Review of Status and Opportunities in Farmed Fish Marketing in Kenya

1. Review of Status and Opportunities in Farmed Fish Marketing in Kenya Julius Manyala1, Cecilia Muthoni1, Judy Amadiva2, Charles Ngugi3and Kwamena Quagrainie4 Chepkoilel University College (Moi University), manyalajo@yahoo.com Department of Fisheries, Ministry of Fisheries Development, jmamadiva@gmail.com Fisheries Secretary, Ministry of Fisheries Development-Kenya, cngugi@africaonline.co.ke> Pardue University, kquagrai@purdue.edu IIFET Conference Hyatt Regency Kilimanjaro Dar-es-Salaam, Tanzania 16th – 20th July 2012

2. INTRODUCTION-1 • At present aquaculture accounts for 9% of total fish production in Kenya • The aquaculture production levels currently stand at 12,153 MT (2010) • There has been an increase in the number of fish farmers from 1,000 in 2007 to over 28,000 in 2010 (Under ESP & EARPAD (Fish Farming Enterprise & Productivity Programme –FFE&PP) • Issues: Production vs Organized marketing system

3. STATUS

4. OBJECTIVES • Identify factors that influence consumer decision-making and purchase of tilapia and catfish product. • Examine consumers’ preference structure and decision criteria for farmed tilapia and catfish. • Possible linkages to Fish Marketing Information System such as EFMIS.

5. METHOD Marketing study: • Major urban centres – high fish demand • At least 300 questionnaires proposed • M. Sc Students involvement • Preferences • Purchasing patterns • Preferred products • Quantities purchased

6. Map of Kenya showing the major study centres: Nairobi, Nyeri, Nakuru, Eldoret and Kisumu

7. RESULTS - 1 • Respondents 377 • The most preferred species was tilapia • Over 72% of the respondents in all the towns • Consumption Patterns: • Kisumu (1.71 ± 0.21 kgs) • Nairobi (1.42 ± 0.16 kgs) • Nyeri (0.31 ± 0.04 kgs)

8. RESULTS-2 Common places where the local people purchase fish

9. RESULTS-3 Reasons for preference of tilapia regardless of type and source

10. RESULTS-4 Reasons for non-preference of tilapia regardless of type and source

11. EXPERIENCES Bidii Fish Farmers (Western Kenya) • Formation of fish farming clusters • Access to fish farming inputs • Access to extension services and information • Access to markets – (Phone based/Networks) • Collective bargaining • Savings and aqua-business • Consultancies

12. MARKET LINKAGES

13. E-WORKSHOP/EFMIS

14. CONCLUSIONS • Market structure is now relatively well understood • Availability of fish is limited in some urban centres • Prices are sometimes prohibiting • Marketing information is relatively available • Tilapia market is segmented more by price and product types and availability • Product development seem to be a necessity for socio-economic groupings

15. RECOMMENDATIONS • Analysis of the different tilapia value chains • Tilapia value chain development: • Product diversification • Value addition • Quality assurance and quality control • Integration of Aquaculture Marketing Information into EFMIS • Development of strong production cluster • Linkages between production, market research and distribution • Developing and improving processing capacity • Access to financial capital for fish cottage industries

16. RECOMMENDATIONS • Linking Farmers to the cluster • Linking clusters to markets • Linking clusters to cluster (Networking) • Linking farmers & clusters to marketing information systems • Linking clusters to Aquashops

17. THANK YOU