AUCTORES
Research Article
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Copyright: © V. C. Asogwa. This is an open-access article distributed under the terms of The Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
Received: 30 November -0001 | Accepted: 21 December 2018 | Published: 04 January 2019
Keywords: marketing, element of marketing, packaging, labeling, marketing, marketing channels, challenges to marketing, market driving factors.
Marketing of fish involves all the activities in the flow of fish or fish products from the farmer to the consumers. The target of marketing is usually to close the gap between the areas of fish scarcity and abundance with profit. There are certain characteristics and elements that are common with the marketing of fish products which demand peculiar skills for their operation. They include assemblage, storage, sorting, grading, packaging, labeling, storage and transportation. These operations are carried out by marketing agents like producers, fishermen cooperatives societies, wholesalers, retailers, vendors and consumers who are the key players in the marketing channels. The challenges in marketing of fish such as perishability of fish products, inadequate and poor processing facilities, poor quality fish products among others could be reduced by observing the basic marketing principles and factors that influence the buying and selling, demand and supply of fish products in the markets.
The end of the production process in agriculture is marketing. Marketing is the act of gathering in a public places for buying and selling merchandise or farm products such as fish and fish products. Farmers frequently consider marketing of fish products as one of their major challenges in fish farming. This is because while the farmers are able to identify poor prices, lack of transport, lack of ready market, and high post-harvest losses as the challenges, they are often poorly equipped to identify potential solutions. Successful marketing requires learning new skills, new techniques and new ways of obtaining and using the information appropriately. Marketing is the point in which the farmer’s products such as fish leave him with a return called income. Marketing of fish involves all the activities in the flow of fish or fish products from the farmer to the consumers. It includes various operations required to move the fish or fish products from the producer to the consumer. Marketing of fish also entails the buying and selling of fish by an individual who may not be a fish farmer. The person’s target is usually to close the gap between the areas of scarcity and abundance. In this chapter, marketing of fish is centered on processed fish which were also referred to as fish products since that of live fish was handled in chapter five. The main feature of marketing fish is that it is the point at which the price of fish is determined by the parties involved such as the farmers and the middle men or/and consumers for economic return.
Importance of Marketing Fish Products
The marketing of fish is important in the following ways.
Features of Marketing of Fish Products
These refer to the characteristics that are common with the marketing of fish products. The main features of marketing of fish products include the following.
Element of Marketing Fish Products
These are important components without which marketing of fish may not be successful. Apart from processing, the major elements of marketing fish include storage, sorting, grading, packaging, transportation and buying and selling.
Packaging of Fish Products
It is necessary that the processed fish or fish products be packaged to easy marketing after processing. There are several ways of packaging, transporting and marketing of processed fish. There are almost as many traditional methods of processing fish as there are ways of packaging it. The materials used and the methods of packaging depend on the nature of the processed fish product and the reason for packing the product. The forms of fish which farmers can package are fresh and dry fish. The basic packaging materials common in the tropics include paper, cartons, sheets of metal, metal foils and plastics of different kinds and shapes. Despite the rapid growth in use of plastics and polyethylene, the use of paper and carton in packaging fish products does not decrease. For quality assurance, the suitability of packaging materials and methods are of great importance. This is because, if the requirements are not reached, all the efforts made during processing could be of little avail, resulting in serious economic losses and psychological stress for the farmer. The quality of fish delivered to processing plant or consumer greatly depends on handling during packaging, transportation and marketing. In order to maintain good quality of fish products during transportation, packaging materials made of suitable materials ought to be used. The qualities of good packaging materials include the following.
In any case, the most important principle of packaging of processed fish products especially fermented ones is that the containers should be air-tight in order to develop and maintain the airless conditions required for good fermentation and storage. Irrespective of the materials and methods used in packing of fish, the aim is usually to:
Principles of Packaging of Fish Products
The following principles guide fish packaging in the tropics.
Forms of Packaging Fish
The forms of packaging fish products depend on the nature of processing. Farmers usually process fish into either fresh or dry fish. Although the materials used be same such as polythene bag and carton, but the method of packaging fresh fish differs from that of dry fish.
Skills in Packaging of Fresh Fish
The skills in packaging fresh fish include the following.
In addition, vacuum-skin packaging is widely used for packing smoked fish. In this process, the wrapper (polyethylene film) is heated and wrapped over the product, the film moulding completely to the product shape and sealing the product completely, forming an extra skin.
Skills in Packaging of Dry Fish Products
The skills in packaging dry fish include the following.
Labeling of Fish Products
Labeling provides consumers with necessary information about the raw material used, method of preparation and form of consumption, shelf life of the packaged fish among others. However, packaging and labeling of packaged fish products by a farmer may not provide all the information needed such as nutritive and energetic values (kcal or kJ/100g or 100ml), percentage of recommended daily intake of protein, vitamin A and C, iron, calcium, the amount of basic ingredients and nutritive compounds such like proteins, carbohydrates, fat, fibre, sodium and vitamin content. It is important that labeling of packaged fish by farmers, give information like:
The labeling of fish products without detailed standards, the existence of limited regulations concerning wholesomeness, sanitary conditions for production and trade of food products characterize the market economy of most countries in the Tropics. Here, the problem of labeling is of a particular importance. Regulations, in this regard, are very detailed and are aimed at protecting the health of the consumer and providing the best information. These requirements enable the consumer to decide which products to buy. A label placed on the product should inform the consumer about the raw material used, method of preparation and form of consumption, shelf life, etc.
Marketing Agents of Fish Products
Agents refer to particular individuals who provide particular services for another. Fish marketing agents are those who provide services such as producing, processing, sorting, packaging, labeling, transporting, storing and selling to the buyers. They are mediators between the fish farmers and the consumers. They convey fish products through buying and selling of the products from the farmers to the buyers who may be marketers or consumers. The agents see to the transportation, storage and distribution of fish products from the farmers to the buyers in the same or different place. They convey fish products from the area of abundance to the area of scarcity in same or different country. The agents involved in marketing of fish products include producers,fishermen cooperatives societies,wholesalers, retailers, vendors and consumers.
Marketing Channels of Fish Products
Marketing channels refer to means or outlet through which fish products pass from the farmers to the final consumers. The marketing channels include:
Skills in Marketing of Fish Products
The skills that could be adopted by farmers in marketing of fish products successfully include the following.
Challenges to Marketing of Fish Products
Challenges here are situations facing marketing of fish products which need great mental or physical effort of the agents in order to carry out the operations successfully. These situations test the abilities of all the marketing agents of fish products in one way or the other. The challenges include the following.
Market Driving Factors of Fish Products
These are factors that control or influence the buying and selling of fish products in the markets. Such factors include population growth, demand for fish protein among others.
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