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• 1. [Article] Measuring the Effects of the 1998/99 Pan-European Salmon Marketing Campaign in Germany and France

  In July 1997 a trade agreement between Norway and the European Union went into effect. The agreement specifies an increase in the export levy on Norwegian salmon entering the EU from 0.75% to 3.00% ad ...

  Citation × Citation Citation Abstract Copy Title: Measuring the Effects of the 1998/99 Pan-European Salmon Marketing Campaign in Germany and France Author: Kinnucan, Henry W., Myrland, Øystein Year: 2001 In July 1997 a trade agreement between Norway and the European Union went into effect. The agreement specifies an increase in the export levy on Norwegian salmon entering the EU from 0.75% to 3.00% ad valorem. The proceeds of the levy are to be used by the Norwegian Seafood Export Council in cooperation with the Scottish Salmon Board and the Irish Salmon Growers Association for generic advertising of atlantic salmon in the European markets, the so called Pan-European Salmon Marketing Campaign. Over the Agreement’s five-year life, an estimated $30 million is expected to be invested in salmon promotion in Europe. Despite the relatively large sums being spent on these and related programs, little is known about the effects of generic advertising on consumers purchase frequency. A purpose of this research is to contribute to the understanding of these effects by examining in detail the generic advertising of atlantic salmon in Germany and France in 1998/99. By using a recursive econometric model linking awareness of the advertising in the first stage to the level of at-home consumption of salmon in the final stage the economic impact of the Pan-European campaign is investigated. Title: Measuring the Effects of the 1998/99 Pan-European Salmon Marketing Campaign in Germany and France Author: Kinnucan, Henry W., Myrland, Øystein Year: 2001 In July 1997 a trade agreement between Norway and the European Union went into effect. The agreement specifies an increase in the export levy on Norwegian salmon entering the EU from 0.75% to 3.00% ad valorem. The proceeds of the levy are to be used by the Norwegian Seafood Export Council in cooperation with the Scottish Salmon Board and the Irish Salmon Growers Association for generic advertising of atlantic salmon in the European markets, the so called Pan-European Salmon Marketing Campaign. Over the Agreement’s five-year life, an estimated $30 million is expected to be invested in salmon promotion in Europe. Despite the relatively large sums being spent on these and related programs, little is known about the effects of generic advertising on consumers purchase frequency. A purpose of this research is to contribute to the understanding of these effects by examining in detail the generic advertising of atlantic salmon in Germany and France in 1998/99. By using a recursive econometric model linking awareness of the advertising in the first stage to the level of at-home consumption of salmon in the final stage the economic impact of the Pan-European campaign is investigated. Close

• 2. [Article] Demand for Organic Salmon in the European Union

  This paper provides an analysis of the market potential for organic salmon, primarily in the European Union. There has been a substantial growth in the demand for organic food products in industrialised ...

  Citation × Citation Citation Abstract Copy Title: Demand for Organic Salmon in the European Union Author: Tveteras, S., Smith, A.P., McDonagh, P., Beckmann, S., Young, J.A., Muir, J.F., Mariojouls, C., Bigne, J., Tvetaras, R., Bjorndal, T., Beveridge, M., Aarset, B., Prothero, A., Reithe, S. Year: 2001 This paper provides an analysis of the market potential for organic salmon, primarily in the European Union. There has been a substantial growth in the demand for organic food products in industrialised countries in the course of the past decade. Legislation for organic production is now being extended to aquaculture, and limited quantities of certified organic salmon have been marketed in the European Union. We examine the experience gained in other organic food markets, and draw some conclusions from these markets with relevance to salmon. Organic salmon fills a dietary need among organic consumers, but at the same time it has some characteristics which may present obstacles to successful marketing. We analysed price premiums for organic salmon compared to conventional salmon. Positive price premiums were found, but it is hard to predict how they will evolve when the supply of organic salmon is expanded. Experience from other organic foods that are supplied in large volumes suggests that it may be possible to obtain price premiums even with substantially higher production. Title: Demand for Organic Salmon in the European Union Author: Tveteras, S., Smith, A.P., McDonagh, P., Beckmann, S., Young, J.A., Muir, J.F., Mariojouls, C., Bigne, J., Tvetaras, R., Bjorndal, T., Beveridge, M., Aarset, B., Prothero, A., Reithe, S. Year: 2001 This paper provides an analysis of the market potential for organic salmon, primarily in the European Union. There has been a substantial growth in the demand for organic food products in industrialised countries in the course of the past decade. Legislation for organic production is now being extended to aquaculture, and limited quantities of certified organic salmon have been marketed in the European Union. We examine the experience gained in other organic food markets, and draw some conclusions from these markets with relevance to salmon. Organic salmon fills a dietary need among organic consumers, but at the same time it has some characteristics which may present obstacles to successful marketing. We analysed price premiums for organic salmon compared to conventional salmon. Positive price premiums were found, but it is hard to predict how they will evolve when the supply of organic salmon is expanded. Experience from other organic foods that are supplied in large volumes suggests that it may be possible to obtain price premiums even with substantially higher production. Close

