How to develop niche markets for small-scale fishermen

Research was conducted in Carteret County, North Carolina from 2006-2008. A participatory approach was used to understand the fishing industry and to develop direct marketing approaches in consort with fishermen, dealers, residents and tourists. This marketing approach was used to expand on a recently created branding program for wild caught seafood.  From the data gathered a “community supported fisheries” arrangement (CSF), modeled from community supported agriculture (CSA), was developed to enhance niche marketing for fishermen and fish house dealers and the public. Since its inception CSFs have expanded elsewhere along coastal shores.