Marketing Seafood to Restaurants in the North Central Region
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North Central Regional
Aquaculture Center
In cooperation with USDA
Marketing Seafood to Restaurants in the
North Central Region
by J. Rosscup Riepe
Department of Agricultural Economics, Purdue University
West Lafayette, Indiana
Need for Market Information foodservice outlets (primarily firms’ purchase/sales behavior
restaurants). Therefore, marketing regarding fish/seafood in general
A marketing plan is an essential behavior and trends exhibited by and yellow perch and walleye in
part of a business plan. This is restaurants deserve close attention particular. (Details about the
especially true for products that from the aquaculture community. restaurant survey including the
must be niche marketed. Niche Little is currently known about the questionnaires used can be found in
marketing involves time and effort restaurant market for seafood in the Riepe 1998a or Riepe 1998b). Chain
to develop and service markets. A North Central Region (NCR). This restaurants were excluded from the
host of factors must be considered report is designed to fill the gap in survey, as were restaurants that
including choosing a product line, market information. serve primarily fast food or pizza. A
targeting a market segment, identi- mailing list was obtained from a
fying individual prospective buyers, private company. With chain
pricing products, estimating storage Description of Restaurants in restaurants excluded, there were
requirements, evaluating alternative the North Central Region 65,571 NCR restaurants in this
production methods and schedules, firm’s database in June, 1996. A
examining processing capabilities, A restaurant survey, using mail representative sample (12%) was
and planning promotional strate- questionnaires, was conducted in chosen to receive survey mailings,
gies. Market information of various the fall of 1996 and winter of 1997. and 643 restaurants returned usable
types is needed. Consumer trends at Questions were asked to determine surveys.
all levels need to be examined.
Market expectations and trends Seafood purchase behavior by a
within the targeted market segment restaurant may vary depending
need to be explored. Competing upon firm characteristics (e.g.,
products need to be understood. annual sales, geographic location,
Accurate, reliable market informa- formality, etc.). Some firm charac-
tion is essential to devising a useful teristics seem to affect purchase
marketing plan. behavior while others do not.
Survey data on the characteristics of
One of the largest markets for the NCR restaurants are given
North Central Regional
seafood in the U.S. is restaurants. below.
Aquaculture Center
Seafood Business reported that, in Fact Sheet Series #110
1993, consumers spent about two- USDA grant # 95-38500-1410
Population Density of Location
thirds of their seafood dollars in May 1999 Almost two-thirds of the respond-(n = 641)
10%
Urban
Suburban
14%
Mid-Size Metro Areas
Small Town/Rural (less
than 100,000)
61% 15%
Figure 1. Population density of location for restaurants
in the North Central Region.
ing NCR restaurants are located in best sellers (each was asked to list casual or how formal a restaurant
small towns or rural population up to five species). On average, tends to be. Typically, the less
centers of fewer than 100,000 people about 22% of a typical NCR spent per evening meal, the more
(Figure 1). Only 10% of the respon- restaurant’s total food sales is from casual the restaurant’s atmosphere.
dents are located in major urban seafood. Weekly seafood sales More restaurants in the NCR tend
centers. In stark contrast, about 60% during the summer of 1996 aver- to be casual than formal. Over 80%
of East Coast restaurants are located aged about $2,800. of the responding restaurants
in urban centers, while less than reported that an average check per
10% are located in rural areas (Gall Menu Theme person for an evening meal is less
and O’Dierno 1995 ). These large American food is the most popular than $15 (Figure 2).
differences in surrounding popula- type of restaurant food in the NCR.
tion density may cause differences Almost two-thirds of the respond- Annual Gross Sales Volume
in seafood purchasing behavior ing restaurants reported serving Restaurants in the NCR tend to
between regions. Thus, market primarily American food. Ethnic have slightly lower sales volumes
information from national surveys food ranked a distant second (20%). per establishment than all U.S.
or from surveys for other regions Just over 10% primarily serve a restaurants. Just over one-third
could be misleading for aquaculture combination of steak and seafood. (37%) of NCR restaurants have sales
in the NCR. Very few restaurants primarily of $250,000 or less (Figure 3), while
serve only steak or only seafood. the 1992 national figure is 40%
Seafood Popularity (Restaurants USA June/July 1995).
