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Open Access Publications from the University of California

A Look at the Marine Ornamental Fish Market for Captive-Bred Species


This capstone project focused on both developing a social media and marketing strategy for Rising Tide Conservation, and examining the existing marine ornamental fish market with respect to the opportunities for captive-bred fish. In order to accomplish all of the above, a three-step approach was taken. First, willingness-to-pay data was extracted from online retailers in the United States, examining a price comparison between captive-bred fish and wild-caught fish. The two species used for willingness-to-pay data were the Ocellaris clownfish and the Watchman goby. Additional information was gleaned from discussions with wholesalers, retailers, and researchers within the marine aquarists industry. Second, a short survey was sent out to wholesalers, retailers, and distributors involved in the marine aquarium trade in the U.S. The goal of the survey was to gain information of attitudes towards the sale of captive-bred species within the marine ornamental aquarium retail and wholesale industry. Finally, a social media and marketing strategy was developed for Rising Tide Conservation. A Facebook page for Rising Tide Conservation was created, with posts of relevant content from Rising Tide Conservation, as well as stakeholders and affiliates. Insights were then used to examine what type of content was most effective, as well as demographics about the attracted audience

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