AQUACULTURE EXTENSIONIllinois - Indiana Sea Grant Program

Sea Grant # IL-IN-SG-FS-91-2

Making Wise Choices WhenDirect Marketing Your Aquaculture Products

Fact Sheet AS-464

MARKETING

LaDon SwannIllinois-Indiana Sea Grant ProgramPurdue University

Jean Rosscup ReipeDepartment of Agricultural EconomicsPurdue University

Table of Contents

Introduction . . . . . . . . . . . . . . . . . . . . 2Know your competition. . . . . . . . . . . . . 4Native wild

Foreign wild. . . . . . . . . . . . . . 5Farmed domestic. . . . . . . . . . 5Farmed international. . . . . . . . . . . 6

Selecting a species. . . . . . . . . . 6The four P’s in marketing. . . . . . . . . . . 8

Product PricePromotion . . . . . . . . . . . . . . . . 15Place

Direct retail sales. . . . . . . . . . . 17Direct wholesaling . . . . . . . . . . . . 18

RegulationsInspection. . . . . . . . . . . 21Summary . . . . . . . . . . . . . 21Suggested fings

IntroductionProducers who are ready to harvest their first crop

of fish often ask, “Where will I sell them?” It is surpris-ing how many producers ask this question so late in theproduction cycle.

To avoid certain failure of an aquaculture enter-prise, producers must determine the marketplace as aninitial step. Midwest farmers in traditional farmingenterprises, such as corn, soybeans, beef, swine, andpoultry use well-established markets that have been

farmers are forced to use alternative, poorly established,markets for their products.

Alternative markets have advantages and disadvan-tages. The main advantage in alternative markets is thatproducers become wholesalers, and in some cases,retailers. Consequently, producers have more controlover the prices they set for their products, and they retainsome portion of the profit, that would otherwise havegone to the "middleman.” The main disadvantage is thatconsiderable time must be spent analyzing and develop-ing their markets, and in some cases, processing theirproduct.

Many beginning aquaculturists believe that with thehuge markers for fish in Chicago, St. Louis, Louisvilleand Indianapolis selling their products will not be diffi-cult, But even though massive quantities of fish aremarketed in those areas, such markets generally servehigh-volume producers. New farmers producing,rela-tively small quantities of food species should devellopmarkets within a fifty-mile radius of their farm

This bulletin discusses general marketing conceptsas applied to food fish and presents ideas for sellingaquaculture products locally; Food fish production offersthe greatest potential for aquaculture expansion in theMidwest: therefore'most of this bulletin specificallyaddresse the process of marketing food fish. Many ofthe same marketing principles apply to other types ofaquaculture products such as sportfish, bait fish, andornamental fish

receive from this bulletin assistance in answering thefollowing five questions.1. Who will purchase my product?2. Where do I have to deliver the product?3. When do I have to deliver?4. Upon what criteria will the product be evaluated?5. What price will I pay I be paid and how is it determined

highly refined over the last few decades. For example,go to any rural town, regardless of its size, and you'llfind a grain elevator or stockyard.

Aquaculture, unlike other agriculture enterprises,is in its infancy, especially in the midwest. As a resultlarge-scale processing plants in the Midwest, solely forfarm raised products are nonexistent. Fish and shellfish

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The producer of any aquaculture product should

Know Your CompetitionIf you are considering aquiculture as a business

because you think there is limited competition, then youshould reconsider. The seafood industry is well-estab-lished and very competitive. It will become morecompetitive in the near future. Midwestern producershave to compete with wild-caught and farm-raisedproducts of both domestic and foreign origin. Byunderstanding current sources of seafood, the newproducer will be more knowledgeable and better able tobuild a production and marketing program responsive tomarket opportunities. One which is able to endureadverse price fluctuations.Native Wild

Competition from commercial fisheries for yellowperch, walleye, and crawfish exists in states around theGreat Lakes region. Yields from each of these fisheriesare being reduced due to overfishing. Overfishing ofthese species is allowing farm-raised yellow perch tocompete with commercially caught yellow perch. Wild-caught minnows from Minnesota, particularly fatheadminnows, also compete with farm-raised bait fish.

