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Marketing Options for Small Aquaculture Producers Presented By: David Cline Alabama Cooperative Extension System Auburn University
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
