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Attitudes of Consumers and Buyers toward B.C. Farmed Salmon

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INTRODUCTION

Environics Research Group is pleased to submit this research report to the Canadian Aquaculture Industry Association. The report details the results of a multi-phase public opinion research project on attitudes towards salmon in general and towards BC farmed salmon in particular among corporate buyers of BC farmed salmon, as well as among salmon consumers in three west coast cities (Vancouver, San Francisco and Los Angeles).

BC’s farmed salmon producers require a better understanding of the attitudes both of corporate customers of their products, as well as consumers who buy salmon products either in supermarkets or in restaurants. More specifically, the goals of the research are to:

  • Assist BC farmed salmon producers to compete more strategically and grow their market share in the US and Canada.
  • Identify how consumers regard salmon in comparison with other proteins.
  • Assess buyers’ impressions of farmed salmon and any obstacles to buying more.
  • Understand consumers’ perceptions of BC farmed salmon – in order to develop strategies to address those threats.
  • Determine the salience of any potential environmental/sustainability concerns on the farmed salmon market.
  • Identify any steps BC farmed salmon producers can take to increase sales in targeted markets.

The three phases of the research can be summarized as follows:

  • Initial exploratory focus groups with consumers in Vancouver
  • One-on-one interviews with 23 corporate customers of BC-based farmed salmon producers located across North America.
  • A quantitative on-line survey and segmentation of 1,200 consumers of salmon in three    urban west coast markets (Vancouver, San Francisco and Los Angeles).

EXECUTIVE SUMMARY

This executive summary provides the key findings of a three-phase public opinion research project on attitudes towards salmon in general and towards BC farmed salmon in particular among corporate buyers of BC farmed salmon as well as among salmon consumers in three west coast cities.

Consumer Focus Groups

Environics conducted two exploratory focus groups with salmon consumers in Vancouver in order to assist in the design of the quantitative survey instrument. The first session was composed of younger salmon consumers and the second session was composed of older salmon consumers.

  • Salmon was found to be firmly established as part of a “rotation” of proteins. Older people still see it as a premium food; younger people see it more as a staple – especially with advent of sushi. Younger people increasingly eat salmon in the context of sushi and talk of buying vacuum packed and seasoned salmon.
  • Salmon is widely available, making it easier than ever to eat it more often. It is seen as healthy, as well as tasty (Omega-3, being low fat). People feel good about themselves when they eat salmon. There is pride in salmon as a local food/symbol of BC.
  • The negatives associated with salmon are higher price, not being filling enough and being more perishable. There is also some sentiment that it can be monotonous if eaten too often.
  • Concerns about farmed salmon were almost exclusively raised by older participants. Younger people have grown up with farmed salmon as a staple; they see farmed salmon as a “fact of life.” “Farmed salmon is like chicken from a supermarket and wild is like organic free-range chicken.” Most consumers say there is little or no difference in taste. There was some mention of myths about farmed salmon being dyed and curiosity about what they are fed: “Do the fish eat a balanced diet?”

Consumer quantitative research

Fresh salmon purchase behaviour

On average, salmon consumers report having bought fresh or frozen salmon 2.3 times in the past month. They typically buy salmon either at self-serve display counters at super markets (39%) or at staffed fish counters in grocery stores (38%). A much smaller proportion report usually buying salmon from specialty fish stores or markets (16%). Consumers usually tend to buy salmon fillets (76%) and salmon steaks (49%) most frequently; 28%  mention buying whole salmon, 22% mention frozen vacuum-packed salmon, 12% mention marinated pre-seasoned salmon and 7% mention salmon skewers.

Salmon consumption

Two in ten (21%) salmon consumers describe salmon as “a favourite that they eat more often than any other protein,” and four in ten (40%) say that they eat salmon about as often as other proteins and that it is a regular part of their diet. Four in ten say either that they eat salmon from time to time but less often than other proteins (35%), or that they rarely eat salmon (4%). Men, younger people and non-Caucasians are more likely to describe salmon as a favourite.

