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Home , Fish market, Fish products

Contents

Introduction ...... 3

Selecting a Species ...... 4

The Four P’s in Marketing ...... 6

Regulations ...... 12

Inspection ...... 12

Summary ...... 12

Suggested Readings ...... 13

Niche Marketing Your Products — 1 2 — Niche Marketing Your Aquaculture Products Introduction Producers who are ready to harvest to sell their product. But even though their first crop of , often ask, massive quantities of fish are marketed “Where will I sell them?” It is surpris- in those areas, such markets generally ing how many producers ask this serve high-volume producers. New question so late in the production cycle. farmers producing relatively small To avoid certain failure of an aqua- quantities of fish should start by devel- culture enterprise, producers must oping markets within a 50-mile radius seriously investigate the as of their farm. an initial step before investing in This bulletin discusses general production. Midwestern farmers in marketing concepts as applied to traditional farming enterprises, such as fish and presents ideas for selling corn, soybeans, beef, swine, and poul- aquaculture products locally. Food fish try, use well-established markets that production offers the greatest potential have been highly refined over the last for aquaculture expansion in the Mid- few decades. For example, go to any west; therefore, most of this bulletin rural town, regardless of its size, and specifically addresses the process of you’ll likely find a grain elevator or marketing food fish. Many of the same stockyard where buyers or outlets for marketing principles apply to other products are available almost daily. types of aquaculture products such as Aquaculture, unlike other agricul- fingerlings, sport fish, bait fish, and ture enterprises, is in its infancy, ornamental fish. especially in the Midwest. Large-scale Keep in mind that more time will be processing plants solely for aquaculture required to initially establish a new products are nonexistent in this region. market as opposed to servicing or As a result, fish and crayfish farmers maintaining an existing market. A are forced to use niche markets for their budget should be developed where products. costs can be estimated and compared Niche markets have advantages and against anticipated returns.The costs disadvantages. The main advantage in may include personnel costs, delivery niche marketing is that producers costs, promotional costs, overhead, and become wholesalers, and, in some additional materials and equipment cases, retailers. Consequently, produc- costs. ers have more control over the prices The producer of any aquaculture they set for their products, and they product should learn how to answer retain some portion of the profit that the following five questions after would otherwise have gone to middle- reading this bulletin. men. The main disadvantage is that 1. How do I select a marketable considerable time must be spent species? analyzing and developing niche 2. What product form will I provide? markets. In most cases the product is 3. How much should I charge for my sold one fish at a time whether product? processed, whole, or live. 4. How can I promote my product to Many beginning aquaculturists increase sales? assume that the huge markets for fish 5. Where will I sell my product? in Chicago, Indianapolis, Kansas City, Louisville, Minneapolis, and St. Louis offer unlimited opportunities for them

Niche Marketing Your Aquaculture Products — 3 Selecting a species may be a better choice be- When deciding which species to cause they are extremely hardy. They produce, keep four things in mind. tolerate poor water quality and are easy to spawn. The only production draw- 1) Choose a marketable species. back is their intolerance to low A good example of a species difficult temperatures. These fish are often to market as a fresh product is common raised cheaply in tropical climates. A . is easy to produce second, more serious problem with and is a candidate species if you have a tilapia is in marketing. Tilapia are not strong ethnic market in your area. native to the United States and are Otherwise, it is advisable to consider subject to import/production restric- other more widely accepted species. Of tions in some states. Also, because the 60 or so candidate species for food tilapia are not native, the consumer has fish aquaculture, only channel , been slow to recognize them as a high- crawfish, and rainbow have quality food fish. With continued established industries in the United promotion tilapia will offer better States. In addition to those species, potential. others, such as Atlantic , , hybrid striped bass, tilapia, 3) Understand your competition yellow , walleye, and various before selecting a species. sunfishes, offer considerable potential If you are considering aquaculture as in the Midwest. a business because you think there is limited competition, then you should 2) Attempting to farm species with reconsider. The industry is well incomplete production informa- established and very competitive. It tion or production peculiarities is will become even more competitive in a very risky venture. the near future. Midwestern producers Although species such as walleye, have to compete with wild-caught and shrimp, and have wide public farm-raised products of both domestic appeal and are widely consumed, each and foreign origin. Understanding your have unsolved production problems. competitors allows your production For example, walleye producers recog- and marketing programs to develop nize that fingerling survival may be around specific species and markets low due to poor hatchery practices or which will provide you with the great- cannibalistic behavior. Furthermore, est profit. Remember also that other most walleye are produced by state seafood is not the only competition you agencies and released as will have to consider. Competition fingerlings. Since few have been grown from all protein sources, such as poul- to marketable food size using commer- try, beef and pork, must be considered. cial diets, there is limited nutritional and economical information at this time Native wild on which to base food-size walleye Competition exists from yellow production. Faced with these produc- perch, walleye, and crayfish harvests tion obstacles, a producer could fail to originating from commercial fisheries reach production goals. In any new in states around the Great Lakes region. business, and especially in aquaculture, Harvests from each of these fisheries cumulative short-term setbacks can are highly variable due to either over- lead to heavy monetary losses. or environmental constraints. This has allowed farm-raised yellow

