Exploring New Markets: Research for an Organic Salmon Producer

Diversification Opportunities and Driving Sustainable Growth

Welcome to our project page, where we proudly present our Market Research for an Organic Salmon Producer. Our marketing agency is committed to driving sustainable growth and success for our clients in the seafood industry. Through this project, we show you some invaluable insights and data-driven strategies that has enabled our client, an organic salmon producer, to explore and diversify into new markets.

Company Context: Glenarm Organic Salmon, Co. Antrim

Glenarm Organic Salmon was established in 2008 and is the only Atlantic Salmon farmer in the Irish Sea. GOS is based in the beautiful and historic setting of Glenarm In County Antrim, Northern Ireland, Each year, they produce they produce over 600 tonnes of the finest organic salmon for customers in the UK and Ireland. Also, supplying internationally to Asia, Europe and America.

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.

Project Overview

Our Market Research project revolves around the specific needs and challenges faced by Glenarm Organic Salmon. To complete this, we used comprehensive research methodologies and leveraged our team’s extensive industry expertise. As a result, we identified the critical factors influencing the organic salmon market to develop an appropriate roadmap.

Objectives

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.

The following objectives were identified:

Comprehensive Industry Analysis

We conducted an in-depth assessment of the organic salmon industry both regionally and globally. Market trends were analyses as well as growth potential, and key players. This analysis helped our client gain a comprehensive understanding of the market landscape.

Consumer Behaviour and Preferences

An understanding of the target audience was fundamental to success. Our research considered consumer behaviour, preferences, and purchasing patterns. This was used to tailor offerings in line with customer demands.

Competitive Landscape

A thorough analysis of competitors’ strategies, strengths, and weaknesses was essential in order to fully understand the market dynamics. We identified opportunities for differentiation and areas for improvement to reinforce Glenarm Organic Salmon’s unique competitive edge.

Sustainable Practices and Trends

Sustainability continues to be a growing concern for consumers. We explored the latest sustainable practices and industry trends. This helped our client align their brand with environmentally conscious values, enhancing their reputation and market position.

Methodology

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.

Our research methodology is robust, ensuring reliable and accurate results. It includes a combination of primary and secondary research methods:

1. Primary Research
   • Surveys, interviews, and focus groups with consumers, industry experts, and stakeholders provided valuable first-hand insights.
2. Secondary Research
   • We conducted an extensive review of industry reports, market studies, academic publications, and reputable databases to supplement our primary research findings.

Deliverables

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.

At the conclusion of the Market Research project, our client received a comprehensive report packed with valuable information, including:

1. Market Insights
   • A detailed analysis of the organic salmon industry, pricing, sales channels, growth opportunities and potential challenges.
2. Consumer Trends
   • In-depth information about the target audience’s preferences, behaviour, and expectations.
3. Competitive Analysis
   • An evaluation of key competitors, their strategies, and areas of opportunity.
4. Sustainable Strategies
   • Recommendations on how to adopt and promote sustainable practices for a competitive advantage.

Testimonial

---

“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

---

For more information about our Market Research services or to discuss how we can assist your seafood business, please contact us at info@360marketing.ie or call us at +353 87 739 0175.