There is virtually unanimous agreement that “Salmon is one of the healthiest proteins you can eat” (96%), that “Children should be brought up eating salmon regularly” (89%) and that “I would like to incorporate more salmon into my diet” (87%). Over eight in ten (86%) consumers agree that “When I eat salmon I feel better about myself then when I eat meat or poultry.” A similar proportion (85%) also agree that “Salmon is one of the tastiest and most pleasurable foods I eat.”

Six in ten (60%) agree that “salmon is too expensive to eat regularly.” One-third (33%) agree that “It’s unhealthy to eat salmon too often.” Three in ten (29%) agree that “Salmon is a hassle to prepare compared to other proteins.”

One-half of salmon consumers say that they are now buying and eating more fresh salmon than they were a couple of years ago. Four in ten say they are buying and eating about the same amount and just one in ten say they are eating less. Younger people and non-Caucasians are most likely to report buying and eating more salmon.

Further, four in ten (40%) say they expect to eat a lot more (11%) or a little more (29%) than they do now. Over half expect to keep eating the same amount. Only six percent expect to be buying and eating less. Younger people and consumers in Los Angeles are most likely to expect to increase their salmon consumption.

The most common reason consumers give for why they expect to buy and eat more fresh salmon in the future is the nutritional value of salmon and the fact that it is healthier than other proteins (59%). One-third (33%) say it is because they and their family enjoy the taste. Among the very small proportion of people of who expect to buy and eat less salmon (n=66), the main reasons are the price, concerns about availability of wild salmon and environmental concerns.

Nine in ten salmon consumers feel very (41%) or fairly (49%) comfortable and knowledgeable about cooking salmon at home.

Salmon consumption in restaurants

On average salmon consumers report having had salmon 1.3 times in the past month. Overall, 57% report having ordered salmon at all, with 29% having had it once, 13% twice, and 15 % three or more times.

Salmon consumers report eating out quite frequently; two-thirds report eating out at least once a week (33%). Among those who ever eat out, salmon is moderately popular, with 7% reporting that they almost always order salmon when they eat out, 22% claiming that they order salmon most of the time and 50% saying that they sometimes order it.

Sushi and sashimi are now very popular among salmon consumers on the west coast who eat out in restaurants. Three in ten (29%) report that they eat sushi or sashimi once a week or more, and another 20 percent eat it two or three times a month. These foods are most commonly consumed in Vancouver, and by men, younger people, East Asians and Latinos. A large majority of those who eat sushi or sashimi say that when they eat these foods, their meal always (28%), usually (34%) or sometimes (33%) includes salmon.

Factors in buying fresh salmon

The factor that salmon consumers are most likely to consider to be very important when it comes to making a decision about buying fresh is taste (69% say it is very important). Other factors that are often considered very important include contamination concerns (54%), nutritional value (52%) and being available fresh (52%). Smaller proportions consider the following factors to be very important: price (44%), whether it is wild or farmed (37%), environmental sustainability of the production method (32%), whether you plan to eat it that day (30%), saturated fat levels (28%), ease of cooking (28%), country of origin (25%) and how filling it is (20%).

When consumers are asked to rank their top reasons for buying fresh salmon, the two reasons that are most commonly ranked first are that it tastes great (29%) and that it has many nutritional benefits (29%). Smaller proportions say that being affordable (13%) or being available fresh (11%) are the main reasons. Nutritional benefits are mentioned more by women and older people.

When consumers are asked to rank their top reasons for not buying fresh salmon, by far the most commonly mentioned factor is it being too expensive (41%). Much smaller proportions choose the possibility of it being contaminated by mercury or PCBs (14%), not being available fresh (9%) or that it was produced by a fish farm (9%).

Salmon compared to other proteins

Salmon consumers were asked to compare salmon to other sources of protein and rate which is better. The attributes where salmon is the clearest winner over other proteins include: being healthier in general (83% say salmon is better), being low fat (74%), being nutritious (67%), how it makes a person feel when they eat it (52%) and freshness (50%). The attributes where other proteins are seen to win out over salmon include price (62% say other proteins are better), containing hormones and chemicals (43%), and being filling (42%).

There is no consensus as to whether salmon farming or the farming of other animals has a more negative impact on the environment. Two in ten (20%) think salmon farming has the more negative impact and 29 percent think the farming of other animals has a more negative impact. One-half (51%) think they are both the same in this regard.

