Viable Market Opportunities for Organically Grown Aquatic Products Organic Shrimp – The Way of the Future November 18, 2005 Panama City, Panama LINDA J. O’DIERNO JOSEPH J. MYERS* International Shrimp Culture Symposium & Trade Show Identification and Evaluation of New Jersey Department of Agriculture Fish & Seafood Program Trenton, NJ USA
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Viable Market Opportunities for Organically Grown Aquatic Products
Identifi cation and Evaluation of. Viable Market Opportunities for Organically Grown Aquatic Products. Organic Shrimp – The Way of the Future. LINDA J. O’DIERNO JOSEPH J. MYERS *. International Shrimp Culture Symposium & Trade Show. New Jersey Department of Agriculture. - PowerPoint PPT Presentation
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Viable Market Opportunities for Organically Grown Aquatic Products
Organic Shrimp – The Way of the FutureNovember 18, 2005
Panama City, Panama
LINDA J. O’DIERNOJOSEPH J. MYERS*
International Shrimp Culture Symposium & Trade Show
Identification and Evaluation of
New Jersey Department of AgricultureFish & Seafood Program
Trenton, NJ USA
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
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
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
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
USDA Organic Standards for Seafood
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
OFPA of 1990
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
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
USDA Organic Standards for Seafood Status of Standards – What’s Next??
ReviewPublic Notice (Federal Register)Public Comment Final RuleAdoption
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
USDA Organic Standards for Seafood Status of Standards – What’s 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
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
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
Advisory Committee
NOAWG National Organic Aquaculture Working Group
NFINational Fisheries Institute
NASACNational Association of State Aquaculture Coordinators
Variety of Geographic Regions & Industry Sectors
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Advisory Committee
Formulate Investigative Strategy
Continued Advisement Throughout the Project
Function
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Consumer– Focus Groups– Telephone Survey
Marketplace– Analysis of Products Now in Market– Retailer Mail Survey
Scope of Project
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Consumer– Focus Groups– Telephone Survey
Marketplace– Analysis of Products Now in Market– Retailer Mail Survey
Scope of Project
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Seafood
Aquaculture
Organic Aquaculture
Investigative StrategyDrill-Down Approach
Information About:
Seafood
Aquaculture
Organic Aquaculture
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
Investigative StrategyDrill-Down Approach
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
Consumer– Focus Groups– Telephone Survey
Marketplace– Analysis of Products Now in Market– Restaurant Survey– Retailer Mail Survey
Scope of Project
Investigative Strategy
Seafood
Aquaculture
Organic Aquaculture
FOUR Target Markets– Affluence– Coastal Proximity
GeographySeafood Tradition
– Budget and Logistics
TWO Market Levels 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
Target Markets
Boston Region (Massachusetts) Central New Jersey Greater Chicago (Illinois) Colorado Springs (Colorado)
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
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
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
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Reasons for NOT wanting to purchase organic seafood
Too Expensive 67%No Credible Standards 53%Not Worth the Price Difference 40%Limited Availability 13%Additives/Chemical/Residues nota Concern
13%
Focus Groups
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
If available, would you purchase organic seafood?
YES: 72%NO: 28%
Focus Groups
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Focus Groups Telephone Survey Analysis of Products in Marketplace Retailer Mail Survey
Results
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Telephone Consumer SurveyDo you purchase seafood for home consumption?
YES: 69%NO: 31%
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Telephone Consumer SurveyHave you ever purchased aquacultured or farm-raised seafood?
YES: 43%NO: 42%
DON’T KNOW: 15%
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Telephone Consumer SurveyWhat is the most important reason for consuming seafood?
I like the taste. 49%I believe it is healthy. 41%I believe it is a low-calorie food. 3%I believe it is easy to prepare. 2%I like the gourmet appeal. 2%I feel it is priced lower. 1%Other 2%
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Telephone Consumer SurveyAre you interested in purchasing organic seafood?
YES: 67%NO: 24%
DON’T KNOW: 9%
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Telephone Consumer SurveyWould you trust an organic label for seafood?
YES: 70%NO: 21%
DON’T KNOW: 9%
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Focus Groups Telephone Survey Analysis of Products in Marketplace Retailer Mail Survey
Results
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Retailer Survey
Data Evaluation In-Progress Many Salmon-Related Concerns Majority believe that Organic Labeling IS