Developing the domestic market would provide stability by offering additional market alternatives. Volume requirements would likely be lower than required by export markets and it might be possible to sell smaller sizes of fish. Development of a domestic market would also provide broader economic benefits such as new sources of employment and additional protein sources for Nicaraguans. This study focuses on the potential for increasing sales of farm-raised tilapia through the domestic restaurant market in Nicaragua.
Nicaragua is one of the Northern hemisphere's poorest countries with an estimated Gross Domestic Product (GDP) of $450 per person in 1997 (World Bank, 2003).
Notwithstanding, Nicaragua has made significant progress towards economic stabilization. The Nicaraguan GDP grew 5.0 percent in 1997 compared to 4.5 percent in 1996, 4.2 percent in 1995, and 3.2 percent in 1994. This robust expansion is being led by the export sector, agriculture, construction, and general commerce. Private investment, from both domestic and foreign sources, is rising and the private banking sector continues to expand.
The country has a poor road infrastructure and scarce refrigeration facilities. Some refrigeration facilities exist, but development of commercial aquaculture will likely require investment in additional facilities. However, the primary sources of wild-caught tilapia, Lake Managua and Lake Nicaragua, are less than one hour's drive from the principal population center, Managua. Prime areas for development of commercial-scale tilapia production are within three hours drive of Managua. Thus, travel distances to target markets are short and the main transportation routes, while not in excellent condition, are paved.
No marketing studies have been done on the potential to develop a domestic market for farm-raised tilapia in Nicaragua. The purpose of this research is to identify and characterize the types of restaurants that currently sell tilapia and those most likely to add tilapia to the menu. This information will provide guidelines for developing restaurant marketing strategies for farm-raised tilapia in Nicaragua.
Restaurant markets and demand for seafood products in
Nicaragua
Nicaraguans are generally reported to prefer consumption
