Niche Marketing Your Aquaculture Products

Niche Marketing Your Aquaculture Products — 1

Introduction ............................................................... 3

Selecting a Species .................................................... 4

The Four P’s in Marketing ....................................... 6

Regulations .............................................................. 12

Inspection ................................................................. 12

Summary .................................................................. 12

Suggested Readings ............................................... 13

Contents

2 — Niche Marketing Your Aquaculture Products


IntroductionProducers who are ready to harvest

their first crop of fish, often ask,“Where will I sell them?” It is surpris-ing how many producers ask thisquestion so late in the production cycle.

To avoid certain failure of an aqua-culture enterprise, producers mustseriously investigate the marketplace asan initial step before investing inproduction. Midwestern farmers intraditional farming enterprises, such ascorn, soybeans, beef, swine, and poul-try, use well-established markets thathave been highly refined over the lastfew decades. For example, go to anyrural town, regardless of its size, andyou’ll likely find a grain elevator orstockyard where buyers or outlets forproducts are available almost daily.

Aquaculture, unlike other agricul-ture enterprises, is in its infancy,especially in the Midwest. Large-scaleprocessing plants solely for aquacultureproducts are nonexistent in this region.As a result, fish and crayfish farmersare forced to use niche markets for theirproducts.

Niche markets have advantages anddisadvantages. The main advantage inniche marketing is that producersbecome wholesalers, and, in somecases, retailers. Consequently, produc-ers have more control over the pricesthey set for their products, and theyretain some portion of the profit thatwould otherwise have gone to middle-men. The main disadvantage is thatconsiderable time must be spentanalyzing and developing nichemarkets. In most cases the product issold one fish at a time whetherprocessed, whole, or live.

Many beginning aquaculturistsassume that the huge markets for fishin Chicago, Indianapolis, Kansas City,Louisville, Minneapolis, and St. Louisoffer unlimited opportunities for them

to sell their product. But even thoughmassive quantities of fish are marketedin those areas, such markets generallyserve high-volume producers. Newfarmers producing relatively smallquantities of fish should start by devel-oping markets within a 50-mile radiusof their farm.

This bulletin discusses generalmarketing concepts as applied to foodfish and presents ideas for sellingaquaculture products locally. Food fishproduction offers the greatest potentialfor aquaculture expansion in the Mid-west; therefore, most of this bulletinspecifically addresses the process ofmarketing food fish. Many of the samemarketing principles apply to othertypes of aquaculture products such asfingerlings, sport fish, bait fish, andornamental fish.

Keep in mind that more time will berequired to initially establish a newmarket as opposed to servicing ormaintaining an existing market. Abudget should be developed wherecosts can be estimated and comparedagainst anticipated returns.The costsmay include personnel costs, deliverycosts, promotional costs, overhead, andadditional materials and equipmentcosts.

The producer of any aquacultureproduct should learn how to answerthe following five questions afterreading this bulletin.

1. How do I select a marketablespecies?

2. What product form will I provide?3. How much should I charge for my

product?4. How can I promote my product to

increase sales?5. Where will I sell my product?


Selecting a speciesWhen deciding which species to

produce, keep four things in mind.

1) Choose a marketable species.A good example of a species difficult

to market as a fresh product is commoncarp. Common carp is easy to produceand is a candidate species if you have astrong ethnic market in your area.Otherwise, it is advisable to considerother more widely accepted species. Ofthe 60 or so candidate species for foodfish aquaculture, only channel catfish,crawfish, and rainbow trout haveestablished industries in the UnitedStates. In addition to those species,others, such as Atlantic salmon, cohosalmon, hybrid striped bass, tilapia,yellow perch, walleye, and varioussunfishes, offer considerable potentialin the Midwest.

2) Attempting to farm species withincomplete production informa-tion or production peculiarities isa very risky venture.

