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

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.