hallmark which is why we were keen to explore the idea of just how much value PGI, PDO and TSG status can have for producers. Keynote speaker Dan Rogerson, MP for North Cornwall, was keen to stress the importance of supporting Britain’s quality food producers through effective communication of the value of their unique PFN attributes to consumers who are increasingly aware of the origin and provenance of their foods. 

After further talks, Q&A’s and case studies from other PFN’s including Melton Mowbray Pork Pies and Stilton Cheese we left feeling that a driving focus for producers with these unique marks should be awareness and education of the consumer. With no budget for the promotion or advertising of what  PGI, PDO or TSG status stands for or means to the British consumer producers must look to their own websites, literature and advertising to raise the profile of these hard earned accreditations.

As well as making the most of their PGI status all of our Traditional Fish Smokers from across the U.K. can use the Traditionally Smoked Logo as a sign of quality British produce. This logo tells consumers that products bearing this logo have the unique taste and flavour that can only be achieved using traditional methods. Our aim is to make the Traditionally Smoked logo as recognised amongst consumers as the Red Tractor for meat or the British Lion on eggs.

Further events are planned for 2013 including an export drive as part of a British food campaign.

Led by Grimsby Fish Merchants Association a host of traditional fish smokers from across the U.K. have pledged their support to raising the awareness and appreciation of traditionally smoked fish. 

Seafish Schools Project in Grimsby

The Seafish "Fish in Schools" project is to commence in June. The education pilot is running in North East Lincs and the surrounding area. And will be  launched on 18^th April at Welholme Primary School in Grimsby, the local press and PR expert Kirsty Innes will be present to maximise the opportunity. The Foundation stage children will be getting the chance to handle various real fish, ask questions and learn from Duncan Lucas of Young’s. Following this the children will be making their own mini fish pie that they can take home to cook. The school will be receiving a box of fun and informative resources prior to the visit, as will all the local schools that have signed up for the scheme.

We are looking to follow this very practical, hands-on format in the local schools, with workshops that should take about an hour to deliver.

There are 27 school visits to complete before the end of June and at the present time ten have confirmed dates.

The dates so far-

Grimsby Fish Market

The Market continues to see a decline in supply therefore the challenge is to attract more supply especially from Norway whilst maintaining our special trading relationship with Iceland. This message was reiterated this week whilst in Iceland with a UKTI Trade Mission.

Phase II of modernisation has commenced. The fish intake/grading area will be refurbished to the same standard as the rest of the site; this will be followed by phase III, new ice making equipment.

The decline in volume is a concern and must be addressed.  

Grimsby has the critical mass of buyers therefore it makes sense to send fish where it will achieve a fair and competitive price and guaranteed quick payment for the sender.

Humber Trade Mission to Iceland

 Following a successful trade mission to Iceland in February 2013 arranged by UKTI lead by Stephen Noblett and Petur Stefansson, head of UK DTI in Iceland a further visit is planned for June after the general election to meet the new minister of fisheries and establish the credential of the Humber region as a key trading partner.

The are opportunities to obtain supplies of fish from other ports; this is important to Hull and Grimsby processors.

Any future meeting will be coordinated with the Embassy and Ambassador Stuart Gill and his team. 

Seafood Village

Industry Grants

Grants are available but the amounts and the criteria are forever changing.

Despite the economic doom and gloom there is still grant money available from the European Fisheries Fund (EFF) and other sources.

For Professional advice please contact:

Simon Dwyer or Liz Baghurst of Seafox Management Consultants Ltd.

Simon Dwyer 07866 508 194 / Liz Baghurst 07817 471 525