4 — Niche Marketing Your Aquaculture Products perch to compete with commercially region to rely more heavily on niche caught yellow perch. marketing opportunities until signifi- Ocean-caught fish such as , cant infrastructure is established for , ocean perch, and salmon, feed, fingerlings, and processing facili- account for a significant portion of ties. In the meantime, small-scale United States seafood consumption. producers must rely on the premiums They are often a cheaper and more that may be paid for locally grown fish. reliable supply than those from lake fisheries or aquaculture enterprises. Farmed international Once again, over-fishing results in The competition from species farmed more opportunities for farm-raised internationally is greatest for salmon products. from Europe and Chile. Tilapia, an- other product being farmed Foreign wild internationally, is being imported into Competing with seafood imports the United States. Many niche market- poses the greatest challenge to the ing opportunities still exist for the aquaculture industry. In 1993, total producer who sells a fresh product, trade deficit was $3.7 billion. Of the since most tilapia are imported as 15.0 pounds of seafood consumed frozen fillets. annually per person in 1993, less than 20 percent was farm-raised. 4) Provide a variety of species. Competition between farm-raised Variety is extremely important to and foreign-wild species is greatest for small-scale producers. Many market cod, pollock, , and outlets prefer buying small quantities whiting. Farmers considering walleye of many species. Production of more production should also realize that than one species may offer a competi- Canada has a well-established commer- tive advantage over single-species cial industry. They have operations. If production of a variety of hundreds of lakes which can be opened species is not feasible, then pooling to fishing in order to maintain the resources with other producers will country’s market share by flooding the allow for a variety of species. market. Due to this situation, prices could fall enough to force marginally profitable farmers out of business. The Four P’s in Marketing Farmed domestic Product, price, promotion, and Midwest farmers raising food species place— classical points in traditional such as channel catfish and rainbow marketing— also apply to marketing trout, must overcome competition from aquaculture products. After potential the large industries in southern and producers choose the best species for western states which have produced their area, serious planning and re- these species for several decades. Even search needs to be conducted on each though pond-side prices of these two point. species will be lower than for locally grown products, higher shipping costs Product can make midwestern products more Market size and product form are competitive. two important aspects of an aquacul- Established aquaculture industries ture product. Different customers often will force small-scale producers in this have different ideas on what the best