Seafood is universally popular in Formality: Restaurant Also, 25% of restaurants nationally
NCR restaurants. Over 90% of the Atmosphere have $1 million or more in sales,
survey respondents reported The average dinner check per while the NCR percentage is only
having fish or seafood as a menu person reveals how much a 15%.
entree. Responding restaurants restaurant’s meals typically cost. It
reported over 50 different species as also provides some insight into how
2Seafood Product Preferences they must compete with in the NCR favorites; yellow perch, walleye,
restaurant market (as well as and lake whitefish. Catfish is more
Information on seafood product competing non-seafood food widely consumed in NCR restau-
preferences is vital to aquaculturists products such as poultry, beef, rants than are the regional favorites.
for accurately planning production pizza, etc.). To this end, restaurant
systems, designing marketing managers responding to the NCR Best selling species were deter-
strategies, and developing business seafood marketing survey were mined based on alternative group-
plans and enterprise budgets. asked to list the top five best selling ings of restaurants for selected firm
Market information on product species in their restaurants. The best characteristics. This was done to
preferences tells aquaculturists selling seafood species in NCR discover whether these characteris-
what is currently offered for sale in restaurants are about the same as tics resulted in a different mix of
the marketplace. Aquaculturists the best sellers in restaurants and popular species. While shrimp, cod,
who are not prepared to produce retail stores nationwide. Shrimp and salmon dominate the best
and market seafood products dominates the NCR’s best seller list, selling lists, there are some differ-
according to common market followed by cod and salmon (Table ences in popular species based on
preferences will have to spend 1). Tuna tops the list of nationwide firm characteristics (Table 2). Cod is
extraordinary amounts of time best sellers, primarily because of widely consumed, even to the point
marketing their products on their canned tuna sales in retail stores of rivaling shrimp in popularity, in
terms to willing restaurants or other (National Fisheries Institute 1998). restaurants that are located in more
firm types. However, fresh and frozen tuna are rural areas, that have a low percent-
also popular in restaurants in the age of seafood sales, or that have a
Best Selling Species NCR as well as nationwide (Seafood casual atmosphere. Catfish and
“Know thy competition” is a Business May/June 1994). The only pollock are popular in the more
timeless component of any market- freshwater fish on the national list is rural, more casual restaurants,
ing strategy. Aquaculturists need to catfish, while the NCR list also while scallops, lobster, and sword-
understand which seafood species includes three regional, freshwater fish are more popular in the urban,
(n = 633)
4%
14%
Casual (less than $8)
36% Mid Scale ($8 to $15)
Formal ($15 to $25)
Ultra-Formal (over $25)
46%
Figure 2. Formality (based on average dinner check per person)
of restaurants in the North Central Region.
345%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Low ($250K or less) Medium ($250K to $500K) High ($500K to $1M) Very High ($1M or more)
Sales Volume
NCR U.S.
Figure 3. Volume of annual gross sales in restaurants: U.S. versus North Central Region
(NCR) [n=634].
more formal restaurants. Regional NCR restaurants. The biggest
freshwater species such as walleye, exception to this is the popularity of Product Form: Fresh Versus Frozen
yellow perch, and lake whitefish catfish in Indiana, which rivals the Restaurants in the NCR typically
are the most popular in restaurants popularity of cod. purchase frozen rather than fresh
having a high percentage of sea- seafood products. Frozen seafood
food sales. A wide array of seafood species are products typically account for 80%
popular in restaurants in the of NCR restaurants’ seafood pur-
Best selling seafood species also relatively land-locked NCR. When chases. In contrast, 75% of East
vary somewhat among states. The all NCR restaurants are considered Coast restaurants reported their
top five species in the three upper- together, over 50 different species preference for purchasing fresh
tier Great Lakes states of Michigan, were listed as best sellers. Even seafood (Gall and O’Dierno 1995).
