A new market assessment and growth plan for Ontario’s trout farming sector shows immense opportunity for growth. The report takes a comprehensive look at market trends in Canada and the United States to highlight market demands for more than 15,000 tonnes of Ontario farmed trout in five years — triple the current supply.
Authored by Tina Rosenstein of Rosenstein Marketing and Terry Drost of Four Links Marketing, the report combines a deep dive of quantitative market data with qualitative interviews from 24 representatives across the North America seafood supply chain. It shares candid and current assessments of both the Canadian and American finfish markets, and the opportunity of rainbow trout and steelhead in the years ahead.
A growth plan outlines scenarios for how Ontario’s trout farmers can displace imports, substitute other finfish, and boost exports. Rosenstein and Drost make recommendations on how to seize these growth opportunities through specific product trends, pricing, distribution channels, packaging, certifications and marketing initiatives.
“This market assessment is great news for Ontario fish farms and it aligns with our Grow Ontario Strategy objectives of increasing production and consumption of Ontario grown foods as well as boosting exports,” said Lisa Thompson, Ontario Minister of Agriculture, Food and Rural Affairs. “Our government knows the value of having fresh fish produced here at home, and we will work with Ontario fish farmers to realize the opportunities laid out in this report.”
“This report confirms that Ontario’s trout farming sector faces an issue with supply, not demand,’ said RJ Taylor, managing director for the Ontario Aquaculture Association. “Ontario’s fish farmers are ready and eager to work with government, investors and others in the supply chain to fill this supply gap and provide sustainable trout to more customers than ever before.”
This landmark assessment and growth plan was funded by the Ontario Ministry of Agriculture, Food and Rural Affairs through the Grassroots Growth Program.