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Viable Market Opportunities for Organically Grown Aquatic Products

Identifi cation and Evaluation of. Viable Market Opportunities for Organically Grown Aquatic Products. Organic Shrimp – The Way of the Future. LINDA J. O’DIERNO JOSEPH J. MYERS *. International Shrimp Culture Symposium & Trade Show. New Jersey Department of Agriculture.

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Viable Market Opportunities for Organically Grown Aquatic Products

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  1. Identification and Evaluation of Viable Market Opportunities for Organically Grown Aquatic Products Organic Shrimp – The Way of the Future LINDA J. O’DIERNO JOSEPH J. MYERS* International Shrimp Culture Symposium & Trade Show New Jersey Department of Agriculture Fish & Seafood Program Trenton, NJ USA November 18, 2005 Panama City, Panama

  2. Acknowledgments Rutgers State University of New Jersey • Ramu Govindasamy • Sho Islam • Venkata Puduri • Brian Schilling • US Department of Agriculture • Federal State Market Improvement Program • Grant # 12-25-G-0420 International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  3. Overview • USDA Organic Standards for Seafood • Organic Aquaculture Marketing Study International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  4. Overview • USDA Organic Standards for Seafood • Organic Aquaculture Marketing Study International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  5. USDA Organic Standards for Seafood OFPA of 1990 • NOSB formed (15 members) • Aquatic Animal Task Force (Sep 2000) • Recommendations made May 2001 • NEW Task Force on Standards for Aquatic Animals • Wild-Caught WG • Farm-Raised (NOAWG) • Shellfish Sub-Group International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  6. USDA Organic Standards for Seafood Status of Standards • NOAWG completed Draft of Proposed Organic Standards for Farmed Aquatic Animals • May 2005 • Submitted to USDA National Organic Program for Review International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  7. USDA Organic Standards for Seafood Status of Standards – What’s Next?? • Review • Public Notice (Federal Register) • Public Comment • Final Rule • Adoption International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  8. USDA Organic Standards for Seafood Status of Standards – What’s Next?? • About 3-4 years until: Seafood = International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  9. Overview • USDA Organic Standards for Seafood • Organic Aquaculture Marketing Study International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  10. Impetus for Project • USDA – CSREES (Dr. Gary Jensen) • Standards on the Way • Need Market Information International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  11. Advisory Committee Variety of Geographic Regions & Industry Sectors • NOAWG National Organic Aquaculture Working Group • NFI National Fisheries Institute • NASAC National Association of State Aquaculture Coordinators International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  12. Advisory Committee Function • Formulate Investigative Strategy • Continued Advisement Throughout the Project International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  13. Scope of Project • Consumer • Focus Groups • Telephone Survey • Marketplace • Analysis of Products Now in Market • Retailer Mail Survey International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  14. Scope of Project • Consumer • Focus Groups • Telephone Survey • Marketplace • Analysis of Products Now in Market • Retailer Mail Survey International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  15. Investigative Strategy Drill-Down Approach Information About: Seafood Aquaculture Organic Aquaculture International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  16. Investigative Strategy Drill-Down Approach • Sets Scope of Survey • Collect Other Marketing Information • Seafood Health & Safety • Consumption Advisories • C.O.O.L. • Aquaculture vs. Wild-Caught Perceptions • Purchase Patterns • General Organic Attitudes • Other Marketing Terms • Sustainable, Eco-Friendly, Natural, Pristine Seafood Aquaculture Organic Aquaculture International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  17. Scope of Project • Consumer • Focus Groups • Telephone Survey • Marketplace • Analysis of Products Now in Market • Restaurant Survey • Retailer Mail Survey International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  18. Investigative Strategy • FOUR Target Markets • Affluence • Coastal Proximity • Geography • Seafood Tradition • Budget and Logistics • TWO Market Levels Seafood Aquaculture Organic Aquaculture International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  19. Target Markets • Boston Region (Massachusetts) • Central New Jersey • Greater Chicago (Illinois) • Colorado Springs (Colorado) International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  20. Target Markets • Boston Region (Massachusetts) • Central New Jersey • Greater Chicago (Illinois) • Colorado Springs (Colorado) • • • • International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  21. Target Markets • Boston Region (Massachusetts) • Central New Jersey • Greater Chicago (Illinois) • Colorado Springs (Colorado) • • • • International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  22. Target Markets •Boston Region • •Central New Jersey • • •Greater Chicago • •Colorado Springs International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  23. Target Markets •Boston Region • •Central New Jersey • • •Greater Chicago • •Colorado Springs International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  24. Target Markets •Boston Region • •Central New Jersey • • •Greater Chicago • •Colorado Springs International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  25. Target Markets •Boston Region • •Central New Jersey • • •Greater Chicago • •Colorado Springs International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  26. Target Markets Boston Region • Greater Chicago • • Central New Jersey • Colorado Springs International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  27. New Jersey • Upscale • Coastal • Strong Seafood Tradition * International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  28. Boston • Blue-Collar • Coastal • Strong Seafood Tradition * International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  29. Colorado Springs • Upscale • Landlocked • NO Seafood Tradition • Residents from other Areas * International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  30. Chicago • Blue-Collar • “Inland” Market • Meat & Potatoes Tradition • Some “Seafood” Tradition • GREAT LAKES • Shellfish Market * International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  31. Market Levels • General Purchase Supermarket • Upscale, Health Food Supermarket International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  32. Target Markets Target = Eight Focus Groups Boston Region • Greater Chicago • • Central New Jersey • Colorado Springs Conventional Upscale International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  33. Target Markets Goal = Seven Focus Groups Boston Region • Greater Chicago • • Central New Jersey • Colorado Springs Conventional Upscale International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  34. Investigative Strategy • Recruitment of Participants • Large Supermarkets • Placard at Seafood Counter • Help from Seafood Manager • Compensation • Dinner • $20 Gift Card Seafood Aquaculture Organic Aquaculture International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  35. Investigative Strategy • 4-15 Participants • Group • Scripted Questions • Group Discussion • Individuals • 4-page survey Seafood Aquaculture Organic Aquaculture International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  36. Scope of Project • Consumer • Focus Groups • Telephone Survey • Marketplace • Analysis of Products Now in Market • Retailer Mail Survey International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  37. Investigative Strategy • Four Target Markets • 200 Surveys in Each Target Market • Purchase decision on seafood Seafood Aquaculture Organic Aquaculture International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  38. Target Markets Boston Region Greater Chicago Central New Jersey Colorado Springs Seafood purchasers International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  39. Scope of Project • Consumer • Focus Groups • Telephone Survey • Marketplace • Analysis of Products Now in Market • Retailer Mail Survey International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  40. Farmed Seafood Currently in the US Market • On-Line Literature Research • Current Retail Advertising • All supermarkets in that area • How they marketed the product • Price points • QUALITATIVE International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  41. Retailer Survey • Supermarkets Identified from: • 2005 Blue Book of Supermarket Distribution • 257 surveys sent • 38 returned (14.8%) International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  42. Results • Focus Groups • Telephone Survey • Analysis of Products in Marketplace • Retailer Mail Survey International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  43. Results • Focus Groups • Telephone Survey • Analysis of Products in Marketplace • Retailer Mail Survey International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  44. Focus Groups Boston • Tradition and Enthusiasm (even from Managers) • Tendency to Discount media reports • Local fish market * International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  45. Focus Groups Chicago • Health & Safety Concerns • Price Concerns * International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  46. Focus Groups Colorado Springs • Concern about how product reaches inland market • Freshness • Want more variety * International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  47. Focus Groups New Jersey • Most Diverse Opinions • Two Income Professionals, No Children • “I Want It, I Buy It” * International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  48. Focus Groups Comparison Between Different Studies Consumer attitude and purchase behavior – Organic Foods. Committed to buying as often as possible Committed: 5% Don’t Know: 4% Will buy occasionally Fad: 22% 32% 46% 22% Semi-Committed: 16% Non-Converts: 52% NOT Convinced, Will NOT Buy NJDA et.al 2005 (USA) SEAFISH 2001 (UK) International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  49. Focus Groups Consumer attitude and purchase behavior. Committed to buying as often as possible Will buy occasionally 20% 32% 46% 52% 22% 28% ORGANIC FOODS ORGANIC SEAFOOD NOT Convinced, Will NOT Buy International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

  50. Focus Groups Term about seafood that conveys the highest quality. All Natural: 23% Organically Grown: 24% Harvested from the Wild: 53% International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama

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