The project is also to demonstrate how to establish Living Lab methodology in the marine sector, where innovation solutions are co-created, explored, demonstrated and evaluated with a user-centric approach in a real–world environment.
In order to identify consumer perception of whitefish products from the N-Atlantic, fish consumers and other stakeholders in the value chain have been approached through direct interviews, focus group sessions and large qualitative survey. Furthermore, the project outcome and development process has been open to everyone with interest in these matters, through open webinars and workshops.
The consumer studies show that people who regularly buy seafood in the UK often mistrust the information associated with the products. The consumers would like to have more comprehensive facts available on the actual product they are buying. The WhiteFishMaLL project has therefore focused on communicating favourable characteristics of N-Atlantic whitefish products directly to the consumers with the help of a web-based information sharing solution accessible by QR codes (Quick Response Code). The main consumer preferences identified regarding product information are value chain transparency, sustainability, health benefits and personalised buying experience. Consumers want to see the product story from catch to plate and the project work has therefore been directed at information gathering and developing a web-based solution to disseminate that information on a batch level. The projects’ Living Lab approach has facilitated end-users to be involved in the development phase of the project solutions from the beginning to end.
The retail sector has shown interest in the solution, but is hesitant in displaying to their customers such detailed information regarding the fresh fish they are selling, especially information on fishing date. However, they like the concept and wanted it up and running, but only as a tool to inform their sourcing manager and for own staff, so they can be better informed. The project has also directed its efforts towards the Fish & Chips sector in UK, which is mainly using frozen whitefish. Currently the projects’ web-based solution is being tested in two F&C chains in the UK and it will be interesting to get their feedback before the project end.
Method/implementation
The Living Lab approach has engaged fishermen, processors, distributors, wholesalers, retailers, foodservice and consumers in the development and testing phase of the project from beginning to end. The solution that has been developed is currently being tested out in real-life circumstances and preliminary results are encouraging.
Concrete results and conclusions
The project has produced concreate results in the form of a web-based solution that can be used to disseminate favorable characteristics of N-Atlantic whitefish and provide transparent batch-based information on the products. It has also demonstrated how the Living Lab approach can be applied in the Nordic marine sector.
Recommendations
The project participant’s recommend that the web-based solution will be further developed and made available for Nordic producers on commercial basis. They also recommend that the Living Lab approach will be applied in other Nordic R&D projects.
Project owner
Sveinn Margeirsson
Matís ohf., IS
Project leader
Jónas R. Viðarsson
Matís ohf., IS
Project coordinator
Olavur Gregersen
Syntesa sp/f, FO
Project members
Petter Olsen
Nofima AS, NO
Gylfi Guðjónsson
FISK Seafood hf., IS
Anfinn Olsen
Framherji sp/f, FO
Guðjón Þorbjörnsson
Ocean Choices International, CA
Pétur Pálsson
Vísir hf., IS
Patrick McGunnes
Fisheries Council of Canada, CA
Jóhannes Pálsson
Norway Seafoods Group AS, NO