# HAV Seafood Marketing Claims & Messaging Framework

## Purpose

This file describes the static **Marketing Claims & Messaging Architecture** for **HAV Seafood**.

The authoritative structured source is:

`hav_seafood_marketing_claims_messaging_framework_v1.xlsx`

The architecture belongs to **Phase 1 — Business Architecture**:

**1. Business architecture -> 2. Stories -> 3. Operational dataset**

It defines what Marketing is structurally allowed to communicate, which factual claims require evidence, where those claims may apply, which upstream domains own the supporting facts, and which approval/review paths are required.

It does **not** contain actual campaigns, advertisements, packaging copy, social posts, translations, approvals, evidence documents, traceability records, content versions or performance history.

---

## Central brand claim

The most important claim in this architecture is:

> **All seafood raw materials sourced by HAV Seafood are from the Faroe Islands.**

This is intentionally narrower than claims such as "all ingredients are Faroese" or "everything in the product is Faroese."

In HAV Seafood's production architecture, seafood raw materials are a distinct master-data class. Non-seafood ingredients and packaging are modeled separately.

The current architecture supports the central claim through two independent structural layers:

- **13 active seafood raw-material records** in `seafood_raw_materials_v1.xlsx` have `Country_of_Origin = Faroe Islands` and `Faroese_Source_Eligible = Yes`.
- **26 approved supplier-item sourcing relationships** for seafood raw materials in the Procurement & Supply Chain architecture use `Source_Country_Code = FO`.

In addition, all **24 active retail SKUs** in `seafood_products_skus_v1.xlsx` currently have:

- `Country_of_Origin = Faroe Islands`
- `Seafood_Source_Claim = Faroese sourced seafood`

Marketing owns the approved wording and communication scope. Procurement, Production and later traceability/Quality data remain authoritative for the underlying factual evidence.

---

## Critical wording boundary

The architecture explicitly distinguishes:

`Faroese seafood raw-material origin`

from:

`origin of every ingredient, packaging component or physical input`

Recipes contain separate ingredient components, and SKU BOMs contain separate packaging components. Therefore the central claim must **not** be expanded into unqualified statements such as:

- all ingredients are Faroese;
- all inputs are Faroese;
- all packaging is Faroese;
- 100% Faroese, where a reader could reasonably interpret that as describing the entire finished product and all of its inputs.

The safe structural meaning is that **HAV Seafood's seafood raw-material sourcing is Faroese**.

---

## Workbook structure

### `Claim_Types`

Defines the controlled claim taxonomy, including:

- origin/provenance;
- product description;
- portfolio/capability;
- quality/control;
- convenience/use;
- corporate/brand;
- sustainability/responsibility;
- nutrition/health.

Sustainability and nutrition/health categories exist so the architecture can classify future claims, but no broad claims in those categories are currently approved.

### `Claim_Master`

Defines the approved reusable claim concepts.

The primary claims are:

- `MCLM-001` — all HAV Seafood seafood raw materials are sourced from the Faroe Islands;
- `MCLM-002` — "Faroese sourced seafood" at SKU/product level;
- `MCLM-003` — explanatory product wording such as "made with seafood sourced from the Faroe Islands."

Supporting claims/messages remain deliberately generic, covering:

- HAV Seafood as a Faroese seafood brand;
- the multi-species seafood portfolio;
- chilled, frozen and ambient retail formats;
- practical retail formats;
- defined quality and food-safety controls;
- restrained "reliable quality" language;
- clear Faroese provenance.

### `Claim_Scope`

Defines where each claim applies.

The product-level Faroese-origin claims are mapped to all **24 active Production SKUs**.

Scope records do not redefine products, markets or audiences. They reference upstream authoritative entities.

### `Claim_Evidence_Requirements`

Defines the evidence conditions that must exist before a claim is used.

The central origin claim requires both:

1. Faroese origin in the seafood raw-material master; and
2. Faroese source-country relationships in Procurement sourcing architecture.

Product-level origin wording additionally depends on the Production SKU master and, where necessary, recipe/BOM relationships.

This sheet defines **required evidence architecture**, not actual evidence events or documents.

### `Claim_Source_Mapping`

Maps claims to the authoritative or upstream source workbooks that support them.

Important sources include:

- `seafood_raw_materials_v1.xlsx`;
- Procurement & Supply Chain sourcing architecture;
- `seafood_products_skus_v1.xlsx`;
- `seafood_recipes_bom_v1.xlsx`;
- `seafood_quality_food_safety_requirements_v1.xlsx`;
- the Marketing Brand & Positioning architecture.

### `Claim_Restrictions`

Defines mandatory limitations and prohibited interpretations.

Key restrictions include:

- seafood-origin wording must not imply Faroese origin for all ingredients or packaging;
- unqualified "100% Faroese" wording is not approved;
- sustainability/environmental claims are not currently approved;
- nutrition/health claims are not currently approved;
- defined quality controls must not be converted into absolute quality/safety guarantees;
- "reliable quality" must not be expanded into unsupported superiority claims;
- translations may not strengthen the factual meaning of a claim.

### `Message_Themes`

Defines four stable communication themes:

1. **From the Faroe Islands** — primary origin story;
2. **Seafood Expertise** — generic portfolio/capability story;
3. **Practical Seafood** — generic retail/use-value story;
4. **Dependable Product Information** — restrained trust/quality story.

The first theme is deliberately dominant.

### `Message_Library`

Defines reusable message concepts rather than finished advertising copy.

