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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. Organic Aquaculture Production 2003. Source: Naturland. Marketing Orientation.

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The U.S. Market for Organically Farmed Aquatic Products

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  1. The U.S. Market for Organically Farmed Aquatic Products Linda O’ Dierno Joseph J. Myers New Jersey Department of Agriculture

  2. Organic Aquaculture Production 2003 Source: Naturland

  3. 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

  4. Organic Farm-Raised Salmon European Consumer Attitudes

  5. Norway • No well defined understanding of the term organic • Knowledge of aquaculture • Sustainability • Organic=sales gimmick

  6. Germany • Little knowledge of aquaculture • Well defined understanding of the term organic-animal welfare, natural and environmentally-friendly • Negative attitudes towards mass production

  7. United Kingdom • Limited knowledge of aquaculture • Freedom from artificial inputs most important • Skeptical about organic aquaculture

  8. France • Organic=natural • Limited control and intervention • Strict regulation and control

  9. 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

  10. 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

  11. Critical Market Information Drill down approach Seafood Aquaculture Organic Aquaculture

  12. Target Markets • Boston • Princeton, New Jersey • Chicago • Colorado Springs

  13. 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

  14. Consumer Focus Groups

  15. Telephone Interviews

  16. Retail Survey

  17. Issues • Understanding of aquaculture • Understanding of term organic • Food miles • Importance of environmental concerns • Importance of sustainability • Willingness to pay • Food safety

  18. Price Analysis for Organic Shrimp (Naturland, June 2004)

  19. 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

  20. New Jersey Department of AgricultureJersey Seafood Website http://www.jerseyseafood.nj.gov/

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