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Transcript
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
