Ethnic Live Seafood Markets in the Northeast Region

1. Ethnic Live Seafood Markets in the Northeast Region - Consumer Analysis - Business Network Development JOSEPH J. MYERS* BIN LIU YUMIN YOU RAMU GOVINDASAMY JOHN EWART LINDA J. O’DIERNO NEW JERSEY Department of Agriculture National Association of State Aquaculture Coordinators Fish & Seafood Program Trenton, NJ USA May 15, 2007 Orange Beach, Alabama USA

2. Acknowledgments • Rutgers State University of New Jersey • University of Delaware Sea Grant • US Department of Agriculture • Federal State Market Improvement Program • 12-25-G-0460 NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

3. Background • Live foodfish sales • Less post-harvest investment • Premium • Current Market Saturated • Cultural Barriers • Lacking Market Intelligence • Stimulate Entire Market Chain • Quantity, Sales, Variety NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

4. Scope • Live Fish Markets • Boston Metro • New York Metro • Philadelphia Region • Baltimore/D.C./Virginia • ALL POINTS IN BETWEEN • Toronto, CANADA NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

5. Live Fish Market Which are INCLUDED • Seafood Markets featuring live products • Finfish and bivalves • Cater to Ethnic Communities • Certain Upscale Restaurants NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

6. Live Fish Market Which are EXCLUDED • Supermarkets with only lobster tanks • Fresh/frozen only seafood markets • Raw Bars • Bait Shops • Pet Stores NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

7. Components of Study • Consumer & Market Research • Analytical • Business Network Development • Promotional • Live Market Directory • Producer/Buyer Directory NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

8. Live Market Contacts • Live Market Compilation • Yellow Pages • Internet Listings • Ethnic Newspapers • MIT Project • Industry Contacts NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

9. Market Survey • Deliver Survey in Person • Follow-up with Mail • We Asked Them……. • Popular Varieties • Volume and Supplier Base • Seasonality • Customer Base • Participation in Directory NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

10. Market Survey • We Identified • Food Markets – 128 • Restaurants – 65 • February through August 2006 • Response Rate • Food Markets – 26.6% • Restaurants – 9.2% NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

11. Market Survey How many vendors do you have? % of markets # of vendors NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

12. Market Survey How often do you receive live fish deliveries? % of markets frequency of deliveries NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

13. Market Survey Importance of various attributes (%) NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

14. Market Survey Relative Strength Month NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

15. Market Survey NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

16. Market Survey Importance live fish section to the store % of markets NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

17. Reduce Expand 0% 24% Not Change 76% Market Survey Future Plans for Live Fish Section (next 2 yrs) NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

18. Consumer Survey • In-Store Intercept Surveys • Purchase Preferences • Buying Habits • Demographics NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

19. Consumer Survey • 5 Live Fish Markets • Largest Volumes from Market Survey • 2 NY, 2 NJ, 1 PA • 50 Surveys in Each Market • 2 Interviewers • Bilingual English-Mandarin • Conducted Friday PM-Saturday AM • 10-15 min • Each Participant Received $10 Coupon • Count # Units Entering Store/Buying Live Fish NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

20. Consumer Survey Live Market Consumer Profile NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

21. Consumer Survey Demographics • Female (57%) • Chinese (79%) • 36-50 age range (44%) • 21-35 age range (42%) • High school (27%) or Post-graduate degree (35%) • Employed full-time (66%) • Earn under $25,000 annually (34%) • English is NOT the primary language (82%). • Chinese (82%) or some other language (5%) • Suburban households (55%) • Three (30%) or four (25%) family members NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

22. Consumer Survey Purchase by Day of the Week NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

23. Consumer Survey Purchase by Month NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

24. Consumer Survey NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

25. Consumer Survey Reasons Why Consumers Buy Live Fish NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

26. Consumer Survey Types of Live Seafood Preferred by Consumers NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

27. Consumer Survey Consumer Perceptions and Preferences of Live Seafood NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

28. Consumer Survey Consumer Perceptions and Preferences of Live Seafood NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

29. Live Market Directory • All willingly participating live markets in Northeast • Multilingual Cover • 18 languages • Trilingual Introduction • English, Mandarin, Spanish NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

30. Buyer/Producer Directory • Link Wholesale Buyers….. • Market Operators • Live Haulers • … and Sellers • Aquaculturists • Commercial Fishermen NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

31. Deliverables • Web Directories • Currently On-Line • Able to keep information current • Print Directories • Deliver through Ethnic community groups • Distribute through listings and producer communities NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

32. Contact Information New Jersey Department of Agriculture Fish & Seafood Program PO Box 330 Trenton, New Jersey 08625-0330 USA (609) 984-2502, (609) 633-7229 FAX joseph.myers@ag.state.nj.us www.jerseyseafood.nj.gov