Marketing Options for Small
Aquaculture Producers
Presented By:
David Cline
Extension Aquaculturist
Alabama Cooperative Extension System
Marketing
Often an after thought.
 Most difficult part of small-scale
production
 Plan, what plan?

Why do you need a marketing
plan
Marketing Plan
Know your customers
 What species?
 What is the competition like?
 What product form?
 What price?
 What kind of promotion?
 Where will you sell it?
 Regulations?
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What Species?
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Choose a marketable species
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Make sure production information is
complete
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Provide a variety of species
Potential Species
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Catfish
Tilapia
Trout
Koi
Crawfish
Bass
Bluegill
Bait minnows
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Freshwater shrimp
Aquatic plants
Goldfish
Turtles
Eels
Carp
Ornamentals
Alligators
Bighead Carp
The Culture Species
Competition
 International
 Regional
 Other
Species
Compete or Cooperate
You Decide
Other Seafood
Local Competition
Regional Competition
Other Protein Sources
4 “P’s” of Marketing
 Product
 Price
 Promotion
 Place
 5th
“P”
Product Form
Live
 Fillets
 Headed and gutted
 Dressed
 Nuggets
 Steaks
 Deboned
 Smoked
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What price will be charged?
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Lowest: equal to your costs including
fixed and variable costs
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Highest: what you could talk a few
people into paying
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Reality: somewhere in-between
Questions to ask yourself
How will the product be positioned in
the market?
 Who are the customers and what do
they expect?
 What species and prices are the
competition offering?
 What quality associations are associated
with the product?
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What type of promotion will
be used?
Generic
 Personal
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Example of a newspaper Ad
Farm-Raised Hybrid Striped Bass:
Raised Free of contaminants, highly nutritions, priced to
sell. Saturday, 8 a.m. - 12 noon, State Rd. 38 and 900
East, Tipp City.
What, Why, When, Where
**Clear, focused and to the point**
Generic Promotion
Personal Promotion
Where will you sell the
product? “PLACE”
Direct Retail Sales
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Local customer base
Roadside market
Fish fry fundraiser
Office building sales
Fairs and festivals
Value added market
Pond draining sale
Direct Wholesale Sales
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Live hauling
Restaurant sales
Supermarkets
Specialty Stores
< Fee Fishing >
Skip
Photos
Local Customer Base
Farm Sales
Roadside Sales
Or down the road, catering
Roadside Market
Fish Fry Fundraiser
Office Building Sales
Fairs and Festivals
Processing adds value
Value Added Packaging
Quintessential value added
Pond Draining Sale
Cage Harvest Sale
Live Haul
Local Live Haul
Restaurant Sales
Grocery Store
Ethnic Specialty Market
Live Market
Fishouts and Fee fishing
Check the prices
Fishout Processing adds value
Expected Prices
Outlet
 Processors
 Live Haulers
 Roadside Market
 Fish-out
$/pound
.55 - .80
.65 - .90
1.00 - 1.75
1.00 - 1.75
Price goes up as you get closer to the end user
Regulations
HACCP - Mandatory seafood inspection
– Hazard Analysis Critical Control Points
Contacts:
 Local Health Department
 Chamber of Commerce
 City Hall
 Game and Fish Commission
 Department of Transportation
Summary
Know your customer, meet their needs
 Keep the 4 “P’s” in mind
 Create a written plan
 Work hard to establish a reputation for
QUALITY and DEPENDIBILITY
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BE PERSISTENT
Now that’s a lot to think about
Formula for Success
20% Desire
20% Determination
50% Sweat
10% Luck
Made in the Shade!