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Fishermen's Direct Marketing Manual--2005 edition

Source: seagrant.uaf.edu
Topic: Direct Marketing

Sort Desciption: is that direct marketing is a lot of work and it takes time .... time to run a direct marketing operation? Or do I prefer to put the boat away and ...

Content Inside: 1 Alaska Oregon Washington Fishermens Direct Marketing Manual 1 Foreword.3 1. Defining Direct Marketing.5 2. Distributing Seafood.11 3. Finding Customers.15 4. Planning Your Business.19 5. Considering Quality .25 6. Packaging and Shipping of Seafood Products.29 7. Marketing Internationally.35 Appendices: A. Where to Obtain Financing in Alaska. 39 B. Working with the IFQ Program. 41 C. Safety and Sanitation Requirements. 44 D. Salmon Roe. 45 E. Refrigeration Considerations. 46 F. Box Insulation Values and Gel Pack Effectiveness. 47 G. Processing and Storage Costs . 48 H. Alaska Permits Licenses Reports Bonds and Taxes. 49 I. Fisherman to Consumer Marketing: State and Local Regulations in Oregon . 55 J. Marketing Your Own Catch: State and Local Regulations in Washington . 58 K. Sources of Information and Materials. 59 L. Glossary of Seafood Business Terms . 61 M. Business Plan Outline . 63 TableofContents 2 Fishermens Direct Marketing Manual 3 I n the winter of 1983 three owners of small ice-hold trolling boats operating out of Ketchikan Alaska got together to plan a way to improve profitability. We had come off a season of disappointing coho prices and we decided to take matters into our own hands by-passing the middleman and selling our fresh iced troll-caught salmon directly to restaurants and seafood markets in the Lower 48 states. We took out an ad in the trade magazine Seafood Business and shortly had several customers lined up for the coming season. My girlfriend printed up business cards bought wetlock boxes liners and strapping tape and became our agent. When the season began we worked out a delivery schedule that we rotated through in order to meet our weekly commitments. That way we each had some cash flow from selling part of our catch to regular processors while the rest went into the better-paying direct market channels. The Ketchikan airport has a dock and we took most of our deliveries there loading b ...

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