Avoca Seafood A Digital Transformation and Circular Marine Park Success Story

Avoca Seafood is an early-stage, pre-revenue SME in the Irish aquaculture sector, with a bold vision to develop a Circular Marine Park in Ireland.

Between July and December 2024, FactoryXChange supported Avoca Seafood and its associated parties in exploring this ambitious project, including the preparation of a pre-investment case analysis. The engagement not only helped define the capital requirements but also identified the socio-economic opportunities and digitalisation needs to make the vision feasible. 

Challenges 

Like many SMEs at the beginning of their digital journey, Avoca Seafood faced several challenges. Investments in digital technologies were limited, focusing mainly on administrative tasks, while advanced solutions such as AI, IoT, and automation were not yet in place. Employee digital skills were basic, with little structured training, and many processes remained manual or paper-based. Data management and cybersecurity strategies were still developing, and customer-facing digital tools, including e-commerce and CRM systems, were underutilised. 

Even for more advanced SMEs, similar challenges persist in scaling digitalisation. While staff may already be skilled and mainstream tools widely adopted, gaps remain in integrating advanced technologies, fully automating processes, improving data interoperability, and embedding sustainability into digital strategies. 

Solutions Implemented 

Avoca Seafood took steps to address these challenges. For SMEs at the early stage, the focus was on creating a clear digitalisation plan, allocating resources for IT infrastructure, and involving digital specialists to guide transformation. Mainstream technologies such as ERP and CRM systems were introduced to streamline operations and enhance customer interactions. Training programmes were developed to upskill employees, and initial data management and cybersecurity measures were implemented. 

For the moderately advanced stage, the plan included integrating advanced technologies such as AI and automation to improve productivity and decision-making. Data systems were strengthened to allow real-time access across departments, while green ICT initiatives were prioritised to ensure sustainable operations and reduce environmental impact. 

Results and Benefits 

Even at the early stage, Avoca Seafood began to see tangible benefits. Digital tools streamlined internal processes, reduced operational costs, and created new opportunities for market expansion through e-commerce. Employees became more engaged and confident as they gained new digital skills. 

For more advanced stages, the adoption of data-driven strategies and automation enabled better decision-making and freed employees to focus on higher-value activities. Digitalisation supported the development of innovative, digitally enhanced products and services, and sustainability measures reduced environmental impact while strengthening the company’s reputation. 

Perceived Social and Economic Impact 

The socio-economic impact of Avoca Seafood’s initiative is significant. The Circular Marine Park project is expected to create over 750 direct jobs, with an additional 1,000 to 1,500 positions in subsidiary roles as the facilities become operational. Capital investment in land-based facilities and the park could increase productivity in the Irish aquaculture sector by 850%, potentially generating up to €500 million over the next ten years. 

On a social level, digitalisation and training improved employee confidence, retention, and career development opportunities. Economically, the company is better positioned to compete both domestically and internationally, while sustainability initiatives demonstrate responsibility toward the environment and community. 

Measurable Data 

The impact of digitalisation and business growth can be measured in several ways: 

• Percentage of operations using digital tools 

• Number and type of processes automated 

• Staff participation in digital training and upskilling programmes 

• Customer satisfaction and retention rates 

• Cost savings from digitalised operations 

• Proportion of documents and processes digitised 

• Reductions in paper use, emissions, or energy consumption 

• Cybersecurity incidents prevented 

Lessons Learned 

Do: 

• Invest steadily in both mainstream and advanced digital tools 

• Create and follow a structured digitalisation plan across all departments 

• Provide ongoing training for staff at all levels 

• Involve IT specialists in decision-making 

• Align digitalisation efforts with sustainability and green practices 

• Implement robust cybersecurity measures and data management policies 

Don’t: 

• Delay investments in emerging technologies such as AI and automation 

• Allow digitalisation to remain siloed in administrative functions only 

• Rely on partial or ad hoc automation without a strategy 

• Overlook employee engagement in digital adoption 

• Neglect environmental considerations in IT and operational choices