Viable Market Opportunities for Organically Grown Aquatic Products

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Viable Market Opportunities for Organically Grown Aquatic Products

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Restaurant Survey. Retailer Mail Survey. Scope of Project. Investigative Strategy. Seafood ... Greater Chicago (Illinois) Colorado Springs (Colorado) ... – PowerPoint PPT presentation

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Title: Viable Market Opportunities for Organically Grown Aquatic Products

1
Viable Market Opportunities for Organically Grown
Aquatic Products
Identification and Evaluation of
LINDA J. ODIERNO JOSEPH J. MYERS
International Shrimp Culture Symposium Trade
Show
New Jersey Department of Agriculture

Organic Shrimp The Way of the Future

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 Whats 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 Whats 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
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

Consumer attitude and purchase behavior Organic
Foods.

Comparison Between Different Studies
Committed to buying as often as possible
Committed 5
Dont 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
52
46
28
22
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
51
Focus Groups

Term about seafood that conveys the highest
quality.

Organically Farmed 12
Organically Aquacultured 34
Organically Grown 54
International Shrimp Culture Symposium Trade
Show Organic Shrimp The Way of the Future
Nov. 18, 2005 - Panama City, Panama
52
Focus Groups

Reasons for wanting to purchase organic seafood

International Shrimp Culture Symposium Trade
Show Organic Shrimp The Way of the Future
Nov. 18, 2005 - Panama City, Panama
53
Focus Groups

Reasons for NOT wanting to purchase organic
seafood

International Shrimp Culture Symposium Trade
Show Organic Shrimp The Way of the Future
Nov. 18, 2005 - Panama City, Panama
54
Focus Groups

If available, would you purchase organic seafood?

NO 28
YES 72
International Shrimp Culture Symposium Trade
Show Organic Shrimp The Way of the Future
Nov. 18, 2005 - Panama City, Panama
55
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
56
Telephone Consumer Survey

Do you purchase seafood for home consumption?

NO 31
YES 69
International Shrimp Culture Symposium Trade
Show Organic Shrimp The Way of the Future
Nov. 18, 2005 - Panama City, Panama
57
Telephone Consumer Survey

Have you ever purchased aquacultured or
farm-raised seafood?

DONT KNOW 15
YES 43
NO 42
International Shrimp Culture Symposium Trade
Show Organic Shrimp The Way of the Future
Nov. 18, 2005 - Panama City, Panama
58
Telephone Consumer Survey

What is the most important reason for consuming
seafood?

International Shrimp Culture Symposium Trade
Show Organic Shrimp The Way of the Future
Nov. 18, 2005 - Panama City, Panama
59
Telephone Consumer Survey

Are you interested in purchasing organic seafood?

DONT KNOW 9
NO 24
YES 67
International Shrimp Culture Symposium Trade
Show Organic Shrimp The Way of the Future
Nov. 18, 2005 - Panama City, Panama
60
Telephone Consumer Survey

Would you trust an organic label for seafood?

DONT KNOW 9
NO 21
YES 70
International Shrimp Culture Symposium Trade
Show Organic Shrimp The Way of the Future
Nov. 18, 2005 - Panama City, Panama
61
Results