AQUACULTURE MARKETING Chapter 11 [objectives] Explain the meaning and importance of aquaculture...
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Transcript of AQUACULTURE MARKETING Chapter 11 [objectives] Explain the meaning and importance of aquaculture...
AQUACULTURE MARKETINGChapter 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