Download marketing aquacrops

AQUACULTURE MARKETING
Chapter 11 [objectives]
• Explain the meaning and importance of
aquaculture marketing
• Explain marketing channels used in
aquaculture
MARKETING AQUACROPS
• Marketing includes all the steps needed to
get a desired product to consumers
• Aquafarmers are commercial producers
that raise fish and other aquacrops for the
money they can get when the crops are
sold
MARKETING FUNCTIONS
• Marketing is far more than selling an
aquacrop
• Marketing functions are the steps or
processes that a product passes through
before it reaches the consumer
PLANNING PRODUCTION
• Determine the aquacrop that will have the
highest demand
• There are no live red swamp crawfish
available from July to December
• Redclaw crawfish can be available from
July to December
PRODUCING A QUALITY
PRODUCT
• Consumers want good quality products
• They want products that have correct
flavor, free of hazardous substances, and
provide good nutrition
• Product must be attractive and appeal to
consumers
SAMPLING THE AQUACROP
• Sampling is selecting a small,
representative part of an aquacrop to
determine if it is up to standard
ASSEMBLING AND GRADING
• Buyers want products that are uniform in
size
TRANSPORTING
• Fish must be hauled alive in water to the
processing plant
• Crawfish may be hauled alive in sacks out
of water
ADVERTISING
• Advertising is calling the attention of
possible consumers to a product and
encouraging them to buy it
PROCESSING
• Processing is preparing the aquacrop into
a convenient form for the consumer
SELLING
• Selling is changing the ownership of an
aquacrop from the producer to a
processor, seafood shop, restaurant, or
other customer
STORING
• Aquacrops must often be kept for a time
before their use (usually frozen)
DEVELOPING PRODUCTS
• To enhance demand, food processors
often develop new forms of products to
appeal to customers
MARKETING CHANNELS
• Marketing through processing plants
MARKETING CHANNELS
• Local retail markets (roadside stores,
restaurants, etc.)
MARKETING CHANNELS
• Internet-based business to business
MARKETING CHANNELS
• Some producers develop niche markets
with restaurants