ABSTRACT
Profitability from marketing edible fish and shellfish requires a well-planned and well-execu ted marketing program. Fishery statistics are a vital component in understanding the market. To that end, this chapter will cover not only factors that impact profitability, but also various marketing strategies. During 1998, Americans consumed about 14.9 pounds of fish and shellfish on a per capita basis [United States Department of Commerce (USDC), 19991. In recent years, the United States news media have devoted considerable attention to broadcasting information about the declining stocks of natural fish species in the marine environment (USDC, 1993). Foreign trade has contributed imports and domes tic aquacul ture marketing has provided commercial fish and shellfish to fill these product deficits.
