Advertising enjoying key position in enlargement of South Africa’s seafood business

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Cape City, South Africa-based Sea Harvest Group Restricted head of promoting Jared Patel was lately named the Mondelēz 2022 Rising Star of the Yr Award on the 2022 Advertising Achievement Awards. In an interview with SeafoodSource, Patel reviewed the rising seafood advertising and marketing developments for merchandise in South Africa.

SeafoodSource: What contribution is advertising and marketing marking in the direction of development in gross sales of fish merchandise in South Africa? What are a number of the challenges you’ve recognized within the advertising and marketing of fish merchandise there?

Patel: Within the client items house in retail South Africa, fish merchandise are competing in opposition to all the opposite proteins, a number of that are cheaper and have the next penetration. Shoppers in South Africa have in all probability been uncovered to canned fish, however the penetration of frozen fish continues to be comparatively low. Frozen fish has a penetration of about 50 p.c of the South African market primarily as a consequence of larger relative pricing and a big portion of the market not being accustomed to consuming fish.

Hen, alternatively, has a 99 p.c market penetration. An enormous a part of our problem is to teach shoppers about the advantage of together with extra fish of their diets, getting them to attempt our scrumptious frozen fish merchandise, and displaying them methods to prepare dinner frozen fish in several methods, thereby creating versatility for his or her weekly menus. Advertising of fish merchandise should, due to this fact, preserve this concentrate on educating shoppers who don’t embody sufficient fish of their weight-reduction plan, whereas reminding present shoppers about the advantages of continuous to buy. For these causes, by persevering with to spend money on advertising and marketing, we will guarantee continued development in seafood gross sales.

SeafoodSource: What are a number of the packaging methods you’ve used to market South African seafood merchandise to each home and worldwide shoppers?

Patel: Within the home market, having an emphasis on lovely recipe photos with a really clear buyer proposition and knowledge that the shopper wants clearly laid out on entrance of pack is essential. We have now additionally lately positioned QR codes on entrance of pack and created a cell phone web-based portal linking shoppers to product particular recipes, product data, opinions, and competitions. This will increase the interplay with the packs, that are usually seen as fairly chilly and unfriendly.

Within the worldwide market, we attempt to take an identical method, however with slightly extra emphasis on Sea Harvest and the South African business’s superior processing and value-adding capabilities that ship high-quality merchandise, the sustainability and well being of the useful resource, and the steadiness of provide.

SeafoodSource: What are a number of the components which might be driving seafood advertising and marketing in South Africa?

Patel: The aggressive panorama of protein and client items generally drives the necessity to market seafood in South Africa, paired with a necessity to teach a big portion of the South African market on how and why to incorporate fish in a weight-reduction plan. For instance, to handle these points, Sea Harvest launched two initiatives, together with an Instagram Web page known as “Fish n Ideas” which options easy-to-follow one-minute recipe movies to encourage cooking with fish extra usually.

We additionally aired a YouTube sequence known as “Reality or Fishy” to handle ceaselessly requested questions in regards to the fishing business and educate folks on all related points, not simply recipe-related questions.

SeafoodSource: What sort of seafood product labeling rules exist in South Africa, and the way in your view does this affect the general advertising and marketing within the business?

Patel: South Africa has very stringent meals labeling rules, that are at all times making an attempt to guard one of the best pursuits of the buyer. These rules be certain that shoppers should not misled and provides credibility to the standing of packaged items within the nation. As well as, our advertising and marketing efforts are supported by well-recognized and trusted endorsements from the Coronary heart and Stroke Basis, Marine Stewardship Council, and distinctive product data, such because the wealthy omega-3 content material in fish.

SeafoodSource: Who’re a number of the brokers engaged in South Africa’s seafood advertising and marketing, and what are a number of the rising developments that guarantee these brokers efficiently join seafood producers and shoppers each out and in of South Africa?

Patel: As a vertically built-in firm, we take it upon ourselves to make the reference to shoppers, however we do clearly have brokers in distribution and promoting, each domestically and overseas, to help in serving to us increasing our advertising and marketing and gross sales footprint. The rising developments that we have now strategically aligned ourselves to as a enterprise embody a shift towards cleaner and more healthy consuming by linking our merchandise to the trouble and attributes related to wild seize fishing; Extra-convenient serving options and merchandise codecs to amplify the comfort and goodness of frozen seafood; A non-negotiable perspective to meals sustainability and environmental consciousness; And provoking shoppers to make use of our merchandise in lots of diversified methods.

SeafoodSource: What are the most-prevalent seafood advertising and marketing channels in South Africa?

Patel: Sea Harvest makes use of a variety of channels, comparable to tv and radio promoting, dwell activations in retailer, and custom-built meals vehicles to advertise trials round retail shops. Nevertheless, digital, and notably social media advertising and marketing, have been probably the most prevalent advertising and marketing channels lately, giving its capacity to achieve, goal, and educate shoppers.  

Photograph courtesy of Sea Harvest Group

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