Carole R. EngleCarole R. EngleUAPBUAPB

Participants include:Participants include: Madan Dey, UAPBMadan Dey, UAPB Benaissa Chidmi, Texas TechBenaissa Chidmi, Texas Tech Sherry Larkin, U. of FloridaSherry Larkin, U. of Florida Terry Hanson, AuburnTerry Hanson, Auburn

Includes:Includes: 52 cities52 cities 14 regions14 regions 19 product categories 19 product categories ◦Seafood-fish-unbreaded-frozen Seafood-fish-unbreaded-frozen 384 listings)384 listings)

◦Seafood-shrimp-unbreaded frozen Seafood-shrimp-unbreaded frozen 3,834 listings3,834 listings

Catfish Basa TilapiaRegular Regular Regular

Boneless Boneless Boneless

Boneless skinless

Boneless skinless

Boneless skinless

Raw Skinless Skinless

Smoked Smoked

Scaled

Catfish Basa TilapiaBatter N/A Beer batter

Cornmeal N/A Crispy

Crispy N/A Panko

Southern style N/A Regular

Seasoned N/A Spicy

Country crisp N/A Oven crunchy

Supermarket Sales of Frozen Supermarket Sales of Frozen Fish GrowingFish Growing

Sales Volume

Supermarket Sales of Frozen Supermarket Sales of Frozen Fish GrowingFish Growing

Sales Volume

Catfish growing,

Catfish growing,

but not capturing all

but not capturing all

of new growthof new growth

Catfish growing,

Catfish growing,

but not capturing all

but not capturing all

of new growthof new growth

Supermarket Sales of Frozen Supermarket Sales of Frozen Fish GrowingFish Growing

Sales Volume

Tilapia capturing most

Tilapia capturing most

of new growthof new growthTilapia capturing most

Tilapia capturing most

of new growthof new growth

Supermarket Sales of Frozen Supermarket Sales of Frozen Fish GrowingFish Growing

Sales Volume

Pollock sales Pollock sales

decreased.decreased.Pollock sales

Pollock sales

decreased.decreased.

Supermarket Sales of Frozen Supermarket Sales of Frozen Fish GrowingFish Growing

Sales Volume

Tilapia price is NOT the

Tilapia price is NOT the

lowest!!!lowest!!!Tilapia price is NOT the

Tilapia price is NOT the

lowest!!!lowest!!!

Volume Share of Major Fish Volume Share of Major Fish SpeciesSpecies

2005-2006

2009-2010

A Closer Look at the Tilapia Success A Closer Look at the Tilapia Success Story: What are They Doing Story: What are They Doing

Differently?Differently?

•Sales of breaded products DECLINEDSales of breaded products DECLINED for basa, salmon, cod, pollock, catfishfor basa, salmon, cod, pollock, catfish

•Sales of breaded products INCREASEDSales of breaded products INCREASED for tilapia.for tilapia.

•Tilapia increasing entreesTilapia increasing entrees

A Closer Look at the Tilapia Success A Closer Look at the Tilapia Success Story: What are They Doing Story: What are They Doing

Differently?Differently?

2005-2006

2009-2010

Tortilla crusted chipotle lime W/pineapple, mango salsa

Gourmet with red pepper Stuffed with spinach & cheese

Parmesan crusted Tuscan herb

W/ adobo sauce

Herb crusted Parmesan W/ rolled scallop & red pepper

With artichoke & pesto Potato crunch

Pecan encrusted W/chimichurri

Top 5 Markets for Top 5 Markets for Supermarket SalesSupermarket Sales

•Swai moving into Sacramento,Swai moving into Sacramento, San Francisco, Los AngelesSan Francisco, Los Angeles•Swai starting to appear in Memphis, Little RockSwai starting to appear in Memphis, Little Rock

•Memphis•Los Angeles•Chicago•San Francisco•Little Rock

Tilapia is Priced Higher Tilapia is Priced Higher than Catfish in Many than Catfish in Many

MarketsMarkets

•Chicago•Memphis•Little Rock•Los Angeles•Sacramento•San Francisco

PricesPrices

•LR, Memphis prices higher than West Coast,•West Coast prices increasing & catching up/.

Sales Volume of Unbreaded Fish ProductsIn Supermarkets: Little Rock

Sales Volume of Unbreaded Fish ProductsIn Supermarkets: Little Rock

Sales Volume of Unbreaded Fish ProductsIn Supermarkets: Memphis

Sales Volume of Unbreaded Fish ProductsIn Supermarkets: Memphis

Sales Volume of Unbreaded Fish ProductsIn Supermarkets: Chicago

Sales Volume of Unbreaded Fish ProductsIn Supermarkets: Chicago

CatfishCatfish

TilapiaTilapia

BasaBasa

This has been a quick, preliminary This has been a quick, preliminary glimpse into the data that we have in glimpse into the data that we have in our hands.our hands.

Dr. Dey & the UAPB marketing group Dr. Dey & the UAPB marketing group have gotten a handle on the data & are have gotten a handle on the data & are in a position to crank out analyses.in a position to crank out analyses.

We would like to hear your suggestions We would like to hear your suggestions for comparisons and analyses that may for comparisons and analyses that may be helpful!be helpful!

Thank You!!