The initial brief for this project was to carry out market research for an organic salmon producer that would explore options for diversification and profitable revenue channels.
Our client was established in 2008 and is the only Atlantic Salmon farmer in the Irish Sea. They produce the finest organic salmon for customers in the UK and Ireland as well as internationally to Asia, Europe and America. The company has a rich and interesting provenance as they are based in the beautiful and historic setting of Glenarm In County Antrim, Northern Ireland and producing over 600 tonnes of organic salmon annually.
The company has successfully built a positive reputation for premium quality organic salmon which is demonstrated by their husbandry care, welfare and processing methods. The ambition was to diversify and expand their existing product portfolio and introduce a luxury niche smoked salmon range.
How The Market Research for an Organic Salmon Producer was Conducted
In order to determine whether the diversion of production was a viable option and to assess the demand for a new smoked salmon product, extensive research was carried out. Information was gathered and relevant data recorded to provide an in-depth analysis of European as well as world-wide markets while also identifying new and emerging markets. This was presented in a corporate report covering all aspects of comparative pricing, potential sales channels and the competitive environment.
A review of the evidence was undertaken and recommendations from the report were discussed. Feedback from the work and presentation are summarised below:
“What can I say, this is one of the best in-depth and comprehensive market analysis that I have ever seen on salmon. Well done…I’m genuinely impressed”
Graeme Dear, Non-Executive Director, Glenarm Organic Salmon.
The outcome was the launch of a signature range of smoked salmon products that are available through a network of distributors and the hospitality sector. There is also the facility to purchase different product sizes through their online store.