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Evaluating the Marketing and Conceptualization of Farmed Oysters Along the NC Oyster Trail

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Date
2022-04-22
Author
Nunnally, Kara
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 project
Department
Nicholas School of the Environment
Subject
oyster
shellfish aquaculture
brand management
marketing
shellfish
farmed oysters
wild oysters
aquaculture
North Carolina
mariculture
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https://hdl.handle.net/10161/24916
Citation
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.
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This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 United States License.

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