Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/2698
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Growing Green: the emergent role of non-tilapia attributes in marketing tilapia
Author(s): Young, James
Little, David C
Watterson, Andrew
Murray, Francis
Boyd, Kathleen
Leschen, William
Kodithuwakku, Sarath
Contact Email: j.a.young@stir.ac.uk
Keywords: tilapia
marketing
aquaculture
product diversification
Tilapia Great Britain Marketing
Diversification in industry Great Britain
Fish culture Great Britain
Issue Date: Jan-2010
Date Deposited: 8-Feb-2011
Citation: Young J, Little DC, Watterson A, Murray F, Boyd K, Leschen W & Kodithuwakku S (2010) Growing Green: the emergent role of non-tilapia attributes in marketing tilapia. Aquaculture Economics and Management, 14 (1), pp. 63-79. http://www.informaworld.com/smpp/title~db=all~content=t716100763; https://doi.org/10.1080/13657300903566886
Abstract: This paper is focussed upon the emergent emphasis of environmentally friendly (ENVF) attributes in fish with particular regard to tilapia in the UK. The focus is upon the technical production issues, marketing implications, public health and adoption responses from a 3 years multidisciplinary Research Councils UK project which examined the prospects for UK (agricultural) farmers to diversify into production of warmwater 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 in-depth interviews with organisational channel members. The results supported the initial premise of niche markets existing 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 that a more holistic support perspective will be required to promote a more favourable reaction and reviews the prognosis for the success of local fish production.
URL: http://www.informaworld.com/smpp/title~db=all~content=t716100763
DOI Link: 10.1080/13657300903566886
Rights: Published in Aquaculture Economics & Management by Taylor & Francis.; This is an electronic version of an article published in Aquaculture Economics & Management, Volume 14, Issue 1, January 2010, pp. 63 - 79. Aquaculture Economics & Management is available online at: http://www.informaworld.com/openurl?genre=article&issn=1365-7305&volume=14&issue=1&spage=63

Files in This Item:
File Description SizeFormat 
AEMB_08_134_3Dec09 editedFINAL.pdfFulltext - Accepted Version108.77 kBAdobe PDFView/Open



This item is protected by original copyright



Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

The metadata of the records in the Repository are available under the CC0 public domain dedication: No Rights Reserved https://creativecommons.org/publicdomain/zero/1.0/

If you believe that any material held in STORRE infringes copyright, please contact library@stir.ac.uk providing details and we will remove the Work from public display in STORRE and investigate your claim.