Slide1 : Ethnic Live Seafood Markets in the Northeast Region May 15, 2007
Orange Beach, Alabama USA JOSEPH J. MYERS*
BIN LIU
YUMIN YOU
RAMU GOVINDASAMY
JOHN EWART
LINDA J. O’DIERNO National Association of State Aquaculture Coordinators - Consumer Analysis
- Business Network Development Fish & Seafood Program
Trenton, NJ USA NEW JERSEY
Department of Agriculture
Acknowledgments : Acknowledgments Rutgers State University of New Jersey
University of Delaware Sea Grant
US Department of Agriculture
Federal State Market Improvement Program
12-25-G-0460 NASAC 2007 - May 15, 2007 - Orange Beach, Alabama
Background : Live foodfish sales
Less post-harvest investment
Premium
Current Market Saturated
Cultural Barriers
Lacking Market Intelligence
Stimulate Entire Market Chain
Quantity, Sales, Variety NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Background
Scope : Live Fish Markets
Boston Metro
New York Metro
Philadelphia Region
Baltimore/D.C./Virginia
ALL POINTS IN BETWEEN
Toronto, CANADA NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Scope
Live Fish Market : Which are INCLUDED
Seafood Markets featuring live products
Finfish and bivalves
Cater to Ethnic Communities
Certain Upscale Restaurants
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Live Fish Market
Live Fish Market : Which are EXCLUDED
Supermarkets with only lobster tanks
Fresh/frozen only seafood markets
Raw Bars
Bait Shops
Pet Stores
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Live Fish Market
Components of Study : Consumer & Market Research
Analytical
Business Network Development
Promotional
Live Market Directory
Producer/Buyer Directory
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Components of Study
Live Market Contacts : Live Market Compilation
Yellow Pages
Internet Listings
Ethnic Newspapers
MIT Project
Industry Contacts
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Live Market Contacts
Market Survey : Deliver Survey in Person
Follow-up with Mail
We Asked Them…….
Popular Varieties
Volume and Supplier Base
Seasonality
Customer Base
Participation in Directory NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Market Survey
Market Survey : We Identified
Food Markets – 128
Restaurants – 65
February through August 2006
Response Rate
Food Markets – 26.6%
Restaurants – 9.2%
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Market Survey
Market Survey : Market Survey # of vendors % of markets NASAC 2007 - May 15, 2007 - Orange Beach, Alabama How many vendors do you have?
Market Survey : Market Survey frequency of deliveries % of markets NASAC 2007 - May 15, 2007 - Orange Beach, Alabama How often do you receive live fish deliveries?
Market Survey : Market Survey NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Importance of various attributes (%)
Market Survey : NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Market Survey Relative Strength Month
Market Survey : NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Market Survey
Market Survey : Market Survey NASAC 2007 - May 15, 2007 - Orange Beach, Alabama % of markets Importance live fish section to the store
Market Survey : Market Survey NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Future Plans for Live Fish Section (next 2 yrs)
Consumer Survey : In-Store Intercept Surveys
Purchase Preferences
Buying Habits
Demographics NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Consumer Survey
Consumer Survey : 5 Live Fish Markets
Largest Volumes from Market Survey
2 NY, 2 NJ, 1 PA
50 Surveys in Each Market
2 Interviewers
Bilingual English-Mandarin
Conducted Friday PM-Saturday AM
10-15 min
Each Participant Received $10 Coupon
Count # Units Entering Store/Buying Live Fish
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Consumer Survey
Consumer Survey : NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Consumer Survey Live Market Consumer Profile
Consumer Survey : NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Consumer Survey Demographics Female (57%)
Chinese (79%)
36-50 age range (44%)
21-35 age range (42%)
High school (27%) or Post-graduate degree (35%)
Employed full-time (66%)
Earn under $25,000 annually (34%)
English is NOT the primary language (82%).
Chinese (82%) or some other language (5%)
Suburban households (55%)
Three (30%) or four (25%) family members
Consumer Survey : NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Consumer Survey Purchase by Day of the Week
Consumer Survey : NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Consumer Survey Purchase by Month
Consumer Survey : NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Consumer Survey
Consumer Survey : NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Consumer Survey Reasons Why Consumers Buy Live Fish
Consumer Survey : NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Consumer Survey Types of Live Seafood Preferred by Consumers
Consumer Survey : NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Consumer Survey Consumer Perceptions and Preferences of Live Seafood
Consumer Survey : NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Consumer Survey Consumer Perceptions and Preferences of Live Seafood
Live Market Directory : All willingly participating live markets in Northeast
Multilingual Cover
18 languages
Trilingual Introduction
English, Mandarin, Spanish NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Live Market Directory
Buyer/Producer Directory : Link Wholesale Buyers…..
Market Operators
Live Haulers
… and Sellers
Aquaculturists
Commercial Fishermen
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Buyer/Producer Directory
Deliverables : Web Directories
Currently On-Line
Able to keep information current
Print Directories
Deliver through Ethnic community groups
Distribute through listings and producer communities
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama Deliverables
Contact Information : Contact Information New Jersey Department of Agriculture
Fish & Seafood Program
PO Box 330
Trenton, New Jersey 08625-0330 USA
(609) 984-2502, (609) 633-7229 FAX
joseph.myers@ag.state.nj.us
www.jerseyseafood.nj.gov