This practical approach requires less initial capital and allows the aquaculture manager to learn by operating the farm. After one complete growing season, the operator can decide to expand the operation, maintain at the same production level or stop. The future of niche marketing looks bright for limited scale aquaculture in Virginia. More people are becoming aware of the excellent quality of fish produced by aquatic farmers. The extension office has promoted aquaculture throughout the commonwealth, not only to prospective farmers, but also to these consumers.
Consumers are interested in freshness, quality and price.
Fish can be sampled by the farmer to assure readiness for market. Freshly harvested fish on ice cannot be improved upon in terms of quality. By selling directly to the consumer, the buyer does not have to pay handling fees that normally are added on to products by marketing intermediaries. The best reason for direct sales is that profits are returned to the producer rather than shared with a middle person. The farmer can seek a niche market based on the planned production level so the market can be supplied continuously.