Niche Marketing Your Aquaculture Products — 5 size or form is. Market size varies cut away from the backbone. Rib according to consumer preferences. and skin are usually removed. Channel catfish are usually sold after Butterfly fillets are the two skin-on flank reaching 1 to 2 lb. At this size, one 1.5 fillets held together by the belly flap lb. fish will yield two 4.5 oz. fillets. (trout or yellow perch are sometimes Yellow perch or bluegill are fish pur- sold as butterfly fillets). chased by consumers at a smaller size. Fillet size will depend on individual Market size for either of these species preferences. Usually fillets are cut to may be as small as 0.25 lb. prescribed proportions which yield a Each successive degree of fish pro- single serving (4 to 8 oz.) from one or cessing results in different product two fillets. As a rule, whole fish need forms. The following is a discussion of to average around 1.25 to 1.5 lb. definitions and specific information depending on the dress-out percent- concerning various product forms. age of each species. For example, 1.5 lb. channel catfish, hybrid striped Live fish are those sold to live haulers bass, tilapia, or trout will have a fillet who stock fee-fishing lakes and farm dress-out percentage from 33 to 40 ponds, or to consumers who dress percent. them at home for consumption. Deboned fish have the rib and back Fish in the round are put on and bones removed, with the rest of the sold just as they came out of the body intact. water. is a value-added process- Drawn fish have their entrails re- ing method. Two smoking methods moved. (hot and cold smoking) are used. Hot Dressed fish are sold completely smoking is more like flavorful cleaned but with the head intact. cooking of brined fish, and never Headed and gutted fish have the head produces enough drying to ensure and entrails removed. Fins and tails safekeeping. Hot smoking involves may be removed or left intact. Spe- temperatures of 250o to 300oF for a cies, such as channel catfish, have the period of 4 to 5 hours. Cold smoking, skin removed. For trout and other on the other hand, preserves fish by salmonids, the head, skin and scales drying. Cold smoking requires as are usually left intact, but gills are little as 24 hours or as long as three removed. weeks at temperatures never exceed- Chunks are cross sections of large ing 80oF. dressed fish having backbone as their only . Chucks are similar Regardless of the product form you to beef or pork roasts. choose to offer, it is very important to Steaks are cross sections of dressed fish establish and maintain a reputation as a around 1 in. thick. Larger catfish (3 reliable supplier. Be sure to gain an lb. or more) are sometimes sold as accurate understanding of each steaks. customer’s needs regarding both Nuggets come from the belly flap after volume and frequency of purchases it is cut free from the fillet. Channel before you deliver the first fish. catfish nuggets are common in Remember that a customer is taking supermarkets. Part of this popularity more of a risk when depending on you may be a result of their lower cost. for fish supplies rather than relying on Fillets are boneless pieces of fish. a local fish wholesaler or other estab- Flank fillets are the two sides of the fish lished business. Therefore, you need to

6 — Niche Marketing Your Aquaculture Products take extra care to be reliable. This can fixed and variable costs. This pricing be a major problem for new or small- system works fine in the absence of scale producers. One approach could severe competition. be to join with other producers in Competitive pricing is probably the forming a marketing cooperative. easiest, and, in marketing, the most common form of pricing. In this Price system, producers gather market How much should you charge for information on the prices and quanti- your product? Real-life implementa- ties of competing products and then tion of this seemingly simple price their products accordingly. calculation is not so easy. Pricing a Skimming involves the introduction of product is an agonizing, lengthy deci- a product at a relatively higher price sion, and will likely need periodic for more affluent, quality-conscious adjustments to reflect new market customers. Then, as the market realities. becomes saturated, the price is So where do you start in thinking gradually lowered. about price? Well, the lowest price you Discount pricing offers customers a would ever want to charge is equal to reduction from advertised prices for your cost per pound, including both specific reasons. For example, a fish fixed and variable costs. The highest farm advertises in the local newspa- price would be what you could talk one per that prices will be 25 percent or two desperate people into paying for cheaper if they bring the advertise- your fish. Your base price needs to be ment from the paper. Another somewhere in between. Take into example would be when a producer consideration such factors as: who advertises on local radio, offers • How are you going to position your customers a discounted price when product in the food ? Is it they mention the advertisement. an economy or luxury item? Loss-leader pricing is the offering of a • Who are your customers? Are they portion of the product at a reduced individual consumers, up-scale price for a limited time. The goal is to restaurants, or food wholesalers? attract more customers to the • What species and prices are competi- producer’s place of business so that tors offering? they might also buy non-discounted • What are the quality perceptions products as well. This pricing associated with your chosen species, method is seen in farmers markets location or production system? and supermarkets to introduce a new product or to create consumer As you may have figured out, pricing is excitement. not an isolated decision. Many Psychological pricing involves estab- systems for determining the price of lishing prices that look better or a product are used by marketers. convey a certain message to the From a small-scale retail marketing buyer. For example, instead of standpoint, only the most relevant charging $3.00 per lb. the producer systems will be discussed. charges $2.99 per lb. This will make Cost-plus pricing simply adds a con- the product appear to be more of a stant percentage of profit above the bargain. Or, instead of charging a cost of producing a product. The price close to production costs the problem with cost-plus pricing is producer charges in the higher price that it is difficult to accurately assess range that buyers associate with

