66 JUNE 2016 • WORLD AQUACULTURE • WWW.WAS.ORG Seventy one farmers’ market patrons responded to the survey after eating the catfish fillets supplied to them. These consumers were mostly Caucasian (92 percent), female (68 percent), and 58 percent were between 30 and 50 years old. They were frequent farmers’ market shoppers with 69 percent shopping weekly and an additional 27 percent shopping a few times per month. They were an educated group: 78 percent had college degrees. The most-often reported household size was two. These respondents were familiar with fish because more than half of them cooked fish at home either weekly or twice monthly. Catfish was also popular: 39 percent cooked catfish at home and another 24 percent ate catfish in restaurants. Locally-grown catfish was well received: 84 percent of respondents liked the flavor of the catfish fillets. Eighty-two percent of respondents indicated that the freshness of the fish was important to them, and 91 percent considered local-sourcing of catfish to be important. The farmers’ market survey elicited the willingness to pay for fresh catfish fillets. Figure 2 illustrates the data distribution showing that 59 percent of farmer’s market respondents were willing to pay between $13.20 and $17.60/kg, with an average willingness to pay of $15.71/kg. Eighty CSA patrons responded to the the survey after eating the catfish fillets supplied to them. The demographics of this dataset were similar to the farmers’ market patrons: the respondents were mostly Caucasian (96 percent), female (59 percent); 67 percent were between ages of 30 and 50 years, 89 percent had college degrees, and the most-often reported household size was two. Survey results indicated that 93 percent of CSA-survey respondents liked eating freshwater fish. Thirteen percent indicated that they eat catfish every month and 45 percent reported eating catfish a few times per year. Catfish fillets were also well-received by these consumers; 92 percent liked the taste, 97 percent liked the freshness, and 93 percent liked all atrributes of the fillets. Seventythree percent of respondents wanted catfish fillets to be a regular item at their CSA. Figure 2 illustrates the distribution of CSA patrons’ willingness to pay for fresh catfish fillets. Figure 2 indicates that 55 percent of CSA patrons were willing to pay between $13.20 and $17.60/kg for catfish fillets, with an average of $13.20/kg. Conclusions This article outlines several local marketing options for whole and filleted catfish in Kentucky. The results indicate a significant interest among Hispanic consumers to buy whole catfish. This was revealed through the experimental auction and demonstrated via sales of whole catfish supplied to four Hispanic grocers. Because survey respondents were Hispanic people who shopped at Hispanic grocers, it is likely that they valued Hispanic foods. Catfish fits into traditional Hispanic cooking as part of a soup that requires a whole fish, explaining their preference for whole fish over fillets. The article also indicates that fresh catfish fillets are in demand in farmers’ markets and CSA operations. Over 80 percent of the surveyed consumers liked the flavor of fresh catfish fillets. Their willingness to pay for catfish fillets was close to the product’s current retail price, which ranges from $13.20 to $17.60/kg; nearly threequarters of the farmers’ market respondents were willing to pay $15.40/kg or more, while over half of CSA respondents were willing to pay at least $15.40/kg. Based on 2007 input prices, the breakeven price to produce whole catfish was estimated to be $1.80/kg (Dasgupta et al. 2007). Recent data (Caporelli and Lazur 2014) indicates that the breakeven price for small-scale catfish production is $2.64/kg. At this price, sales of whole fish would be profitable direct to Hispanic consumers (average willingness to pay of $10.25/kg), and marginally profitable selling to Hispanic grocers (prices $3.30 and $3.74/kg). Non-Hispanic farmers might be challenged to develop a market in Hispanic communities because of language barriers; however, the opportunity is available for Hispanic farmers to profit from catfish sales within their communities. Caporelli and Lazur (2014) identified a breakeven price to produce catfish fillets of $6.53/kg. An average willingness to pay of $14.28/kg (farmers’ markets) and $13.20/kg (CSA) indicates a sizeable profit margin. However, the challenge is for sellers to process small volumes of fish on a regular basis. This will involve either building or renting a certified fish processing facility and regularly filleting fish. Another challenge is for sellers to negotiate fillet prices with CSA owners. However, the opportunity exists for current vendors at farmers’ markets and CSA owners to diversify into catfish production and processing enterprises. Notes Siddhartha Dasgupta, Richard Bryant, and Alejandro Velasquez. Kentucky State University, College of Agriculture, Food Science and Sustainable Systems, 400 East Main Street, Frankfort, KY 40601, Siddhartha.dasgupta@kysu.edu 1 Berry, J., G. Fischer and R. Guiteras. 2011. Incentive compatibility in the field: a test of Becker-Degroot-Marschak mechanism. www.ncsu.edu/cenrep/workshops/TREE/documents/Guiteras_ April2011.pdf. Accessed on 1/10/2014. References Caporelli, A. and A.M. Lazur. 2014. Small-scale, on-farm fish processing. Southern Regional Aquaculture Center publication number 442, srac.tamu.edu/index.cfm/getFactSheet/ whichfactsheet/101/. Accessed on December 8, 2014. Corrigan, J.R. and M.C. Rousu. 2008. Testing whether field auction experiments are demand revealing in practice. Journal of Agricultural and Resource Economics 33(2): 290-301. FIGURE 2. Willingness to pay for fresh catfish fillets by patrons of farmers’ market and CSAs.
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