Country of origin

Consumers in San Francisco and Los Angeles tend to think that most fresh salmon sold in their community is from Alaska (81% and 76%, respectively), followed by BC (27% and 21%). In Vancouver, consumers tend to think that most fresh salmon is from BC (84%), followed by Alaska (39%). In all three cities, people tend to prefer domestic salmon but it is notable that in San Francisco and Los Angeles, BC salmon is ranked far ahead of salmon from Scotland, Chile or Norway.

Salmon consumers in all three communities express a strong preference for Alaska wild salmon (64%) over BC farmed salmon (14%), with another 22% saying it makes no difference to them. Even in Vancouver, Alaska wild is preferred by 60%, compared to 24% who prefer BC farmed.

Sustainability issues

The vast majority (86%) are very (45%) or somewhat (41%) concerned about future supplies of fish and seafood. The biggest concerns mentioned are overfishing (34%), mercury and toxic chemicals (30%), and to a lesser extent the impact of climate change on fish stocks (11%). Much smaller proportions are most concerned about issues relating to fish farming, such as harm to ocean floors (7%), catching other species by mistake (5%), spread of disease from fish farms (5%), harm done to the ocean environment by fish farming (4%), fish farming in general (3%) or escape of non-native species from fish farms to the ocean (less than 1%).

One-half (48%) of salmon consumers think that fish or seafood from a sustainable supply would cost more than if it was from a non-sustainable supply. Another 37% think it would cost the same, and 15% expect sustainable fish and seafood to cost less. On average, salmon consumers would be willing to pay 7.4% more for fish and seafood from a sustainable supply. Only 17% would not be willing to pay more for sustainable fish.

Farmed vs. wild fresh salmon

When it comes to the statement “I don’t really care whether the fresh salmon I buy is wild or farmed,” there is a sharp division, with 44 percent strongly (15%) or somewhat (29%) agreeing, and 56 percent strongly (27%) or somewhat (29%) disagreeing.

Salmon consumers express a strong preference for wild caught salmon over farmed salmon when asked. Six in ten (62%) say that they strongly (36%) or somewhat (26%) prefer wild caught salmon, while just 11% express any preference for farmed salmon. Another 28% say that they have no preference. The strong preference for wild caught salmon is most prevalent in Vancouver (44%), and among 45- to 59-year-olds (45%), those aged 60 and over (55%), and Caucasians (41%). It’s notable that having a strong preference for wild salmon is highly correlated with being very concerned about future supplies of fish and claiming to be highly knowledgeable about salmon farming.

The main reasons why consumers prefer wild salmon over farmed salmon are that it tastes better and is fresher and higher quality (41%), that it’s healthier and more nutritious (29%), and that it is safer and has fewer contaminants (25%). Only very small proportions say they prefer wild salmon because they perceive farmed salmon as having a negative environmental impact.

In general, consumers tend to vastly overestimate how much of the fresh salmon they buy is wild as opposed to farmed. On average, they think that 55% of the salmon they buy is wild and that 45% is farmed – even though in reality the vast majority of salmon sold in these markets is farmed. Vancouverites, and those aged 30 or older are most likely to say that most of the salmon they buy is wild.

Consumers were asked whether wild or farmed salmon are better on various product attributes. Wild salmon tends to be seen as being better when it comes to taste (67% say wild is better), nutritional benefits (52%) and being fresher (48%). Farmed salmon has the advantage when it comes to being seen as helping to prevent overfishing (71%), being available all year round (67%) and being cheaper (65%). There is no consensus as to which is better when it comes to being environmentally sustainable (36% wild, 42% farmed), risk of toxins (34% wild, 37% farmed) and fat content (26% wild, 16% farmed).

Attitudes toward fish farming

About three-quarters of consumers (73%) describe themselves as being very (21%) or somewhat (52%) knowledgeable about fish farming. Seven in ten consumers express confidence that the fish farming industry in B.C. is well-regulated and operated in a sustainable manner, but only 14% are “very” confident, compared to 58% who are only “somewhat” confident. Four in ten (42%) Vancouverites are not very/not at all confident, while in Los Angeles and San Francisco, the vast majority are at least somewhat confident.

