Marketing Options for Small Aquaculture Producers

Presented By:

David Cline

Alabama Cooperative Extension System

Auburn University

Marketing Plan

What Species?

What is the Competition like?

What product form?

What price?

What kind of promotion?

Where will you sell it?

Regulations?

What Species?

Choose a marketable species

Make sure production information is complete

Provide a variety of species

Bighead Carp

Catfish

The Culture Species

The Culture Species

The Culture Species

The Culture Species

Tropical Fish

Competition

International

Regional

Other Species

Other Seafood

Local Competition

Regional Competition

Other Protein Sources

4 “P’s” of Marketing

Product

Price

Promotion

Place

5th “P”

Product Form

Live

Fillets

Headed and gutted

Dressed

Nuggets

Steaks

Deboned

Smoked

What price will be charged?

Lowest: equal to your costs including fixed and variable costs

Highest: what you could talk a few people into paying

Reality: somewhere in-between

Questions to ask yourself

How will the product be positioned in the market?

Who are the customers and what do they expect?

What species and prices are the competition offering?

What quality associations are associated with the product?

What type of promotion will be used?

Generic

Personal

Example of a newspaper Ad

Farm-Raised Hybrid Striped Bass:

Raised Free of contaminants, highly nutritions, priced to

sell. Saturday, 8 a.m. - 12 noon, State Rd. 38 and 900

East, Tipp City.

**Clear, focused and to the point**

Generic Promotion

Personal Promotion

Where will you sell the product? “PLACE”

Local customer base

Roadside market

Fish fry fundraiser

Office building sales

Fairs and festivals

Value added market

Pond draining sale

Live hauling

Restaurant sales

Supermarkets

Specialty Stores

Direct Retail Sales Direct Wholesale Sales

< Fee Fishing >

Local Customer Base

Farm Sales

Roadside Sales

Or down the road, catering

Roadside Market

Fish Fry Fundraiser

Office Building Sales

Fairs and Festivals

Local County Fair

Processing adds value

Value Added Packaging

Quintessential value added

Pond Draining Sale

Cage Harvest Sale

Live Haul

Local Live Haul

Restaurant Sales

Grocery Store

Ethnic Specialty Market

Live Market

Live Market

Fishouts and Fee fishing

Check the prices

Fishout Processing adds value

Expected Prices

Outlet $/pound

Processors .55 - .90

Live Haulers .65 - 1.10

Roadside Market 1.00 - 1.75

Fish-out 1.00 - 1.75

Regulations

HACCP - Mandatory seafood inspection

– Hazard Analysis Critical Control Points

Contacts:

Local Health Department

Chamber of Commerce

City Hall

Game and Fish Commission

Department of Transportation

Summary

Keep the 4 “P’s” in mind

Create a written plan

Work hard to establish a reputation for QUALITY and DEPENDIBILITY

BE PERSISTENT

Now that’s a lot to think about

Formula for Success

20% Desire

20% Determination

50% Sweat

10% Luck

Made in the Shade!

Resources

SRAC Fact Sheets

eXtension.org

www.alearn.info