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Ethnic
Live Seafood Market Study
Overview:
Many live fish markets are located in and among ethnic communities,
mainly of East Asian (Chinese, Korean, Vietnamese) origin.
These consumers perceive value in consuming fish and seafood
as fresh as possible, which requires products are purchased
live.
In 2005, the New
Jersey Department of Agriculture, in cooperation with
Rutgers University,
and the University
of Delaware Sea Grant, was awarded $56,500 by the USDA
– AMS - FSMIP Program to identify and expand market
opportunities for fish and seafood products that are marketed
live to the consumer. This project covers the entire Northeast
Region of the USA.
Goal: The goal of
this project is to learn more about how market operators
and consumers view live seafood sales. We also want to stimulate
the market chain by increasing awareness among the various
participants: consumers, retailers, and producers.
Market Research:
We visited live seafood markets and restaurants in and around
Boston, New York City, Philadelphia, and Washington D.C.
Participating markets completed a short survey about live
seafood sales in their store. We also worked with a select
number of markets to conduct in-store interviews with their
customers to learn more about their preferences and trends.
Directory
of Live Seafood Markets in the Northeastern USA:
This directory will help consumers to better identify retailers
where they can purchase live seafood. The title includes
fifteen languages to help increase awareness among other
cultures and ethnicities, who may be interested in buying
live products, but may not be readily familiar with the
existing live markets that are generally operated by and
cater to East Asians.
Business Network Directory of Live Seafood: Working
with the University of Delaware Sea Grant, have compiled
a listing of producers (both commercial fishermen and aquaculturists)
and buyers of live seafood products. This listing will help
buyers better identify the availability of certain species
and assist producers in locating markets that are closer
or command a better price.
Ethnic Live Seafood Market Study Project Results:
The Final
Report for the entire project includes information on
the market operator survey and the consumer research portions
of the study. For an overview of the results of this market
research, please view the
presentation (requires PowerPoint) given at the 2007
National
Association of State Aquaculture Coordinators (NASAC)
Conference. For results on only the consumer research portion
of the study, please view
the presentation given at Aquaculture
America 2008.
Links:
Rutgers
University Cooperative Extension Service
http://njaes.rutgers.edu
University
of Delaware Sea Grant
www.ocean.udel.edu/seagrant/outreach/index.html
FSMIP Grant Press Release
www.jerseyseafood.nj.gov/FSMIPgrantPR.htm
USDA
- FSMIP Program
www.ams.usda.gov/tmd
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