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The USDA Northeast Regional Aquaculture Center, in collaboration with Maine Sea Grant, University of Maine Cooperative Extension, Maine Aquaculture Innovation Center, Maine Aquaculture Association, East Coast Shellfish Growers Association, Connecticut Sea Grant, and Salem State University, present:

Marketing Cultured Shellfish

Thursday, April 8th, 9am ­ 4pm University of Southern Maine Glickman Library, 7th Floor Portland, Maine You may think you are already selling all the oysters or mussels you can grow - so what do you need to learn about marketing? But what if you could earn more from your shellfish? What will you do as domestic and foreign production continues to increase, bringing extra competition to your markets? This workshop will give you information to win new customers, to keep those customers happy, and to make more money from your hard work. All shellfish producers are welcome: the program will be beneficial to experienced and new operators alike. The workshop will cover: - Marketing 101: Getting grounded in the basics of marketing your crops, and illustrating the value of marketing to your sales. - Cooperatives: Co-ops can serve their members in everything from purchasing to marketing and transport: learn from a variety of experiences about what might apply locally. - Branding, Certification and Eco-Labeling: Develop and maintain a strong brand, learn the pro's and con's of certified or eco-labeled product. - Identifying Markets and Getting Your Products There: Finding new customers, and understanding the transport pathways to serve them.

- Sales and Customer Relations: It's easier to lose a customer than it is to gain one, so keeping your existing clients happy is important! KEYNOTE: Skip Bennett: Owner of Island Creek Oysters, a company with 17 members selling 5 million oysters a year to the finest restaurants across the nation in Europe and Asia. Find out how an innovative marketing plan and sound business philosophy helped him develop his company into a dominant New England oyster brand. OTHER PRESENTERS: Sebastian Belle: Executive Director, Maine Aquaculture Association, Hallowell, Maine Bill Brockhouse: Agricultural Economist, Cooperative Development Division, USDA, Washington, D.C. Terry Callery: Marketing Consultant, former VP of Sales and Marketing at Great Eastern Mussel Farms, Waldoboro, Maine Jeff Payson: President, Northeast Transport, Waldoboro, ME Peter Ramsden: President and CEO, Foley Fish Company, Boston, Massachusetts Robert Rheault: Executive Director, East Coast Shellfish Growers Association, N. Kingstown, Rhode Island Jeremy Sewall: Executive Chef and Owner, Lineage Restaurant, Brookline, Massachusetts REGISTRATION:

Admission to the event is $20, which covers the cost of meals and refreshments. To register, please contact Kathy Villarreal, Maine Sea Grant, at 207.581.1435, or by email at [email protected] For more information or other details about the event, contact Dana Morse, Maine Sea Grant / Univ. of Maine Cooperative Extension: 207.563.3146 x205, [email protected] Other details and updates can be found on the Maine Sea Grant Web site: http://www.seagrant.umaine.edu/extension/shellfish-marketing

"Marketing for Shellfish Aquaculture"

A professional development seminar offered by the NRAC Northeast Aquaculture Extension Network

EVALUATION SUMMARY

Demographics Fifty three professionals attended this workshop, including eight speakers. 17 evaluations were filled out, a 32% return rate. The same evaluation was used for both speakers and attendees and the following summary reflects the results of the evaluations that were filled out and returned. From here on out both the speakers and attendees will be referred to as attendees. Nearly all of the attendees were from New England with over half being from Maine (57%). Attendees from Maine represented the following counties: Cumberland (33%), Lincoln (25%), and Knox (8%). Majority of the attendees were producers (64%), with 21% listing themselves as other (retired educator, marine supplies). 85% of attendees were male with 92% of attendees classifying themselves as white. 8% classified themselves as Native American. 85% of attendees heard about the workshop via email with 15% hearing from other venues (fish forum, ECSGA List Serve). Familiarity with the workshop topic Knowledge base Over half of the attendees (65%) had heard of the Northeast Regional Aquaculture Center. However, only 25% were extremely familiar and 8% were very familiar with NRAC's role in aquaculture. Before attending this workshop, over half of the attendees (24% strongly agree and 35% somewhat agree) that they felt comfortable with their knowledge related to marketing cultured fish. Following the workshop, over 62% strongly agreed and 31% somewhat agreed that they felt comfortable with their knowledge related to marketing cultured fish. The remaining 6% neither agreed nor disagreed. Before attending this workshop, only 12% of attendees strongly agreed and 41% somewhat agreed that they could easily identify people and resources helpful to marketing cultured shellfish. After the workshop, 62% of attendees strongly agreed and 31% somewhat agreed that they are better equipped to identify people and resources helpful to marketing cultured shellfish When attendees were asked about their reasons for attending this workshop, 15% said it was to learn about the experiences of the Keynote Speaker. 16% of attendees said it was to learn about basic practices and principles of marketing cultured shellfish. 12% of

