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-- M a r k e t i n g --
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| Q 1. | ||
| How has advertising helped to sell new seafoods? |
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| Q 2. | ||
| Why is not the common name of mullet changed to one which would be more attractive to the consumer? |
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| Q 3. | ||
| I recently came across the phrase "codfish aristocracy." What does it mean? |
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| Q 4. | ||
| About a year ago I became involved in an active investigation into the cleanliness of boxes used to transport fish from the wharves to the market. Recently a health official informed me that as far as his agency was concerned fish scales and skin are ample protection against harmful bacteria and general filth, and there is no potential health hazard from refuse or the high bacterial count present in many reused fish boxes. Is he right-are the scales and skin of fish enough to protect them from contamination from vermin, bacteria from fecal matter, dirt and decaying organic matter, as well as from the tobacco dust and tars that permeate some of the lumber used for fish boxes? Or is this a potential hazard to public health? |
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| Q 5. | ||
| How can I obtain information on the wholesale prices of seafood products? |
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| Q&A 1. | How has advertising helped to sell new seafoods? |
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| In several instances advertising has effectively sold a seafood product for which there was little or no market at first. For instance, when the large grooved shrimp was discovered in large numbers in the Gulf of Mexico, it didn't sell at first because of its color, which was bright pink. The public didn't accept it, because they associated the pink color with spoilage, although the shrimp were perfectly fresh. When the shrimp were marketed under the trade name of "coral shrimp" or "Brazilian golden shrimp", they sold readily. This is an excellent example of what proper advertising can accomplish. |
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| Q&A 2. | Why is not the common name of mullet changed to one which would be more attractive to the consumer? Grand Bay, Alabama |
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| Changing the common name of mullet in order to enhance its appeal to a wider segment of the population has been discussed among members of the fishing industry, research agencies, and various government officials. So far there has been no progress made in this direction because of a number of barriers, both natural and legal. Common usage in the past is the basis for the acceptable common name. "Black mullet" is used more widely in the southern states, while the popular name in other sections is "striped mullet." A substitute name, therefore, would have to be impressed upon people who purchase the fish and who know the fish as mullet. If is difficult to accustom the consumer to such a change. In addition, two Federal agencies, the Food and Drug Administration and the Fair Practices Commission, have the authority to approve name changes. If a new name is selected for the purposes of deriving increased sales and prices and is similar to the name of a popular product, this might be and would be construed as a fraudulent act and, in all probability, would result in some legal action. In the event the new name does not fall into this category, the agencies might order a cessation of its use until the name has been reviewed and approved (or disapproved) by the Common Names Committee of the American Fisheries Society. This non-governmental committee consists of members from the United States and Canada. |
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| Q&A 3. | I recently came across the phrase "codfish aristocracy." What does it mean? Cleveland, Ohio |
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| The codfish fisheries formed a far greater part of the economy of Massachusetts during the nineteenth century than today. So much so that, in 1874, a Boston merchant introduced a motion in the Legislature to have a wooden carving of a codfish placed in the Statehouse. Later on this was replaced by an aluminum codfish. The phrase "codfish aristocracy" originally applied to those who became rich in the fishing industry, but today it is sometimes used to indicate wealthy vulgarity, or newly rich persons. |
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| Q&A 4. | About a year ago I became involved in an active investigation into the cleanliness of boxes used to transport fish from the wharves to the market. Recently a health official informed me that as far as his agency was concerned fish scales and skin are ample protection against harmful bacteria and general filth, and there is no potential health hazard from refuse or the high bacterial count present in many reused fish boxes. Is he right-are the scales and skin of fish enough to protect them from contamination from vermin, bacteria from fecal matter, dirt and decaying organic matter, as well as from the tobacco dust and tars that permeate some of the lumber used for fish boxes? Or is this a potential hazard to public health? Woodbury, New Jersey |
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| Fish scales and skin normally protect the fish when it is alive, but their protective function ceases after death. Bacteria present on fish are continually breaking down fish tissue until ultimate spoilage occurs. The slime on the surface thus serves as an excellent substrate for bacterial growth. Fish stored in heavily contaminated boxes can be invaded by microbial attack through any opening in the body, and the occurrence of certain microbes in great numbers would indicate a potential health hazard. Many fish are gutted before being shipped, exposing the muscle to contamination. It is more difficult to ascertain the effect of tobacco-permeated lumber on fish. Tobacco odor might carry over to the fish, and if leaching occurred-such as through the melting of ice-an off-flavor might develop. The U.S. Public Health Service refers to various tars and pitches as being carcinogenic, or cancer-producing. |
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| Q&A 5. | How can I obtain information on the wholesale prices of seafood products? Coos Bay, Oregon |
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| Current information on prices, market conditions, landings, imports, exports, cold-storage holdings, and market receipts of fishery products is given in the Fishery Market News Reports published by NOAA's National Marine Fishery Service. This information aids U.S. buyers and sellers of fishery products in making intelligent marketing decisions. The color-coded Fishery Market News Reports are published for five regions, providing data on local seafood products. The regions, color codes, and telephone numbers for further details, subscription forms, and prices are: Boston, Massachusetts, Blue Sheet, (617) 542-6070; New York, New York, Green Sheet, (212) 620-3405; New Orleans, Louisiana, Goldenrod Sheet, (504) 589-6151; Terminal Island, California, Buff Sheet, (213) 548-2572; Seattle, Washington, Pink Sheet, (206) 527-6128. |
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Rosenstiel School of Marine & Atmospheric Science Library
University of Miami, FL USA 4600 Rickenbacker Causeway, Miami, Florida 33149 Phone: 305 421 4060 Fax: 305 421 9306 E-mail: libcirc@rsmas.miami.edu |
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