Ocean-caught fish such as cod, pollock, perch, andsalmon account for a significant portion of U.S. sea-foodconsumption. They are often cheaper or more reliablethan those from lake fisheries or fish farms. Once again,overfishing is resulting in more opportunities for farm-raised products.Foreign Wild

Competing with seafood imports poses the greatestchallenge to the aquiculture industry. In 1990, totaledible seafood imports (mostly wild-caught) totaled $5.2billion. (Of the 15.5 pounds of seafood consumedannually per person in 1990, less than 20 percent wasfarm-raised.) Competition between farm-raised speciesand foreign-wild is greatest for catfish from SouthAmerica and walleye from Canada. Farmers consideringwalleye production should also realize that Canada has awell-established commercial walleye fishing industry.They have hundreds of lakes which can be opened tofishing in order to maintain the country’s market shareby “flooding” the market. Due to this situation, pricescould be reduced to the point that marginal farmers whocannot compete with the wild imports would be forcedout of business.Farmed Domestic

Midwest farmers raising food species such aschannel cattish and rainbow trout must overcomecompetition from the large industries in southern andwestern states which have been producing these speciesfor several decades. Even though pond-side prices ofthese two species will be lower than for locally grownproducts, higher shipping costs can make midwesternproducts more competitive. Shipping costs usually adds10-20 cents per pound to the wholesale price.

Established aquiculture industries will force small-scale producers in the Midwest to rely more heavily ondirect marketing until significant infrastructure is

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established to provide Midwest farmers competitivefeed and fingerling prices. In the meantime, small-scaleproducers rely heavily on the premiums that maybepaid for locally grown fish.

Farmed InternationalThe competition from species farmed internatio-

nally is greatest for salmon from Europe, and increas-ingly from Peru and Chile. Tilapia, another productbeing farmed internationally in large numbers, could beimported cheaply into the United States. Organizationsthat are currently working to establish markets fortilapia in the U.S. maybe benefiting South Americanand Asian producers who could take advantage of thegrowing U.S. market for tilapia.

Selecting a SpeciesWhen deciding which species of fish or shellfish to

farm, keep three things in mind.1. Choose a marketable species. A good example

is common carp. Common carp is easy to farm and is acandidate species if you have a strong ethnic market inyour area. Otherwise, it is advisable to consider othermore widely accepted species. Of the 60 or so candidatespecies for food fish aquaculture, only channel catfishand rainbow trout have established industries in the U.S.Other species such as Atlantic salmon, Coho salmon,crawfish, hybrid striped bass, tilapia, yellow perch andvarious sunfishes offer considerable potential in theMidwest.

2. Attempting to farm species with incompleteproduction information or production peculiarities isa very risky venture. Although species such aswalleye, shrimp, and lobster have wide public appealand are very marketable in the Midwest, each haveproduction problems. For example, walleye producersrecognize that fingerling survival is low due to cannibal-istic behavior. Furthermore, most walleye are producedby state fisheries agencies and released as fingerlings.Few have been grown to marketable food size usingcommercial diets. This has resulted in little availablenutritional information for market-size walleye. Facedwith these production obstacles, a producer could easilyfail to reach production goals. In any new business, andespecially in aquaculture, cumulative short-termsetbacks could lead to loss of farm investment.

Tilapia maybe a better choice because they areextremely hardy. They tolerate poor water quality andare easy to spawn. The only production drawback istheir intolerance to low temperatures. A second, moreserious problem with tilapia is in marketing. Becausetilapia grown in the U.S. are non-native, the consumerdoes not recognize them as being a high-quality foodfish. If adequate marketing research and promotion isprovided, then tilapia offers great potential.

3. Finally, variety is extremely important tosmall-scale producers. Many marketing outlets preferbuying small quantities of more than one species.Production of more than one species may offer acompetitive advantage over single species operations. If

production of a variety of species is not feasible, thenpooling your resources with other producers will allowyou to offer a variety of species.

The Four P’s in MarketingProduct price, promotion, and place, classical

points in traditional marketing, also apply to marketingaquiculture products. After potential producers determinetheir competition and choose the “best” species for theirarea, serious planning and research needs should beconducted on each point.Product

Market size and product form are two importantaspects of an aquaculture product. Different customersoften have different ideas on what is the “best” size orform. Market size varies according to species and productform. Channel catfish are usually sold after reaching 1.25to 1.5 pounds. At this size, one fish will yield two 4.5 oz.fillets. Yellow perch or bluegill are examples of fishserved at a smaller size. Market size for either of thesespecies may range from 0.25 to 1.0 pound.

The following is a discussion of definitions andspecific information concerning various product forms.Your local and/or state department of health officialsshould be contacted to determine permit requirementsbefore any type of processing is undertaken.

