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
The U.S. Market for Organically Farmed Aquatic Products

Linda O’ Dierno

Joseph J. Myers

New Jersey Department of Agriculture

marketing orientation
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

norway
Norway
  • No well defined understanding of the term organic
  • Knowledge of aquaculture
  • Sustainability
  • Organic=sales gimmick
germany
Germany
  • Little knowledge of aquaculture
  • Well defined understanding of the term organic-animal welfare, natural and environmentally-friendly
  • Negative attitudes towards mass production
united kingdom
United Kingdom
  • Limited knowledge of aquaculture
  • Freedom from artificial inputs most important
  • Skeptical about organic aquaculture
france
France
  • Organic=natural
  • Limited control and intervention
  • Strict regulation and control
spain
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
united states market barriers
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
critical market information
Critical Market Information

Drill down approach

Seafood

Aquaculture

Organic Aquaculture

target markets
Target Markets
  • Boston
  • Princeton, New Jersey
  • Chicago
  • Colorado Springs
trends
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

issues
Issues
  • Understanding of aquaculture
  • Understanding of term organic
  • Food miles
  • Importance of environmental concerns
  • Importance of sustainability
  • Willingness to pay
  • Food safety
selected retail prices
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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