Many North Carolina commercial fishermen are struggling to stay in business in large part because of foreign competition. The global seafood economy means that North Carolina fishermen have to assume a market- or consumer-focused approach to selling their seafood to remain viable. Data from the N.C. Division of Marine Fisheries indicates that in general, total pounds landed as well as prices received by the fishermen are decreasing. In contrast, demand for seafood in this country has reached record levels. Fishermen need new business strategies to tap profitable niche markets in North Carolina.

Market research shows consumers are more inclined to purchase locally-grown or processed food even if it is sold at a premium price. Similarly, a growing number of small family farms in central North Carolina have either stayed in business or increased their net profits by employing direct-marketing practices at farmers' markets or by joining Community Supported Agriculture (CSA) arrangements that diversify their overall business plan. The CSA arrangement provides financial support to the farmer and decreases selling time, and customers or "shareholders" receive fresh, local seafood harvested in season. Direct marketing methods aimed at niche markets need to be explored for local seafood sales. However, a critical aspect of direct marketing is to understand the needs of a target consumer group (local residents and tourists) and the expectations consumers have for a given product. Learning more about the seafood preferences and buying habits of local residents and tourists will help the fishing industry tailor business practices to better meet the consumer demand for fresh local seafood.

The researchers propose that the study takes places in Carteret County where the greatest number of commercial fishing license holders in the state resides. The objectives are to (1) profile the seafood preferences and consumption patterns of county residents and tourists; (2) survey the attitudes of fishermen and dealers to determine how amenable they are to direct marketing initiatives; and (3) recommend direct marketing options that will sustain the local fishery industry.