Live fish are those sold to live haulers who stockfee-fishing lakes or farm ponds or to consumers whoprefer alive product.

Fish in the round are put on ice and sold just asthey come out of the water.

Drawn defines fish with entrails removed.Dressed fish are sold completely cleaned but with

the head intact.Headed and gutted fish means the head and entrails

are removed. Fins and tails may be removed or left intact.Species such as channel catfish have the skin removed.For trout and other salmonids, the skin and scales are leftintact, but gills are removed.

Chunks are cross sections of large dressed fishhaving backbone as their only bone. They are similar tobeef or pork roasts.

Steaks are cross sections of dressed fish around one-inch thick. Larger catfish (2 lbs. or more) are usually soldas steaks.

Nuggets come from the belly flap after it is cut freefrom the fillet. Channel catfish nuggets are becomingmore common in supermarkets. Part of this popularitymay be a result of their lower cost.

Fillets are boneless pieces of fish obtained either asflank or butterflies.

Flank fillets are the two sides of the fish cutaway from the backbone. Usually, they haveno bones or waste.Butterfly fillets are the two flank fillets heldtogether by the belly flap. (Trout or yellowperch are examples of fish which are sold asbutterfly fillets).

Fillet size will depend on a individual preference.Usually, fillets are cut to prescribed proportions whichyield a single serving (6-8 oz.) from one or two fillets. As arule, whole fish need to average around 1.25 to 1.5 poundsdepending on the dress-out percentage of each species. Forexample, 1.5 pound channel catfish, hybrid striped bass,tilapia, or trout will have a fillet dress-out percentage from35-40 percent.

Deboned fish means the rib bones and backbones areremoved, but the body is left intact. Breaded fish, cannedfish, fish sticks, and fish strips are value-added productsand were not defined because all involve a high degree ofprocessing.

Smoked fish is a value-added processing methodwhich is becoming more popular, especially duringholidays. Two smoking methods (hot and cold smoking)have been commonly used. Hot smoking is more likeflavorful cooking of brined fish, and never producesenough drying to ensure safekeeping. Hot smokinginvolves temperatures of 250° to 300°F for a period of 4-5hours. Cold smoking, on the other hand, preserves fish bydrying. Cold smoking times may be as short as 24 hoursor as long as three weeks at temperatures never exceeding80°F.

Regardless of the product form you choose to offer, itis very important to establish and maintain a reputation as areliable supplier. Be sure to gain an accurate understandingof each customer’s needs regarding both volume andfrequency of purchases before you deliver the first fish.

Remember, a customer is taking more of a risk whendepending on you for fish supplies rather than relying on alocal fish wholesaler or other established business. Youneed to take extra care to be reliable. This can be a majorproblem area for new or small-scale producers. Oneapproach could be to join with other producers in forminga marketing cooperative.

PriceHow much do you charge for your product? Real life

implementation of this seemingly simple calculation is notso easy. Pricing a product is an agonizing, lengthy deci-sion, and will likely need priodic adjustments to reflectnew market realities.

So where do you start in thinking about price? Well,the lowest price you would ever want to charge is the priceper pound that just equals your costs per pound, includingboth fixed and variable costs. The highest price would bewhat you could talk one or two people at most into payingfor your fish. Your base price needs to be somewhere inbetween. Take into consideration such factors as:

● How are you going to position your product in thefood fish market? (Is it a Chevy Chevette or aCadillac Eldorado?)

● Who are your customers? (Are they individualconsumers, upscale restaurants, or food wholesalers?)

● What species and prices are competitors offering?● What are the quality perceptions, if any, associated

with your chosen species?

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As you may have figured out, pricing is not an indepen-dent decision. Many systems for determining the priceof your product are used by marketers. From a small-scale retail marketing standpoint, only the most relevantsystems will be discussed.

Cost-plus pricing simply adds a constant percent-age of profit above the cost of producing a product.Example One:

Product cost-$1 per lb; 20% of gross sales are tobe profit:price=

The problem with cost-plus pricing is that it is difficultto accurately assess fixed and variable costs. Thispricing system works fine in the absence of severecompetition. But, if alternatives to your fish exist, youcould price yourself out of a market with higher thanaverage production costs or fail to obtain additionalprofits with lower than average costs.

