Marketing Potential and Barriers for Fresh Packed Fish

Abstract

Do changes in consumer and distributors' quality perception increase the demand and trade of consumer packed fresh fish products on the processor level? This study shows that UK and French seafood buyers perceive the market potential for high quality fresh packed fish and fresh frozen consumer packs as better than for traditional frozen products. Thus, processors' access to fresh fish landings is a competitive advantage in value adding processing for the high quality end of the market. Important entry barriers for processors are price, switching cost, uncertain quality, unsteady supply, qualified processors and suppliers' low investment in sale and in personal relationships.

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