Although species such as walleye,shrimp, and lobster have wide publicappeal and are widely consumed, eachhave unsolved production problems.For example, walleye producers recog-nize that fingerling survival may below due to poor hatchery practices orcannibalistic behavior. Furthermore,most walleye are produced by statefisheries agencies and released asfingerlings. Since few have been grownto marketable food size using commer-cial diets, there is limited nutritionaland economical information at this timeon which to base food-size walleyeproduction. Faced with these produc-tion obstacles, a producer could fail toreach production goals. In any newbusiness, and especially in aquaculture,cumulative short-term setbacks canlead to heavy monetary losses.

Tilapia may be a better choice be-cause they are extremely hardy. Theytolerate poor water quality and are easyto spawn. The only production draw-back is their intolerance to lowtemperatures. These fish are oftenraised cheaply in tropical climates. Asecond, more serious problem withtilapia is in marketing. Tilapia are notnative to the United States and aresubject to import/production restric-tions in some states. Also, becausetilapia are not native, the consumer hasbeen slow to recognize them as a high-quality food fish. With continuedpromotion tilapia will offer betterpotential.

3) Understand your competitionbefore selecting a species.

If you are considering aquaculture asa business because you think there islimited competition, then you shouldreconsider. The seafood industry is wellestablished and very competitive. Itwill become even more competitive inthe near future. Midwestern producershave to compete with wild-caught andfarm-raised products of both domesticand foreign origin. Understanding yourcompetitors allows your productionand marketing programs to developaround specific species and marketswhich will provide you with the great-est profit. Remember also that otherseafood is not the only competition youwill have to consider. Competitionfrom all protein sources, such as poul-try, beef and pork, must be considered.

Native wildCompetition exists from yellow

perch, walleye, and crayfish harvestsoriginating from commercial fisheriesin states around the Great Lakes region.Harvests from each of these fisheriesare highly variable due to either over-fishing or environmental constraints.This has allowed farm-raised yellow


perch to compete with commerciallycaught yellow perch.

Ocean-caught fish such as cod,pollock, ocean perch, and salmon,account for a significant portion ofUnited States seafood consumption.They are often a cheaper and morereliable supply than those from lakefisheries or aquaculture enterprises.Once again, over-fishing results inmore opportunities for farm-raisedproducts.

Foreign wildCompeting with seafood imports

poses the greatest challenge to theaquaculture industry. In 1993, totaltrade deficit was $3.7 billion. Of the15.0 pounds of seafood consumedannually per person in 1993, less than20 percent was farm-raised.

Competition between farm-raisedand foreign-wild species is greatest forcod, pollock, orange roughy, andwhiting. Farmers considering walleyeproduction should also realize thatCanada has a well-established commer-cial walleye fishing industry. They havehundreds of lakes which can be openedto fishing in order to maintain thecountry’s market share by flooding themarket. Due to this situation, pricescould fall enough to force marginallyprofitable farmers out of business.

Farmed domesticMidwest farmers raising food species

such as channel catfish and rainbowtrout, must overcome competition fromthe large industries in southern andwestern states which have producedthese species for several decades. Eventhough pond-side prices of these twospecies will be lower than for locallygrown products, higher shipping costscan make midwestern products morecompetitive.

Established aquaculture industrieswill force small-scale producers in this

region to rely more heavily on nichemarketing opportunities until signifi-cant infrastructure is established forfeed, fingerlings, and processing facili-ties. In the meantime, small-scaleproducers must rely on the premiumsthat may be paid for locally grown fish.

Farmed internationalThe competition from species farmed

internationally is greatest for salmonfrom Europe and Chile. Tilapia, an-other product being farmedinternationally, is being imported intothe United States. Many niche market-ing opportunities still exist for theproducer who sells a fresh product,since most tilapia are imported asfrozen fillets.

4) Provide a variety of species.Variety is extremely important to

small-scale producers. Many marketoutlets prefer buying small quantitiesof many species. Production of morethan one species may offer a competi-tive advantage over single-speciesoperations. If production of a variety ofspecies is not feasible, then poolingresources with other producers willallow for a variety of species.

