viable market opportunities for organically grown aquatic products organic shrimp – the way of the...
TRANSCRIPT
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Viable Market Opportunities for Organically Grown Aquatic Products
Organic Shrimp – The Way of the Future
November 18, 2005
Panama City, Panama
LINDA J. O’DIERNO
JOSEPH J. MYERS*
International Shrimp Culture Symposium & Trade Show
Identification and Evaluation of
New Jersey Department of Agriculture
Fish & Seafood Program
Trenton, NJ USA
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Acknowledgments
Rutgers State University of New Jersey– Ramu Govindasamy– Sho Islam– Venkata Puduri– Brian Schilling
US Department of Agriculture– Federal State Market Improvement Program– Grant # 12-25-G-0420
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Overview
USDA Organic Standards for Seafood
Organic Aquaculture Marketing Study
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Overview
USDA Organic Standards for Seafood
Organic Aquaculture Marketing Study
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
USDA Organic Standards for Seafood
NOSB formed (15 members)– Aquatic Animal Task Force (Sep 2000)– Recommendations made May 2001
– NEW Task Force on Standards for Aquatic Animals
Wild-Caught WG Farm-Raised (NOAWG)
– Shellfish Sub-Group
OFPA of 1990
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
USDA Organic Standards for Seafood Status of Standards
NOAWG completed Draft of Proposed Organic Standards for Farmed Aquatic Animals– May 2005– Submitted to USDA National Organic
Program for Review
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
USDA Organic Standards for Seafood Status of Standards – What’s Next??
ReviewPublic Notice (Federal Register)Public Comment Final RuleAdoption
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
USDA Organic Standards for Seafood Status of Standards – What’s Next??
About 3-4 years until:
Seafood =
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Overview
USDA Organic Standards for Seafood
Organic Aquaculture Marketing Study
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Impetus for Project
USDA – CSREES (Dr. Gary Jensen)– Standards on the Way– Need Market Information
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Advisory Committee
NOAWG National Organic Aquaculture Working Group
NFINational Fisheries Institute
NASACNational Association of State Aquaculture Coordinators
Variety of Geographic Regions & Industry Sectors
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Advisory Committee
Formulate Investigative Strategy
Continued Advisement Throughout the Project
Function
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Consumer– Focus Groups– Telephone Survey
Marketplace– Analysis of Products Now in Market– Retailer Mail Survey
Scope of Project
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Consumer– Focus Groups– Telephone Survey
Marketplace– Analysis of Products Now in Market– Retailer Mail Survey
Scope of Project
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Seafood
Aquaculture
Organic Aquaculture
Investigative StrategyDrill-Down Approach
Information About:
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Seafood
Aquaculture
Organic Aquaculture
Sets Scope of Survey Collect Other Marketing Information
– Seafood Health & Safety– Consumption Advisories– C.O.O.L.– Aquaculture vs. Wild-Caught Perceptions– Purchase Patterns– General Organic Attitudes– Other Marketing Terms
Sustainable, Eco-Friendly, Natural, Pristine
Investigative StrategyDrill-Down Approach
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Consumer– Focus Groups– Telephone Survey
Marketplace– Analysis of Products Now in Market– Restaurant Survey– Retailer Mail Survey
Scope of Project
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Investigative Strategy
Seafood
Aquaculture
Organic Aquaculture
FOUR Target Markets– Affluence– Coastal Proximity
GeographySeafood Tradition
– Budget and Logistics
TWO Market Levels
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Target Markets
Boston Region (Massachusetts) Central New Jersey Greater Chicago (Illinois) Colorado Springs (Colorado)
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Target Markets
• •
•
• Boston Region (Massachusetts) Central New Jersey Greater Chicago (Illinois) Colorado Springs (Colorado)
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Target Markets
• •
•
• Boston Region (Massachusetts) Central New Jersey Greater Chicago (Illinois) Colorado Springs (Colorado)
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Target Markets
• •
•
•
•Boston
Region•CentralNew Jersey•Greater
Chicago•ColoradoSprings
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Target Markets
• •
•
•
•Boston
Region•CentralNew Jersey•Greater
Chicago•ColoradoSprings
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Target Markets
• •
•
•
•Boston
Region•CentralNew Jersey•Greater
Chicago•ColoradoSprings
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Target Markets
• •
•
•
•Boston
Region•CentralNew Jersey•Greater
Chicago•ColoradoSprings
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Target Markets
Boston
Region
CentralNew Jersey
Greater
Chicago
ColoradoSprings
• •
•
•
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New Jersey
Upscale Coastal Strong Seafood Tradition
*
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
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Boston
Blue-Collar Coastal Strong Seafood Tradition
*
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
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Colorado Springs
Upscale Landlocked NO Seafood Tradition Residents from other Areas
*
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
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Chicago
Blue-Collar “Inland” Market
– Meat & Potatoes Tradition– Some “Seafood” Tradition
GREAT LAKES
– Shellfish Market
*
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Market Levels
General Purchase Supermarket
Upscale, Health Food Supermarket
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Target Markets
• •
•
•
CentralNew Jersey
Boston
RegionGreater
Chicago
ColoradoSprings
Target = Eight Focus Groups
Conventional
Upscale
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Target Markets
• •
•
•
CentralNew Jersey
Boston
RegionGreater
Chicago
ColoradoSprings
Goal = Seven Focus Groups
Conventional
Upscale
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Investigative Strategy