Minnesota, and Wisconsin each when smaller groupings of restau-
include one or more of the three rants are considered, such as only Survey results show that NCR
regional, freshwater species (Table those located in rural areas or only restaurants are not all the same in
3). The best selling species in the those having a casual atmosphere, their preferences for purchasing
three lower-tier Great Lakes states there were typically 35-45 different fresh or frozen seafood. Firm
of Illinois, Indiana, and Ohio species listed by one or more characteristics leading to higher
generally follow the pattern for all restaurants as best sellers. than average purchases of fresh
4Table 1. Best selling seafood species: North Central Region (restaurants)
versus U.S. (foodservice and retail).
NCR (n=585) U.S.
75% Shrimpa 26.5% Tunab
50% Cod 20.7% Shrimp
28% Salmon 13.4% Salmon
21% Pollock 11.9% Cod
19% Catfish 7.6% Pollock
19% Scallops 7.4% Catfish
17% Tuna 4.3% Clams
14% Orange Roughy 3.2% Flatfish
13% Lobster 2.8% Crab
13% Yellow Perch 2.2% Scallops
13% Walleye
12% Crab
10% Lake Whitefish
10% Halibut
a
Percentages do not sum to 100 because each responding restaurant was able to list five
species as best sellers.
b
Percentages sum to 100 based on 1996 U.S. per capita consumption data by species.
Data were obtained from the website of the National Fisheries Institute.
seafood products include higher and greater flexibility. Decisions on choose fillets when purchasing
population density, more formal production location, timing of walleye and yellow perch. Never-
atmosphere, higher gross sales, and production, market location, storage theless, there are differences in how
a higher proportion of seafood sales needs, and investment in freezing these species’ products are mar-
(Table 4). technologies are all affected by keted. Yellow perch fillets are all
market acceptance of frozen as well basically similar, with perhaps
While some NCR restaurants are as fresh aquaculture products. slight differences in size. Fresh
more likely to purchase a higher fillets appear to be marketed
proportion of fresh seafood prod- Product Form: Size, and slightly larger in size than frozen
ucts, frozen seafood products Processed Versus Unprocessed fillets. The data for walleye are
appear to be acceptable to many Market information on acceptable different, mainly due to the wider
restaurants in the NCR. The accept- product forms (round, fillet, etc.) range of alternative fillet products.
ability of both fresh and frozen and product sizes must be specific For instance, walleye fillets are sold
seafood products gives aquacultur- to species. Survey data show that both skin-on and skinless. The skin-
ists a wider range of opportunities NCR restaurants overwhelmingly on fillets are widely preferred,
5whether fresh or frozen. Since Riepe 1998b for detailed data on rants prefer to buy fish in the
walleye is a bigger fish than yellow walleye purchases by restaurants product form they intend to put on
perch, several fillet sizes are mar- and by wholesale firms.) the plate. For example, if fillets will
keted. There are definite preferences be served, then fillets are purchased
in the restaurant market for specific Important generalizations about and not round fish. NCR restau-
walleye fillet sizes. Preferred sizes preferred fish product forms can be rants do not appear to be interested
vary depending upon whether fresh gleaned from various survey in processing fish. If their most
or frozen fillets are purchased. (See responses. One is that NCR restau- preferred product form is not
Table 2. Best selling seafood species in restaurants in the North Central Region,
by firm characteristic.
