210 likes | 225 Views
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.
E N D
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 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
Organic Farm-Raised Salmon European Consumer Attitudes
Norway • No well defined understanding of the term organic • Knowledge of aquaculture • Sustainability • Organic=sales gimmick
Germany • Little knowledge of aquaculture • Well defined understanding of the term organic-animal welfare, natural and environmentally-friendly • Negative attitudes towards mass production
United Kingdom • Limited knowledge of aquaculture • Freedom from artificial inputs most important • Skeptical about organic aquaculture
France • Organic=natural • Limited control and intervention • Strict regulation and control
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
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
Critical Market Information Drill down approach Seafood Aquaculture Organic Aquaculture
Target Markets • Boston • Princeton, New Jersey • Chicago • Colorado Springs
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
Issues • Understanding of aquaculture • Understanding of term organic • Food miles • Importance of environmental concerns • Importance of sustainability • Willingness to pay • Food safety
Price Analysis for Organic Shrimp (Naturland, June 2004)
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
New Jersey Department of AgricultureJersey Seafood Website http://www.jerseyseafood.nj.gov/