Niche Marketing Your Aquaculture Products — 7 higher quality or more desirable fish must be clear, to the point and focused. species. Below is an example of an ad under Perceived-value pricing is positioning farm produce in the classified section of and promoting a product on non- your hometown newspaper. price factors such as quality, healthfulness (clean water, no con- Farm-raised yellow perch. Raised free taminants), or prestige. The producer of contaminants, highly nutritious, must decide on a price that reflects priced to sell. Saturday 8–12 a.m. State this perceived value. This would be a Road 38 and 900 East in Tipp City. good strategy for farm-raised versus wild- caught fish or any species you could pitch as having non-price Other types of promotion will be attributes. necessary to maximize sales. Point-of- purchase materials such as recipes, Promotion samples, or instructions on processing Producers promote their products to are time-tested promotional tools. create customers. The best way to Before creating your own point-of- attract new customers is to provide a purchase materials, decide if materials high-quality product and to develop that are already available can be excellent promotion strategies. Regard- adapted to your farm (Figure 1). less of the advertising method chosen, The form of promotion you choose as the producer should spend a portion of a new producer will depend on the time promoting the product(s). There scale of your operation, available are two general methods of promoting resources, availability of your product, aquaculture products, generic and and geographic location of your farm. personal promotions. In addition to public advertising, you Generic promotion is commonly should consider some on-site product performed by large marketing groups promotion, both visual and verbal. This such as The Catfish Institute. Because should accent the non-price attributes such groups are involved in generic of your product which will convince advertising of catfish, their efforts do the consumer to be a repeat customer. not directly apply to products from individual farms. Place What methods of personal promo- There are many places and many tion are available to a small-scale retail markets for farmers to sell their food marketer? One of the most common directly, both at the retail promotional methods is word of and wholesale levels. A number of mouth. You convince a friend to buy considerations must be taken into from you. If satisfied with the quality account when deciding what type of and/or price of your product, the market and specific business or loca- buyer will pass along word of your tions to market your fish (e.g., species, operation to others. The multiplying form, location, ability to process). effect can be tremendous, but often Farmers may sell their product word of mouth is not sufficient. Other directly to the consumer (retailing) or common channels for advertising to other businesses which then sell to include radio, newspaper ads, maga- the consumer (wholesaling). The zines, handbills, flyers, and posters. promotional principles discussed Promotion is usually aimed at the earlier usually apply to retailing di- consumer. The promotional message rectly to the consumer since most

8 — Niche Marketing Your Aquaculture Products Figure 1. Point-of-purchase promotion, like the recipe card shown below, often enhances sales. (Source: Illinois-Indiana Sea Grant Program, Purdue University Cooperative Extension Service, West Lafayette, IN 47907)

1 Baked (two pounds, /2 to 1 inch fillets) Arrange fillets in lightly greased 13x9 inch baking pan and bake at COOKING 425˚F for 20 to 30 minutes. 1 Farmed Striped Grilled (two pounds, /2 to 1 inch fillets) Arrange fillets on grill rack and cook 3 minutes on side one and 3 to 6 Bass minutes on second side. 1 Microwaved (two pounds, /2 to 1 inch fillets) Hybrid striped bass are a Arrange fillets in pan and cook at 1OO% power for 4 to lO minutes. Fillets cross between the salt water should be removed just before they start to flake. striped bass and the fresh water white bass. Farm- Sauces and Seasonings raised hybrid striped bass • Top with lemon juice and seasoning (mixed peppers, marjoram, basil, have several regional parsley, dill, thyme, tarragon) and bake, grill, or microwave. names such as sunshine • Grill or bake fish by wrapping fish and vegetables (onions, summer bass and wipers. The squash, or mushrooms) in foil. is light, medium-dense with • Cover with olive oil and dill, with a little lime juice prior to flaking. • Bake in a mixture of bouillon and herb seasonings (parsley, marjo- a mild to moderate flavor. ram, or tarragon). • Cover with salsa before baking or microwaving. Additional salsa and lemon juice may be added when serving.

l NUTRITION INFORMATION: Each uncooked 3 /2 oz, fillet contains 88 calories, 18 gm protein, 2.0 gm fat and 54 mg cholesterol.