Urban (n=61) Small town/rural (n=350)
69% Shrimp 78% Shrimp
46% Salmon 59% Cod
31% Scallops 28% Pollock
26% Cod 21% Catfish
23% Tuna 21% Salmon
High % Seafood Sales (n=103) Low % Seafood Sales (n=127)
74% Shrimp 68% Shrimp
36% Salmon 61% Cod
34% Cod 27% Salmon
27% Scallops 23% Pollock
25% Walleye
25% Lobster
21% Yellow perch
20% Lake whitefish
Formal Atmosphere (n=111) Casual Atmosphere (n=188)
77% Shrimp 70% Cod
61% Salmon 70% Shrimp
27% Swordfish 33% Pollock
26% Cod 20% Catfish
25% Scallops 20% Tuna
24% Tuna
20% Lobster
a
Percentages based on each responding restaurant being able to list five species as best
sellers. This specific case would rightly be interpreted to mean that, of those responding
restaurants located in urban centers, 69% listed shrimp as one of their five best selling
species. Only those species which were reported as best sellers by 20% or more of
respondents are included in the table.
6Table 3. Best selling species in restaurants in the North Central Region: Top
five by state.
Upper Great Lakes States
MI (n=85) MN (n=49) WI (n=89)
67% Shrimpa 90% Shrimp 79% Shrimp
54% Cod 51% Cod 65% Cod
36% Lake whitefish 43% Walleye 33% Yellow perch
31% Salmon 33% Pollock 33% Scallops
28% Yellow perch 24 % Salmon 26 % Walleye
Lower Great Lakes States
IL (n=80) IN (n=59) OH (n=88)
74% Shrimp 68% Shrimp 65% Shrimp
40% Cod 44% Catfish 47% Cod
24% Salmon 44% Cod 33% Salmon
23% Orange roughy 36% Salmon 27% Tuna
21% Catfish 24% Pollock 23% Scallops,
Pollock
Western/Southern States
IA (n=34) MO (n=30) KS (n=25) NE (n=23)
82% Shrimp 87% Shrimp 4% Shrimp 91% Shrimp
53% Cod 60% Catfish 44% Catfish 48% Cod
29% Catfish 40% Cod 40% Cod 48% Halibut
26% Salmon 37% Salmon 24% Salmon 26% Catfish
24% Orange roughy 20% Tuna 24% Tuna 26% Pollock,
Salmon
a
Percentages based on each responding restaurant being able to list five species as best
sellers. This specific case would rightly be interpreted to mean that, of the responding
restaurants located in the state of Michigan, 67% listed shrimp as one of their five best
selling species.
available, restaurants are not from the menu, than process fish in- leased. Aquaculturists will have to
willing to go to a totally different house. contract for or develop their own
product form (e.g., from fillet to processing expertise, quality
round). Restaurants would rather Aquaculturists wanting to serve the assurance, and sanitation proce-
take other measures, such as restaurant market directly, there- dures. As the aquaculture industry
switching suppliers, switching to a fore, will have to market the pro- develops in the NCR, it may be able
less preferred fillet size, switching cessed product forms desired. to sustain a processing plant,
from fresh to frozen (or vice versa), Processing equipment and technol- especially for a species such as
or dropping the species temporarily ogy will have to be bought or yellow perch which is more reliably
7processed by hand than by ma- determining factor. However, the Survey data show that firm charac-
chine. “packages” offered may not always teristics, among other things, affect
be identical, nor will the value that which species are chosen. Aquacul-
Product Price individual restaurants place on turists may be able to use various
Restaurants expect to pay prevail- different parts of the “package.”. marketing size, skinless or skin-on
ing market prices for their seafood The restaurant will have to evaluate fillets, and fresh or frozen fillets.
based on current and expected and compare all competing “pack- Aquaculturists need to work at
supply and demand conditions. All ages” in order to select the vendor discovering what the pricing
things being equal, cheaper is that best fits their needs. On the patterns are in their targeted
better. But with seafood, all things other hand, aquaculturists need to restaurant market segments for
are often not equal, and so price is be effective listeners and question- their species, in all its forms and
not necessarily the most important ers in investigating prospective sizes.
