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• 1. [Article] Diversification into the UK Market for Locally Produced Tilapia

  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 ...

  Citation × Citation Citation Abstract Copy Title: Diversification into the UK Market for Locally Produced Tilapia Author: Watterson, Andrew, Murray, Francis, Kodithuwakku, Sarath, Boyd, Kathleen, Young, James A., Ferguson, Pauline, Leschen, William, Little, David C. 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. Title: Diversification into the UK Market for Locally Produced Tilapia Author: Watterson, Andrew, Murray, Francis, Kodithuwakku, Sarath, Boyd, Kathleen, Young, James A., Ferguson, Pauline, Leschen, William, Little, David C. 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. Close