One of the key findings of this survey is that six in ten consumers agree that “salmon farming is good for the environment because it reduces pressure on wild salmon stocks by helping to meet consumer demand. In comparison, 39% agree that “salmon farming is bad for the environment because of the harmful effects on wild populations.”

Facts and misconceptions about farmed salmon

Consumers were asked whether a series of statements about salmon were true or false. The most common misconceptions are that wild salmon is more nutritious than farmed (65% believe this is true) and that farmed salmon is fresher than wild salmon since it is harvested daily (only 42% think this is true).

News about environmental impact of fish farming

One-half (49%) of consumers have seen, read or heard news in the past year about the possible environmental impact of fish farming. Among those who have heard news, the most commonly mentioned topics include: that fish farming is polluting the environment and oceans (20%), overfishing and the decline of wild salmon populations (19%), sea lice and diseases spreading from farmed to wild fish (18%), farmed salmon escaping into the ocean (11%), and chemicals and dyes being used in fish farms (9%).

Information needs and sources

When salmon consumers buy fish or seafood, the additional information they are most interested in are whether it was farmed or wild caught (27%), where the fish or seafood comes from (21%), and the nutritional value (20%).

The source of information on fish farming and farmed salmon most often seen as “most believable” is scientists at universities (38%). Other sources cited as most believable include environmental groups (17%), government scientists (10%) and the salmon farming industry association (10%).

Impact of ENGO action

If an environmental group called upon consumers to boycott all farmed salmon, 13 percent of consumers say it would have a very big impact on them and another 41 percent say it would have some impact. Less than half (46%) say it would have little or no impact on them. Among consumers who describe salmon as one of their favourite foods, 24% say this would have a very big impact, and this is also true of 25% of those who claim to be very knowledgeable about farmed salmon.

When asked how likely they would be to do various things as a result of a campaign by environmental groups, one-half (49%) say they would be very likely to do research to get more facts on the issue. One-quarter (27%) say they would be very likely to buy wild salmon instead of farmed salmon even if it costs more. Fewer than one in ten each say they would be very likely to take more drastic steps such as giving up eating salmon altogether and eating more meat (7%), or boycotting a supermarket until it stops selling farmed salmon (7%).

Certification

Six in ten (62%) salmon consumers say that, if they knew that farmed salmon was certified that it met high environmental standards and had sustainable practices, they would be more likely to buy the product. Three in ten (29%) say it would make no difference and nine percent say it would make them less likely.

Segmentation analysis

A psychographic segmentation was performed among salmon consumers in order to determine what underlying attitude and values clusters can be identified in terms of orientations towards farmed salmon, the environment and health concerns. The segmentation yielded four grouping: Pragmatic Consumers (30% of salmon consumers), Disengaged Consumers (25%), Ethical Consumers (23%) and Discriminating Consumers (17%). Each of the four segments merits detailed analysis in its own right from the perspective of the aquaculture industry. Ethical Consumers may be the most challenging to speak to, but there could be great potential in developing messages directed at Pragmatic and Discriminating Consumers in particular.

Interviews with Salmon Buyers

Environics interviewed 23 buyers of fresh farmed salmon. Most were based along the I-5 corridor on the west coast; some east coast and Canadian buyers were also contacted. Most buy millions of pounds of salmon per year and sell to food service customers and major supermarket chains.

Factors influencing salmon buying decisions

A variety of factors are involved in a salmon buying decision. These include: quality (freshness, colour, freshness, consistency); price; availability and consistency of supply; customer service and vendor loyalty.

The health benefits of salmon, especially the presence of Omega-3, are also identified as a key factor driving demand for salmon after prompting. Environmental considerations were rarely mentioned top-of-mind in this context.

Attitudes towards wild and farmed salmon

Farmed salmon’s advantages over wild salmon were identified as follows:

  • All-year-round product that “fills a gap” when wild salmon is not in season
  • Consistent and reliable quality
  • Lower and less volatile prices
  • Popular with the food service industry which demands consistent supply, pricing and quality
  • they do not want any surprises
  • Well-accepted by consumers: “It’s a staple – the average person can have the benefits of salmon year-round at a reasonable price”
  • Better taste and consistency for certain uses (i.e., juicier for BBQs)
  • Ideal for sushi - can be eaten raw and frozen
  • A safe, healthy protein that anyone can afford.