factor. restaurant customers in order to
determine whether they can pro- Product Delivery
First, consider the situation where a vide the desired products, services, Restaurants in the NCR typically
restaurant faces the decision of etc. at expected prices. prefer weekly deliveries of seafood,
which vendor to use for purchasing even when purchasing frozen
a pre-selected species. The restau- Second, consider the situation products. There is some interest in
rant is not merely purchasing a where a restaurant faces the deci- monthly deliveries of frozen
product, but is actually purchasing sion of which species to include on products, but this is usually by
a “package” including such things its menu. The restaurant does not those who purchase smaller quanti-
as a vendor relationship, service, merely look at the latest seafood ties. Aquaculturists need to gear
and convenience (as in one-stop price list from a seafood wholesaler production, processing, storage, and
shopping). If all these factors are and choose the six lowest priced transportation toward servicing
virtually identical across vendors, species! There are many consider- weekly markets. Alternatively, they
then price will certainly be the ations involved in choosing species. need to find customers who will
Table 4. Percentage of seafood purchased as fresh by restaurants in the
North Central Region, by firm characteristics.
Average Fresh Purchases: 17% of All Seafood Purchases
Population Density Menu Theme
36% Urban 12% American
23% Suburban 24% Ethnic
12% Small town/rural 27% Steak/seafood combination
Atmosphere Annual Sales Volume
4% Casual 9% Low
16% Midscale 14% Medium
38% Formal 22% High
68% Ultra-formal 33% Very high
Seafood Sales as % of Food Sales
6% less than 10%
29% 30% or more
37% 40% or more
8accept monthly deliveries and winter months, with the possible restaurants purchase all their “fish”
organize their businesses accord- exception of September. in one place, others may customize
ingly. their suppliers based on their
Since supplies and customer individual needs for species, fresh
Selling Duration and Frequency demand can be cyclical in nature, or frozen products, or other product
Restaurants in the NCR generally aquaculturists also must prepare for distinctions. Accordingly, questions
serve seafood year around. Even cycles in prices paid for seafood in the survey were worded to
yellow perch, a species which can products. The survey data indicate discover the differences in how
only be caught commercially during definite fluctuations in the pricing various seafood products typically
selected months of the year, is of yellow perch and walleye prod- are supplied to the restaurant
served year-round and on a daily ucts from one month to the next. market. The results show that NCR
basis by about two-thirds of the restaurants do indeed buy different
restaurants currently serving perch. Familiarity with Farm-Raised Fish types of seafood products from
The same is true of restaurants Educational efforts directed toward different sources. Restaurant
serving walleye. helping restaurant decisionmakers characteristics influence the use of
understand aquaculture and an supplier types. There also are
Seasonality aquaculturist’s specific products differences between sources of fresh
While NCR restaurants do sell will likely be needed. Even though versus frozen products and between
seafood year around, this does not restaurants are already buying sources of larger species categories
necessarily mean that customer other aquacultured species such as such as ocean fish versus lake fish.
demand, availability of supplies, Atlantic salmon, shrimp, and
and prices paid are the same catfish, the level of knowledge and In the NCR, foodservice distributors
throughout the year. Nor should understanding about aquaculture are the largest source of seafood for
they be expected to be the same for seems to be rather low. Large restaurants, followed by seafood
every species or species grouping. proportions of survey respondents wholesalers and grocery wholesal-
Aquaculturists should do their were not sure whether or not they ers (Figure 4). In contrast, East
homework and become familiar were purchasing any farm-raised Coast restaurants typically buy the
with any seasonal cycles associated yellow perch or walleye or whether vast majority of their seafood
with the species they want to they wanted to purchase any. In products from seafood-specific
produce. contrast, the responses of seafood firms (Gall and O’Dierno 1995).
wholesalers and retailers show Forty percent of the respondents
Survey responses show definite virtually no uncertainty. This lack of also listed a secondary supplier
cycles in the availability of yellow familiarity with aquaculture by type. There were many more types
perch and walleye. Patterns of restaurants has been noted before. of firms listed as secondary suppli-
availability are likely to be different Riepe surveyed Indiana restaurants ers. Foodservice distributors,
among categories of seafood such as in 1991 and found a high level of seafood wholesalers, and grocery
ocean-caught fish, shellfish, lake unfamiliarity with aquaculture and wholesalers again topped the list.
fish, farm-raised fish, etc., and its implications for seafood quality, However, other firm types also
among species within these catego- cost, and availability (Riepe et al. were listed, including commercial
ries as well. 1993). and tribal fishermen, supermarkets,
and seafood specialty retailers.
