Adding Value And The Behavior Of Actors In The Fishing Industry


Adding Value And The Behavior Of Actors In The Fishing Industry By Gouin Stéphane, Fady André, Charles Erwan ABSTRACT Fishermen, who initially harvest the resource, are generally satisfied with landing the raw material and selling it. It is the food processing industries, wholesalers, distributors and retailers (fish stores and supermarkets) that create added value from the fish by transforming it or/and differentiating different types or quality grades. Focussing upon Brittany, Normandy and the Channel coast of Northern France, we observed behaviour of actors of fishing industry in adding value to seafood products. A pilot study of 18 fishermen, 18 fish merchants, 11 managers of stores (hypermarkets and supermarkets) and 37 fishmongers were undertaken at the beginning of 1999. These 84 market studies focussed on the seven types of adding value: modification of fishing techniques; introduction of quality improvements; differentiation between fish, shellfish and crustaceans; policies of certification or collective brands; economic integration in the sector; creation of value added products; information and promotion to consumers. After recalling the reasons for adding value to seafood products, the results of our market study of 84 professionals are presented. KEYWORDS: seafood, marketing, adding value, comercial strategies View Market Competition and Channels Session View Full Paper (PDF file)

Instructions for authors Conference Program Contact us IIFET 2000 Web Menu