Importing more than 60 percent of the products it consumes, including 90 percent of its whitefish, the EU is the largest market for seafood products in the world. The collective 8.5 million metric tons (MT) that member states import represents 24 percent of the total value of the global seafood trade. In addition, the bloc produces 5.3 million MT of seafood, most of which it consumes, but some – a modest-by-comparison 1.9 million MT of products – is exported. Yet, it’s becoming increasingly plausible that the export total will increase radically in the medium- to long-term.
In recent years, total seafood consumption in the EU has remained static at around 12 million MT. Concurrently, its wild fisheries are being given a steadier footing and many programs are underway to boost its aquaculture production. These efforts are largely due to strategies contained within the reformed Common Fisheries Policy (CFP). Eventually, in addition to reducing the reliance upon imports, another potential outcome from these initiatives is that member states will find themselves in a position to export more seafood.
While launching into new markets can often be a very taxing enterprise, not recommended for the faint-hearted, a timely new program unveiled by the European Commission could at least lighten the financial load on seafood exporters looking to ramp up the overseas demand for their products.
In addition to the promotional measures planned under the Commission’s European Maritime and Fisheries Fund (EMFF), new funds are being made available to producer organizations, trade organizations and public bodies to sponsor their products and to help them increase their market shares overseas. They are also available for the distribution of consumer information abroad endorsing the high standards and broad diversity of European fisheries products, both wild and farmed.
However, there are provisos to be eligible: Campaigns need to include at least one other European food product; and to underline the products' origin they will feature the label: “Enjoy, it's from Europe.”
The Commission has said it will co-finance up to 70-80 percent of the operator's campaign, and in order to keep a “level playing field,” there will be no national co-financing. It added that the selection procedures for proposals have been streamlined to the maximum extent possible.
A total of EUR 110 million (USD 120 million) has been made available by the Commission to go to promote the global consumption of made-in-the-EU products, including those of fishery and aquaculture. This figure is expected to keep increasing to a level of EUR 200 million (USD 218 million) in 2019.
The “Enjoy, it's from Europe” program will operate in addition to the information campaigns “Inseparable” and “Farmed in the EU” that were launched to raise awareness and demand for seafood products of EU-origin among European consumers.
The first call for proposals will be launched in the first quarter of 2016.
