What is underutilized fish?

Locally abundant and edible seafood that is not in high demand by local consumers and whose fishery is not in danger of being overfished. Read more about the fish used in this study

 

Summary of Study

The need to further diversify, decentralize and localize the U.S. seafood supply has never been more pressing. Nearly all seafood consumed in the U.S. is imported, and any disruption to the supply chain could have significant consequences. Furthermore, the negative ramifications of global seafood production are severe and far reaching. In addition to illegal fishing practices, overfishing, forced labor practices, ecological degradation, and mislabeling, the influx of inexpensive imported seafood challenges the market presence for most U.S. seafood. Global climate change is putting even more pressures on global and local seafood industries. Therefore, the expansion of a more robust domestic seafood supply is critical, for both increasing levels of seafood sovereignty and for the economic and environmental benefits passed along to local fisherman and the surrounding communities.  

 

To avoid additional pressure on heavily or overfished fisheries and capitalize on locally abundant and edible seafood, this study provides a model for adaptability to local fishing industries via the restaurant consumer. The challenge is many abundant fish species are not familiar to most consumers, therefore not in high demand, resulting in underutilization of viable seafood sources which are often more sustainable than the most familiar fish species (i.e. tuna and salmon). In addition, fishermen may catch viable fish in their nets while fishing for other more familiar fish, but these bycatch are tossed and sometimes wasted because they are deemed worthless.

 

The purpose of this study was: to investigate if restaurants could help form a new, domestic market for locally-caught, underutilized fish from the Gulf of Maine, thus contributing to the revitalization and sustainability of New England’s domestic fishing economy; identify and assess how consumers’ knowledge, attitudes, and behaviors regarding seafood vary; and measure actual purchase behavior to see how marketing, current economic, social, environmental, and other variables influence the attitude-behavior relationship of seafood consumers.

 

To achieve these goals, a live, restaurant-menu experiment was conducted, along with a guest survey intended to assess consumers’ perceptions, willingness to pay, and purchase behavior related to sustainable seafood. Over a 12-week test period during summer months, five restaurants in the seacoast region of New Hampshire tested six different fish species (1 familiar fish, cod, as a control, and 5 underutilized, generally unfamiliar but abundant fish species: redfish, hake, pollock, skate wing, and dogfish) on their menu as a special entrée for two consecutive nights during the week—which varied by restaurant. After the first 6-week trial period, the same fish were then re-run with a price increase for the second 6-week trial. Sales data were collected from each restaurant and every dining guest was asked to complete a brief survey.  

 

Results

Will people order unfamiliar fish at a restaurant? The answer is yes. Results of our study show that substantial demand for underutilized fish does exist with restaurant consumers. Over the experiment period, underutilized fish specials made up roughly 10% of all entrées ordered, regardless of species type or dish presentation. Restaurant consumers had significant interest in local seafood and demonstrated both positive attitudes and willingness to pay, both actual and intended, regardless of species. If restaurants serve it, people will order it. 

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*This research was funded by NOAA Fisheries Saltonstall-Kennedy Grant Program.