Seafood
Aquaculture
Organic Aquaculture
Recruitment of Participants– Large Supermarkets– Placard at Seafood Counter– Help from Seafood Manager
Compensation– Dinner– $20 Gift Card
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Investigative Strategy
Seafood
Aquaculture
Organic Aquaculture
4-15 Participants
Group– Scripted Questions– Group Discussion
Individuals– 4-page survey
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Consumer– Focus Groups– Telephone Survey
Marketplace– Analysis of Products Now in Market– Retailer Mail Survey
Scope of Project
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Seafood
Aquaculture
Organic Aquaculture
Four Target Markets200 Surveys in Each Target Market
– Purchase decision on seafood
Investigative Strategy
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Target Markets
ColoradoSprings
CentralNew Jersey
Boston
RegionGreater
Chicago
Seafood purchasers
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Consumer– Focus Groups– Telephone Survey
Marketplace– Analysis of Products Now in Market– Retailer Mail Survey
Scope of Project
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Farmed Seafood Currently in the US Market
On-Line Literature Research Current Retail Advertising
– All supermarkets in that area– How they marketed the product– Price points– QUALITATIVE
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Retailer Survey
Supermarkets Identified from:– 2005 Blue Book of Supermarket Distribution
257 surveys sent 38 returned (14.8%)
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Focus Groups Telephone Survey Analysis of Products in Marketplace Retailer Mail Survey
Results
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Focus Groups Telephone Survey Analysis of Products in Marketplace Retailer Mail Survey
Results
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Boston
*
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Focus Groups
Tradition and Enthusiasm
(even from Managers)
Tendency to Discount
media reports
Local fish market
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Chicago
*
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Focus Groups
Health & Safety Concerns
Price Concerns
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Colorado Springs
*
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Focus Groups
Concern about how product
reaches inland market
Freshness
Want more variety
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New Jersey
*
International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Focus Groups
Most Diverse Opinions
Two Income Professionals,
No Children
“I Want It, I Buy It”
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Consumer attitude and purchase behavior – Organic Foods.
NJDA et.al 2005 (USA)
SEAFISH 2001 (UK)
Committed to buying as often as possible
Will buy occasionally
NOT Convinced, Will NOT Buy
46%46%32%32%22%22%
Focus Groups
Committed: 5%Don’t Know: 4%
Fad: 22%
Non-Converts: 52%Semi-
Committed: 16%
Comparison Between Different Studies
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Consumer attitude and purchase behavior.
ORGANIC FOODS
ORGANIC SEAFOOD
Committed to buying as often as possible
Will buy occasionally
NOT Convinced, Will NOT Buy
52%52%46%46% 28%28%20%20%32%32%
22%22%
Focus Groups
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Focus GroupsTerm about seafood that conveys the highest quality.
All Natural: 23%
Harvested from the Wild: 53%
Organically Grown: 24%
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Focus Groups
Organically Farmed: 12%
Organically Aquacultured: 34%
Organically Grown: 54%
Term about seafood that conveys the highest quality.
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Reasons for wanting to purchase organic seafood
Chemical/Pesticide-Free 95%
Free of Antibiotics 87%
Safer 64%
Superior Flavor 62%
Ecologically Sound 59%
Better Quality 59%
More Nutritious 54%
Credible Standards 49%
Animal Welfare 36%
Focus Groups
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Reasons for NOT wanting to purchase organic seafood
Too Expensive 67%
No Credible Standards 53%
Not Worth the Price Difference 40%
Limited Availability 13%
Additives/Chemical/Residues not
a Concern
13%
Focus Groups
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
If available, would you purchase organic seafood?
YES: 72%
NO: 28%
Focus Groups
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Focus Groups Telephone Survey Analysis of Products in Marketplace Retailer Mail Survey
Results
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Telephone Consumer SurveyDo you purchase seafood for home consumption?
YES: 69%
NO: 31%
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Telephone Consumer SurveyHave you ever purchased aquacultured or farm-raised seafood?
YES: 43%NO: 42%
DON’T KNOW: 15%
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Telephone Consumer SurveyWhat is the most important reason for consuming seafood?
I like the taste. 49%
I believe it is healthy. 41%
I believe it is a low-calorie food. 3%
I believe it is easy to prepare. 2%
I like the gourmet appeal. 2%
I feel it is priced lower. 1%
Other 2%
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Telephone Consumer SurveyAre you interested in purchasing organic seafood?
YES: 67%NO: 24%
DON’T KNOW: 9%
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Telephone Consumer SurveyWould you trust an organic label for seafood?
YES: 70%NO: 21%
DON’T KNOW: 9%
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Focus Groups Telephone Survey Analysis of Products in Marketplace Retailer Mail Survey
Results
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Retailer Survey
Data Evaluation In-Progress Many Salmon-Related Concerns Majority believe that Organic Labeling IS
Compatible. Supply, Availability, Price, Size Issues
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International Shrimp Culture Symposium & Trade Show Organic Shrimp – The Way of the Future Nov. 18, 2005 - Panama City, Panama
Consumer / Point-of-Sale Information Booklet Magazine Article(s) Peer-Reviewed Journal Articles
– Aquaculture/Seafood Marketing– Agricultural Economics– Consumer Econometrics
Website– www.jerseyseafood.nj.gov
Deliverables
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Contact Information
New Jersey Department of Agriculture
Fish & Seafood Program
PO Box 330
Trenton, New Jersey 08625-0330 USA
(609) 984-2502, (609) 633-7229
www.jerseyseafood.nj.gov