• 3. [Article] Salmon Color and the Consumer

  It is generally accepted that the color of salmon products is one of the most important quality parameters. Therefore, color plays a decisive role when evaluating the quality of the product at point-of-sale. ...

  Citation × Citation Citation Abstract Copy Title: Salmon Color and the Consumer Author: Anderson, Stewart Year: 2001 It is generally accepted that the color of salmon products is one of the most important quality parameters. Therefore, color plays a decisive role when evaluating the quality of the product at point-of-sale. The colors resulting from the deposition of carotenoids are considered to be of significant behavioral importance to animals. However, in addition to their coloration properties, the carotenoids have major biological functions. The species-specific pink flesh color provided only by astaxanthin has always been associated with salmonids and has differentiated the salmonids from other fish species. Studies have shown that when it comes to making purchasing decisions about salmon, consumers have stated that color is very important. Consumers perceive that redder salmon is equated to these characteristics: fresher, better flavor, higher quality and higher price. Title: Salmon Color and the Consumer Author: Anderson, Stewart Year: 2001 It is generally accepted that the color of salmon products is one of the most important quality parameters. Therefore, color plays a decisive role when evaluating the quality of the product at point-of-sale. The colors resulting from the deposition of carotenoids are considered to be of significant behavioral importance to animals. However, in addition to their coloration properties, the carotenoids have major biological functions. The species-specific pink flesh color provided only by astaxanthin has always been associated with salmonids and has differentiated the salmonids from other fish species. Studies have shown that when it comes to making purchasing decisions about salmon, consumers have stated that color is very important. Consumers perceive that redder salmon is equated to these characteristics: fresher, better flavor, higher quality and higher price. Close

• 4. [Article] Structural Breaks in the European and US Market for Salmon

  This study investigates a possible structural break in the relationship between the price of Norwegian salmon exported to the EU and prices of Chilean salmon exported to the US. A structural break is expected ...

  Citation × Citation Citation Abstract Copy Title: Structural Breaks in the European and US Market for Salmon Author: Vassdal, Terje, Sirnes, Espen Year: 2001 This study investigates a possible structural break in the relationship between the price of Norwegian salmon exported to the EU and prices of Chilean salmon exported to the US. A structural break is expected in the spring/summer 1997 because restrictions on price and quantum on Norwegian salmon was introduced at this time. A test for cointegration suggests that there is a long term relationship between prices of salmon in the EU and US before and after the break. A Chow test reveals that that there is a distinct structural break in May 1997. The study can and will be improved in subsequent studies by using better tests for cointegration. Title: Structural Breaks in the European and US Market for Salmon Author: Vassdal, Terje, Sirnes, Espen Year: 2001 This study investigates a possible structural break in the relationship between the price of Norwegian salmon exported to the EU and prices of Chilean salmon exported to the US. A structural break is expected in the spring/summer 1997 because restrictions on price and quantum on Norwegian salmon was introduced at this time. A test for cointegration suggests that there is a long term relationship between prices of salmon in the EU and US before and after the break. A Chow test reveals that that there is a distinct structural break in May 1997. The study can and will be improved in subsequent studies by using better tests for cointegration. Close

• 5. [Article] Exploring the Influence of Climate, Competition and Aquaculture on the Dynamics of Fraser River Sockeye Salmon and the Economics of their Fisheries

  Presentation

  Citation × Citation Citation Abstract Copy Title: Exploring the Influence of Climate, Competition and Aquaculture on the Dynamics of Fraser River Sockeye Salmon and the Economics of their Fisheries Author: Liu, Yajie, Connors, Brendan Presentation Title: Exploring the Influence of Climate, Competition and Aquaculture on the Dynamics of Fraser River Sockeye Salmon and the Economics of their Fisheries Author: Liu, Yajie, Connors, Brendan Presentation Close

• 6. [Article] The European Consumers’ Understanding and Perceptions of Organic Salmon Production

  Rising consumer concern over intensive food production issues has resulted in an increase in demand for organic alternatives to a wide variety of foods including fruit and vegetables, meat and poultry. ...

