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Organic Shrimp Market Potential 2005

This symposium report from Panama City discusses the USDA organic standards' impact on seafood, future prospects for organically grown aquatic products like shrimp, and the investigative strategies implemented. Acknowledge the advisory committee's contributions and scope of the project, including consumer research, focus groups, surveys, and analysis of current market products. Learn about the impetus behind the project and the journey towards adopting organic standards in aquaculture.

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Organic Shrimp Market Potential 2005

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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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