MARKETS FOR NORTHERN PLAINS AQUACULTURE--CASE STUDY OF TILAPIA

The purpose of this study is to identify and investigate alternative fresh and frozen fillet markets for tilapia within the region. The competition for this market is primarily an imported product from Asia and Central America. Total imports plus domestic production has increased from 16.95 million pounds in 1992 to 70.74 million pounds in 1997. Thirty-seven of the 79 respondents handled tilapia in their business. Thirty of these businesses handled and preferred fresh fillets while ten handled frozen tilapia. The tilapia businesses were clear in their preferences: 5 to 7 ounce fillets, quick delivery response time, constant supply, taste and size, and suppliers oriented toward customer service. Twenty-six of the 37 respondents were open to new suppliers. The responding businesses which did not handle tilapia gave their reasons: lack of demand due to customer unfamiliarity, name recognition and taste of tilapia. The need for an established market, i.e., consumer demand, was the major factor. The domestically produced tilapia did not test well in any of the three sensory perception taste tests. The results of these tests indicate both a quality issue and a variation in quality from test to test. These issues need to be solved prior to initiating a marketing effort for fresh and frozen fillets