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Markedet for økologiske fisk

Larsen, Erling P.; Nielsen, Max; Nielsen, Thorkild and Larsen, Villy J. (2015) Markedet for økologiske fisk. [Market for organic fish.] Dansk Akvakultur .

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Summary

Danmark er nu Europas største producent af økologiske regnbueørreder, med en samlet produktion i 2014 på 1.080 tons. De økologiske producenter af regnbueørred har vist sig at have en bedre økonomisk indtjening per produceret enhed, end tilsvarende konventionelle producenter. Der blev genereret en 8% højere indtægt per enhed og en solvens på 28 % i 2012, hvilket er betydelig bedre i forhold til tilsvarende konventionelle producenter (solvens er et udtryk for kreditværdighed). De danske producenter og tilhørende forarbejdningsindustri er nu i front på markedet for økologiske ørreder.
I dag er det muligt at levere råvaren kontinuerligt igennem året. Produktkataloget er udvidet betydeligt, da også store regnbueørreder fra et saltvandsdambrug er blevet godkendt som økologisk produceret.
Der er nu flere forskellige forædlingsvirksomheder. Disse sikre flere afsætningsmuligheder for primærproducenterne. Der er flere primærproducenter, der har tilladelse til ”stalddørssalg”. Ellers kan økologiske regnbueørred primært købes i supermarkedskæderne og et begrænset antal fiskehandlere. Et område som man forventer sig meget af er foodservice sektoren, efter indførelsen af det økologiske spisemærke.
En salgsparameter for økologiske regnbueørred, kan være mærkning af salgspakkerne. Empiriske resultater viser at forbrugerne er villige til at betale mellem 24 til 38% mere for et sådant produkt. Undersøgelsen af villighed til at betale mere for et produkt er forbundet med relativ høj usikkerhed, så den reelle betalingsvillighed kunne nærme sig forskellen for fisk med bæredygtighedsmærke i forhold til fisk uden mærke.
Der er gennemført et litteraturstudie af relevante undersøgelser af forbrugernes forventninger til økologisk fisk. Resultatet af denne undersøgelse er ikke direkte relevant, da nogle af studierne er af ældre dato (mere end 15 år gamle) eller det er studier fortaget med forbrugere, der intet forhåndskendskab havde til økologisk fisk. De seneste studier viser en mere positiv holdning fra forbrugernes side.
Fremtidige trends og tendenser indikerer, at økologisk regnbueørred produkter har en relativ god chance for at erobre en større markedsandel fra de konventionelle produkter.

Summary translation

In 2014 Denmark was the biggest producer of organic rainbow trout in Europe with a total amount of 1,080 tons. The producers of the organic trout had a better economic earning than the conventional producers, measured per unit produced. The value wason average 8 % higher per unit than for the conventional producers. The solvency ratio was in 2012 an average of 28 %, which was higher than the traditional trout producers’ solvency ratio (solvency ratio measure an enterprises ability to meet its debt and other obligations). The Danish producers and processing industry are now in the front on the organic trout market.
The Danish producers of organic trout are now able to keep a constant supply throughout the year. The variety of products has been increased due to certification of a saltwater facility that can supply the market with roe and bigger fish of up to 4 kg. The numbers of processing companies have increased, to the benefit of the primary producers that have more possibilities to sell their goods. At the same time there are several primary producers that have allowance to sell the organic trout as whole, gutted fish to the public. At the domestic market, organic trout can be brought into specific supermarket chains and to specific fish retailers. A new sector is ‘food-service’, which are rewarded with different labels accordingly to the amount of used organic food.
One important parameter for increasing the sale of organic trout could be introduction of labels on the products. A desk study has been done and the empiric results shows that the consumers are willing to pay a premium of 24% to 38% more for an organic product with a label on the package. Studies of consumes willingness to pay more for a certain product are normally difficult to conduct and to get reliable results.
Due to this uncertainty it would be more relevant to compare the consumers’ willingness to pay for fish products with sustainability labels compared to product without labels. This difference is between 10 to 13% in favor of the labeled product.
A study of relevant consumer perception towards organic fish has been conducted. The result was that these studies are not directly relevant, either because they are too old (15 years or more), or that the consumers did not know organic fish products beforehand. The more recent the study the more positive attitudes form the consumers.
Future trends and tendencies indicate that the organic trout products are having a good possibility to conquer more market shares from similar traditional products.

EPrint Type:Report
Keywords:Organic fish, market, rainbow trout
Subjects: Farming Systems > Farm economics
Food systems > Processing, packaging and transportation
Farming Systems > Social aspects
Food systems > Markets and trade
Food systems > Policy environments and social economy
Food systems > Produce chain management
Research affiliation: Denmark > Organic RDD 2 > RobustFish
Deposited By: Jokumsen, Senior Advisory Scientist Alfred
ID Code:28980
Deposited On:25 Jun 2015 12:35
Last Modified:25 Jun 2015 12:35
Document Language:Danish/Dansk
Status:Published
Refereed:Not peer-reviewed

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