Buyers had a harder time thinking of any disadvantages to farmed salmon. Those that were mentioned most often included:

  • Occasional negative media stories and misinformation (e.g., farmed salmon being “dyed”)
  • Some people prefer the taste of wild salmon
  • Vague perceptions among some consumers that wild is better – this is most common among older and wealthier consumers
  • Kudoa sometimes occurs.

When buyers were asked about the advantages of wild salmon, they tended to mention the following:

  • Inconsistent availability, supply and price
  • More expensive
  • Gamier taste and drier consistency – “taste is different, not better or worse”
  • “Boutique” product, like free-range chicken or organic meat
  • Less environmental controversy, image of being “natural” and perceives as healthier
  • Appeals to high-end consumers who want to feel they are doing the “right thing”
  • Some sentimental appeal of Alaska wild salmon.

Obvious disadvantages of wild salmon boil down to the following:

  • Lack of year-round availability and unreliable supply
  • Higher price
  • Gamier taste and drier consistency that not everyone likes
  • Unsuitable for food service industry or the sushi trade.
Farmed salmon market prognosis

Most buyers reported that, over the last few years, the proportion of the salmon that they buy that is farmed has been increasing or has remained at the same relatively high level. There are several reasons cited for this: the price of wild salmon has increased, consumers are getting to be more price sensitive, wild salmon has become less available as the season has been shortened and most of all both buyers and consumers are getting more and more used to the stability of price and supply that farmed salmon offers.

On a similar note, most of the buyers interviewed expect that the market for farmed salmon will grow over the next five years. The reasons for this expected growth can be summed up as follows:

  • Demand for salmon is expanding in non-coastal areas (i.e., Midwest)
  • Wild salmon cannot supply the growing demand for salmon
  • It is a safe and healthy protein and publicity about Omega-3
  • Good value that competes well with other proteins
  • The message is getting out that farmed salmon is OK and the public is getting used to it
  • Sushi popularity is driving up demand for all fish

A minority of buyers see the market stagnating or shrinking, citing such concerns as the recession, which makes salmon price an obstacle (chicken is always cheaper) in the competition for protein dollar and potential supply problems such as Chilean ISA crisis. Buyers who supply the high-end, “gourmet” market see possible erosion of demand. Some felt that environmental controversy could slow growth, but not reverse it.

Threats to salmon market

The most obvious threat to the farmed salmon market would be if there was a very significant price increase that rendered the product uncompetitive. Another possibility would be a major supply threat like the Chilean ISA outbreak or more problems with kudoa. The factor that would potentially dwarf all others would be safety scares about salmon that linked it to threats to human health. For example, if there was suddenly definitive evidence that farmed salmon was full of PCBs or was carcinogenic.

Questions from customers

Typical questions buyers face from customers, include:

  • What are the farmed salmon fed? Do they have a balanced diet? Are there chemicals, antibiotics, steroids or hormones in the feed?
  • How fresh is it?
  • Is it safe?
  • What makes the salmon orange or red? Are they dyed? What does “colour-added” refer to?
  • Less commonly: What is the impact on wild salmon? How are they raised? Where is it from? What are the facts about farming?
Information sources

Vendors are the main source of information; buyers report close relationships with their suppliers. “Salmon of the Americas,” National Fisheries Institute and BCSFA are also mentioned. Most are satisfied with current sources, but have concerns about whether consumers are getting information. A central information source (ideally governmental) would be welcomed as a way to get consumers informed and to promote salmon, but information is not a priority for buyers.

BC salmon compared to other sources

Many of the buyers felt that differences between Canadian farmed salmon and salmon from other countries such as Chile, Norway or Scotland were relatively minor and in many cases were more of a reflection of a difference in reputation in the eyes of consumers as opposed to real tangible differences. Canadian salmon has one major advantage in the eyes of buyers and that is the geographical proximity. Buyers on the west coast in particular see B.C. salmon as being fresher due to having to travel a much shorter distance.

