The 2013 edition of the “Halieutis” exhibition, organized under the High Patronage of His Majesty King Mohammed VI, from February 13 to 17, 2013 in Agadir, was marked by the announcement of the new Labeling and Institutional Marketing Strategy for Moroccan seafood.
Announced by the Minister of Agriculture and Maritime Fisheries Mr. Aziz AKHANNOUCH, Thursday February 14, 2013, at the opening of the conference "Labeling & Marketing, tools for differentiation and strengthening of competitiveness" organized on the sidelines of the Halieutis 2013 Fair, this strategy is:
A strategy for the competitiveness of Morocco's offer
A strategic need for the sector
The Halieutis Plan underlines the importance of the competitiveness of the Moroccan offer: this supposes in particular the establishment of a strategy of differentiation of the products of the sector and an effort of communication, marketing and promotion on the products of the sector. .
An offer in the service of competitiveness
Institutional marketing increases notoriety and enhances the image of national production: it thus creates the conditions for companies to better value their efforts and their products.
Labeling is a valuation tool that encourages product differentiation; it gives consumers confidence, highlights specific assets and places the sector in a process of progress.
Global consistency for the promotion of seafood
Differentiation attested by labels will help to further improve the quality of the Moroccan offer and its reputation; these products will thus be the spokespersons of a strategy for enhancing the Moroccan fishery resource, which will be highlighted through promotional and institutional marketing actions.
This consistency will contribute to the efforts of the profession in a virtuous cycle of promotion and quality.
A strategy to promote Moroccan seafood products nationally and internationally and support the quality efforts undertaken by all actors in the Moroccan fisheries sector
Based on 2 strategic objectives of the Halieutis Plan:
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Increase and encourage the consumption of seafood at the national level.
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Orient the choice of foreign consumers towards products of Moroccan origin.
This strategy aims to increase awareness and improve the image of Moroccan seafood products on the national market and on export markets:
- By labeling quality products to provide a guarantee to the consumer.
- By communicating on the sector and ensuring the collective promotion of Moroccan seafood.