Module 3. Marketing of bivalve molluscs: market access, certifications, supply chain and traceability, product and process innovations

Short description

This training module focuses on the economic and commercial aspects of farmed bivalve molluscs, providing participants with the necessary tools to navigate an evolving and increasingly competitive market.

The module explores the dynamics of the bivalve market at national and international level, analysing consumer preferences, demand trends and effective marketing strategies to promote the consumption of farmed products. Particular attention will be paid to European brands and the role of sustainability and quality certifications in changing consumer perception and enhancing the product.

The module also addresses opportunities for market diversification, highlighting niche products, innovative processing techniques and the potential of value-added products. Finally, participants will gain knowledge on the use of digital tools and e-commerce platforms to expand market access and strengthen direct relationships with consumers.

Objectives of the module

• Understand the dynamics of the national and international markets for bivalve molluscs, consumer preferences and the use of marketing strategies to effectively promote the consumption of farmed bivalve molluscs.
• To learn about the main European brands of bivalve molluscs and assess how sustainability certifications can influence consumer perception and market value.
• Identify niche opportunities for farmed bivalve mollusc products. Understand the benefits of diversification and innovation and leverage digital tools and e-commerce platforms to expand your customer base.

Learning outcomes

Participants will be able to analyse the market and develop a comprehensive business plan that includes market access, supply chain management and the enhancement of ecosystem services. In addition, they will be able to identify relevant quality certifications, implement marketing strategies and understand innovative product processing techniques to increase their value.