The u s market for organically farmed aquatic products
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The U.S. Market for Organically Farmed Aquatic Products. Linda O’ Dierno Joseph J. Myers New Jersey Department of Agriculture. Organic Aquaculture Production 2003. Source: Naturland. Marketing Orientation.

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The u s market for organically farmed aquatic products l.jpg
The U.S. Market for Organically Farmed Aquatic Products

Linda O’ Dierno

Joseph J. Myers

New Jersey Department of Agriculture



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Marketing Orientation

Determine consumer wants/needs and then delivering the product desired at a price the consumer is willing to pay

Segmenting, Targeting and Positioning (STP) to differentiate yourself from the competition


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Organic Farm-Raised Salmon

European Consumer Attitudes


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Norway

  • No well defined understanding of the term organic

  • Knowledge of aquaculture

  • Sustainability

  • Organic=sales gimmick


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Germany

  • Little knowledge of aquaculture

  • Well defined understanding of the term organic-animal welfare, natural and environmentally-friendly

  • Negative attitudes towards mass production


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United Kingdom

  • Limited knowledge of aquaculture

  • Freedom from artificial inputs most important

  • Skeptical about organic aquaculture


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France

  • Organic=natural

  • Limited control and intervention

  • Strict regulation and control


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Spain

  • Limited knowledge of the term organic

  • Organic=quality

  • Organic synonymous with ecological and natural

  • Non-use of pesticides and not damaging to the environment


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United States Market Barriers

  • Not a seafood consuming nation

  • Lack of understanding of aquaculture

  • Lack of understanding of term organic

  • Tend to follow trends

  • Majority of consumers shop on price


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Critical Market Information

Drill down approach

Seafood

Aquaculture

Organic Aquaculture


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Target Markets

  • Boston

  • Princeton, New Jersey

  • Chicago

  • Colorado Springs


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Trends

  • Great deal of variety between markets

  • Product differed depending on time of year

  • Many stores used geographic names

    Genuine Long Island littlenecks

    Shetland salmon fillets

    Chilean steelhead fillets

    Chesapeake oysters





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Issues

  • Understanding of aquaculture

  • Understanding of term organic

  • Food miles

  • Importance of environmental concerns

  • Importance of sustainability

  • Willingness to pay

  • Food safety


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Price Analysis for Organic Shrimp

(Naturland, June 2004)


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Selected Retail Prices

  • Catfish $3.99-$ 8.99

  • Genuine LI Littlenecks $3.99/dz-Wellfleet littlenecks $5.99/dz

  • Rainbow trout fillets $4.99-$18.00

  • Arctic char $14.99


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New Jersey Department of AgricultureJersey Seafood Website

http://www.jerseyseafood.nj.gov/


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