Acknowledgments

1
Ethnic Live Seafood Markets in the Northeast
Region
- Consumer Analysis - Business Network Development
JOSEPH J. MYERS BIN LIU YUMIN YOU RAMU
GOVINDASAMY JOHN EWART LINDA J. ODIERNO
NEW JERSEY Department of Agriculture
National Association of State Aquaculture
Coordinators
Fish Seafood Program Trenton, NJ USA
May 15, 2007 Orange Beach, Alabama USA
2
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
3
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
4
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
5
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
6
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
7
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
8
Live Market Contacts

• Live Market Compilation
• Yellow Pages
• Internet Listings
• Ethnic Newspapers
• MIT Project
• Industry Contacts

NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
9
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
10
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
11
Market Survey
How many vendors do you have?
of markets
of vendors
NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
12
Market Survey
How often do you receive live fish deliveries?
of markets
frequency of deliveries
NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
13
Market Survey
Importance of various attributes ()
NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
14
Market Survey
Relative Strength
Month
NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
15
Market Survey
NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
16
Market Survey
Importance live fish section to the store
of markets
NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
17
Market Survey
Future Plans for Live Fish Section (next 2 yrs)
NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
18
Consumer Survey

• In-Store Intercept Surveys
• Purchase Preferences
• Buying Habits
• Demographics

NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
19
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
20
Consumer Survey
Live Market Consumer Profile
NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
21
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

NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
22
Consumer Survey
Purchase by Day of the Week
NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
23
Consumer Survey
Purchase by Month
NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
24
Consumer Survey
NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
25
Consumer Survey
Reasons Why Consumers Buy Live Fish
NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
26
Consumer Survey
Types of Live Seafood Preferred by Consumers
NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
27
Consumer Survey
Consumer Perceptions and Preferences of Live
Seafood
NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
28
Consumer Survey
Consumer Perceptions and Preferences of Live
Seafood
NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
29
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
30
Buyer/Producer Directory

• Link Wholesale Buyers..
• Market Operators
• Live Haulers
• and Sellers
• Aquaculturists
• Commercial Fishermen

NASAC 2007 - May 15, 2007 - Orange
Beach, Alabama
31
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
32
Contact Information

• New Jersey Department of Agriculture
• Fish Seafood Program
• PO Box 330
• Trenton, New Jersey 08625-0330 USA
• [phone], [phone] FAX
• joseph.myers_at_ag.state.nj.us
• www.jerseyseafood.nj.gov