Evaluating the Marketing and Conceptualization of Farmed Oysters Along the NC Oyster Trail
Date
2022-04-22
Author
Advisors
Murray, Grant
Fail, Robin
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Abstract
North Carolina’s shellfish industry has grown due to increased attention to shellfish
farming, specifically for oysters, through legislative actions by the North Carolina
General Assembly and support from non-profit organizations, academia, and initiatives
like the NC Oyster Trail. By understanding the current marketing and challenges facing
NC Oyster Trail sites, the NC Oyster Trail can become a catalyst to support the shellfish
aquaculture industry by defining a common language for farmed products, establishing
an industry brand management strategy, and impacting consumer purchasing behavior.
This report includes a qualitative study of the ways oyster farmers, seafood markets,
and restaurants along the NC Oyster Trail advertise farmed oysters to consumers, and
recommends strategies for marketing and promoting North Carolina farmed oysters.
Type
Master's projectDepartment
Nicholas School of the EnvironmentSubject
oystershellfish aquaculture
brand management
marketing
shellfish
farmed oysters
wild oysters
aquaculture
North Carolina
mariculture
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https://hdl.handle.net/10161/24916Citation
Nunnally, Kara (2022). Evaluating the Marketing and Conceptualization of Farmed Oysters Along the NC Oyster
Trail. Master's project, Duke University. Retrieved from https://hdl.handle.net/10161/24916.Collections
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