Understanding the needs of both professional buyers and consumers, while at the same time ensuring competitive new products and processes, is key to future success of the white fish industry.

This part of the QualiFish project will provide knowledge on professional buyer and consumer preferences and willingness to pay.

For the professional buyer, relevant keywords are improvement in product quality, planning, regularity of supply, logistics and consumer satisfaction, whereas product preferences and willingness to pay are essentials when it comes to end consumers. Qualitative interviews, large consumer surveys and in depth analyses of retail sales data, investment and costs of processes and products will ensure reliable results.

Objective: Contribute to product and process innovations from the primary production stage to fish processing through the development of market strategies and economic analyses.