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    Integrated Aquatic Resources Management Between Ireland, Northern Ireland & Scotland
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    This document summarizes the marketing of shellfish from a farm in Cork, Ireland. It discusses the history of the farm starting in 1969 and its distribution network, moving to a new location near London in 2000 for more direct daily deliveries. It also outlines the purification tanks, packing methods, marketing through outdoor markets and private events, use of promotions, and certifications. The conclusion is that providing a quality product delivered on time at a fair price while building strong customer relationships leads to a good business.

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    See http://ibis-eu-know.weebly.com/sep-2013---shellfishnewry.html

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    This document summarizes the marketing of shellfish from a farm in Cork, Ireland. It discusses the history of the farm starting in 1969 and its distribution network, moving to a new location near London in 2000 for more direct daily deliveries. It also outlines the purification tanks, packing methods, marketing through outdoor markets and private events, use of promotions, and certifications. The conclusion is that providing a quality product delivered on time at a fair price while building strong customer relationships leads to a good business.

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    © All Rights Reserved
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    346 views17 pages

    Tristan Hugh-Jones

    Uploaded by

    Integrated Aquatic Resources Management Between Ireland, Northern Ireland & Scotland
    This document summarizes the marketing of shellfish from a farm in Cork, Ireland. It discusses the history of the farm starting in 1969 and its distribution network, moving to a new location near London in 2000 for more direct daily deliveries. It also outlines the purification tanks, packing methods, marketing through outdoor markets and private events, use of promotions, and certifications. The conclusion is that providing a quality product delivered on time at a fair price while building strong customer relationships leads to a good business.

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    Marketing of Shellfish

    Tristan Hugh-Jones IBIS Knowledge Transfer Workshop 12-13th September 2013

    History
    1969 start of Cork farm in North Channel.
    O. edulis and C. gigas

    1996 Loch Ryan Oyster beds in SW Scotland.


    O. edulis only

    Distribution from Cork


    Benefits
    Oysters are flown overnight Low mortalities One site, lower packing costs

    Problems
    Expensive freight and distribution Lead times, 2 days Chefs demand daily overnight deliveries

    New distribution in 2000


    Near to the London market Daily deliveries of fresher oysters, fast turnaround 6 miles from Gatwick airport, 40 mins London

    Deliveries in Sussex

    Purification tanks
    8 tanks 2500 tonnes water / day pumped. Temperature controlled Total capacity 48,000 oysters

    Packing
    Packed to customer needs
    25Kg polystyrene boxes Wooden boxes of 12 Most for London packed in 50s or 100s

    Marketing
    Safe quality product
    Norovirus testing?

    Reliable deliveries
    All the time?

    Fair prices

    Outdoor markets
    21 shows in 2013 All SE England

    Private events
    Weddings Private parties Tutored tastings

    Promotions
    Meet old customers Meet new customers Try different types

    Necessary?

    Press

    Certification / Awards
    Are they necessary?
    Which one is valuable? Expensive to maintain? Value for money?

    Tabasco British Oyster Opening


    30 Native Oysters, opened in 3.23 mins 2013 won on Monday by Sam Tamsanguan.

    Case Study 12 miles away


    Carlingford Oyster Company
    1974 nearly all to France, a few bulk customers 1996 started boxing oysters, building a brand 2011 almost no bulk, all boxed 2013 new website, featured on Londons menus

    Market changes
    BIM Aquaculture survey 2012

    For the first time gigas are more valuable than edulis
    French mortalities:
    128,000t in 2008 80,000t in 2011

    Conclusions
    Quality product Delivered on time Well priced Trusted produce Strong relationship

    = Good business
    Tristan Hugh-Jones www.oysters.co.uk

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