ASSESSMENT AND PLANNING TOOL SET TO IDENTIFY MARKET OPPORTUNITIES FOR DOMESTIC FARM-RAISED FINFISH AND SHELLFISH

The primary objective is to develop a set of comprehensive market assessment and business planning tools that, based on a robust, nationwide consumer insights survey, identify, and quantify market opportunities for farm-raised seafood by location and by product. The tool set will include the following primary components:Interactive Data Dashboard. A massive, searchable presentation of the data archive for deep data dives that will be of use to farmers and value-added producers as well as federal and state departments of food and agriculture, seafood and agricultural advocacy and certification groups, research scientists, and Extension professionals. The dashboard will be a web-based tool that displays graphical representations of our findings, such as the most popular species of farm-raised products, as well as likelihood of willingness to pay premiums by species. By default, the data will be shown for all respondents, but users can filter data using dropdown menus by specific socio-demographic characteristics such as age category, gender, marital status, and geographic region.Interactive Spatial Visualization Application. The spatial-visualization tool will be a web-based, easy to use, interactive mapping tool searchable by state, sub-region, region, and species, displaying insights data as well as general findings. General findings will include data such as consumption level of farm-raised seafood, perceived availability, preference level, annual store expenditure, and annual restaurant expenditure. Our consumer insights data will include categories such as average unmet consumer demand expressed in U.S. dollars, percentage of consumers preferring farm-raised seafood, percentage consumers are willing to pay more for farm-raised, and demand for geographic detail of source of their seafood. Data from each finding are separately overlaid on a mapof the U.S. and can be filtered by species (finfish, crustaceans, mollusks) using a dropdown menu as well as by state, sub-region, or region. A user guide will be embedded within the application that defines the spatial scope, categories of aquaculture, and the survey questions that each data category represent. An example special visualization tool Atlantic prepared for the ASMFC is shown in Figure 5.Findings Report. A written report describing the methodology and all findings of the consumer survey. This report will be available free to the public on our website (atlanticcorporation.com).