The Four P’s in MarketingProduct, price, promotion, and

place— classical points in traditionalmarketing— also apply to marketingaquaculture products. After potentialproducers choose the best species fortheir area, serious planning and re-search needs to be conducted on eachpoint.

ProductMarket size and product form are

two important aspects of an aquacul-ture product. Different customers oftenhave different ideas on what the best


size or form is. Market size variesaccording to consumer preferences.Channel catfish are usually sold afterreaching 1 to 2 lb. At this size, one 1.5lb. fish will yield two 4.5 oz. fillets.Yellow perch or bluegill are fish pur-chased by consumers at a smaller size.Market size for either of these speciesmay be as small as 0.25 lb.

Each successive degree of fish pro-cessing results in different productforms. The following is a discussion ofdefinitions and specific informationconcerning various product forms.

Live fish are those sold to live haulerswho stock fee-fishing lakes and farmponds, or to consumers who dressthem at home for consumption.

Fish in the round are put on ice andsold just as they came out of thewater.

Drawn fish have their entrails re-moved.

Dressed fish are sold completelycleaned but with the head intact.

Headed and gutted fish have the headand entrails removed. Fins and tailsmay be removed or left intact. Spe-cies, such as channel catfish, have theskin removed. For trout and othersalmonids, the head, skin and scalesare usually left intact, but gills areremoved.

Chunks are cross sections of largedressed fish having backbone astheir only bone. Chucks are similarto beef or pork roasts.

Steaks are cross sections of dressed fisharound 1 in. thick. Larger catfish (3lb. or more) are sometimes sold assteaks.

Nuggets come from the belly flap afterit is cut free from the fillet. Channelcatfish nuggets are common insupermarkets. Part of this popularitymay be a result of their lower cost.

Fillets are boneless pieces of fish.Flank fillets are the two sides of the fish

cut away from the backbone. Ribbones and skin are usually removed.

Butterfly fillets are the two skin-on flankfillets held together by the belly flap(trout or yellow perch are sometimessold as butterfly fillets).

Fillet size will depend on individualpreferences. Usually fillets are cut toprescribed proportions which yield asingle serving (4 to 8 oz.) from one ortwo fillets. As a rule, whole fish needto average around 1.25 to 1.5 lb.depending on the dress-out percent-age of each species. For example, 1.5lb. channel catfish, hybrid stripedbass, tilapia, or trout will have a filletdress-out percentage from 33 to 40percent.

Deboned fish have the rib and backbones removed, with the rest of thebody intact.

Smoked fish is a value-added process-ing method. Two smoking methods(hot and cold smoking) are used. Hotsmoking is more like flavorfulcooking of brined fish, and neverproduces enough drying to ensuresafekeeping. Hot smoking involvestemperatures of 250o to 300oF for aperiod of 4 to 5 hours. Cold smoking,on the other hand, preserves fish bydrying. Cold smoking requires aslittle as 24 hours or as long as threeweeks at temperatures never exceed-ing 80oF.

Regardless of the product form youchoose to offer, it is very important toestablish and maintain a reputation as areliable supplier. Be sure to gain anaccurate understanding of eachcustomer’s needs regarding bothvolume and frequency of purchasesbefore you deliver the first fish.

Remember that a customer is takingmore of a risk when depending on youfor fish supplies rather than relying ona local fish wholesaler or other estab-lished business. Therefore, you need to


take extra care to be reliable. This canbe a major problem for new or small-scale producers. One approach couldbe to join with other producers informing a marketing cooperative.

PriceHow much should you charge for

your product? Real-life implementa-tion of this seemingly simplecalculation is not so easy. Pricing aproduct is an agonizing, lengthy deci-sion, and will likely need periodicadjustments to reflect new marketrealities.

So where do you start in thinkingabout price? Well, the lowest price youwould ever want to charge is equal toyour cost per pound, including bothfixed and variable costs. The highestprice would be what you could talk oneor two desperate people into paying foryour fish. Your base price needs to besomewhere in between. Take intoconsideration such factors as:• How are you going to position your

product in the food fish market? Is itan economy or luxury item?

