(3) Consumers' evaluation of aquaculture products

According to a questionnaire survey of consumers, their evaluation (image) of cultured fish improved in terms of "taste" and "safety" compared to ten years ago. About 70% of all respondents indicated that their evaluation has "improved" or "somewhat improved." When compared to wild fish, cultured fish received an evaluation comparable to wild fish as being "low in price," "ordinary in taste," "ordinary or high in freshness," and "ordinary in safety."

In the market, evaluations of cultured fish and wild fish are at about the same level with the price of cultured fish exceeding that of wild fish in some seasons.

O Meanwhile, consumers still have a strong tendency to choose wild fishery products upon purchase. Some consumers have called for further improvement in safety and taste.

[How has the evaluation (image) of aquaculture products changed since ten years ago?]

Source: Monitoring survey conducted by MAFF

Source: Monitoring survey conducted by MAFF

[Changes in the unit prices of wild and cultured yellowtail and red sea bream by month]

Notes: 1) The data are those of fresh fish.

Source: Compiled by the Fisheries Agency based on data from the Tokyo Metropolitan Central Wholesale Market.

Notes: 1) The data are those of fresh fish.

2) The colored parts denote months in which the unit price of cultured fish was higher than that of wild fish.

## Section 4: Toward sustainable development of aquaculture

## (1) Building a sustainable supply framework

In recent years, aquaculture businesses have not been able to accumulate capital, and their management base has been fragile, so they have faced difficulty making the necessary investment. It is difficult for individual operators to introduce new technology or make efforts to expand sales channels.

In the short term, it is important to secure product prices that match costs, by first enhancing business vitality to a certain extent by way of cutting costs through rationalization, such as long-term use of machinery and adjustment of the feed volume, and then strengthening the sales division through expansion of the sales channels of aquaculture products, including overseas channels, and reduction of distribution costs. When considering expansion of the scale of production, the business management plan after the expansion should be sufficiently studied in order to be able to secure profits that match the investment value.

The price of cultured fish fluctuated wildly as a result of an imbalance in the supply and demand of cultured fish, substantially affecting aquaculture businesses and local economies where aquaculture plays an active part. It is important to develop a production framework that corresponds to the demand in and outside Japan. The Fisheries Agency has heard the opinion of the study group on supply and demand of cultured fish, and established a production volume guideline for the 2014 fishing season in February 2014, presenting the target production volume.

## (2) Securing a favorable aquaculture site environment

A favorable environment for aquaculture sites is indispensable for aquaculture production, having an effect of restraining the occurrence of fish diseases and improving product quality. It is important to formulate and observe aquaculture area improvement plans.

While sites suitable for aquaculture are decreasing in coastal areas due to the expansion of aquaculture businesses, contamination of coastal areas continues to be a matter of concern. As a countermeasure, it is essential to develop technology for carrying out aquaculture in offshore areas away from the coast and technology of onshore aquaculture using a closed circulatory system, which purifies and reuses sea water for the rearing.