attendees said it was to learn about cooperatives for shellfish producers. 12% of attendees said it was to learn about product branding, certifications and eco-labeling. 12% said it was to learn about finding new customers and knowing how to get their product there. 13% said it was to learn about how to keep their customers satisfied and improving customer service. Finally, 19% said it was to learn about gaining new contacts and improve their network of producers and other professionals. When attendees were asked about how this workshop improved their knowledge, 13% said it improved their knowledge about experiences of the Keynote Speaker. 19% of attendees said it improved their knowledge of basic practices and principles of marketing cultured shellfish. 11% said it improved their knowledge of cooperatives for shellfish producers. 17% said it improved their knowledge of product branding, certifications and eco-labeling. 14% said it improved their knowledge in finding new customers and knowing how to get their product there. 6% said it improved their knowledge on how to keep their customers satisfied and improving customer service. Finally, 19% said it improved their knowledge in gaining new contacts and improving their network of producers and other professionals. Over half (76%) of the attendees had never attended a workshop or conference on this topic before. Of those that had, these were the workshops that they attended (n=3): Darling Center 2008 and 2009 Various WAS and NACE meetings NRAC Portland

Approval of the workshop The majority of attendees strongly agreed (81%) that the overall program was good, with 12% somewhat agreeing and 6% neither agreeing nor disagreeing. In addition, the majority of attendees (62%) strongly agreed that they had ample opportunities to interact with other participants and speakers, with 31% somewhat agreeing and 6% neither agreeing nor disagreeing that they had ample opportunities to interact with other participants and speakers. All attendees (100%) felt that the length of the workshop was appropriate however, only the majority of attendees (94%) felt that the length of the individual presentations was appropriate, with 6% feeling that individual presentations were too long. The majority of the attendees (95%) agreed that the workshop was announced far enough in advance with 88% strongly agreeing and 7% somewhat agreeing. However, 5% were in somewhat disagreement that the workshop was advertised far enough in advance.

All of the attendees agreed that they would recommend this workshop to their peers, with 94% strongly agreeing and 6% somewhat agreeing. When asked if they would consider attending this type of workshop in the future, all of the attendees agreed with 71% strongly agreeing and 29% somewhat agreeing.

Other topics that attendees would like to see covered Brand handling ­ How to pick a good name and a good brand and keep opinion high Oyster gear, seed info, oyster growth More dedicated treatment of Risk Management More info re: certifications/licenses If the Maine growers would be interested in cooping Adhering to DMR laws/regs; local contact list: packages, shipping, marketers Pollution, red tide and protecting Maine's advantage (cleaner water). We may be losing more than advantage

Additional comments Well done Good having Bruce Chamberlain there to point out the certification issues!

First 1 Tom 2 Christina 3 Kenneth 4 Sebastian 5 Skip 47 Bill 6 Graham 7 Bill 8 Terry 9 Abigail 10 Bruce 11 Dave 52 Kristin 48 Rhonda 12 Hugh 13 Chris 51 Josh 14 Kent 15 Peter 16 Ray 17 Ernest 18 Muriel 19 Dawn 20 Garth 21 Robert 22 Fred 23 Bill 24 Steve 25 Stewart

Last Ahern Beebe Beebe Belle Bennett Brauninger Brawley Brockhouse Callery Carroll Chamberlain Cheney Clark Cook Cowperthwaite Davis Dunbar Ferguson Fischer Grizzle Heether Hendrix Hersey Hersey Hersey Jr. Hochberger Keleher Kirk Leach

Company JP's Shellfish Hog Cove Oyster Co Hog Cove Oyster Co Maine Aquaculture Associaiton Island Creek Oyster Split Rock Shellfish, Sag Harbor, NY Ocean State Shellfish Cooperative USDA

Address1 P.O. Box 666 285 Basin Point 285 Basin Point PO Box 148 296 Parks Street

City Eliot Harpswell Harpswell Hallowell Duxbury

State ME ME ME ME MA

Zip 03903 04079 04079 04347

Phone (207) 4396018

Email [email protected] [email protected] [email protected]

622.0136

[email protected] [email protected]

0233248781.934.2028

20 Walts Way 1400 Independence Ave. SW Stop 3254 99 Old Route 1

Narragansett Washington Waldoboro Biddeford Pool

RI DC ME ME

02882

4017892065

[email protected] [email protected] [email protected] [email protected] [email protected] [email protected]

