Ireland is revered internationally for having some of the freshest seafood in the world and yet out of the 15,000 tonnes of mussels produced in this country annually, approximately 75% is exported. According to Kantar figures released last week, the total value of the Irish mussels market has increased by 21.4% to just over €1million, which has been largely driven by new shoppers buying into the segment (+17.5% penetration valued at €204K) and increased frequency of purchase (+4.2%). While this is a positive outcome from the first of a three year campaign to boost domestic consumption of mussels; Bord Bia recognises the potential to further build on this success.
A Red C survey commissioned by Bord Bia in July 2016 shows that mussels are eaten on average once every three months, however over half of those surveyed (51%) stated that they never consider eating mussels. Furthermore, a B&A Study carried out in February 2016 found that one quarter of the population agree that they are happy to eat shellfish in a restaurant but not at home, with 51% stating they “wouldn’t know how to prepare and cook shellfish properly at home.”
In recognition of the requirement to promote shellfish, and in particular to drive mussels sales in the domestic market; Bord Bia has today launched its 2017 #FlexYourMussels Campaign which will run until Monday, February 26th. The aim of this campaign is to instil confidence in Irish consumers and reassure them that not only are mussels quick and easy to prepare; they are also great value for money, incredibly tasty and best of all – they are packed full of nutrients.
As part of the campaign, Bord Bia have partnered with ‘Natural Born Feeder’ author Roz Purcell, who prides herself on sourcing fresh local Irish produce and nutrient rich food. According to Purcell: “I am absolutely delighted to team up with Bord Bia for the ‘Flex Your Mussels’ campaign this year. The fact that mussels are a great source of quality protein, are low in fat and provide several vitamins and minerals means that they are a regular on my shopping list! There is no time like the present for people to try something new and flex their mussels in the kitchen!”
Teresa Brophy, Consumer and Trade Marketing Manager at Bord Bia, commented, “While the export business in mussels is thriving, we want to inspire more Irish consumers to consider mussels as an everyday meal option in order to further grow the domestic market, which is already seeing positive growth since we began this campaign in 2016. Clearly there is an appetite out there for Irish mussels and we will continue to educate consumers on how quick and easy mussels are to prepare at home and encourage them to check out our website for videos on how to prepare mussels and for recipe inspiration.”
Agency: Wilson Hartnell
Associate Director: Clodagh Hogan
Account Manager: Kate Whelan
Senior Account Executive: Aisling Newton