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Produktudvikling og kommunikation af det økologiske fiske-mærke

Nielsen, Thorkild (2018) Produktudvikling og kommunikation af det økologiske fiske-mærke. [Product development of organic fish and communication of the organic label.] .

[img] Microsoft Word - Danish/Dansk
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Summary

Fiskeproducenten var bekymret for om produktionen kunne følge med en evt. kraftig stigning i efterspørgslen efter økologisk ørred, og forslog en koordineret indsats, f.eks. en årlig kampagne omkring høst og slagtning. Det blev foreslået at tilskynde til øget brug af økologisk fisk i offentlige institutioner (skoler, hospitaler, kantiner osv). Informations kampagnen for økologisk fisk bør fokusere på: 1) Dyrevelfærd, 2) Sundhed (uden tilsætningsstoffer) og 3) Bæredygtighed. I forhold til produktudvikling og spise kvalitet af økologisk fisk skal focus være på 1) smag, 2) lugt og 3) tekstur og bedre end kvalitet af konventionel fisk. Bæredygtighed skal ses i et holistisk perspektiv, e.g. modsætning mellem positive aspekter som reduktion i carbon footprint på den ene side, mens der kan være negative påvirkninger på sundhed som mindre omega-3 fedtsyrer.

Summary translation

Studies on consumers level of knowledge about organic fish standards is disturbingly low (D6.3.1/D.6.3.4). Consumers from focus groups could hardly mention one of the rules for organic fish, and often they mixed the different sustainable labelling schemes like ASC and MSC. For this reason we invited central stakeholders from the organic fish sector (producers, retailers and consumers) to a discussion about how to communicate organic fish. From the fish producer there was a concern that a steep rise in demand for organic fish, might give some problems, since it is difficult to increase the production on a short term. For this reason it was suggested a controlled information campaign should be coordinated with the stakeholders and synchronized with the actual level of production. The producers suggested that the retailers and producers should organize an event on a yearly basis – when it was time to slaughter. This “fresh-slaughtered-fish- event” could create some awareness on organic fish. It was also suggested that the state could increase its effort to demand organic fish in its institutions (schools, hospitals, canteens etc). An information campaign with focus on organic fish should stress three arguments namely: 1) animal welfare, 2) health (absence of chemical substances) and sustainability.

EPrint Type:Report
Keywords:Organic trout, information, organic label
Subjects: Farming Systems > Farm economics
Farming Systems > Social aspects
Environmental aspects > Air and water emissions
Research affiliation: Denmark > Organic RDD 2 > RobustFish
Deposited By: Jokumsen, Senior Advisory Scientist Alfred
ID Code:33697
Deposited On:23 Aug 2018 10:06
Last Modified:23 Aug 2018 10:06
Document Language:Danish/Dansk
Status:Submitted
Refereed:Not peer-reviewed

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