• Who are your customers? Are theyindividual consumers, up-scalerestaurants, or food wholesalers?

• What species and prices are competi-tors offering?

• What are the quality perceptionsassociated with your chosen species,location or production system?

As you may have figured out, pricing isnot an isolated decision. Manysystems for determining the price ofa product are used by marketers.From a small-scale retail marketingstandpoint, only the most relevantsystems will be discussed.

Cost-plus pricing simply adds a con-stant percentage of profit above thecost of producing a product. Theproblem with cost-plus pricing isthat it is difficult to accurately assess

fixed and variable costs. This pricingsystem works fine in the absence ofsevere competition.

Competitive pricing is probably theeasiest, and, in retail marketing, themost common form of pricing. In thissystem, producers gather marketinformation on the prices and quanti-ties of competing products and thenprice their products accordingly.

Skimming involves the introduction ofa product at a relatively higher pricefor more affluent, quality-consciouscustomers. Then, as the marketbecomes saturated, the price isgradually lowered.

Discount pricing offers customers areduction from advertised prices forspecific reasons. For example, a fishfarm advertises in the local newspa-per that prices will be 25 percentcheaper if they bring the advertise-ment from the paper. Anotherexample would be when a producerwho advertises on local radio, offerscustomers a discounted price whenthey mention the advertisement.

Loss-leader pricing is the offering of aportion of the product at a reducedprice for a limited time. The goal is toattract more customers to theproducer’s place of business so thatthey might also buy non-discountedproducts as well. This pricingmethod is seen in farmers marketsand supermarkets to introduce a newproduct or to create consumerexcitement.

Psychological pricing involves estab-lishing prices that look better orconvey a certain message to thebuyer. For example, instead ofcharging $3.00 per lb. the producercharges $2.99 per lb. This will makethe product appear to be more of abargain. Or, instead of charging aprice close to production costs theproducer charges in the higher pricerange that buyers associate with


higher quality or more desirable fishspecies.

Perceived-value pricing is positioningand promoting a product on non-price factors such as quality,healthfulness (clean water, no con-taminants), or prestige. The producermust decide on a price that reflectsthis perceived value. This would be agood strategy for farm-raised versuswild- caught fish or any species youcould pitch as having non-priceattributes.

PromotionProducers promote their products to

create customers. The best way toattract new customers is to provide ahigh-quality product and to developexcellent promotion strategies. Regard-less of the advertising method chosen,the producer should spend a portion oftime promoting the product(s). Thereare two general methods of promotingaquaculture products, generic andpersonal promotions.

Generic promotion is commonlyperformed by large marketing groupssuch as The Catfish Institute. Becausesuch groups are involved in genericadvertising of catfish, their efforts donot directly apply to products fromindividual farms.

What methods of personal promo-tion are available to a small-scale retailmarketer? One of the most commonpromotional methods is word ofmouth. You convince a friend to buyfrom you. If satisfied with the qualityand/or price of your product, thebuyer will pass along word of youroperation to others. The multiplyingeffect can be tremendous, but oftenword of mouth is not sufficient. Othercommon channels for advertisinginclude radio, newspaper ads, maga-zines, handbills, flyers, and posters.

Promotion is usually aimed at theconsumer. The promotional message

must be clear, to the point and focused.Below is an example of an ad underfarm produce in the classified section ofyour hometown newspaper.

Farm-raised yellow perch. Raised freeof contaminants, highly nutritious,priced to sell. Saturday 8–12 a.m. StateRoad 38 and 900 East in Tipp City.

Other types of promotion will benecessary to maximize sales. Point-of-purchase materials such as recipes,samples, or instructions on processingare time-tested promotional tools.Before creating your own point-of-purchase materials, decide if materialsthat are already available can beadapted to your farm (Figure 1).

The form of promotion you choose asa new producer will depend on thescale of your operation, availableresources, availability of your product,and geographic location of your farm.In addition to public advertising, youshould consider some on-site productpromotion, both visual and verbal. Thisshould accent the non-price attributesof your product which will convincethe consumer to be a repeat customer.

