Reading text

In an increasingly competitive and fragmented global seafood market, the marketing of farmed bivalve molluscs requires a sophisticated strategic approach. Although production contexts vary considerably from country to country, the marketing strategies adopted in the main European countries converge towards three fundamental macro- objectives:

• the promotion and enhancement of the product,
• differentiation from competitors
• building a solid relationship of trust with the end

The narrative of the territory and the qualities of bivalve molluscs and the creation of strong brands represent the first pillar for transforming the reputation of the farmed product from a low-quality product to a product with high added value. France is at the forefront in this area, especially in the oyster farming sector. Through the skilful use of regional storytelling, brands emphasise the specific characteristics of the maturation basins, creating globally recognisable products. In general, all countries are moving towards products that have precise branding, secure and proven traceability, and evidence of quality and low environmental impact.

In the Italian context, on the other hand, production fragmentation is pushing the sector towards aggregation, with a growing and fruitful focus on collective brands and geographical indications recognised at European level, such as PDOs and PGIs, but also towards the creation of many regional brands relating to small-scale production, which, in order to sell the product better, name it by characterising it regionally. This is how the

Cozza Romagnola (consortium of producers from Emilia Romagna), the Ostrica di Cervia, the Ostrica la Perla di Goro and the Cozza Selvaggia di Ravenna, harvested on the hard substrates of the gas platforms in the Adriatic, came into being.

These recognitions demonstrate how the link with local tradition can elevate the perception of the product's quality, protecting it from imitations and ensuring a superior positioning on the domestic market. Spain stands out for its highly integrated approach that blends corporate branding and regional pride, with examples of excellence such as the Mejillón de Galicia, and also skilfully exploits the canning sector to promote mussels as a gourmet speciality, expanding consumption opportunities. As a country with limited domestic demand, Ireland has oriented its marketing almost exclusively towards exports, based on the promotion of the environmental purity of the Atlantic coasts and premium quality.

Through national sustainability programmes, Irish bivalves are successfully positioned on international markets as top-of-the-range, uncontaminated products. Although Greece has historically been more focused on large export volumes, it is undergoing a transition phase in which strategies aim to modernise the product's image, linking it to the health benefits of the Mediterranean diet and placing increasing emphasis on sustainable farming practices.

In addition to territorial identity, traceability is no longer an optional element but an indispensable one for market access. Due to the filter-feeding nature of bivalves, consumers are extremely sensitive to issues of water health and food safety.

The adoption of advanced digital technologies, such as interactive codes or blockchain- based systems, now makes it possible to provide granular, real-time information, allowing the consumer to discover the exact bay of origin, the water quality parameters and the producer's history.

Countries such as France and Ireland are leading innovation in this field, using traceability as a real marketing lever to reassure and retain customers, and where even just one case of illness due to the consumption of molluscs causes the immediate closure of entire production chains from that specific bay, lagoon or inlet.

Closely linked to this is eco-labelling, which is assuming crucial importance as a decisive driver of choice, especially in the mature markets of Northern Europe and among younger demographic groups. Although bivalve aquaculture is inherently low-impact on the environment, as it does not require feed and sequesters carbon, this competitive advantage must be certified and communicated effectively. The adoption of rigorous third-party certifications positively influences purchasing decisions, but it is essential that they are credible and easily decipherable by the public to avoid the risk of greenwashing.

For all these strategies to be truly effective, they cannot operate in silos, but must merge into an integrated communication ecosystem that is culturally adapted to each target market. The targeted use of social media is essential to modernise the product's image and showcase the work of the farmers, humanising the brand.

At the same time, educational campaigns help break down barriers to purchase for domestic consumption by teaching consumers how to handle and prepare the product. Finally, partnerships with the catering sector and endorsement by chefs are confirmed as very powerful tools: catering acts as a showcase of excellence capable of educating the public's palate and giving an immediate aura of prestige to farmed bivalve molluscs, strengthening the sector's competitiveness and providing it with the necessary tools to successfully face the challenges of an increasingly demanding global market.