Fourth Edition Fishermen’s Direct Marketing Manual

Fourth Edition

Fishermen's Direct Marketing Manual

Alaska Oregon Washington

Fourth Edition

Fishermen's Direct Marketing Manual

Terry Johnson, Editor Alaska Sea Grant Marine Advisory Program

Editorial assistance provided by Jeanette Johnson, Alaska Marine Advisory Program, and David G. Gordon, Washington Sea Grant. Design by Robyn Ricks, Washington Sea Grant. Mailing address: 3716 Brooklyn Ave. NE, Seattle, WA 98105. wsg.washington.edu

The Marine Advisory Program is a unit of the School of Fisheries and Ocean Sciences, University of Alaska Fairbanks, and is funded in part by Alaska Sea Grant College Program. Mailing address: 1007 W. 3rd Ave., Suite 100, Anchorage, AK 99501. .

Photos courtesy of Alaska Sea Grant College Program, Washington Sea Grant and Desire Fish Company of Bellingham, Washington.

Funding from NOAA National Sea Grant to the Alaska Sea Grant College Program, grant NA16RG2321, A/152-18.

A publication of the University of Washington, pursuant to National Oceanic and Atmospheric Administration Award No. NA16RG1044. The views expressed herein are those of the authors and do not necessarily reflect the views of NOAA or any of its sub-agencies.

WSG-AS 03-03 MAB-53 rev. 10/07

Contributors

Torie Baker Alaska Sea Grant Marine Advisory Program

Bennett Brooks formerly Alaska Department of Commerce and Economic Development

Liz Brown formerly Alaska Sea Grant Marine Advisory Program

Paula Cullenberg Alaska Sea Grant Marine Advisory Program

Greg Fisk Alaska Sea Grant Marine Advisory Program

Sarah Fisken Washington Sea Grant

Ginny Goblirsch Oregon Sea Grant (retired)

Steve Grabacki Graystar Pacific Seafoods

Pete Granger Washington Sea Grant

Glenn Haight Alaska Sea Grant Marine Advisory Program

Michelle Kern Alaska Business Development Center

John Kingeter NOAA Fisheries Office for Law Enforcement

Donald Kramer Alaska Sea Grant Marine Advisory Program

Donna Parker formerly Alaska Department of Commerce and Economic Development

Brian Paust Alaska Sea Grant Marine Advisory Program (retired)

Allison "Sunny" Rice Alaska Sea Grant Marine Advisory Program

H. Charles Sparks University of Alaska Fairbanks

Cynthia Wallesz Alaska Sea Grant Marine Advisory Program

Table of Contents

Foreword....................................................................................................................................... iii 1. Defining Direct Marketing...................................................................................................... 1 2. The Seafood Distribution System........................................................................................... 5 3. Marketing Concepts................................................................................................................ 9 4. Finding Customers................................................................................................................ 13 5. E-Commerce.......................................................................................................................... 17 6. Planning Your Business.......................................................................................................... 21 7. Accounting for Your Fish Business........................................................................................ 25 8. Considering Quality............................................................................................................... 29 9. Working with a Custom-Processor........................................................................................ 33 10. Packaging and Shipping of Seafood Products..................................................................... 37 11. Live Shipping........................................................................................................................ 41 12. Setting Up Your Boat for Direct Marketing.......................................................................... 43 13. Direct Marketing Prawns...................................................................................................... 47 14. Marketing Internationally.................................................................................................... 51 Appendices.................................................................................................................................. 56

A. Fisheries Business Financing and Business Assistance in Alaska..................................................................................................56 B. Working with the IFQ Program........................................................................................................................................................58 C. Safety and Sanitation Requirements...............................................................................................................................................61 D. Common Mistakes in HACCP............................................................................................................................................................62 E. Salmon Roe.........................................................................................................................................................................................65 F. Refrigeration Considerations............................................................................................................................................................66 G. Box Insulation Values and Gel Pack Effectiveness.........................................................................................................................67 H. Processing and Storage Costs..........................................................................................................................................................68 I. Alaska Seafood Marketing Institute Recommended Statewide Quality Specifications for Alaska Fresh and Frozen Wild Salmon....................................................69 J. Permits, Licenses, Bonds, Reporting, and Taxes Required for Alaska Seafood Direct Marketers and Small-Scale Processors .................................................................................................................................72 K. State and Local Regulations in Oregon ..........................................................................................................................................78 L. Marketing Your Own Catch: State and Local Regulations in Washington ..................................................................................81 M. Sources of Information and Materials............................................................................................................................................82 N. Glossary of Seafood Business Terms...............................................................................................................................................84 0. Business Plan Outline........................................................................................................................................................................86

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Fishermen's Direct Marketing Manual

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Foreword

Welcome to the fourth edition of the Fishermen's Direct Marketing Manual.

Since the mid-1990s, commercial fishermen have used earlier editions of this publication to help them think through the issues involved in selling their seafood products further up the distribution system than the local processor. This is what we call direct marketing.

Over the years, we have distributed thousands of copies of the manual and we have heard back from dozens of users who have told us that they found it helpful. The manual is often cited as a source of reliable information on the subject and as an example of university and Sea Grant support of the fishing and seafood industries.

This edition is not only updated but also significantly expanded from previous editions. We have invited new contributors and are fortunate to be able to include work by some talented experts in their fields. We have added sections on accounting, e-commerce, working with custom processors, direct marketing shrimp, setting up a boat for direct marketing, avoiding HACCP problems and other topics.

Readers have given us suggestions on how to make it better and we have tried to incorporate those suggestions in this edition. Even if you have a copy of an earlier edition, you may want to read through this one; you'll find many changes and we hope they are improvements.

Where did the new material come from? Are your editor and writers better informed than before? Possibly, but more importantly, the industry has advanced and the working direct marketers are developing new knowledge and skills and are sharing what they know. We've brought in some new contributors. We've updated sections where regulations have changed and where technology has advanced.

In addition to the authors listed on the title page, I wish to thank Jeanette Johnson for checking contact information and Cynthis Wallesz, George Meintel, Heather Maxcey and Dr. Quentin Fong for reviewing content and providing supplementary material.

We at Alaska Sea Grant wish to thank our partners at Washington Sea Grant for the excellent content, copy editing and design work they have contributed to this publication. It truly is a collaborative effort.

This is the fourth edition of the manual but probably not the last. So if you, the reader, find errors or outdated material or can contribute additional information for the wellbeing of the industry as a whole, please send me a note and let me know. The Fishermen's Direct Marketing Manual is a living document and it depends on an open exchange with active participants in the industry.

Terry Johnson, Editor Alaska Sea Grant Marine Advisory Program

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