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Diversification into the UK Market for Locally Produced Tilapia

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Abstract
  • 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 market demands. This combination might enable small scale producers to access growing UK niche markets for fresh fish and to compete through upmarket positions with expanding EU tilapia imports. Having ascertained the wider market characteristics primary research was undertaken through consumer focus groups and depth interviews with organisational channel members. The results supported the initial premise of there being niche markets for tilapia produced from local, small-scale environmentally-friendly units. Three target groups in the UK were identified: ethnic consumers, green consumers and discrete segments (gastro-pubs and upscale fish restaurants) within foodservice. Having established favourable market prospects the propensity of farmers to diversify into this novel area of activity was explored. Investigation of farmer entrepreneurship, undertaken in 2006 and 2007, explored perceived challenges in the new aquaculture venture. In-depth face to face and telephone interviews with agricultural farmers identified a number of factors that both encouraged and dissuaded them from diversification into tilapia. Despite the ongoing interests of some, and other emergent adopters, the majority seem disinclined to commercialise their interest. The paper concludes with an assessment of what might need to be done to promote a more favourable reaction and reviews the prognosis for the success of local fish production.
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  • Young, James A., David C. Little, Andrew Watterson, Francis Murray, Kathleen Boyd, William Leschen, Pauline Ferguson and Sarath Kodithuwakku. 2008. Diversification into the UK Market for Locally Produced Tilapia. 10 pages. In: Proceedings of the Fourteenth Biennial Conference of the International Institute of Fisheries Economics & Trade, July 22-25, 2008, Nha Trang, Vietnam: Achieving a Sustainable Future: Managing Aquaculture, Fishing, Trade and Development. Compiled by Ann L. Shriver. International Institute of Fisheries Economics & Trade, Corvallis, Oregon, USA, 2008.
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  • US National Oceanic and Atmospheric Administration (NOAA) Fisheries Division, The Department of Fisheries and Oceans, Canada; Aquaculture CRSP and AquaFish CRSP; Minh Phu Seafood Corporation; Vietnam Datacommunication Company (VDC); Camau Frozen Seafood Processing Import Export Corporation (Camimex); Long Sinh Limited Company; Mai Linh Group and Nam Viet Corporation.
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