PlaceThere are many places and many

markets for farmers to sell their foodfish products directly, both at the retailand wholesale levels. A number ofconsiderations must be taken intoaccount when deciding what type ofmarket and specific business or loca-tions to market your fish (e.g., species,form, location, ability to process).

Farmers may sell their productdirectly to the consumer (retailing) orto other businesses which then sell tothe consumer (wholesaling). Thepromotional principles discussedearlier usually apply to retailing di-rectly to the consumer since most


Baked (two pounds, 1/2 to 1 inch fillets)Arrange fillets in lightly greased 13x9 inch baking pan and bake at425˚F for 20 to 30 minutes.

Grilled (two pounds, 1/2 to 1 inch fillets)Arrange fillets on grill rack and cook 3 minutes on side one and 3 to 6minutes on second side.

Microwaved (two pounds, 1/2 to 1 inch fillets)Arrange fillets in pan and cook at 1OO% power for 4 to lO minutes. Filletsshould be removed just before they start to flake.

Sauces and Seasonings• Top with lemon juice and seasoning (mixed peppers, marjoram, basil,

parsley, dill, thyme, tarragon) and bake, grill, or microwave.• Grill or bake fish by wrapping fish and vegetables (onions, summer

squash, or mushrooms) in foil.• Cover with olive oil and dill, with a little lime juice prior to flaking.• Bake in a mixture of bouillon and herb seasonings (parsley, marjo-

ram, or tarragon).• Cover with salsa before baking or microwaving. Additional salsa and

lemon juice may be added when serving.

NUTRITION INFORMATION: Each uncooked 3 l/2 oz, fillet contains 88 calories, 18 gm protein, 2.0 gm fat and 54 mg cholesterol.

Figure 1. Point-of-purchase promotion, like the recipe card shown below, often enhances sales.(Source: Illinois-Indiana Sea Grant Program, Purdue University Cooperative Extension Service, West Lafayette, IN 47907)

C O O K I N GFarmed Striped

Bass

Hybrid striped bass are across between the salt waterstriped bass and the freshwater white bass. Farm-raised hybrid striped basshave several regionalnames such as sunshinebass and wipers. The meatis light, medium-dense witha mild to moderate flavor.


establishments where you may whole-sale have their own forms ofpromotions.

Direct Retail Sales to consumers are agood place to start if supplies aresmall or availability uncertain.Farmside sales are appropriate if the

farm is located within a shortdistance from urban areas or forcustomers who enjoy a drive intothe country. Specific dates can bereserved to make transactions. Forexample, Saturday morning from8:00 a.m. until noon is a commontime for sales. Equipment such aschange, accurate scales, ice, andtransport bags, although notessential, will certainly make thepurchases more convenient for theconsumer. A licensed processingarea will also increase sales byattracting customers who hatecleaning fish.

Farmers markets are widely utilized insouthern states by fish producers.Here in the Midwest the conceptof selling fish at farmers markets isnew. As a result, the producerusually has to convince the man-ager of the farmers market that theproduct will be live and safe forhuman consumption. Haulingtanks are positioned to create astand or booth similar to otherforms of produce. Equipmentneeds will be similar to farmsidesales.

Roadside stands are often used tocapture a percentage of the trafficflow along busy highways. Severalstates including Illinois andIndiana offer directories of road-side stands. Obviously location isimportant in alerting upcomingtraffic to the opportunity they areapproaching. Offering freshproduce either yourself or inconjunction with another farmer

may increase your flow of custom-ers. Equipment needs are similarto those for farmers markets.

Fee fishing operations offer the small-scale producer the opportunity toretail or wholesale products. Theproducer can construct a feefishing pond on the farm or selldirect to the other fee fishingoperations. Unless the producerhas the means to haul fish, a livehailer will need to be contracted.

Direct Wholesaling your fish to otherwholesalers or retailers may be anexcellent route to market your fishdepending on the species and yoursupply situation. Some wholesalecustomers such as restaurants have astrong preference for steady, year-round supplies, but even thisgeneralization does not hold true inevery individual case.

