09 April 2010
New Study Highlights Direct Marketing Opportunities for Small-scale Fishers
HALIFAX, NOVA SCOTIA – Ecology Action Centre (EAC) has lauded the release of a new study outlining local opportunities for seafood direct marketing enterprises.
Entitled “Local Seafood Direct Marketing: Emerging Trends for Small-scale Fishers in Nova Scotia,” the study demonstrates that Haligonians feel a strong affinity for locally caught seafood. Survey results also indicated a very strong willingness to pay more for direct marketed seafood products – particularly if the premium were to support fishers, coastal communities, or the ocean environment.
“Small-scale fishers around the province are being driven to direct marketing by frustrations that range from low prices to lack of livelihood control,” explained EAC Sustainable Fisheries Researcher Sadie Beaton. “Rather than feeling at the whim of a large global supply chain, direct marketing strategies can allow fishers to be more nimble as seafood markets shift and change.”
The study, released today, also underlines research from other sectors showing how local direct marketing can lead to greater stability, local autonomy and economic opportunities in rural and coastal communities. As EAC Marine Coordinator Shannon Arnold noted, “Seafood direct-marketing enterprises not only generate income in cash-strapped communities, it can also help increase the health and resilience of our ocean resources over the long term.”
“As government spending is re-assessed, we hope the province will recognize opportunities to grow both our green and rural economies by investing in sustainable seafood direct marketing enterprises,” agreed Sadie Beaton.
The direct marketing study was funded by the Nova Scotia Department of Fisheries and Aquaculture "Product Quality Development Fund", designed to support research and development that can stimulate the growth and value of the province's fisheries, aquaculture, and food sectors through strategic planning, market diversification, and the development of innovative products and technology.
The study is available for view or download here. [pdf, 2MB]
