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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

• 2. [Article] Fish Sustainability information Schemes: A Global Comparative Assessment and their Implications

  This paper presents the findings of an 18 months global review of organisations providing sustainable fisheries information to consumers and other channel intermediaries completed in December 2009*. The ...

  Citation × Citation Citation Abstract Copy Title: Fish Sustainability information Schemes: A Global Comparative Assessment and their Implications Author: Horvat, Peter, Abel, Rigmor, Parkes, Graeme, Lem, Audun, Harman, Jon, Macfarlane, Alastair, Nolan, Conor, Walmsley, Suzannah, Mens, Maarten, Young, James A. This paper presents the findings of an 18 months global review of organisations providing sustainable fisheries information to consumers and other channel intermediaries completed in December 2009*. The project was managed by a consortium of nine organisations involved with seafood, the Fish Sustainability Information Group (FSIG), from around the world incorporating FAO. The review examined the key organisations that analyse, assess and provide data, guidance, disseminate and otherwise communicate on the sustainability of world fisheries and aquaculture to retailers, foodservice sectors, consumers and others. The methodology engaged through interviews the 17 organisations considered to be representative of those involved in leading seafood sustainability communications, in addition to web-site data gathered from a broader sample. Evaluation of the various respective communications was made regarding accuracy, scientific robustness and relevance. The data analysis presents a hitherto unique scope of comparison of the governance procedures and output of the world’s most significant organisations supplying seafood sustainability information.The paper then considers the implications of this analysis noting the respective merits and demerits of the two key categories identified: certification schemes and recommendation lists. Particular emphasis is placed upon how such instruments might improve in future with respect to seven critical criteria identified. The findings are then contextualised within current and emergent policy measures in both capture fisheries and aquaculture. The paper concludes with some prospective consideration of how such communications might become more efficient and effective in an era of increasingly complex measures received by audiences subjected to evermore complicated market signals. Title: Fish Sustainability information Schemes: A Global Comparative Assessment and their Implications Author: Horvat, Peter, Abel, Rigmor, Parkes, Graeme, Lem, Audun, Harman, Jon, Macfarlane, Alastair, Nolan, Conor, Walmsley, Suzannah, Mens, Maarten, Young, James A. This paper presents the findings of an 18 months global review of organisations providing sustainable fisheries information to consumers and other channel intermediaries completed in December 2009*. The project was managed by a consortium of nine organisations involved with seafood, the Fish Sustainability Information Group (FSIG), from around the world incorporating FAO. The review examined the key organisations that analyse, assess and provide data, guidance, disseminate and otherwise communicate on the sustainability of world fisheries and aquaculture to retailers, foodservice sectors, consumers and others. The methodology engaged through interviews the 17 organisations considered to be representative of those involved in leading seafood sustainability communications, in addition to web-site data gathered from a broader sample. Evaluation of the various respective communications was made regarding accuracy, scientific robustness and relevance. The data analysis presents a hitherto unique scope of comparison of the governance procedures and output of the world’s most significant organisations supplying seafood sustainability information.The paper then considers the implications of this analysis noting the respective merits and demerits of the two key categories identified: certification schemes and recommendation lists. Particular emphasis is placed upon how such instruments might improve in future with respect to seven critical criteria identified. The findings are then contextualised within current and emergent policy measures in both capture fisheries and aquaculture. The paper concludes with some prospective consideration of how such communications might become more efficient and effective in an era of increasingly complex measures received by audiences subjected to evermore complicated market signals. Close