Differentiation in the Atlantic salmon industry: A synopsis

The value chain for farmed salmon has experienced substantial changes over the past decades as a result of innovation in production technology, logistics, distribution and marketing that have helped facilitate the rapid production growth. The high level of control over the production environment in...

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Bibliographic Details
Published inAquaculture economics & management Vol. 25; no. 2; pp. 177 - 201
Main Authors Cojocaru, Andreea L., Iversen, Audun, Tveterås, Ragnar
Format Journal Article
LanguageEnglish
Published Abingdon Taylor & Francis 03.04.2021
Taylor & Francis Ltd
Subjects
Aquaculture
Differentiation
Dimensions
Freshwater fishes
Logistics
Marine fishes
Marketing
Meat
Meat production
Salmo salar
Salmon
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Summary:The value chain for farmed salmon has experienced substantial changes over the past decades as a result of innovation in production technology, logistics, distribution and marketing that have helped facilitate the rapid production growth. The high level of control over the production environment in principle makes it possible for Atlantic salmon to be tailored on a number of product attributes or dimensions in response to requirements from different customer groups. However, when compared to meat production, differentiation in farmed salmon remains limited, pointing to a still immature industry. Based primarily on interviews with Norwegian producers, we offer an overview of the prominent differentiation strategies today and discuss barriers to further differentiation.
ISSN:1365-7305
1551-8663
DOI:10.1080/13657305.2020.1840664