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TMTM
The Marketing of Farm-raised
Largemouth BassSiddhartha Dasgupta, Richard Bryant, and Ashya Dozier
Kentucky State University
College of Agriculture, Food Science and Sustainable Systems
Cooperative Extension Program
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Purpose
� The purpose of the study is to examine chefs’
perceptions of largemouth bass
� Surveyed Kentucky restaurants
� The results were used to determine:
� Restaurant-demand
� Willingness to pay
� Preferred delivery schedules
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Method
• Obtained farm-raised largemouth bass from a
commercial farm in Kentucky
• Two fish and a questionnaire were distributed
to each restaurants
• Follow-up calls, online questionnaires, and
restaurant pick up were all used to collect
results
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Response
• 33 restaurants received the largemouth bass
samples and questionnaires
• 12 restaurants responded to the survey
• Mostly form Lexington and Louisville
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RESULTS
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Yes33%
No67%
Proportion of Restaurants Offering Freshwater Fish
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Yes100%
Proportion of Restaurants Offering Locally-grown Food
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Weekly58%
Seasonally17%
Whenever I can get it25%
Preferred Delivery Schedule for Fresh, Locally-raised Fish
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Whole fish18%
Gutted fish23%
Live fish6%
Fillets53%
Preferred Form of Largemouth Bass
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Yes17%
Not Sure83%
Willingness to Purchase Largemouth Bass
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Wealthy18%
Upper middle class29%
Middle class24%
Mixed29%
Socio-economic Status of Customers
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Importance of Food Attributes
• Attributes Measured
– Locally-grown
– Freshly-harvested
– Directly from the farmer
– Locally-grown, fresh fish
• Measurement Scale:
– 0 (not important)
– 10 (very important)
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Importance of Locally-Grown Food
8% 8%
17%
25%
8%
33%
0%
5%
10%
15%
20%
25%
30%
35%
0 1 2 3 4 5 6 7 8 9 10Scale
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Importance of Freshly-Harvested
Food
8%
33%
8%
50%
0%
10%
20%
30%
40%
50%
60%
0 1 2 3 4 5 6 7 8 9 10
Scale
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Importance of Food Directly from
the Farmer
8% 8% 8% 8%
17%
8%
42%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0 1 2 3 4 5 6 7 8 9 10
Scale
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Importance of Locally-Grown Fresh
Fish
17%
25% 25%
8% 8% 8% 8%
0%
5%
10%
15%
20%
25%
30%
0 1 2 3 4 5 6 7 8 9 10
Scale
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Preference for Largemouth Bass
• Attributes Measured
– Fish Texture
– Flavor
– Appearance
– Overall
• Measurement Scale:
– 0 (extreme dislike)
– 10 (extreme like)
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How did you like the texture?
18%
9% 9%
36%
27%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0 1 2 3 4 5 6 7 8 9 10
Scale
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How did you like the flavor?
8% 8%
17%
8%
33%
8%
17%
0%
5%
10%
15%
20%
25%
30%
35%
0 1 2 3 4 5 6 7 8 9 10
Scale
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How did you like the appearance?
8%
17% 17%
8%
50%
0%
10%
20%
30%
40%
50%
60%
0 1 2 3 4 5 6 7 8 9 10
Scale
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Overall Opinion of the Fish
9%
18%
9%
18%
45%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0 1 2 3 4 5 6 7 8 9 10
Scale
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Preferences for alternative fresh products on 0-10 scale, where 0
means "I hate this product." and 10 means "I love this product.".
12% 13% 12%
3% 3%4%
15%
3%
19%
12%
3%
0%
5%
10%
15%
20%
25%FILLETS small fish $12/lb
GUTTED large fish $12/lb
WHOLE small fish $6.25/lb
WHOLE small fish $12/lb
GUTTED small fish $18/lb
FILLETS small fish $18/lb
GUTTED small fish $6.25/lb
WHOLE large fish $18/lb
FILLETS large fish $6.25/lb
WHOLE large fish $6.25/lb
FILLETS large fish $18/lb
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Conclusions
• The most preferred product and price are fillets at $6.25/lb.
• The least preferred product was whole bass.
• 100% serve locally grown foods in their restaurant.
• 83% indicated that they were unsure whether they would buy the fish.
• 53% of restaurants prefer fillets but the sample was whole on ice (preferred by 17%).
• Price is very important.
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Thanks to:
USDA Evans-Allen Program
USDA-AMS: FSMIP Program
Alex Philipchik