Niche Marketing Your Aquaculture Products — 9 establishments where you may whole- may increase your flow of custom- sale have their own forms of ers. Equipment needs are similar promotions. to those for farmers markets. Fee fishing operations offer the small- Direct Retail Sales to consumers are a scale producer the opportunity to good place to start if supplies are retail or wholesale products. The small or availability uncertain. producer can construct a fee Farmside sales are appropriate if the fishing pond on the farm or sell farm is located within a short direct to the other fee fishing distance from urban areas or for operations. Unless the producer customers who enjoy a drive into has the means to haul fish, a live the country. Specific dates can be hailer will need to be contracted. reserved to make transactions. For example, Saturday morning from Direct Wholesaling your fish to other 8:00 a.m. until noon is a common wholesalers or retailers may be an time for sales. Equipment such as excellent route to market your fish change, accurate scales, ice, and depending on the species and your transport bags, although not supply situation. Some wholesale essential, will certainly make the customers such as restaurants have a purchases more convenient for the strong preference for steady, year- consumer. A licensed processing round supplies, but even this area will also increase sales by generalization does not hold true in attracting customers who hate every individual case. cleaning fish. It would probably be worth your time Farmers markets are widely utilized in to set up an appointment with the southern states by fish producers. manager of every restaurant, grocery Here in the Midwest the concept store, and food wholesaler within of selling fish at farmers markets is that 50-mile radius of your produc- new. As a result, the producer tion site. Find out beforehand, if usually has to convince the man- possible, individual preferences for ager of the farmers market that the species, product form, size, volume, product will be live and safe for availability, and prices. Have a human consumption. Hauling strong sales pitch prepared and a tanks are positioned to create a fresh sample of your product. Pricing stand or booth similar to other in the wholesale market will likely be forms of produce. Equipment based on individual negotiation, so needs will be similar to farmside be sure to be armed with a negotia- sales. tion strategy. Roadside stands are often used to Some managers will immediately be capture a percentage of the traffic interested, others won’t. For those flow along busy highways. Several who are interested, the accurate, states including Illinois and sensitive positioning of your product Indiana offer directories of road- to fit their individual needs and your side stands. Obviously location is ability to convince them of your important in alerting upcoming product’s attributes could gain you a traffic to the opportunity they are customer on a trial basis. Once that approaching. Offering fresh customer is gained, you must be produce either yourself or in extremely diligent to be a reliable conjunction with another farmer supplier of the size, form, quantity,

10 — Niche Marketing Your Aquaculture Products and quality of product that the providing a short brochure or customer expects. You must work other printed information may be hard to earn a good reputation and a key to continued success. to maintain it. Supermarkets offer one of the best Live haulers can be used if the pro- places to sell larger volumes of ducer does not own a transport fish products. It is quite likely that tank. Live haulers will sell fish to unless a supermarket is locally fee fishing operations, farm pond owned and operated, you would operators, or processing plants. have to supply all or many of the Selling in this manner would not stores in a chain. This may be a require any investment on your good situation for some produc- part of time or equipment to ers, but others may have difficulty process, transport, or sell your with the volume or other require- fish. ments. But here again, it is Restaurants can be a good place to probably best to research and start with smaller quantities of fish interview to determine the com- because they are usually willing to patibility of the producer and the try new species (and suppliers) to potential customers. fill their “catch of the day” specials Staff education is also important for or other such short-term menu repeat customers. Staff will need items. The typical restaurant will information about how the fish are take 10 to 80 lb. of a fish species produced, their quality, and per week (Oha 1991) depending suggestions on preparations. Since on product form (another advan- the average consumer simply puts tage of producing multiple species “fish” on the shopping list, a and/or product forms). For regu- knowledgeable and enthusiastic lar menu items, restaurant staff member will be extremely managers tend to prefer weekly valuable in marketing your prod- deliveries over monthly (Riepe uct. 1993). Specialty stores include ethnic grocer- When deciding which businesses to ies and health food stores. Fish is a contact, remember that many more important part of people’s businesses serving food are not diets in some cultures than in necessarily identified as restau- others. Health food stores may be rants. Don’t overlook the country willing to try your product be- club, VFW, or corner pub. You cause the perceived quality of might be just the right type of farm-raised products is usually supplier or have just the right fish higher than that of wild-caught. they want. Ethnic markets usually are more Once you successfully gain a restau- willing to purchase whole fish. rant customer, you should continually educate your client. How many times have you asked Regulations your waiter, when dining out, Regulations for marketing aquacul- about the seafood item on special ture products locally will focus either and were given a “song and on permits to retail market at the farm, dance” because he or she knew farmers markets, and roadside stands, nothing about it? Educating the or on the setup and use of small-scale head of the serving staff and processing facilities. In either case you

