This study was carried out in 2003 to fulfil the objectives of Workpackage 6 of the COLORED project - A market analysis of the final product - which looked specifically at the recognition and acceptance of  farmed red porgy.

This market analysis was conducted for the purposes of the project by GIRA in direct consultation with the FEAP.

Objectives

The objectives were, in the principal markets for red porgy -  identified as Italy, Greece, Spain and France - to assess the acceptability of the farmed product to those responsible for purchasing it [in other words, the buyers for the retail trade] for the main distribution channels identified in these States.

Since, at the time of the survey, the farmed fish was visibly different from the wild one, the task was in fact two-fold:

• To assess the degree of assimilation and acceptability for the trade buyer of the farmed fish alongside the wild one, which, of course, has the same species name
• As a consequence, to establish the extent to which the farmed fish - a "new" red porgy, which was no longer red, nor necessarily the same size as the wild fish - would be accepted and/or welcomed by the trade.

In so doing, the analysis ascertained the optimal form, colour and size for this to occur, and the applicable price ranges for sale to the public.

The result of this was to demonstrate what farmed red porgy's appearance and qualities should be in order to obtain maximum acceptance in its main distribution networks, and the extent to which these can be valorised in the purchase and sales prices.

Methodology

Interviews were made in Italy, Greece, Spain and France with a minimum in each of six fish buyers for major retailer chains and wholesalers.

Besides responding to questions corresponding to the chapter headings in the country reports (see files in the right pane), the buyers were also shown photographs of seven fish and asked to identify the individual species. One of the fish was a farmed red porgy, while the others were wild red porgies and fish of similar appearance, with the exception of a sea bass that was included as a control. The results are shown in tabulated form in each country report.

The fish were professionally photographed in Athens and Heraklion (Crete) and were supplied by the coordinator of the COLORED project. The photographs used are shown in the Pictures page (follow link or see in the menu on the left side).

Documentary research was carried out on consumer habits and motivation from professional trade and other journals.

Important Disclaimer

The market research, analyses and conclusions have been carried out based almost exclusively on information and opinions received from interviews and from published documentation.

Therefore, although we have tried to ensure the completeness and accuracy of information used, all readers and users of this study recognise and accept, by so doing, that neither FEAP, GIRAG nor any members of its staff or consultants accept any responsibility whatsoever for any loss or damage incurred, directly or indirectly, by any party, however the loss or damage is caused including as a result of negligence, as a result of decisions taken or actions made by any party on the basis of any information, conclusions or recommendations contained in this study.

In this Conclusions, Recommendations and Opportunities sections (see left hand menu),  the results of the four country analyses found in the body of the report, as well as the results of the taste tests carried out in Italy, have been dran together. The reader should refer to these different analyses for any specific questions arising from these summary documents.