The European Consumers’ Understanding and Perceptions of Organic Salmon Production

Abstract

Rising consumer concern over intensive food production issues has resulted in an increase in demand for organic alternatives to a wide variety of foods including fruit and vegetables, meat and poultry. More recently, there has also been considerable interest in the marketing of more environmentally-friendly supplies of fish, including those from farmed production systems. 'Organic' salmon has featured in the forefront of this market innovation, although it is arguably more problematic to apply traditional organic principles to salmon production. The term 'organic salmon' contains at least three different components - animal welfare, chemical use and sustainability, the most controversial issue being animal welfare. Of fundamental importance is the extent to which this term can usefully be applied to salmon and, more importantly the extent to which consumers perceive animal welfare to be an important issue in salmon farming. This paper reports on some results based upon consumer focus groups in 5 countries (France, Germany, Norway, Spain and UK) and considers a number of issues relating to fish welfare and organic salmon production more generally. As the food market continues its seemingly relentless march to greener pastures it is suggested that this study may help identify some implications for future aquatic food product development decisions.