Customer demand in restaurants
for seafood also tends to be cyclical. Seafood Suppliers Which supplier type is primarily
Survey responses from NCR used and the percentage of restau-
restaurants concerning customer Understanding the flow of seafood rants utilizing that source, differ
demand for yellow perch or walleye products through marketing when restaurants are grouped
show that customer interest is channels is important for under- according to characteristics (Table
highest in the summer months standing where and how to market 5). The one constant is that foodser-
(June, July, August), next highest in aquacultured products. Restaurants vice distributors and seafood
the spring (March, April, May), and don’t buy “fish” or “seafood,” they wholesalers always account for 75-
typically low during the fall and buy specific products. While some 90 percent of seafood purchases. A
9(n = 570)
6%
Foodservice
Distributor
8%
Seafood Wholesaler
23% Grocery Wholesaler
63%
Other
Figure 4. Primary source of seafood purchased by restaurants in
. Central Region
the North
restaurant is more likely to use on the other hand, usually supply try. As a result, aquaculturists must
seafood wholesalers as its primary only fresh seafood products to develop their own niche markets for
source of seafood, at the expense of restaurants. their products. Niche marketing is a
foodservice distributors, if the time-intensive activity, but it is vital
restaurant: 1) is located in a more The general patterns related to to business success. Because 67% of
densely populated area; 2) has a purchasing fresh versus frozen consumers’ seafood dollars are
more formal atmosphere; 3) has a seafood products hold true when spent in foodservice outlets, restau-
higher annual gross sales volume; restaurants responding to the rants are a primary market for
and/or 4) purchases a higher survey reported the sources of their aquaculture products. Market
proportion of seafood in fresh form. yellow perch or walleye products. information on restaurants in the
Fresh yellow perch or walleye fillets NCR is needed to help aquacultur-
What types of seafood products are purchased primarily from ists make realistic business plans
(fresh or frozen) are NCR restau- seafood wholesalers and second- and decisions.
rants purchasing from their seafood arily from foodservice distributors
suppliers? Survey data show that (Figure 6). The roles of seafood A 1996/97 marketing survey
restaurant seafood purchases from wholesalers and foodservice provided data and ideas on market-
seafood wholesalers and seafood distributors are reversed for frozen ing aquaculture products to NCR
retailers are evenly split between fillet purchases, with foodservice restaurants for this publication.
fresh and frozen products (Figure distributors supplying the largest Characteristics of NCR restaurants
5). From all other supplier types, share of frozen fillets to restaurants. are disclosed in terms of numbers,
purchases are almost exclusively location in various types of popula-
either fresh or frozen. When restau- tion centers, seafood popularity,
rants buy seafood from foodservice Summary menu themes, formality of atmo-
distributors or grocery wholesalers, sphere, and sales volume. Market
they typically buy only frozen Aquaculture in the North Central preferences for seafood products
products. Commercial fishermen, Region is a new, developing indus- and marketing arrangements are
10identified. Examined are data and This publication provides aquacul- outside capital for investment in the
ideas regarding restaurant prefer- turists with factual data on the NCR aquaculture operation. The data
ences for various species, fresh or restaurant market for seafood. This also can be used as a springboard
frozen products, fillets versus round information can be used to gain a for further, more individualized,
products, product sizes, product better understanding of the work- market research. Planning is crucial
price versus non-price factors, ings of the seafood aspect of the to business success. Without
delivery schedules, restaurant restaurant market. A sound grasp of accurate, realistic market informa-
selling duration and frequency, market realities provides a solid tion, effective market planning
seasonality of demand, supply, and foundation for business planning by cannot be accomplished.
price, and familiarity with farm- aquaculturists and for
raised fish. A discussion is offered decisionmaking by university and
of typical suppliers of seafood government staff. A second use of
products to restaurants and which this information is for securing
products they are providing.