Niche Marketing Your Aquaculture Products — 11 should contact your local health depart- When deciding which species of fish ment. The accreditation procedure for or to produce, keep two things small-scale processing plants will in mind. First, choose a species which is involve assurances by the processor recognized as being marketable. Sec- that the equipment can be disinfected ond, attempting to farm species having and that the product can be properly incomplete production information or refrigerated. production peculiarities is a very risky venture. Product, price, promotion, and place Inspection are classical points in traditional mar- Mandatory seafood inspection will keting and will similarly apply to soon occur. The United States Depart- aquaculture products. The product ment of Agriculture (USDA), National refers to the degree of processing Marine Fisheries Service (NMFS), and undergone by the fish or shellfish. the Food and Drug Administration Producers promote their products to (FDA) have been developing a program create customers. The place or location for mandatory seafood inspection. As chosen to sell your product will depend the inspection procedure is currently on the location of your farm and the proposed, FDA will share the inspec- method of advertising you choose. Four tion program with NMFS and will use places to direct-market your food fish the Hazard Analysis Critical Control products (farmside, roadside stands, Point (HACCP) method for inspecting fee fishing, and farmers markets) were seafood. This method involves random discussed. Four places (live haulers, inspections by the processor at critical restaurants, supermarkets, and spe- points along the processing line (in- cialty stores) to wholesale your food stead of inspecting every fish) and fish product were described. periodic government inspection. Regulations for niche marketing aquaculture products will either focus on permits to retail market at the farm, Summary farmers markets, and roadside stands In this bulletin, information has been or on the setup and use of small-scale provided on niche marketing strategies. processing facilities. As the inspection Marketing is as important as actual procedure currently is proposed, FDA production. Assuming that all you have and the NMFS will be the lead agencies to do is produce the fish and people using the Hazard Analysis Critical will buy them will lead to certain Control Point (HACCP) method for failure of an aquaculture enterprise. inspecting seafood. New farmers producing relatively small quantities of food species should develop their markets with the strategy that they will sell within a 50-mile radius of their farm. The seafood industry is very com- petitive and will become even more competitive in the near future. Mid- western producers have to compete with wild-caught and farm-raised products from domestic and foreign origin.

12 — Niche Marketing Your Aquaculture Products Suggested Readings

Avault, J.W. 1991. Marketing in aquac- Oha, P. 1991. New York co-op betting ulture—product, price, promotion on new closed system, restaurant and place. Aquaculture Magazine, survey. Water Farming Journal. Vol.6 Ashville, NC. May/June, Volume (8):13-14. 17:68-75. Riepe, J.R., M.A. Martin and L.F. Avault, J.W. 1991. Analyzing the Schrader, 1993. Indiana restaurants market and your market position. as a market for farm-raised fish: Aquaculture Magazine, Ashville, results from a 1991 survey. Depart- NC. July/August, Volume 17:56-75. ment of Agricultural Economics, Office of Agricultural Research Capps, O. and J.A. Lambregts. 1990. Programs, Purdue University, West Analysis of a local retail market for Lafayette, Indiana. SB-665. 84pp. catfish and crawfish. Department of Agriculture Economics, Texas A&M Schrader, L.F. and J.R. Riepe. 1990. University, College Station. SRAC Marketing aquaculture products. No. 512. 36 pp. Pages 44-48 in Swann (editor). Proceedings: Regional Workshop on Ednoff, Mike. Winter, 1992. Direct Commercial Aquaculture Using marketing techniques for aquacul- Water Reuse Systems. Illinois- ture, successful approaches for Indiana Sea Grant Program. smaller producers. National Aquac- Department of Animal Science, ulture Association Quarterly Purdue University, West Lafayette, Newsletter. Shepherdstown, WV. IN. Vol. 1 (4):6-7. Seafood Leader. Bimonthly seafood Gilbert, R. 1989. Small-scale marketing marketing magazine. 1115 NW 46th of aquaculture products. University St. Seattle, WA 98107-9977. of Georgia, Athens. SRAC No. 350. 4 pp. Stutzman, C. Marketing seafood prod- ucts. Kirkwood Rural Development Harvey, D. March, 1993. Aquaculture Center. Kirkwood Community situation and outlook report. USDA. College. Cedar Rapids, IA. 6 pp. Rockville, MD. 42 pp.

Series Editor: Joseph E. Morris, Associate Director, North Central Regional Aquaculture Center.

Design by Dennis Melchert, Ames Best Communications

Originally published by Iowa State University, Ames, Iowa.

Niche Marketing Your Aquaculture Products — 13