2025032202.720.2021 04572 04006 207.832.5160 207 749 5585 2075573557

(w/Heether) Seafood Technologist Supervisor John's River Oyster Company Mashpee Wampanoag Tribe p p g Maine Aquaculture Associaiton Coastal Enterprises, Inc. Maine Aquaculture Innovation Center Bagaduce River Oyster Co. Brooks Trapmill and Marine Supplies Pemaquid Mussel Farm University of New Hampshire w/ Abigail Carroll Working Waterfront

PO Box 311 Department of Marine Resources 1 chickadee rd PO Box 1048 P.O. Box 148 36 Water Street PO Box 268 5717 Corbett Hall, Rm 436 Univ of Maine 60 Honey Dew Lane 211 Beechwood St PO Box 1255 Jackson Estuarine Laboratory PO Box 311

new harbor Mashpee p Hallowell, Wiscasset Orono Penobscot Thomaston Damariscotta Durham Biddeford Pool

ME MA ME ME ME ME ME ME NH ME

04554 02649 04347 04578 04469 04476 5084196017 (207) 6220136 18773402649 581.2263 326.4719

[email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected]

0486130 (207) 3548763 04543 03824 04006 207 749 5585

[email protected] [email protected]

22 Sebascodegan Shore Road Brooks Trapmill and Marine Supplies 211 Beechwood St 22 Sebascodegan Shore Road Northcoast Seafoods Micro Technologies Inc Woodneck Oyster Farm Bagaduce River Oyster Co. 5 Drydock Ave 41 Main Street 2 East Howland Rd 60 Honey Dew Lane

Harpswell Thomaston, Harpswell Boston Richmond East Freetown Penobscot

ME ME ME MA ME MA ME

04079 0486130 (207) 3548763 04079 02210 04357 02717 04476 326.4719

[email protected] [email protected] [email protected] [email protected] Tel: 207.737.2637 x 20 [email protected] [email protected] [email protected]

26 Dale 27 Eric 49 Jeff 28 Eric 29 Matt 30 Dana 31 Tollef 32 Jeff 33 Edward 50 Nate 34 Pat 35 Rich 36 Peter 37 Robert R b t 53 Fiona 38 Catherine 39 Chris 40 Jeremy 41 Bill 42 Greg 43 Tonie 44 Andy 45 Jim 46 Krystin

Leavitt Matzen McKeen Moran Moretti Morse Olson Payson Perry Perry Pinto Polins Ramsden Rh lt Rheault Robinson Schmitt Sewall Sewall Silkes Silkes Simmons Stevenson Wadsworth Ward

Roger Williams University Falmouth Shellfish Cooperative Pemaquid Oyster Company Bagaduce River Oyster Co. Muscongus Bay Aquaculture Maine Sea Grant Aqua Farms, LLC. Northeast Transport, Inc. PO Box 89

One Old Ferry Road 24 Sippewissett Road

Bristol Falmouth,

RI MA

02809 02540

401 4502581 (mobile) [email protected] 5082749738 [email protected]

177 West Side Drive PO Box 158 Darling Marine Center 24 Myrtle Avenue 3200 Atlantic Highway 240 Parsons Point Road 10 Pine Ridge Rd

Verona Bremen Walpole South Portland Waldoboro Edgecomb Cape Elizabeth Falmouth Boston New Bedford

ME ME ME ME ME ME ME ME MA MA

04416 04551 04573 04106 04572 04556 04107 04105 02210 02740

469.2575 207.529.4900 207.563.3146

[email protected]

[email protected] [email protected]

207.832.7300

[email protected]

MaineCatch Saltwater Products Northcoast Seafoods M.F. Foley Company, Inc. E t C t Sh llfi h G East Coast Shellfish Growers Assoc. A Associate Publisher & Editor Maine Sea Grant Small Point Lobster Pound Lineage American Mussel Harvesters Inc. American Mussel Harvesters Inc. Muscongus Bay Aquaculture Mook Sea Farms, Inc. Friendship International Tech of Ray Grizzle

516 Blackstrap Road 5 Drydock Ave 77 Wright Street

(207) 3212109

[email protected] [email protected]

800.225.8102 (401) 7833360 (401) 783 3360

[email protected] [email protected] b [email protected] t t [email protected] [email protected] [email protected] [email protected] [email protected] [email protected]

SeaFood Business 5784 York Complex PO Box 29 242 Harvard Street 165 Tidal Drive 165 Tidal Drive PO Box 158 321 State Route 129 PO Box 1005 Jackson Estuarine Laboratory

Portland Orono Phippsburg Brookline North Kingstown, North Kingstown, Bremen Walpole Camden Durham

ME ME ME MA RI RI ME ME ME NH

04112742078425630 04469 04562 02446 02852 02852 04551 04573 04843 03824 5811435 2073899009 617.232.0065 401 294 8999 ext 17 401 294 8999 ext 17 207.529.4900

[email protected] [email protected]

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