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Direct Marketing Hawaiis Freshwater Ornamental Aquaculture Products
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Topic: Direct Marketing
Sort Desciption: clude with a direct marketing outlook for the freshwater. ornamental aquaculture industry. ..... Through direct marketing ornamental farmers have great- ...
Content Inside: Direct Marketing Hawaiis Freshwater Ornamentals 1 Aquafarmer Information Sheet #151 Direct Marketing Hawaiis Freshwater Ornamental Aquaculture Products Lotus E. Kam and PingSun Leung Department of Molecular Biosciences and Bioengineering College of Tropical Agriculture and Human Resources University of Hawaii Honolulu Hawaii USA Clyde S. Tamaru Sea Grant Extension Service School of Ocean and Earth Science and Technology University of Hawaii Honolulu Hawaii USA March 2005 CENTER FOR TROPICAL AND SUBTROPICAL AQUACULTURE Executive Summary Environmental conditions favor Hawaiis ornamental aqua- culture industry which has been growing at an average annual rate of 13% since 1993 to its current product value of U.S. $750000. While Hawaiis geographic positioning permits shorter travel time for products shipped to the West Coast in comparison to Asia local ornamentalists must compete with the prices of their Asian competitors. In or- der to remain profitable Hawaii ornamentalists must find ways to reduce their production costs or increase their rev- enues by selling directly to retailers. Surveys were distributed to over 100 Hawaii freshwa- ter aquaculture ornamentalists to construct a profile of the industry and investigate issues affecting the growth of the industry. Most of the freshwater ornamental enterprises reported that they had fewer than four employees and have been in business for over six years. The freshwater orna- mental fish producers reported combined sales of over $120000 or approximately half of the estimated freshwa- ter ornamental aquaculture industry. Based on the 16 producers responding to the survey guppies swordtails and platys were the most commonly stocked species. Koi swordtails and gouramis contributed to over half of the product value (25.7% 20.0% and 7.3% respectively) whereas swordtails gouramis and platys con- tributed to nearly half the volume of sales (23.5% 16.1% and 8.7% respectively). According to the 2003 geograph- ic ...
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