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Explore market dynamics and consumer preferences for organically farmed aquatic products in the U.S., focusing on key trends, market barriers, and pricing analysis. Discover insights from European consumer attitudes and critical market information.
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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/