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Adding Value to Salmon Helps Capturing Market Shares

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Abstract
  • France is Europe's largest market for salmon, close to saturation for traditional products but open to opportunities for differentiated items. Over the last ten years, the supply of salmon-based products has moved from basic items to more sophisticated ones. Processing is one way of turning the product into what consumers want. But inserting non-material values is another one, which proves to be quite efficient as well. This article, inspired by a study undertaken for the salmon industry in 2005, reports that adding value to salmon is a good response to changing consumer demand and customer expectations and a successful way at capturing market shares. This presentation shows that through filleting, fixed-weight portioning, pre-cooking, assembling ingredients, packing, branding, labelling (Environmental, Regional Marketing&), producers and processors change the product, its image, its utility, its value, and ultimately its market attractiveness.
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  • Monfort, Marie Christine. 2006. Adding Value to Salmon Helps Capturing Market Shares. In: Proceedings of the Thirteenth Biennial Conference of the International Institute of Fisheries Economics & Trade, July 11-14, 2006, Portsmouth, UK: Rebuilding Fisheries in an Uncertain Environment. Compiled by Ann L. Shriver. International Institute of Fisheries Economics & Trade, Corvallis, Oregon, USA, 2006. CD ROM. ISBN 0-9763432-3-1
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  • The National Oceanic & Atmospheric Administration Marine Fisheries Service, United States Department of Commerce (NOAA Fisheries); United Kingdom Department for Environment, Food and Rural Affairs (DEFRA); The United States Agency for International Development supported Aquaculture Collaborative Research and Support Program (ACRSP).
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