Buyers feel that most consumers don’t really see any difference between salmon from different countries. It is very unusual for any of their buyers’ customers to specifically ask to buy salmon from a particular country.

Competitive edge of BC salmon

All in all, the competitive edge for BC farmed salmon can summarized as follows:

  • Freshness
  • Proximity (24 hours ocean to plate)
  • Consistent, reliable quality and colour
  • Reliable supply
  • Positive image of BC

The biggest negative attributes that BC salmon bears are: a) that it is associated with kudoa; b) even though the environmental issues around fish farming apply to farmed salmon in every country – the controversy only seems to come up with regard to BC.

Most buyers see the farmed salmon that they buy as being “BC salmon” as opposed to being
“Canadian salmon” and they also think it is best to promote it that way.

Sustainability

When buyers were asked about how they would define “sustainability” in the context of farmed salmon, there is somewhat of a split. Most buyers see sustainability as a symbol of environmental stewardship and of being a well-managed industry, while some see it as a “buzzword” that does not apply to this industry. The perception is that farmed salmon is automatically “sustainable” since it’s farmed – cannot be over-fished. The ISA crisis in Chile raised awareness of consequences of unsustainable practices such as too much pen density.

Concerns are largely driven by hypothetical threats to human health from what goes into the fish feed. There are some concerns about waste from fish farms and its impact on oceans, and escapement and inter-breeding was occasionally mentioned as a possible threat to wild salmon. Sea lice were rarely mentioned

Reaction to environmental controversies

Salmon buyers report very low awareness of any campaigns or ads by environmental groups regarding farmed salmon. They tend to regard any controversies about salmon farming as being media-driven as opposed to being the result of concerted campaigns by any ENGO. There was some unprompted mention of Suzuki, Living Oceans and MSC, and some prompted awareness of CAAR and Monterey Bay Aquarium.

The consensus among the buyers was that any ENGO campaigns directed against salmon farming have had little impact so far. They are much more concerned about the impact of negative news stories which they have seen in the past. However, even when they come out, it tends to only depress demand in the very short term and, as one buyer put it, “We ride the wave.”

Certification

Any third party environmental certification of a particular salmon producer would be welcomed by buyers. Most buyers are very enthusiastic and say this would be fantastic.

Advice to the BC salmon farming industry

Buyers’ advice to BC farmed salmon industry:

  • Promote salmon overall as a protein, especially its health benefits
  • More promotion of the versatility of salmon as an ingredient
  • Reduce the price to compete with other proteins
  • Promote BC salmon as a brand, and try to tie it in to the Olympics and to good environmental practices
  • Proactively address environmental concerns and be less reactive – but avoid fuelling the fire
  • Some form of certification such as MSC
  • Newsletters and packaging that explains the sustainability of the product
  • Putting a leaflet on countertops that expose the myths about farmed salmon, and that shows standards and a statement of principles
  • “If people visited an abattoir, they would never eat beef again, but if people visited a salmon
  • farm, nothing they saw would make them stop eating salmon!”
  • Make the case that farmed salmon relieves pressure on wild salmon stocks
  • Create a premium “organic” farmed salmon like some Irish and Scottish producers have done and appeal to that niche
  • Deal with the kudoa problem.

CONCLUSIONS AND RECOMMENDATIONS

There are a number of conclusions that can be drawn from this research some of which lead to actionable recommendations. The key insights are as follows:

Consumers

  • Salmon consumers overwhelmingly see salmon as one of the healthiest proteins, as well as being very tasty. There is an overwhelming sentiment that people feel better about themselves when they eat salmon compared to when they eat other proteins. In any effort to promote salmon overall, the industry should seek to build on this inner feeling of goodwill towards salmon which undoubtedly ties in to the health benefits of salmon.

  • Salmon has to compete against many other proteins for a share of people food budgets. The areas where salmon has the clearest competitive edge are being healthier, low fat, nutritious and how it makes a person feel.

  • In this period of our history, people tend to equate foods being healthy with those foods not being especially pleasurable. Salmon offers people the possibility of guilt-free indulgence.

