Aquaculture products are unique because its perishable nature. The moment the fish is harvested from the aquaculture site, then it is the best to be aware in changes within the fish. There might be a lot happening to our aquaculture product for example miss handling fish will cause damage to the aquaculture products. Fish freshness will also be determined by the way of harvesting and processing techniques because in aquaculture, fish could also be affected with bacterial spoilage thus causing negative effects such as discoloration, foul odor etc.
Marketing aquaculture products is also similar to marketing other products because the same general principle apply which are recognizing Product, Price, Promotion and Place. Some also add People as a principle.
Regarding to keeping Product in the highest standard then aquaculture products should be obtained from farms that applies high standard in production. Most people nowadays are aware of the use of antibiotics in fish production, and also some people object to aquaculture because its nature to abide animal welfare. Various things are in consideration in the mind of consumers resulting the thought that wild catch fish are better in taste. Aquaculture production varies in every countries and also different standards applies to different species (example shrimp and fish). Usually, aquaculturist are bound to follow rules to culture products for example biosecurity and good management practices. Aquaculture production sector is still in its infancy compared to other sectors but every year, through collaboration of scientific community and industry, the production process is more discussed so that in the end we could derive a safe and fresh product for human consumption.
Price of aquaculture products should be offered at a value that benefits the producer and also the consumer. As we know, supply and demand affects the value of any products including aquaculture products. What should be done is that the price should be competitive. Price factor is important as it will affect the decision of the consumer to buy your product.
Promotion of products should be done by collaborating knowledge of aquaculture production itself. For example if we promote our fish as organic products it could be an added value. Other consideration for customers are fish should be raised up in welfare state of mind, and also free of contamination. Promotion could be different according to different consumer segments but at the end, the goal of promoting aquaculture products is to increase awareness of consumers (new and exisiting) so they will make decision in buying aquaculture products.
Place aquaculture products in marketing terms is also important as it is one of the decisive factor in delivery of products to the consumer. One of the strategy is selling aquaculture products in a market that are also selling fish. Consumers coming to a fish market will have decision in buying the most competitive product (maybe turning to buying the most cheapest).
People are important factor in decision selling aquaculture products. Nowadays people in big cities tend to have a higher pace resulting reduced time to cook. Thus, people would be dining out or eating food that could be prepared faster. This result to aquaculture products to be more efficient costumed to customers for example fish in filleted form would be much more desirable for people.
Well, that should be enough for this post. Please feel free to discuss this subject on my blog as we all hope a better future in aquaculture.
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