This paper is focussed upon the marketing implications and adoption responses from a 3 years multidisciplinary Research Councils UK project which has examined the prospects for UK (agricultural) farmers to diversify into production of warm-water tilapia. The proposed production process and product characteristics abound with green credentials, consistent with emergent...
Globalisation in the retail sector is transforming food value chains by driving consolidation in the industry and extending supply chains across the globe. Globalisation enables retailers to benefit from economies of scale and cheaper production in foreign locations. However, food markets themselves are increasingly responding to local consumer preferences. In...