Table 5. Primary source of seafood purchased by restaurants in the
North Central Region, by restaurant characteristic.
Food Service Seafood
Distributors Wholesalers
Average for All Respondents 63% 23%
Population Density
Urban 34%a 51%
Suburban 49% 39%
Rural 72% 12%
Formality
Casual 75% 10%
Midscale 68% 20%
Formal and Ultra Formal 33% 50%
Sales Volume
Low 72% 10%
Medium 70% 17%
High 51% 35%
Very High 47% 41%
Seafood Purchases
Less than 20% fresh 63% 23%
50% or more fresh 20% 58%
75% or more fresh 17% 65%
a
Percentage indicates what proportion of restaurants having the same
characteristic (urban location in this case) reported this firm type as their
primary source of seafood.
11Seafood Specialty
Retailers
Commercial
Fishermen
Fresh
Grocery Wholesalers
Foodservice Distributors
Seafood Wholesalers
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 110%
Percent
Seafood Specialty
Retailers
Commercial Fishermen
Frozen
Grocery
Wholesalers
Foodservice
Distributors
Seafood Wholesalers
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 110%
Percent
Figure 5. Seafood purchases from various seafood supplier types by restaurants in the
North Central Region: Comparison of fresh versus frozen purchases as a
percentage of total purchases.
12YELLOW PERCH FILLETS
Fresh (n=24) Frozen (n=30)
13% Seafood 17% Seafood
23%
Wholesalers Wholesalers
Foodservice Foodservice
54% Distributors Distributors
33%
Other Other
60%
WALLEYE FILLETS
Fresh (n=22) Frozen (n=74)
14% Seafood 13% Seafood
22%
Wholesalers Wholesalers
18% Foodservice Foodservice
Distributors Distributors
68% Other Other
65%
Figure 6. Sources of yellow perch and walleye fillets purchased by restaurants in the North
Central Regions: Fresh versus frozen.
13References
Gall, K. and L. O’Dierno. 1995. Aquaculture marketing survey: consumers, retail stores, and food service in New
York and New Jersey. New Jersey Department of Agriculture, New York Sea Grant, Northeast Regional Aquacul-
ture Center.
National Fisheries Institute. 1998. Website .
Restaurants USA. 1992-1996. National Restaurant Association. Washington, D. C. various issues.
Riepe, J. Rosscup, M. A. Martin, and L. F. Schrader. 1993. Indiana restaurants as a market for farm-raised fish:
results from a 1991 survey. SB-665, Department of Agricultural Economics, Department of Agricultural Research
Programs, Purdue University, West Lafayette, Indiana.
Riepe, J. Rosscup. 1998a. Yellow perch markets in the North Central Region: results of a 1996/97 survey. B-756,
Department of Agricultural Economics, Office of Agricultural Research Programs, Purdue University, West
Lafayette, Indiana.
Riepe, J. Rosscup. 1998b. Walleye markets in the North Central Region: results of a 1996/97 survey. Technical
Bulletin Series #113. North Central Regional Aquaculture Center, Iowa State University, Ames, IA.
Seafood Business. 1992-95. various issues.
This fact sheet was made possible by funding from the Illinois-Indiana Sea Grant Program
under Grant #NA76RG0596 and the United States Department of Agriculture
under Grant #95-385000-1410.
Series Editor: Joseph E. Morris, Associate Director, North Central Regional Aquaculture Center.
Design by A & R Design, Ames, Iowa
Originally published by Iowa State University, Ames, Iowa
Any opinions, findings, conclusions, or recommendations
expressed in this publication are those of the author(s),
and do not necessarily reflect the views
of the United States Department of Agriculture -
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