WWW.WAS.ORG • WORLD AQUACULTURE • DECEMBER 2016 65 (CONTINUED ON PAGE 66) growing “buy local” movement has been taking place in US restaurants where high competition makes catering to niche markets a necessity. Most restaurants have indicated that price is of little importance to them compared to quality, although few restaurants are aware of locally produced sources of high-quality agricultural goods (Starr 2003). Food safety is a major concern of Americans and many are interested in the origin of food before making purchasing decisions (Curtis 2009). Also, with the rise in individuals who want food produced by specific production methods such as organic, there are even greater local marketing opportunities (Bukenya 2007). These factors have led to increases in locally grown food being served in restaurants in Kentucky and Ohio. Research into “food mileage” has indicated that many consumers do not realize how much the distance between producer and consumer has grown over the past few decades (Futamura 2007). Although this has helped increase the availability of food, it has also had negative impacts such as increased reliance on transportation networks and increased competition faced by local growers. Small-scale aquaculture in Kentucky and Ohio relies on direct and niche marketing to compete with imported seafood. Marketing to restaurants specializing in local foods is a potential area where small-scale producers could become competitive in the low-margin seafood market. As evident through the huge increase in farmers’ market sales in the United States in recent years, some consumers are interested in narrowing the separation between them and farmers (Curtis 2009). Also, a Improving Market Access for Small-Scale Seafood Producers Richard Bryant, Siddhartha Dasgupta, Angela Caporelli and Laura Tiu Hybrid striped bass served in a white tablecloth restaurant. Photo: Charles Weibel. Rainbow trout had the greatest potential for marketing to restaurants by fish producers in Kentucky and Ohio. Restaurants consider taste and freshness of products to be more important than price. Direct marketing of aquaculture products to restaurants is a possible avenue for small-scale aquaculture growers to sell their products but these farmers must cater to the preferences of restaurants to reach these markets.
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