  Citation × Citation Citation Abstract Copy Title: The European Consumers’ Understanding and Perceptions of Organic Salmon Production Author: Tveteras, R., Smith, A.P., McDonagh, P., Bunting, M.J., Reisch, L.A., Young, J.A., Muir, J.F., Mariojouls, C., Bigne, J., Bjorndal, T., Beveridge, M., Aarset, B., Beckmann, S., Prothero, A. Year: 2001 Rising consumer concern over intensive food production issues has resulted in an increase in demand for organic alternatives to a wide variety of foods including fruit and vegetables, meat and poultry. More recently, there has also been considerable interest in the marketing of more environmentally-friendly supplies of fish, including those from farmed production systems. 'Organic' salmon has featured in the forefront of this market innovation, although it is arguably more problematic to apply traditional organic principles to salmon production. The term 'organic salmon' contains at least three different components - animal welfare, chemical use and sustainability, the most controversial issue being animal welfare. Of fundamental importance is the extent to which this term can usefully be applied to salmon and, more importantly the extent to which consumers perceive animal welfare to be an important issue in salmon farming. This paper reports on some results based upon consumer focus groups in 5 countries (France, Germany, Norway, Spain and UK) and considers a number of issues relating to fish welfare and organic salmon production more generally. As the food market continues its seemingly relentless march to greener pastures it is suggested that this study may help identify some implications for future aquatic food product development decisions. Title: The European Consumers’ Understanding and Perceptions of Organic Salmon Production Author: Tveteras, R., Smith, A.P., McDonagh, P., Bunting, M.J., Reisch, L.A., Young, J.A., Muir, J.F., Mariojouls, C., Bigne, J., Bjorndal, T., Beveridge, M., Aarset, B., Beckmann, S., Prothero, A. Year: 2001 Rising consumer concern over intensive food production issues has resulted in an increase in demand for organic alternatives to a wide variety of foods including fruit and vegetables, meat and poultry. More recently, there has also been considerable interest in the marketing of more environmentally-friendly supplies of fish, including those from farmed production systems. 'Organic' salmon has featured in the forefront of this market innovation, although it is arguably more problematic to apply traditional organic principles to salmon production. The term 'organic salmon' contains at least three different components - animal welfare, chemical use and sustainability, the most controversial issue being animal welfare. Of fundamental importance is the extent to which this term can usefully be applied to salmon and, more importantly the extent to which consumers perceive animal welfare to be an important issue in salmon farming. This paper reports on some results based upon consumer focus groups in 5 countries (France, Germany, Norway, Spain and UK) and considers a number of issues relating to fish welfare and organic salmon production more generally. As the food market continues its seemingly relentless march to greener pastures it is suggested that this study may help identify some implications for future aquatic food product development decisions. Close

• 7. [Article] Alaska Seafood Marketing Institute Research on Salmon

  The author presents research conducted by the Alaska Seafood Marketing Institute on consumer preferences and buying habits.

  Citation × Citation Citation Abstract Copy Title: Alaska Seafood Marketing Institute Research on Salmon Author: Belknap, Barbara Year: 2001 The author presents research conducted by the Alaska Seafood Marketing Institute on consumer preferences and buying habits. Title: Alaska Seafood Marketing Institute Research on Salmon Author: Belknap, Barbara Year: 2001 The author presents research conducted by the Alaska Seafood Marketing Institute on consumer preferences and buying habits. Close

• 8. [Article] Fatty Acids in Cultivated and Wild Fish

  Some years ago, the U.S. Dept. of Agriculture undertook a study of the nutrient profile of the leading species of cultivated and wild fish and shellfish. Some data from that work were published, but information ...

