2021, Volume 24, Paper 16
ISSN: 2209-6612

Reconfiguring Value Chain Drivers to Meet Different Consumer Segments in the Tasmanian Atlantic Salmon Industry

Brandy Howe – Undergraduate student, University of Melbourne

Abstract

In this paper an investigation is undertaken of the ways that value chain drivers for Tasmania’s Atlantic Salmon industry are managed by major firms, to meet consumer demand. The Tasmanian aquaculture industry is one of the most valuable seafood sectors in Australia. However, as seafood consumption is increasing, so too is the need for an expansion in consumer segmentation, to account for evolving consumer preferences and budgets. This requires different responses throughout the value chain, and adaptations in production procedures in order to meet consumer expectations particularly with regard to sustainability attributes.

Key words: Atlantic Salmon, value chain drivers, consumer segments, Tasmania

Download full document here