Transcript Open Ocean Opportunities and Challenges

Marketing Tilapia in Hawaii
Windward Community College
July 17, 2010
Sales & Marketing Is As Important As
Production
• Poor Product + Best Sales & Marketing = Short Term
Profit
• Market Acceptable Product + Efficient and Effective
Sales and Marketing = $$$$
• Superior Product + Poor Sales and Marketing =
No $$$$
• Superior Product + Best Sales & Marketing = $$$$$$$
Why Are You Growing Fish?
• Self-Sustainability – provide food for self and family
• Small-Scale Commercial – farm profits are not the
primary source of income
• Commercial – farm profits are the primary source of
income
Existing Markets
• Ethnic channels
• Chinatown / Fish Markets
• Farmers Markets
• Boutique / Niche Food Service
• Alan Wong’s
• High interest
• Mainstream Food Service is the untapped market
• No negative stigma regarding species
• Consistent demand
Moving Toward Food Service
• Consistent quality and reliable distribution
• Specifications of product required for food service
• 2 to 3 lb fish
• Fillet
• Higher cost v. ethnic market
• Processing
• Larger size
• Risk
• Cost of husbandry
Barriers to Market Expansion
Physical / Image
• Physical
• Growing a consistent quality product
• Factors affecting growth
• Species
• Husbandry
• Water Chemistry
• System Design
• Nutrition
• Negative Mainstream Local Perception
• Low Quality
• Dirty
Moving Forward
• Simultaneous programs to improve tilapia industry
• Improve product
• Gain acceptance of food service channel
• Farmers must take responsibility for their product and
marketing
• Must be a partnership between ADP, UH and Industry
• Involvement with the industry association – Hawaii Aquaculture
and Aquaponics Association
What Can the Farmer Do - Distribution
• Have you studied your market outlets?
• Do you have reasonably firm market commitments as to
quantity, price, and form of product?
• Do you have alternate market outlets?
• Do you have adequate distribution facilities and dependable
supply sources to meet the time, quality, and quantity
demands of your markets?
• Are you aware of trends in product forms, packaging,
convenience, and prices of your and competing products in
the market?
What Can the Farmer Do - Production
• Can you adjust your harvest time to take advantage of high
points in seasonal demand and price fluctuations?
• Can you provide maximum quality, type, form, and weight of
products and other services that your market outlet requires?
What Can the Farmer Do - Marketing
• Have you planned for market promotion and education
activities?
• Have you scheduled an advertising budget to stimulate sales?
• Have you participated in and contributed to industry
association programs to create an appealing image for fish
farming, and products for consumers and merchandisers?
• Have you cooperated with news media staffs to develop
reports and programs to increase public awareness of the
industry?
Contact ADP
• Address
• 99-941 Halawa Valley Street, Aiea HI 96701
• Todd Low
• 808.483.7130
• [email protected]