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The Effect on Product Differentiation by Origin Labeling of Seafood

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  • Problems with the security of imported foods and with false indications of origin have recently been uncovered in Japan, leading to increased consumer interest in the country or place of origin of foods. The place of origin is an important element when a consumer buys sea food. This report presents a case study of sea urchin purchase in Japan to test the above situation. It focuses on the competitiveness of Japanese marine products of local marine products and brands, because the former is affected by the latter. Before 2002, Japan had been increasing its imports of sea urchins in the face of declining domestic yield. Since then, the import volume has declined, although domestic production remains low. Yet demand for product from Iwate prefecture, Japan’s second largest producer, hasn’t changed. To find out why, we interviewed processors in and around Iwate; had a questionnaire for residents in the prefectural capital, Morioka; analyzed statistics from Morioka’s central wholesale market; and spoke to the market’s auctioneer. The results show that consumers have a lot of attention to product safety, and local people highly assess the value of local product. We presume that a trusted label of origin promotes both brand recognition and a perception of product safety.
  • Keywords: Markets and Labels, Markets and Trade, Fisheries Economics
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  • Miyata, Tsutom. 2010. The Effect on Product Differentiation by Origin Labeling of Seafood. 9 pages. In: Proceedings of the Fifteenth Biennial Conference of the International Institute of Fisheries Economics & Trade, July 13-16, 2010, Montpellier, France: Economics of Fish Resources and Aquatic Ecosystems: Balancing Uses, Balancing Costs. Compiled by Ann L. Shriver. International Institute of Fisheries Economics & Trade, Corvallis, Oregon, USA, 2010.
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  • US National Oceanic and Atmospheric Administration (NOAA) Fisheries Division, Agence Française de Développement, Ministère de l’Enseignement Supérieur et de la Recherche, Ministère de L’Alimentation de L’Agriculture et de la Pêche, Ministère de l’Énergie, du Développement Durable et de la Mer, La Région Languedoc Rouslilon, Département Hérault, Montpellier Agglomèration, The Department of Fisheries and Oceans, Canada, and AquaFish Collaborative Research Support Program (CRSP).
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