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Consumer Preference for Wild Caught and Farm Raised Seafood

Consumer Preference for Wild Caught and Farm Raised Seafood. Kelly Davidson, Minling Pan NOAA Pacific Islands Fisheries Science Center Wuyang Hu, Devie Poerwanto University of Kentucky Dept. of Agricultural Economics. A Comparison across Species and Consumer Residence States.

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Consumer Preference for Wild Caught and Farm Raised Seafood

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  1. Consumer Preference for Wild Caught and Farm Raised Seafood Kelly Davidson, Minling Pan NOAA Pacific Islands Fisheries Science Center Wuyang Hu, Devie PoerwantoUniversity of KentuckyDept. of Agricultural Economics A Comparison across Species and Consumer Residence States CNREP Conference, New Orleans, LA May 26-28, 2010

  2. u.s. Beef, chicken, and fish consumption, 1980-2008 Source: USDA/Economic Research Service Per Capita Availability Data NOAA Fisheries of the United States Report, 2008

  3. A closer look at u.s. per capita fish consumption, 1980-2008 Source: NOAA Fisheries of the United States Report, 2008

  4. U.S. Seafood Consumption (nmfs data) • 2008 U.S. Per Capita Fish/Shellfish Consumption 16.0 pounds • 84% imported, over half of imported seafood is farm raised • U.S. freshwater and marine aquaculture combined provide 5% of seafood demand • U.S. seafood trade deficit of over $9 billion • US ranked 3rd in seafood consumption behind China and Japan • 2008 consumer expenditures on fishery products over $69.9 Billion • Nearly $35 Billion in value-added contributing to GNP

  5. Top ten species: US per capita Seafood consumption in 2008 Source: National Fisheries Institute, 2010

  6. Global aquaculture • World Per Capita Fish/Shellfish Consumption 36.2 lbs • Global wild fish harvest 90-95 million tons/yr • Global aquaculture production 60 million tons/yr • Value of $70 billion per yr • Total U.S. aquaculture production approx. $1.2 billion per yr • China leads in both aquaculture and wild catch • 31 million mT farmed in 2007 • 14 million mT caught in 2007 • U.S. and Japan major importers of fishery products – over $13 billion each Source: FAO data and NOAA Aquaculture Statistics

  7. Hawaii Seafood market • Local per capita seafood consumption rate approx. 3 times the national average • Demand for most products > supply • Imports 75% of all seafood consumed • Fresh and live product markets • Tourism, “ethnic markets” • Premium price for fresh, high quality seafood Source: Hawaii Dept. of Agriculture

  8. Hawaii aquaculture • 70 aquaculture operations statewide • Offshore Marine Culture • Hukilau Foods • Moi Cage Culture • Kona Blue Water Farms • Kona Kampachi • Record $34.7 Million total grown in 2008 • 38% increase from 2007 • Hawaii County accounted for 80% Source: National Agricultural Statistics Service USDA, Hawaii Field Office

  9. pilot study rationale • NOAA Aquaculture Policy • What seafood attributes are important when comparing aquaculture with wild catch? • Perceptions of aquaculture • Consumer preferences • Across species • Popular (tuna, salmon) and less familiar (moi, tilapia) • Across different residence states

  10. Pilot study – august 2009 • 15 respondents in Hawaii, 17 in Kentucky • Clarity of survey questions • Awareness of aquaculture • Familiarity with species • Attribute question for each species used to determine conjoint analysis cards 1=Not important, 5=Very Important

  11. Pilot survey questions • Which of the following have you purchased for home consumption in the past 60 days? • Top ten species • How often can you find fish from aquaculture in the market? • For seafood, which of the following types do you prefer most: • Wild caught • Inshore aquaculture • Offshore aquaculture • Land-based aquaculture • What are the main reasons? (environmental issues, natural resource uses, taste, food safety standards, price, other)

  12. More pilot survey questions • For each species, which type of product have you purchased? • Wild Caught, Farm Raised, Both, Neither, Unsure • How do you perceive the status of wild fish in the U.S. for each species? • Severely Overfished, Moderately Overfished, Not at all Overfished, Unsure • Are you more likely to purchase seafood grown locally in your area?

  13. Interesting comparisons from pilot responses • Consumers are less familiar with term “aquaculture” than “farm-raised” • Top ten species consumption • Shrimp, canned tuna, fresh tuna, salmon relatively equally popular in each state • More variation in Kentucky: Pollock, Tilapia, Catfish, Cod – zero consumed in Hawaii, some in KY • Are you able to differentiate between wild fish and aquaculture fish, either pre or post-consumption? • 12/17 in KY “sometimes, most of the time, always” • 9/15 in HI “rarely, never” 6 in HI “sometimes” or more

  14. More interesting comparisons • Are you more likely to purchase seafood grown locally in your area? • Hawaii: 9 yes, 4 no, 2 unsure • Kentucky: 4 yes, 9 no, 2 unsure • Price always important attribute for each species • Biggest differences for importance of each attribute between Tilapia and Moi • Product familiarity • Tilapia availability: 5 Hawaii respondents indifferent, only 3 said availability was important compared to 8 in Kentucky • Importance of product availability differed by species • Tuna availability more important in Hawaii • Salmon and Tilapia availability important in Kentucky

  15. For seafood, which of the following types do you prefer most?

  16. Research objectives • Consumer preferences across species, different residence states • Production Methods • Tastes • Perceptions • Species Attributes • Hawaii vs. Kentucky: cultural and geographical differences in consumer preferences • Objectives • Examine consumer preference toward farm-raised versus wild caught fish • Evaluate the impact of preference related attributes across species on consumption decisions and WTP

  17. Methodology • Consumer surveys • Online • Face-to-face • Consumer preference elicitation method • Attitude and perception questions • Past consumption history: quantities and price • Hypothetical consumption questions for moi/tilapia • Choice experiment (conjoint analysis) on attributes of species • Tuna, Salmon, Tilapia, Moi • Data analysis • Multivariate regression analysis • Discrete choice models

  18. Sample conjoint card • Wild caught • Previously frozen • $25.49/lb • Farm raised • Previously frozen • Turtle safe • $19.99/lb I will not choose either A or B Option A Option B Option C Tuna (Sashimi Grade Steak): Situation 2

  19. Conjoint analysis: species and attributes • Salmon • Wild Caught/Farm Raised • Previously Frozen/Fresh • Imported/US Domestic • Tilapia • Locally Grown • Veg. Feed/Synthetic • P. Frozen/Fresh/Live • Tuna • Wild Caught/Farm Raised • P. Frozen/Fresh • Turtlesafe Logo • Moi (pacific threadfin) • Locally Grown • Land-based/Ocean-based/Wild Caught

  20. QUESTIONS OR COMMENTS?

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