Case 3-19 Adding value through the label certification system: case study of pilot marketing of labelled fishery products

IKA GEL, Bëg Ellëk , test sales, supply chain, survey

PROCOVAL project conducted a trial sale of the ‘Bëg Ellëk’ label products of its partner company, IKAGEL. This case study focuses on their findings.

To evaluate the marketing of IKA GEL’s ‘Bëg Ellëk’ label and obtain the relevant information, PROCOVAL conducted a test sale of the labelled products with the objectives (1) to evaluate consumer interest in the ‘Bëg Ellëk’ label, (2) communicate with consumers through the label, and (3) gain a concrete understanding of the evaluation of ‘Bëg Ellëk’ products in the supply chain from fishers to consumers.

Over a period of 12 days in March 2017, fisheries products bearing the ‘Bëg Ellëk’ label landed in Ngaparou were taken to Holiday Market, a supermarket in SALY, for a trial sale. Prior to the sale, an advertising campaign was conducted via the internet, newspaper advertisements and television. A questionnaire survey was also conducted among the customers who visited the trial sale. The results were as follows:

• Price is an important factor in the purchase decision, but there is a willingness to pay more for labelled products.
• Product quality and the face-to-face recommendation by a salesperson are important purchasing motivations.
• There is a desire to eat seafood in a restaurant that offers labelled products.
• Consumers showed preference for better traceability and product quality, but they do not frequently buy labelled products.

The trial sale of labelled fisheries products indicated that, although Senegalese consumers showed some understanding of the quality-integrated label certification system, this understanding was not yet intricately linked to their daily consumption behaviour.

Chapter 3 Implementation of resource management measures

3.2 Measures to strengthen the sustainability of resource management

Use of product labels: labelled products can be linked to the added value of the product through the high-end image created by labelling, environmental considerations (e.g. eco-labelling), and the ‘visualization’ of the producer through traceability. These efforts will ultimately promote resource management practices and economic incentives.

When implementing efforts to promote economic incentives and motivate consumers to engage in resource management activities by guaranteeing the quality of marine products and adding value to products through the introduction of a label certification system, this case study, in which a pilot sale of labelled marine products was practiced and consumer opinions were heard, provides many suggestions for relevant activities.