|Seminar and Symposium at KURCPI
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- Research Seminar No.178, 29 May 2017
17:00-, The Interdivisional Education and Research Building, 5th Floor
(Start time is different from usual.)
「The Effect and Problem of the Action of the Branding Framework of Fish: A Case Study of “Kabosu Buri”」
TORII Takashi (Faculty of Fishery, Kagoshima University)
Nowadays, the management of fisheries is severe, as many of them are operating under financial distress and troubled by price stagnation. It is under these conditions that they are trying to establish new brands, such as “Burioh” (Azuma-town FCA), “Umi no Ohkan” (Tarumizu-city FCA), “Nanohana Kanpachi” (Yamakawa-town FCA), and so on. These fishes are currently traded at the same price as regular cultured fish. However, branding activities often raise production costs, with the risk of making fisheries’ management even more difficult.
In this presentation, I outline the important factors for the “Kabosu Buri” brand (Yellowtail, Oita prefecture), which succeeded in forming a discriminatory high price. Among the reasons behind such a discriminatory price, are fisheries’ efforts to produce high quality cultured fish, as well as the administrative role, in coordination with production, of the staff of the Fisheries Cooperative Association, which sells the “Kabosu Buri” with good results. Finally, I also mention the challenges left for future research.
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