Expanding Domestic and Export Markets for Open-Ocean Aquaculture Products by Value-Adding

Increasing seafood production is important for the national economy, national health, and the environment. The U.S. Department of Commerceýýs goal is for a 5-fold increase in aquaculture production value, to $5 billion, by 2025. Open ocean aquaculture represents the best opportunity for meeting this goal. The main goal of Phase II research is to broaden the market for open ocean farmed products, by: a) refining the high-quality shelf stable and smoked Kona Kampachi(r) products that were developed in Phase I; and b) developing innovative marketing concepts for delivering Kona Kampachi(r)ýýs value proposition of healthfulness and sustainability through the packaging of value-added products, both domestically, and abroad. Phase II research will refine formulas and further consumer tests with retort pouch product, and frozen-packaged products; and test consumer responses to various packaging forms, iconic ýýopen oceanýý images and graphics, and brand messaging. Marketability of these products will be assessed in the U.S. mainland and Hawaiian markets. By assessing options early in our product and packaging development project, we hope to make full use of these opportunities to help build the brand, raise customer awareness and avoid commoditization, while also maintaining the high-end price points for the fresh product in its established markets. Through these means, we intend to distinguish our product, our company, and the offshore industry as not merely producers of high-quality, healthful products, but also providers of these products to our consumers in a form and functionality that meets their ends.