Return on investment is similar to cost-pluspricing. It begins with an estimate of your annualizedinvestment in your fish enterprise. Add on the percent-age return you want to achieve and divide this new totalby your annual production or expected sales, or thelower amount. Thus if you sell all you expect at thecalculated price you will earn your target profit.Example Two:

Annualized investment - $10,000; desire 20%return.

Keep in mind that the same drawbacks to cost-pluspricing apply here.

Competitive pricing is probably the easiest, and inretail marketing, the most common form of pricing. Inthis system, producers gather market information on theprices and quantities of competing products and thenprice their products accordingly.

Penetration pricing is offering a product at arelatively low price in order to gain wide acceptance inthe marketplace quickly. This pricing method is oftenused for unfamiliar species such as tilapia.

Skimming is the opposite of penetration pricing. Itinvolves the introduction of a product at a relativelyhigher price for more affluent, quality-consciouscustomers. Then, as the market becomes saturated, theprice is gradually lowered.

Discount pricing offers customers a reductionfrom advertised prices for specific reasons. For ex-ample, a fish farm advertises in the local newspaper thatprices will be 25 percent cheaper if they bring theadvertisement from the paper. Another example wouldbe when a producer, who advertises on local radio,offers customers who mention the radio announcementa preset discount.

Loss-leader pricing is the offering of a portion ofthe product at a reduced price for a limited time. The goalis to attract more customers to the producer’s place ofbusiness so that they might also buy non-discountedproducts as well. This pricing method is seen in farmersmarkets and supermarkets to introduce a new product orto create consumer excitement.

Psychological pricing involves establishing pricesthat look better or convey a certain message to the buyer.For example, instead of charging $3.00 per pound, theproducer charges $2.99 per pound. This will make theproduct appear to be more of a bargain. Or, instead ofcharging a price close to production costs, the producercharges in a higher price range that buyers associate withhigher quality or more desirable fish species.

Perceived-value pricing is positioning and promot-ing a product on non-price factors such as quality,healthfulness (clean water, no contaminants), or prestige.Then the producer must decide on a price that reflectsthis perceived value. This would be a good strategy forfarm-raised versus wild-caught fish or any species youcould pitch as having non-price attributes.

Product line pricing, in the case of food fish, meansoffering a variety of species and/or product forms. Youwould price the various products based more on targetingcertain customers with certain products than on produc-tion costs.Promotion

Producers promote their products to createcustomers. The best way to attract new customers is todevelop excellent promotion strategies. Regardless of theadvertising method chosen, producers should expect tospend a portion of time promoting the product(s). Thereare two general metheds of promoting aquicultureproducts, generic and. personal promotions.

Generic promotion is commonly performed by largemarketing groups such the Catfish Institute. Becausesuch groups are involved in generic advertising ofspecific species and do not focus on products fromindividual farms, we will discuss personal promotions.

What are the methods available to a small-scaleretail marketer? One of the most common promotionalmethods is word of mouth. You convince a friend to buyfrom you. If satisfied with the quality and or price ofyour product the buyer will pass along word of youroperation to others. The multiplying effect can betremendous, but often word of mouth is not sufficient.Other common channels for advertising include: radio,newspaper ads, magazines, handbills, flyers, and posters.

Promotion is usually aimed at the consumer. Thepromotional message must be clear, to the point andfocused. A small ad under farm produce in the classifiedsection of your hometown newspaper might read, “farm-raised striped bass raised indoors free of contaminants;they are highly nutritious and priced to sell State Road38 and 900 East in Tipp City, Sat. 8-12.”

The form of promotion you choose as a new pro-ducer will depend on the scale of your operation,

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available resources, availability of your product andgeographic location of your farm. In addition to publicadvertisement, you should consider some on-site productpromotion, both visual and verbal. This should accent thenon price attributes of your product which will convincethe consumer to be a repeat customer.Place

There are many places and many markets for farmersto sell their food fish products directly, both at the retailand wholesale levels. A number of considerations must betaken into account when deciding what type of market,and specific business or locations, to market your fish(e.g., species, form, location, ability to process.

Farmers may sell their product directly to theconsumer (retailing) or to other businesses which thensell to the consumer (wholesaling). The promotionalprinciples discussed earlier usually apply to retailingdirectly to the consumer since most establishments whereyou may wholesale have their own forms of promotions.

Direct Retail Sales to consumers area good place tostart if supplies are small or availability uncertain.