  • The main barrier to people buying and eating more salmon is a perception that it is more expensive than other proteins. While industry cannot drastically reduce the price of the product there may be ways of demonstrating that the cost difference is not as significant as people may think. Farmed salmon also provides people with access to affordable salmon all year round.

  • Another concern that many consumers have about salmon is the possibility of contamination with PCBs or mercury and the fact that so many agree that it is unhealthy to eat salmon too often shows that there are myths which needs to be exploded. To the extent that environmental concerns are an issue for the salmon consumer – it is more about possible threats to human health than any of the more esoteric issues often raised around aquaculture.

  • People claim that they are eating more salmon than before and that they expect to eat more in the future and this is especially true of younger people and visible minority groups. This represents a great strategic opportunity for the industry as Asian and Hispanic populations are growing as a proportion of the population and the eating habits that young people develop will follow them through their lives. Special efforts should be made to promote salmon in these segments. The fact that Japanese foods such as sushi and sashimi (both of which typically contain quite a bit of salmon) have become so popular in recent years is example of a trend that can be built upon.

  • When communicating with consumers who have concerns about the environmental impact of farmed salmon, a comparison should be made to the environmental impact of the farming of other animals such as pigs, chickens, cows etc…

  • Consumers like the idea of buying salmon that is local or at least North American. The fact that BC salmon will always be seen as having travelled a much shorter distance and can be fresher should be stressed in order to give the product a competitive edge against European and Chilean salmon.

  • Consumers have concerns relating to the sustainability of fish and seafood, but those concerns are centred on possible chemical contamination and on overfishing. Very few have top of mind concerns about aquaculture. Farmed salmon should be promoted as a solution to concerns about the sustainability of fish. It is safe and it helps to save wild salmon from being overfished and ending up like the Atlantic cod.

  • One of the key psychographic segments that the industry needs to target overwhelmingly believes that salmon farming is good for the environment because it relieves pressure on wild salmon stocks. This message needs to be reinforced over and over again.

  • There is a strong sentimental attachment to the idea of eating wild salmon as opposed to farmed. In fact, consumers tend to drastically overestimate the amount of wild salmon they eat compared to farmed. This attachment to wild salmon is especially pronounced among older people and in Vancouver. The industry needs to be aware of the fact that this is the demographic segment which will always be the biggest challenge. Consumers like the idea of buying and eating wild as opposed to farmed salmon, even if they don’t always do so.

  • The advantages that wild salmon has over farmed salmon are that it is seen to be tastier, healthier and more nutritious. If there are facts that support the notion that in fact, farmed salmon is every bit as nutritious and high in Omega 3 as wild salmon, these need to be reinforced in order to pre-empt this line of thought.

  • The major advantages that consumers see in farmed salmon are that it helps prevent overfishing, is more available all year round and is cheaper. Once again, any communications or publicity around farmed salmon needs to build on these advantages.

  • There is a fair amount of exposure to news about farmed salmon and consumers are interested in the topic. The most credible sources of information are scientists at universities. Where possible, the aquaculture needs to present information from these sources.

  • A significant number of consumers say that if an environmental group called for a boycott of farmed salmon it would have an impact on them. However, most say that the main impact would be to do research and get more facts. Give them the facts they need. If the farmed salmon industry could find a way to have its product certified as meeting high environmental standards, it would make a huge difference to some salmon consumers. People feel good about themselves when they eat salmon so this can be a way to keep people feeling that way.

  • Of the four psychographic segments created among salmon consumers, two may merit special targeting by the industry. The Pragmatic Consumers tend to have particular concerns around toxins and threats to human health. They have no ideological aversion to farmed salmon, they just want the facts that reassure them that farmed salmon does not contain toxins and that it poses no threat to wild salmon stocks. Discriminating Consumers would be more attracted to a positive message about the health benefits of salmon. They would respond well to a message that is dismissive of environmental groups and that points out the fact that by buying farmed salmon they are sparing wild salmon from being overfished. They like to see themselves as appreciating high quality products that have prestige.