It would probably be worth your timeto set up an appointment with themanager of every restaurant, grocerystore, and food wholesaler withinthat 50-mile radius of your produc-tion site. Find out beforehand, ifpossible, individual preferences forspecies, product form, size, volume,availability, and prices. Have astrong sales pitch prepared and afresh sample of your product. Pricingin the wholesale market will likely bebased on individual negotiation, sobe sure to be armed with a negotia-tion strategy.

Some managers will immediately beinterested, others won’t. For thosewho are interested, the accurate,sensitive positioning of your productto fit their individual needs and yourability to convince them of yourproduct’s attributes could gain you acustomer on a trial basis. Once thatcustomer is gained, you must beextremely diligent to be a reliablesupplier of the size, form, quantity,


and quality of product that thecustomer expects. You must workhard to earn a good reputation andto maintain it.Live haulers can be used if the pro-

ducer does not own a transporttank. Live haulers will sell fish tofee fishing operations, farm pondoperators, or processing plants.Selling in this manner would notrequire any investment on yourpart of time or equipment toprocess, transport, or sell yourfish.

Restaurants can be a good place tostart with smaller quantities of fishbecause they are usually willing totry new species (and suppliers) tofill their “catch of the day” specialsor other such short-term menuitems. The typical restaurant willtake 10 to 80 lb. of a fish speciesper week (Oha 1991) dependingon product form (another advan-tage of producing multiple speciesand/or product forms). For regu-lar menu items, restaurantmanagers tend to prefer weeklydeliveries over monthly (Riepe1993).

When deciding which businesses tocontact, remember that manybusinesses serving food are notnecessarily identified as restau-rants. Don’t overlook the countryclub, VFW, or corner pub. Youmight be just the right type ofsupplier or have just the right fishthey want.

Once you successfully gain a restau-rant customer, you shouldcontinually educate your client.How many times have you askedyour waiter, when dining out,about the seafood item on specialand were given a “song anddance” because he or she knewnothing about it? Educating thehead of the serving staff and

providing a short brochure orother printed information may bea key to continued success.

Supermarkets offer one of the bestplaces to sell larger volumes offish products. It is quite likely thatunless a supermarket is locallyowned and operated, you wouldhave to supply all or many of thestores in a chain. This may be agood situation for some produc-ers, but others may have difficultywith the volume or other require-ments. But here again, it isprobably best to research andinterview to determine the com-patibility of the producer and thepotential customers.

Staff education is also important forrepeat customers. Staff will needinformation about how the fish areproduced, their quality, andsuggestions on preparations. Sincethe average consumer simply puts“fish” on the shopping list, aknowledgeable and enthusiasticstaff member will be extremelyvaluable in marketing your prod-uct.

Specialty stores include ethnic grocer-ies and health food stores. Fish is amore important part of people’sdiets in some cultures than inothers. Health food stores may bewilling to try your product be-cause the perceived quality offarm-raised products is usuallyhigher than that of wild-caught.Ethnic markets usually are morewilling to purchase whole fish.

RegulationsRegulations for marketing aquacul-

ture products locally will focus eitheron permits to retail market at the farm,farmers markets, and roadside stands,or on the setup and use of small-scaleprocessing facilities. In either case you


should contact your local health depart-ment. The accreditation procedure forsmall-scale processing plants willinvolve assurances by the processorthat the equipment can be disinfectedand that the product can be properlyrefrigerated.

InspectionMandatory seafood inspection will

soon occur. The United States Depart-ment of Agriculture (USDA), NationalMarine Fisheries Service (NMFS), andthe Food and Drug Administration(FDA) have been developing a programfor mandatory seafood inspection. Asthe inspection procedure is currentlyproposed, FDA will share the inspec-tion program with NMFS and will usethe Hazard Analysis Critical ControlPoint (HACCP) method for inspectingseafood. This method involves randominspections by the processor at criticalpoints along the processing line (in-stead of inspecting every fish) andperiodic government inspection.

