Browsing by Subject "Kelp"

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    ItemOpen Access
    Commercializing Kelp: Marketing and Growth Strategies for the Crop of the Future
    (2022-04-22) Cappelli, Aaron
    Domestic kelp as a cultivated crop and as a consumer good in the US faces a variety of hurdles as it scales to meet the demands of the US market. Atlantic Sea Farms (ASF) has led the way in establishing kelp in the US and has been successful in bringing innovative consumer goods products made from kelp to the market despite these challenges. I embarked on this project to identify potential barriers to kelp adoption and scaling, and to create strategies to overcome those barriers. The studies that make up this project explored: considerations and recommendations for a new product launch and go-to-market strategy, a line-extension marketing strategy, and also analyzed policy and other geographic factors relevant to future kelp cultivation expansion potential in Maine and Massachusetts. When developing the go-to-market strategy I explored market size and growth for the respective product categories, potential retail/restaurant/CPG partnerships, and a tiered rollout strategy. In the line-extension study, I explored targeting, differentiation, and engagement strategies to successfully introduce the new product variations to the market. Finally, the policy section investigated how state government, local ecological conditions, and existing aquaculture infrastructure and policy could potentially limit kelp expansion in Massachusetts.
  • Thumbnail Image
    ItemOpen Access
    Commercializing Kelp: Marketing and Growth Strategies for the Crop of the Future
    (2022-04-22) Cappelli, Aaron
    Domestic kelp as a cultivated crop and as a consumer good in the US faces a variety of hurdles as it scales to meet the demands of the US market. Atlantic Sea Farms (ASF) has led the way in establishing kelp in the US and has been successful in bringing innovative consumer goods products made from kelp to the market despite these challenges. I embarked on this project to identify potential barriers to kelp adoption and scaling, and to create strategies to overcome those barriers. The studies that make up this project explored: considerations and recommendations for a new product launch and go-to-market strategy, a line-extension marketing strategy, and also analyzed policy and other geographic factors relevant to future kelp cultivation expansion potential in Maine and Massachusetts. When developing the go-to-market strategy I explored market size and growth for the respective product categories, potential retail/restaurant/CPG partnerships, and a tiered rollout strategy. In the line-extension study, I explored targeting, differentiation, and engagement strategies to successfully introduce the new product variations to the market. Finally, the policy section investigated how state government, local ecological conditions, and existing aquaculture infrastructure and policy could potentially limit kelp expansion in Massachusetts.
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    ItemOpen Access
    Kelponomics: A Comprehensive Analysis of the Global Seaweed Industry with Sustainable Strategies for Growth in the Icelandic Market
    (2024-04-26) Purcell, Emily; Quintero, Juan Pablo
    Kelp, a versatile and sustainable marine resource, has gained increasing attention globally due to its various applications in food, agriculture, pharmaceuticals, and biofuels. Kelp plays a crucial role in marine ecosystems by providing vital habitat, promoting biodiversity, and regulating nutrient absorption and carbon storage, yet its loss due to factors such as climate change, predation, pollution, and habitat degradation poses significant risks to kelp forests globally. In the context of Iceland's unique marine ecosystem and leadership in sustainable industries, this report evaluates the current state of the global kelp industry, its economic viability, environmental impacts, and potential opportunities and benefits for Iceland. Our team conducted a comprehensive literature review to analyze global kelp markets and coupled this with extensive primary and secondary research to apply our findings to the Icelandic context. We also investigated current wild harvest and potential aquaculture sites through a geospatial mapping exercise. Based on these analyses, this report presents a set of recommendations for the Icelandic market to capitalize on the opportunities offered by the kelp industry while simultaneously promoting and protecting this environmentally valuable resource. These recommendations encompass viable end-use markets, circular economy principles, policy considerations, and areas for future research. This report will provide a roadmap for the integration of kelp cultivation and processing into Iceland's economic and ecological landscape, fostering sustainable growth and environmental stewardship.