66 DECEMBER 2016 • WORLD AQUACULTURE • WWW.WAS.ORG Fish farmers have the potential to sell their products locally, although very little research has been done to determine restaurant preferences for locally grown seafood. To successfully market seafood in restaurants, producers must be aware of the species, product form, size, and delivery schedule preferred by chefs (Dasgupta 2009). The study focused on the feasibility of profitably marketing seafood to restaurants in Kentucky and Ohio at a small scale. Study Methods The objective of the study was to document the demand for fresh aquaculture products from independent restaurants. Locally owned restaurants in Kentucky and Ohio were surveyed using Survey Monkey (n=289). Also, 50 questionnaires with selfaddressed stamped envelopes were hand delivered to locally owned restaurants in the Cincinnati area. The link to the electronic survey was also included in the Ohio Restaurant Association’s “News Bites” e-publication. Questions focused on their willingness to purchase seafood currently being cultured in Kentucky and Ohio, including catfish, largemouth bass, bluegill, hybrid striped bass, paddlefish, yellow perch and rainbow trout. Restaurants were asked about the types of freshwater fish that they currently serve and their preferred delivery schedule for locally-grown fish. Restaurants were also asked to indicate the attributes of seafood that were important to them such as freshness, taste, product form (including whole on ice, live, fillets), size of fish and product origin. Finally restaurants were asked to rank preferred fish species by listing their top three choices for fish. The size ranges of product forms for each species is reported in Table 1. Results We received responses from 52 restaurants, 39 in Kentucky and 13 in Ohio. Over half of the respondents (52 percent) currently serve freshwater fish. Among these, tilapia (37 percent), channel catfish (27 percent), and hybrid striped bass (15 percent) were the most commonly served fish. Rainbow trout was chosen by 44 percent of restaurant respondents as the first choice of fish they were most interested in trying. The second choice was hybrid striped bass (27 percent) and the third choice was channel catfish (12 percent). Seafood attributes of importance reported by the respondents were product quality, consistent supply and taste. About half (51 percent) of respondents indicated that once weekly is the most convenient delivery schedule. Rainbow trout had the greatest potential for marketing to restaurants by fish producers in Kentucky and Ohio. Fresh (38 percent) and fillets (29 percent) were the two most preferred forms of trout. Small whole trout (< 680 g) was preferred by half of the restaurants who chose whole trout as their most preferred local seafood and two-thirds of the restaurants that chose whole trout as their number two local seafood choice. Medium-size fillets were preferred by 76 percent of restaurants that chose trout fillets as their top local seafood choice. Restaurants were willing to pay $8-12/kg for whole trout and $16-20/kg for trout fillets. Hybrid striped bass had the second-highest potential for sales to local restaurants in Kentucky and Ohio. Fresh whole hybrid striped bass were preferred by 39 percent and fillets were preferred by 32 percent of respondents. Large fish (>1.5 kg) were preferred by most (75 percent) of the restaurants that chose whole hybrid striped bass as their preferred fish. Of those that preferred fillets, most chose medium-sized fillets. Restaurants were willing to pay $8-12/kg for whole hybrid striped bass. The preferred price for fillets varied, with 29 percent of restaurants that preferred hybrid striped bass indicating that they would be willing to pay $16-20/kg, while 36 percent indicated they would pay over $28/kg. Channel catfish, one of the most important aquaculture species in the United States, was the third most preferred species among the responding restaurants. Fresh fish (31 percent) and fillets (31 percent) were the two most preferred forms of catfish. Whole catfish was generally unpopular among restaurants. Restaurants preferred medium-size fillets and 60 percent of restaurants expressing willingness to buy catfish indicated that they were willing to pay $1014/kg for fresh catfish fillets. Discussion Because of the growing number of restaurants that are interested in featuring locally-raised food, more marketing opportunities are available to small-scale aquaculture producers. Our survey validated previous findings that restaurants consider taste and freshness of TABLE 1. Size ranges (g) of product forms for top three species identified in questionnaire of restaurant owners in Kentucky and Ohio. Product form Fish species Small Medium Large Whole fish Rainbow trout < 680 680 – 1270 > 1270 Hybrid striped bass < 830 830 – 1450 > 1450 Channel catfish < 640 640 – 1130 > 1130 Fillet All < 139 139 – 252 > 252
RkJQdWJsaXNoZXIy MjExNDY=