  Citation × Citation Citation Abstract Copy Title: Fatty Acids in Cultivated and Wild Fish Author: Nettleton, Joyce A. Year: 2001 Some years ago, the U.S. Dept. of Agriculture undertook a study of the nutrient profile of the leading species of cultivated and wild fish and shellfish. Some data from that work were published, but information on fatty acids was not included. This paper presents data on the fat, cholesterol and major fatty acid content of cultivated and wild channel catfish (Ictalurus punctatus), rainbow trout (Salmo gairdneri), and coho salmon (Oncorynchus kisutch). Two samples of each species were obtained from the wild at two different seasons, reflecting differences in spawning status; three samples of cultivated channel catfish and rainbow trout plus two of coho salmon were obtained at peak season to coincide with one of the sampling times of the wild samples. Analyses were conducted on raw and cooked fillets. Fatty acids were determined by gas-liquid chromatography. Fat content of cultivated catfish and salmon ranged from 2.5-5 times that of wild samples; fat levels in wild and cultivated trout were similar. Monounsaturates predominated in cultivated catfish and salmon but not trout. Differences in fatty acid profile between wild and cultivated fish were greatest among polyunsaturates; linoleic acid was substantially higher in all cultivated samples than in wild fish. Omega-3 fatty acid levels were related to species and were higher in cultivated than wild samples owing to higher fat content. Data do not support the notion that wild fish are higher in omega-3 fatty acids than cultivated fish. Title: Fatty Acids in Cultivated and Wild Fish Author: Nettleton, Joyce A. Year: 2001 Some years ago, the U.S. Dept. of Agriculture undertook a study of the nutrient profile of the leading species of cultivated and wild fish and shellfish. Some data from that work were published, but information on fatty acids was not included. This paper presents data on the fat, cholesterol and major fatty acid content of cultivated and wild channel catfish (Ictalurus punctatus), rainbow trout (Salmo gairdneri), and coho salmon (Oncorynchus kisutch). Two samples of each species were obtained from the wild at two different seasons, reflecting differences in spawning status; three samples of cultivated channel catfish and rainbow trout plus two of coho salmon were obtained at peak season to coincide with one of the sampling times of the wild samples. Analyses were conducted on raw and cooked fillets. Fatty acids were determined by gas-liquid chromatography. Fat content of cultivated catfish and salmon ranged from 2.5-5 times that of wild samples; fat levels in wild and cultivated trout were similar. Monounsaturates predominated in cultivated catfish and salmon but not trout. Differences in fatty acid profile between wild and cultivated fish were greatest among polyunsaturates; linoleic acid was substantially higher in all cultivated samples than in wild fish. Omega-3 fatty acid levels were related to species and were higher in cultivated than wild samples owing to higher fat content. Data do not support the notion that wild fish are higher in omega-3 fatty acids than cultivated fish. Close

• 9. [Article] Japanese Fish Demand and Price Linkage with Foreign Markets

  Japan has about 10% and 15% share for the consumption and trade of marine products respectively, and the trend has significant impacts on world markets. Thus the purpose of this article is to estimate ...

  Citation × Citation Citation Abstract Copy Title: Japanese Fish Demand and Price Linkage with Foreign Markets Author: Tada, Minoru Year: 2001 Japan has about 10% and 15% share for the consumption and trade of marine products respectively, and the trend has significant impacts on world markets. Thus the purpose of this article is to estimate the income elasticity of the demand, that includes all kinds of fish usage such as eating out and cooked foods as well as fresh materials for cooking in the household, and to analyze price linkages between domestic and foreign markets. As a result of estimating demand function by commodity, it was found that a) the income elasticity of demand for all usage is higher than that for household material, for many commodities, and b) tuna, bonito, salmon, left-eye flounder, sea bream, shrimp and crab show positive income elasticity. The analysis of price linkage for tuna, salmon, mackerel and shrimp showed that a) Japanese CIF price correlates with world average FOB price for salmon, implying that the prices are determined simultaneously, and b) there exist a time-lag for domestic price to be transmitted to foreign markets for tuna and frozen shrimp, though the lag is for some months. Therefore, Japanese recovery from economic recession will give rise to price hike in world markets for tuna and shrimp, for which supply potentials are worried due to the resources limitation and environmental contamination. Title: Japanese Fish Demand and Price Linkage with Foreign Markets Author: Tada, Minoru Year: 2001 Japan has about 10% and 15% share for the consumption and trade of marine products respectively, and the trend has significant impacts on world markets. Thus the purpose of this article is to estimate the income elasticity of the demand, that includes all kinds of fish usage such as eating out and cooked foods as well as fresh materials for cooking in the household, and to analyze price linkages between domestic and foreign markets. As a result of estimating demand function by commodity, it was found that a) the income elasticity of demand for all usage is higher than that for household material, for many commodities, and b) tuna, bonito, salmon, left-eye flounder, sea bream, shrimp and crab show positive income elasticity. The analysis of price linkage for tuna, salmon, mackerel and shrimp showed that a) Japanese CIF price correlates with world average FOB price for salmon, implying that the prices are determined simultaneously, and b) there exist a time-lag for domestic price to be transmitted to foreign markets for tuna and frozen shrimp, though the lag is for some months. Therefore, Japanese recovery from economic recession will give rise to price hike in world markets for tuna and shrimp, for which supply potentials are worried due to the resources limitation and environmental contamination. Close

