Got Nature? Blog

The aquaculture industry in the United States Department of Agriculture North Central Region (USDA NCR) is relatively small and diverse, consisting primarily of small- to medium-scale family-owned and operated farms, with a few large operations scattered throughout the region. Regardless of farm size, regional aquaculture businesses face similar product marketing challenges, such as low prices and competition with wild-capture and imported farm-raised fish products.

To maximize profits, companies generally adapt marketing strategies based on factors such as location, product offerings, consumers’ willingness to pay, and profit margins. In the NCR, due to relatively high regional production costs, low production capacities, and lack of economically feasible processing infrastructure, many aquaculture businesses have opted to market and sell to wholesalers specializing in recreational stocking, the pet trade, bait, and live food fish. With ongoing changes to the way people shop, including more online purchasing than ever before, regional aquaculture businesses are exploring opportunities for direct marketing to consumers to diversify their sales portfolios. This requires finding new customers who are willing to pay a premium price.

Direct marketing means any marketing strategy that relies on business-to-consumer communication or distribution. This guidebook is for small- to medium-scale farmers interested in directly marketing aquaculture products to individual consumers, essentially shortening the supply chain by eliminating all or some of the intermediaries or “middlemen.”

To receive the free download, visit the Purdue Extension’s resource center: The Education Store – Direct Marketing Guidebook for Small- to Medium-Scale Aquaculture Businesses.

Resources:
Profitability of Hybrid Striped Bass Cage Aquaculture in the Midwest, The Education Store, Purdue Extension resource center
A Guide to Marketing for Small-Scale Aquaculture Producers, The Education Store
A Guide to Small-Scale Fish Processing Using Local Kitchen Facilities, The Education Store
Marine Shrimp Biofloc Systems: Basic Management Practices, The Education Store
Aquaculture Industry in Indiana Growing, Purdue Today
Tilapia Farmed Fish Fact Sheet, The Education Store
Rainbow Trout Farmed Fish Fact Sheet, The Education Store
Pacific White Shrimp Farmed Fish Fact Sheet, The Education Store
Walleye Farmed Fish Fact Sheet: A Guide for Seafood Consumers, The Education Store
Sustainable Aquaculture: What does it mean to you?, The Education Store
The Benefits of Seafood Consumption The Education Store
Walleye Farmed Fish Fact Sheet: A Guide for Seafood Consumers, The Education Store
Pond and Wildlife Management website, Purdue Extension
Fish Cleaning with Purdue Extension County Extension Director, Got Nature? Blog, Purdue Extension – Forestry and Natural Resources
Aquaponics: What to consider before starting your business, YouTube, Purdue Ag Economics
Aquatics & Fisheries, Playlist, YouTube, Purdue Extension – Forestry and Natural Resources
Eat Midwest Fish, Illinois-Indiana Sea Grant online resource hub

Kwamena Quagrainie, Aquaculture Marketing Director/Clinical Engagement Full Professor
Purdue Agricultural Economics/Purdue Forestry & Natural Resources/Illinois Indiana Sea Grant Program

Amy Shambach, Aquaculture Marketing Outreach Associate
Purdue Forestry & Natural Resources/Illinois Indiana Sea Grant Program

Taylor Bradford, Aquaculture Extension Assistant
Illinois-Indiana Sea Grant/Purdue Forestry & Natural Resources/Purdue Agricultural Economics

Stuart Carlton, IISG Assistant Director
Illinois-Indiana Sea Grant/Purdue Forestry & Natural Resources