Marketing Tilapia in Hawaii Windward Community College July 17, 2010

Sales & Marketing Is As Important As Production Poor Product + Best Sales & Marketing = Short Term Profit Market Acceptable Product + Efficient and Effective Sales and Marketing = $$$$ Superior Product + Poor Sales and Marketing = No $$$$ Superior Product + Best Sales & Marketing = $$$$$$$

Why Are You Growing Fish? Self-Sustainability – provide food for self and family Small-Scale Commercial – farm profits are not the primary source of income Commercial – farm profits are the primary source of income

Existing Markets Ethnic channels Chinatown / Fish Markets Farmers Markets Boutique / Niche Food Service Alan Wong’s High interest Mainstream Food Service is the untapped market No negative stigma regarding species Consistent demand

Moving Toward Food Service Consistent quality and reliable distribution Specifications of product required for food service 2 to 3 lb fish Fillet Higher cost v. ethnic market Processing Larger size Risk Cost of husbandry

Barriers to Market Expansion Physical / Image Physical Growing a consistent quality product Factors affecting growth Species Husbandry Water Chemistry System Design Nutrition Negative Mainstream Local Perception Low Quality Dirty

Moving Forward Simultaneous programs to improve tilapia industry Improve product Gain acceptance of food service channel Farmers must take responsibility for their product and marketing Must be a partnership between ADP, UH and Industry Involvement with the industry association – Hawaii Aquaculture and Aquaponics Association

What Can the Farmer Do - Distribution Have you studied your market outlets? Do you have reasonably firm market commitments as to quantity, price, and form of product? Do you have alternate market outlets? Do you have adequate distribution facilities and dependable supply sources to meet the time, quality, and quantity demands of your markets? Are you aware of trends in product forms, packaging, convenience, and prices of your and competing products in the market?

What Can the Farmer Do - Production Can you adjust your harvest time to take advantage of high points in seasonal demand and price fluctuations? Can you provide maximum quality, type, form, and weight of products and other services that your market outlet requires?

What Can the Farmer Do - Marketing Have you planned for market promotion and education activities? Have you scheduled an advertising budget to stimulate sales? Have you participated in and contributed to industry association programs to create an appealing image for fish farming, and products for consumers and merchandisers? Have you cooperated with news media staffs to develop reports and programs to increase public awareness of the industry?

Contact ADP Address Halawa Valley Street, Aiea HI Todd Low