1. Ethnic Live Seafood Markets in the Northeast Region February 11, 2008 Orlando, Florida USA JOSEPH J. MYERS* BIN LIU YUMIN YOU RAMU GOVINDASAMY JOHN EWART LINDA J. ODIERNO Aquaculture America 2008 Consumer Analysis in… Fish & Seafood Program Trenton, NJ USA NEW JERSEY Department of Agriculture

2. Acknowledgments Rutgers - State University of New Jersey University of Delaware Sea Grant US Department of Agriculture –Federal-State Market Improvement Program USDA – AMS – FSMIP –12-25-G-0460 Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

3. Supermarkets with Live Seafood –Finfish and bivalves Cater to Ethnic Communities EXCLUDES –Supermarkets with only lobster tanks –Fresh/frozen only seafood markets –Raw Bars –Bait Shops –Pet Stores Live Fish Market Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

4. In-Store Intercept Surveys Purchase Preferences Buying Habits Demographics Vehicle and Goals Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

5. 5 Live Fish Markets –Largest Volumes from Market Survey 2 in New York City (Queens, Staten Island) 2 in central New Jersey 1 in Philadelphia 50 Surveys in Each Market Methodology Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

6. 2 Interviewers –Bilingual, English-Mandarin –Conducted Friday PM-Saturday AM –10 to 15 minutes –Each Participant Received $10 Coupon –Count Family-Units Entering Store Buying Live Seafood Methodology Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

7. Interview Rate and Consumer Traffic Parameter# per Hour Surveys Completed42.1 Family-Unit Store Visits161.7 Family-Unit Live Seafood Purchases 23.8 Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

8. Time Period x ……1-Month1.7 ……3-Months2.0 ……1-Year2.0 Number of Different Markets Visited…….. Aquaculture America 2008 - February 11, 2008 - Orlando, Florida …..during the Previous……….

9. Demographics Aquaculture America 2008 - February 11, 2008 - Orlando, Florida Female (57%) Identified themselves as Chinese (79%) In the 36-50 age range (44%) –42% were in the 21-35 age range) Either a high school (27%) or post- graduate degree (35%) Employed full-time (66%) Household incomes of $25,000 annually (34%)

10. Aquaculture America 2008 - February 11, 2008 - Orlando, Florida Is English the Primary Language in the Household?

11. Aquaculture America 2008 - February 11, 2008 - Orlando, Florida When is the Purchase Decision Made?

12. Purchase to Preparation Time PeriodPercent Less than 1 hour33 1-2 hours32 2-6 hours18 6-12 hours 4 12 hours - 1 day 7 1-2 days 4 2-3 days 0 3-4 days 0 more than 4 days 2 Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

13. Purchase Trend - Year Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

14. Purchase Trend - Week

15. Why Consumers Buy ReasonPercent Quality/Freshness78% Tradition12% Use all of the fish, no waste 2% Quality/Healthier23% Others Taste 4% Like 2% Other 2% Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

16. Preferred Products Types of Live SeafoodPercent Tilapia 75% Hybrid striped bass46% Buffalo18% Carp12% Eel 6% clam/oyster/mussel 10% crab/lobster28% Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

17. Consumer Perceptions Attribute Level of Importance VerySomewhatNot Year-round availability 46% 15% 39% Place of origin 14% 72% Local product 8% 84% Knowing name of farm/dock 3% 94% In-store recipes 2% 8% 90% Price 38% 30% 33% Knowing time since harvest 23% 16% 61% Tradition 8% 13% 79% Physical appearance 79% 9% 12% Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

18. PreferencesNo Preference AttributePercentCounter- Attribute Percent From USA16Imported678 Wild36Farmed1252 Smaller fish28Larger fish2547 Scaled fish53Fish with no scales1334 Dark flesh12White flesh4048 Clean water in tank22All fish live in tank2157 Bubbles in tank18Flowing water4042 Shellfish in water44Shellfish on ice2729 Whole fish12Gutted/filleted fish808 Fish Alive9Fish Stunned6031 Product and Display

19. Consumer Profile ParameterAverage # Visits per Month6.2 visits Expenditure per Visit on Live Seafood $14.80 Travel Distance to Live Seafood Market 7.8 miles Household Size3.7 people Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

20. Popular Varieties Volume and Supplier Base Seasonality Customer Base Participation in Directory Market Operator Survey Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

21. All willingly participating live markets in Northeast –Boston to Washington D.C. Metro Multilingual Cover –18 languages Trilingual Introduction –English, Mandarin, Spanish Live Market Directory Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

22. Link Wholesale Buyers….. –Market Operators –Live Haulers … and Sellers –Aquaculturists –Commercial fishermen Anyone who can target Northeast Buyer/Producer Directory Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

23. Contact Information New Jersey Department of Agriculture Fish & Seafood Program PO Box 330 Trenton, New Jersey 08625-0330 USA (609) 984-2502, (609) 633-7229 FAX joseph.myers@ag.state.nj.us www.jerseyseafood.nj.gov