Examples include:

- lead with Faroese seafood origin;
- use product-level Faroese sourcing language;
- present provenance as a concrete fact;
- explain the multi-species portfolio;
- describe practical retail formats;
- use restrained quality/control language.

Finished copy belongs to Phase 3 operational content.

### `Audience_Message_Mapping`

Maps message concepts to the six audiences already defined in the Brand & Positioning architecture.

Marketing does not create a second Sales customer segmentation structure.

### `Product_Claim_Mapping`

Provides the SKU-level joining layer between Production and Marketing claims.

All 24 active SKUs are currently eligible for the governed Faroese seafood-origin claim family based on the current Production/Procurement architecture.

This mapping is Marketing-owned only as claim applicability. SKU identity and technical values remain Production-owned.

### `Product_Message_Mapping`

Defines portfolio-wide default message applicability without storing actual content executions.

### `Market_Language_App`

References the market/language applicability already defined in Brand & Positioning and Shared Enterprise.

It explicitly does not contain finished translations.

Market applicability does not imply:

- a Sales customer relationship;
- an active product listing;
- legal/regulatory approval to use a claim in that market.

### `Approval_Governance`

Defines static review and approval paths using existing HR positions.

Important roles include:

- Marketing Manager — claim/brand accountable owner;
- Brand & Content Coordinator — general content responsibility;
- Product Marketing Coordinator — product/technical marketing responsibility;
- Procurement Manager — sourcing review for origin claims;
- Quality & Food Safety Manager — technical/quality review;
- Production Manager — product/capability fact consultation;
- Sales Manager — commercial-market consultation;
- Managing Director — major new claim categories or material company-level claim changes.

No actual approval events are stored.

### `Source_Precedence`

Defines authority boundaries.

Marketing owns:

- approved claim concepts;
- communication scope;
- restrictions;
- message architecture;
- Marketing claim governance.

Marketing does **not** own the underlying factual source for seafood origin, product attributes, sourcing relationships, recipe/BOM contents, packaging identity or technical quality requirements.

### `Architecture_Notes`

Contains compact scope, assumptions, boundaries and AI-navigation guidance.

### `Data_Dictionary`

Defines every field in the workbook for AI and human interpretation.

---

## Core relationship model

At a high level:

`Brand Pillar`

`-> Message Theme`

`-> Message Concept`

`-> Supporting Claim`

`-> Claim Scope`

`-> Evidence Requirement`

`-> Authoritative Source`

`-> Restriction / Qualification`

`-> Review / Approval Rule`

For the primary origin story:

`BPIL-001 Faroese Seafood Origin`

`-> MTH-001 From the Faroe Islands`

`-> MCLM-001 / MCLM-002 / MCLM-003`

`-> Raw Material + Procurement Sourcing + Product evidence`

---

## Ownership boundaries

### Marketing & Brand owns

- claim wording concepts;
- claim communication scope;
- claim restrictions;
- message themes;
- reusable message concepts;
- audience/message relationships;
- product/claim applicability;
- Marketing claim review architecture.

### Procurement & Supply Chain owns

- supplier relationships;
- approved seafood sourcing relationships;
- source-country relationships;
- sourcing evidence architecture.

### Production owns

- seafood raw-material identity and technical origin fields;
- product/SKU identity;
- product technical attributes;
- recipes and BOMs;
- packaging technical structures.

### Quality & Food Safety owns or should own

- technical quality/compliance evidence;
- food-safety evidence;
- technical claim substantiation where relevant.

### HR owns

- employees;
- roles;
- positions;
- position seats;
- enterprise authority backbone.

### Shared Enterprise owns

- company identity;
- markets;
- languages;
- systems;
- shared classifications and identifiers.

---

## Architecture boundaries — operational data intentionally excluded

This workbook contains no:

- campaigns;
- campaign briefs;
- advertisements;
- social posts;
- website pages;
- packaging copy;
- printed labels/artwork;
- brochures;
- press releases;
- newsletters;
- actual translations;
- content-calendar entries;
- content versions;
- claim-approval requests;
- approval decisions;
- review comments;
- supplier certificates;
- certificates of origin;
- lot traceability;
- production batch evidence;
- laboratory reports;
- nutritional analyses;
- packaging test reports;
- legal opinions;
- claim disputes;
- complaints about marketing claims;
- campaign or content performance metrics.

Those belong to Phase 3 after the Phase 2 business stories are selected.

---

## Story neutrality

The architecture does not deliberately create:

- false origin claims;
- non-Faroese sourcing exceptions;
- missing sourcing evidence;
- outdated product claims;
- translation errors;
- unsupported sustainability claims;
- packaging wording mistakes;
- approval bypasses;
- contradictory customer materials.

Those are possible Phase 2 story patterns and should be introduced deliberately through operational data rather than embedded in the static architecture.

---

## Recommended AI use

For a claim question, inspect in this order:

1. `Claim_Master`
2. `Claim_Scope`
3. `Claim_Evidence_Requirements`
4. `Claim_Source_Mapping`
5. `Claim_Restrictions`
6. `Approval_Governance`

For a communication/messaging question, then inspect:

1. `Message_Themes`
2. `Message_Library`
3. `Audience_Message_Mapping`
4. `Product_Message_Mapping`
5. `Market_Language_App`

If any referenced value conflicts with an upstream authoritative Production, Procurement, Quality, HR or Shared Enterprise source, the upstream source wins.
