The production of cultured turbot in Europe is rising, while at the same time the catches of wild turbot are falling. As part of a European research project, (TURPRO) two areas are being investigated:
- optimisation of turbot culture
- research into the marketing opportunities for cultured turbot.
The buyers (fish traders and restaurants) of cultured turbot have specific expectations about the product. According to the buyers, the most important advantages of cultured turbot are its continuous availability, the fact that it is a new and unique product and that it is a high-quality product with a lower price. But are these expectations known to the turbot growers, and can they comply with these expectations? The eating quality and keeping quality of both cultured and wild turbot have been compared: the shelf life of cultured turbot is nine days longer than that of wild fish.
The differences between the expectations of the growers and the demands of the buyers are known and have been transposed into market opportunities.