Another driver has been the search for lowering cost of energy use in fishing and includes hull and gear design and in particular motor technology and the installation of effective fuel meters. The basic point is that when a market exists or can be created/developed (e.g. fish oil supplements) innovation and products will follow'. The introduction of a discard ban in the European Union, starting in 2014, will lead to the landing of fish without a ready consumer market. Alternative uses and markets - e.g. ensilage, fodder - will need to be developed to bring the raw material to good use.