Farm side sales are appropriate if the farm is locatedwithin a short distance from urban areas. Specific datescan be reserved to make transactions. For example,Saturday morning from 8:00 am. until noon. Equipmentsuch as change, accurate scales, ice, and transport bags, ifnot essential, will certainly make the purchases moreconvenient for the consumer.

Farmers markets are widely utilized in southernstates by fish producers. Here in the Midwest the conceptof selling fish at existing farmers markets is new. As aresult, the producer usually has to convince the managerof the farmers market that the product will be live andsafe for human consumption. Hauling tanks are posi-tioned to create a stand or booth similar to other forms ofproduce. Equipment needs will be similar to farm sidesales.

Roadside stands are often used to capture a percent-age of the traffic flow along busy highways. Severalstates including Illinois and Indiana offer directories ofroadside stands. Obviously location is important inalerting upcoming traffic to the opportunity they areapproaching. Offering fresh produce either yourself or inconjunction with another farmer may increase your flowof customers. Equipment needs are similar to those forfarmers markets.

Direct Wholesaling your fish to other wholesalers orretailers may bean excellent route to market your fishdepending on the species and your supply situation. Somewholesale customers such as restaurants have a strongpreference for steady, year-round supplies, but even thisgeneralization does not hold true in every individual case,

It would probably be worth your while to set up anappointment with the manager of every restaurant,grocery store, and food wholesaler within a 50-mileradius of your production site. Find out beforehand, ifpossible, individual preferences for species, product form,

size, volume, availability, and prices. Have a strong salespitch prepared and a sample of your product. Pricing in thewholesale market will likely be based on individualnegotiation so be sure to be armed with a negotiationstrategy. Some managers will immediately be interested,others won’t. For those who are interested, the accurate,sensitive positioning of your product to fit their individualneeds and your ability to convince them of your product’sattributes could gain you a customer on a trial basis. Oncethat customer is gained, you must be extremely diligent tobe a reliable supplier of the size, form, quantity, andquality of product that the customer expects. You mustwork hard to earn a good reputation and to maintain it.

Live haulers can be used if the producer does notown a transport tank. Live haulers will sell fish to feefishing operations, farm pond operators, or processingplants. Selling in this manner would not require anyinvestment, on your part, of time or equipment to process,transport, or sell your fish.

Restaurants can be a good place to start with smallerquantities of fish because they are usually willing to trynew species (and suppliers) to fill their “catch of the day”specials or other such short-term menu items. The typicalrestaurant will take 10 to 80 pounds of a fish species perweek (Oha, 1991) depending on product form (anotheradvantage of producing multiple species and/or productforms). For regular menu items, restaurant managers tendto prefer weekly deliveries over monthly (Riepe, 1991).

When deciding which businesses to contact, remem-ber that many businesses serving food are not necessarilyidentified as “restaurants.” Don’t overlook the countryclub, VFW, or comer pub. You might be just the right typeof supplier or have just the right fish they want.

Once you successfully gain a restaurant customer, youshould continually educate your client. How many timeshave you asked your waiter, when dining out, about theseafood item on special and were given a “song anddance” because he or she knew nothing about it? Educat-ing the head of the serving staff and providing a shortbrochure or other printed information may be a key tocontinued success.

Supermarkets offer one of the best places to selllarger volumes of food fish products. It is quite likely thatunless a supermarket is locally owned and operated thatyou would have to supply all or many of the stores in achain. This may be a good situation for some producers,but others may have difficulty with the volume or otherrequirements. But here again, it is probably best toresearch and interview to determine the compatibility ofthe producer and the potential customers.

Staff education is likely to also be important in thiscase also in keeping customers. Staff may need informa-tion not only about how the fish are produced and theirquality and such, but also about how to prepare them.Since the average consumer simply puts “fish” on theshopping list, a knowledgeable and enthusiastic staffmember will be extremely valuable in marketing yourproduct.

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Specialty stores include ethnic groceries and healthfood stores. Fish is a more important part of people’sdiets in some cultures than in other cultures. Health foodstores may be willing to try your product because theperceived quality of farm-raised products is usuallyhigher than wild-caught. Ethnic markets usually are morewilling to purchase whole fish.

RegulationsRegulations for marketing aquiculture products

locally will focus either on permits allowing retailmarketing at the farm, farmers markets, roadside stands,or the setup and use of small-settle processing facilities.In either case you should contact your local healthdepartment. The accreditation procedure for small-scaleprocessing plants will involve assurances by the processorthat the equipment can be disinfected and that the productcan be properly refrigerated.

