So who has better chance to convince the consumer? A big fish farm or a small fishery which may be closer to any local community? We believe that there is room for everyone.
The large aquaculture companies may have lower costs by handling larger volumes. And the “handicap” of not being located close to its consumer can be overcome by increasing the confidence – creating a brand.
Fisheries are the brand pioneers in our sector. They started to identify the origin of their captures some years ago. And the number is growing. There are more new brands that help to recognize the origin of a fish or seafood. It´s the way how to show to the customer where products, they are buying in local fish shops or markets, come from.
In the aquaculture sector perhaps the most visible example is the Norwegian salmon with its emotional campaigns. Is it the reason why the sale of this product maintains above the salmons from other countries? The importance of creating own brand for aquaculture products – by differentiating from other providers – begins to be crucial and required. But it is not the only thing that matters.