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Multidisciplinary Perspectives on an Emergent Fish Product: The Tank of British Tilapia

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  • This paper presents the interim results of an ongoing research project funded by the 'Research Councils UK' Rural Economy Land Use programme. The project has a multi-disciplinary perspective on the potential production and marketing of tilapia as a niche product under a diversification strategy for UK arable and dairy farmers; in addition to marketing and production issues the implications for sustainability and public health are considered. The tripartite disciplinary research focus: marketing, aquaculture and public health, along with entrepreneurship and commercial partners, aims to develop technical guidelines for sustainable tilapia production along with market and social analysis throughout the value chain. Concomitant health impact assessments add to the appraisal of the direct and indirect impacts of UK tilapia culture. The paper establishes current knowledge and perceptions of industry and consumers of this novel tilapia farming process and product, including sustainability, health benefits and food safety. This background established, the paper presents the interim marketing findings. The UK is shown to be a latecomer to the tilapia table, yet it is contended that there is significant niche market potential. Ethnic, green and other consumer segments are identified within the at-home market along with components of the foodservice sector. Secondary data analysis is supplemented with primary data from consumer focus groups and in-depth interviews with organisational channel members. Preliminary consumer research results provide a clearer insight into understanding of perceptions and attitudes towards sustainable aquatic food production, health concerns with fish, organic aquatic food products and tilapia. It appears that whilst there is significant emergent interest in the concept of a greener farmed product, delivering a competitive product advantage still presents a number of challenges to prospective producers.
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  • Young, James A., Kathleen Grady, David Little, Andrew Watterson and Francis Murray. 2006. Multidisciplinary Perspectives on an Emergent Fish Product: The Tank of British Tilapia. 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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