InspectionMandatory seafood inspection will soon occur. The

United States Department of Agriculture (USDA),National Marine Fisheries Service (NMFS), and the Foodand Drug Administration (FDA) have been competing forthe right to perform the seafood inspection. As theinspection procedure is currently proposed. FDA willshare the inspection program with NMFS and will use theHazard Analysis Critical Control Point (HACCP) methodfor inspecting seafood. This method involves randominspections at critical points along the processing lineinstead of inspecting every fish.

SummaryIn this bulletin general background infomation has

been provided on direct retail marketing strategies.Marketing is as important, and in some respects moreimportant, than actual production. Assuming that all youhave to do is produce the fish and people will buy themwill lead to certain failure of an aquiculture enterprise.

New farmers raising relatively small quantities offood species should develop their markets with thestrategy that they will sell within a fifty-mile radius oftheir farm.

The seafood industry is very competitive and willbecome even more competitive in the near future.Midwestern producers have to compete with wild-caughtand farm-raised products from domestic and foreignorigin.

When deciding which species of fish or shellfish tofarm, keep three things in mind. First, choose a specieswhich is recognized as being marketable. Second,attempting to farm species having incomplete productioninformation or production peculiarities is a very riskyventure. Third, variety of species may increase your sales.

NA 89AA-D-SG058

Product, price, promotion, and place are classicalpoints in traditional marketing and will similarly apply toaquiculture products. The product refers to the degree ofprocessing undergone by the fish or shellfish. Producerspromote their products to create customers. The place orlocation chosen to sell your product will depend on thelocation of your farm and the method of advertising youchose. Three places to direct market your food fishproducts (farmside, roadside stands, and fanners markets)were discussed. Four places (live haulers, restaurants,supermarkets, and specialty stores) to wholesale yourfood fish product were described.

Regulations for marketing aquaculture productslocally will either focus on permits to retail market at thefarm, farmers markets, roadside stands, or setup and useof small settle processing facilities. As the inspectionprocedure currently is proposed, FDA and the NMFS willbe the lead agencies and will use the Hazard AnalysisCritical Control Point (HACCP) for inspecting seafood.

Suggested ReadingsAvault James W. 1991. “Marketing in aquaculture—

product, price, promotion and place. ’’Aquaculture Magazine,

Ashville, NC. May/June. pp. 68-75.Avault, James W. 1991. “Analyzing the market and your

market position.’’Aquaculture Magazine, Ashville, NC. July/August: pp. 56-75,

Capps, Oral and Johannes Adrianus Lambregts. 1990.Analysis of a local retail market for catfish and crawfish.Department of Agriculture Economics, Texas A&M University,College station, SRAC No.512:36pp.

Gilbert, Ronnie. 1989. Small-scale marketing of aquacultureproducts. University of Georgia Athens. SRAC No. 350:4 pp.

Harvey, David. September, 1990. Aquaculture situation andoutlook Report. USDA. Rockville, MD. 42 pp.

Oha, Paul. 1991. New York “Co-op betting on new closedsystem, restaurant survey.” Water Farming Journal, VO1.6, No. 8.August: pp. 13-14.

Riepe, Jean Rosscup and Marshall A. Martin. Unpublished,Finfish purchasing behavior and perception of farm-raisedspecies: Indiana restaurant survey. Department of AgricultureEconomics, Purdue University, West Lafayette, In.

Schrade, Lee F. and Jean Rosscup Riepe. 1990. “Marketingaquiculture products.” Proceedings: Regional Workshop on

Commercial Aquaculture Using Water Reuse Systems. Nov. 2-3.Illinois-Indiana Sea Grant Program. Department of AnimalScience, Purdue University, West Lafayette, IN: pp. 44-48.

Seafood Leader. Bimonthly seafood marketing magazine.1115 NW 46th St. Seattle, WA 98107-9977.

Stutzman, Curtis. Marketing seafood products. KirkwoodRural Development Center. Kirkwood Community College. CedarRapids, IA: 6 pp.

RR 11/92 (500)

Issued in furtherance of Cooperative Extension work. Acts of Congress of May 8 and June 30, 1914, in cooperationwith the U.S. Department of Agriculture and Cooperative Extension Services of Illinois and Indiana. Purdue University

and the University of Illinois are affirmative action\equal opportunity institutions.