• 10. [Article] Generic Advertising for the Seafood Industry

  The seafood industry is one part of the food industry competing for consumer protein demand. Generic advertising or promotion offers one approach to expand that demand. Generic promotion programs focus ...

  Citation × Citation Citation Abstract Copy Title: Generic Advertising for the Seafood Industry Author: Armbruster, Walter J. Year: 2001 The seafood industry is one part of the food industry competing for consumer protein demand. Generic advertising or promotion offers one approach to expand that demand. Generic promotion programs focus on market expansion involving an entire industry or segment. They involve advertising directly to the final consumer or to institutional or retail buyers, or promotion programs to accompany other marketing activities. Generic advertising programs to educate consumers about nutritional values of seafood and food safety measures taken by the industry may help to increase consumer demand. Generic promotion programs for agricultural commodities have enjoyed success and provided lessons useful for the seafood industry. Econometric analyses have generally determined that generic promotion programs have been relatively profitable for producers in aggregate, but impact varies considerably among programs. For success in the seafood industry, a substantial sub-sector of participants would need to agree to work together to provide the funding through a trade association or government program. The fragmented structure of fishing boat owners and the open access, common property nature of U.S. fisheries indicates that programs would need to be organized at the processor or wholesaler levels. Challenges would be the relatively small operations which are geographically dispersed, but a few companies account for a large portion of total product. Several generic promotion programs exist in the seafood industry: the unsuccessful U.S. Seafood Promotion Act of 1986, an ongoing Alaska salmon promotion program, a Norway salmon promotion program, and in the farm-raised catfish industry program in the southeastern U.S. Successful programs will require well thought out objectives that identify commodity attributes that could be successfully promoted, recognize budget limits, allocate resources carefully, develop an implementation strategy that fits the industry structure, and include plans to evaluate effectiveness. Title: Generic Advertising for the Seafood Industry Author: Armbruster, Walter J. Year: 2001 The seafood industry is one part of the food industry competing for consumer protein demand. Generic advertising or promotion offers one approach to expand that demand. Generic promotion programs focus on market expansion involving an entire industry or segment. They involve advertising directly to the final consumer or to institutional or retail buyers, or promotion programs to accompany other marketing activities. Generic advertising programs to educate consumers about nutritional values of seafood and food safety measures taken by the industry may help to increase consumer demand. Generic promotion programs for agricultural commodities have enjoyed success and provided lessons useful for the seafood industry. Econometric analyses have generally determined that generic promotion programs have been relatively profitable for producers in aggregate, but impact varies considerably among programs. For success in the seafood industry, a substantial sub-sector of participants would need to agree to work together to provide the funding through a trade association or government program. The fragmented structure of fishing boat owners and the open access, common property nature of U.S. fisheries indicates that programs would need to be organized at the processor or wholesaler levels. Challenges would be the relatively small operations which are geographically dispersed, but a few companies account for a large portion of total product. Several generic promotion programs exist in the seafood industry: the unsuccessful U.S. Seafood Promotion Act of 1986, an ongoing Alaska salmon promotion program, a Norway salmon promotion program, and in the farm-raised catfish industry program in the southeastern U.S. Successful programs will require well thought out objectives that identify commodity attributes that could be successfully promoted, recognize budget limits, allocate resources carefully, develop an implementation strategy that fits the industry structure, and include plans to evaluate effectiveness. Close