SummaryIn this bulletin, information has been

provided on niche marketing strategies.Marketing is as important as actualproduction. Assuming that all you haveto do is produce the fish and peoplewill buy them will lead to certainfailure of an aquaculture enterprise.

New farmers producing relativelysmall quantities of food species shoulddevelop their markets with the strategythat they will sell within a 50-mileradius of their farm.

The seafood industry is very com-petitive and will become even morecompetitive in the near future. Mid-western producers have to competewith wild-caught and farm-raisedproducts from domestic and foreignorigin.

When deciding which species of fishor shellfish to produce, keep two thingsin mind. First, choose a species which isrecognized as being marketable. Sec-ond, attempting to farm species havingincomplete production information orproduction peculiarities is a very riskyventure.

Product, price, promotion, and placeare classical points in traditional mar-keting and will similarly apply toaquaculture products. The productrefers to the degree of processingundergone by the fish or shellfish.Producers promote their products tocreate customers. The place or locationchosen to sell your product will dependon the location of your farm and themethod of advertising you choose. Fourplaces to direct-market your food fishproducts (farmside, roadside stands,fee fishing, and farmers markets) werediscussed. Four places (live haulers,restaurants, supermarkets, and spe-cialty stores) to wholesale your foodfish product were described.

Regulations for niche marketingaquaculture products will either focuson permits to retail market at the farm,farmers markets, and roadside standsor on the setup and use of small-scaleprocessing facilities. As the inspectionprocedure currently is proposed, FDAand the NMFS will be the lead agenciesusing the Hazard Analysis CriticalControl Point (HACCP) method forinspecting seafood.


Suggested Readings

Avault, J.W. 1991. Marketing in aquac-ulture—product, price, promotionand place. Aquaculture Magazine,Ashville, NC. May/June, Volume17:68-75.

Avault, J.W. 1991. Analyzing themarket and your market position.Aquaculture Magazine, Ashville,NC. July/August, Volume 17:56-75.

Capps, O. and J.A. Lambregts. 1990.Analysis of a local retail market forcatfish and crawfish. Department ofAgriculture Economics, Texas A&MUniversity, College Station. SRACNo. 512. 36 pp.

Ednoff, Mike. Winter, 1992. Directmarketing techniques for aquacul-ture, successful approaches forsmaller producers. National Aquac-ulture Association QuarterlyNewsletter. Shepherdstown, WV.Vol. 1 (4):6-7.

Gilbert, R. 1989. Small-scale marketingof aquaculture products. Universityof Georgia, Athens. SRAC No. 350.4 pp.

Harvey, D. March, 1993. Aquaculturesituation and outlook report. USDA.Rockville, MD. 42 pp.

Oha, P. 1991. New York co-op bettingon new closed system, restaurantsurvey. Water Farming Journal. Vol.6(8):13-14.

Riepe, J.R., M.A. Martin and L.F.Schrader, 1993. Indiana restaurantsas a market for farm-raised fish:results from a 1991 survey. Depart-ment of Agricultural Economics,Office of Agricultural ResearchPrograms, Purdue University, WestLafayette, Indiana. SB-665. 84pp.

Schrader, L.F. and J.R. Riepe. 1990.Marketing aquaculture products.Pages 44-48 in Swann (editor).Proceedings: Regional Workshop onCommercial Aquaculture UsingWater Reuse Systems. Illinois-Indiana Sea Grant Program.Department of Animal Science,Purdue University, West Lafayette,IN.

Seafood Leader. Bimonthly seafoodmarketing magazine. 1115 NW 46thSt. Seattle, WA 98107-9977.

Stutzman, C. Marketing seafood prod-ucts. Kirkwood Rural DevelopmentCenter. Kirkwood CommunityCollege. Cedar Rapids, IA. 6 pp.

Series Editor: Joseph E. Morris, Associate Director,North Central Regional Aquaculture Center.

Design by Dennis Melchert, Ames Best Communications

Originally published by Iowa State University, Ames, Iowa.

Niche Marketing Your Aquaculture Products

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