Buyers

  • Buyers regard farmed salmon as a critical part of their business. It is generally well-accepted by consumers and it is an easily sell to the food service industry. It offers consistency in supply and pricing and it is better for certain preparations (i.e., sushi and BBQ’ing). The only challenge from the buyers’ perspective seems to be that that a certain segment of customers - mostly older and wealthier have a vague perception that wild salmon is more “natural” and tastes better. Wild salmon is regarded as a “boutique product” like organic meats, but realistically buyers feel that the bulk of the market will always be farmed salmon.

  • Most buyers report that they are buying more farmed salmon as a proportion of their purchases and they expect that in the future they will buy even more. There is a subset of buyers who tend to sell to a more high-end market who are encountering some resistance to farmed salmon. There may be ways of addressing that part of the market - such as acquiring environmental certification or even promoting higher-end “organic” forms of farmed salmon.

  • The biggest concerns that buyers have would be either that the price of salmon would increase dramatically making it uncompetitive with other proteins or that there might be a scare around salmon that relates to human health. They would like to see the industry make the case that salmon is equally nutritious whether wild or farmed.

  • Buyers often face questions from their customers about what salmon are fed and also what makes the salmon orange coloured. It could be useful to prepare some easy understood fact sheets about what goes into salmon feed and also address head-on the myth that farmed salmon is dyed. Buyers rarely get questioned about the sustainability of salmon farming practices so this may not be as much of a communications priority as feed and colour.

  • Buyers get their information from farmed salmon vendors and they are generally very satisfied with the information they get. They do not see a need for any third party information source for themselves, but they do think this would be useful to consumers. They would like to have a place where consumers can go for more information and which would also help promote salmon consumption in general.

  • Buyers do not see significant differences in quality between farmed salmon from BC and farmed salmon from other locations. They feel that it is more about reputation than actual differences. Buyers see BC product as being consistent and reliable and they tend to feel good about the customer service they get from their suppliers. Chilean salmon seems to getting more and more of a bad reputation.

  • BC salmon has some clear advantages that need to be leveraged. It is from close by and can be promoted as a quasi-local product. Many consumers across North America could be swayed by the fact that salmon from BC has travelled much less and ought to be fresher and would also be leaving a smaller carbon foot print as a result of less transportation.

  • BC in general has a very positive image. The vast majority of buyers think that branding salmon as “BC salmon” is more effective than branding it as “Canadian salmon”.

  • There is a concern that any controversy about farmed salmon always seems to be in the context of the situation in BC and not in any other countries. Buyers would like to know if there actually are issues about how salmon is farmed in BC that don’t exist elsewhere or if its simply that ENGOs have chosen to target BC in a way that other places have not been targeted.

  • Most buyers are personally concerned about sustainability since they know that their
    business depends on fish and seafood remaining sustainable. Interestingly, many of them see farmed salmon as being ipso-facto sustainable since it is farmed and therefore poses no threat of being part of the problem of overfishing. The industry may want to promote this notion that as a result of being cultivated, farmed salmon is part of the solution when it comes to stopping overfishing which can endanger many species of fish.

  • Buyers, like consumers, are mainly concerned about any potential controversies around the impact of eating salmon on human health.

  • From the buyers’ perspective, seal lice are a non-issue, but kudoa is something that the BC salmon industry needs to address.

  • Buyers are not aware of ENGO campaigns against farmed salmon. They regard this as a media driven issue. Up until now they feel that any impact of negative media stories has been very short term. Still, they would like to see some positive stories and would like to see the industry be more pro-active in getting out their side of the story.

  • If some sort of third party certification could be created for salmon from particular farms, it would be welcomed with open arms by buyers.

  • All in all buyers tend to want to BC farmed salmon industry to do more to promote the benefits of salmon among the general public. Some key pieces of advice from the buyers that the industry could try to put into action include:
  • Creating some form of certification
  • Newsletters and packaging that explains the sustainability of the product
  • Creating a leaflet for placement on countertops that expose the myths about farmed salmon, and that shows standards and a statement of principles
  • Making the case that farmed salmon relieves pressure on wild salmon stocks
  • Getting out the message that “If people visited an abattoir, they would never eat beef again, but if people visited a salmon farm, nothing they saw would make them stop eating salmon”!
Date Modified: 2012-08-xx

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