Marketing and distribution of walleye pollock: past, current and future developments

Abstract

In this paper, we examine the structure and change of the walleye pollock industry from a marketing and distribution perspective. Our focus is not only on industrial internationalisation, but also on local industry and community utilisation of walleye pollock. This is a subject of interest because its diverse utilisation has the potential to promote industrial management as well as the livelihood of local communities. We reason that Japan’s weakness in marketing, distribution and price setting of walleye pollock is largely due to its lack of competitiveness in the world market. Given the rapid decline of walleye pollock utilisation by local industry and society, it is of critical importance to take steps towards a long-term solution considering the rapid decline of walleye pollock use by our local industry and society. Our analysis indicates that Japan’s walleye pollock industry is inherently resilient, with diverse commodity chains, business flexibility and traditional food culture. However, as local industry and community have been reducing use of walleye pollock over time, there is a need to restore and reactivate the local society.