Sea urchin
Sea urchin gonads are highly prized in some Asian and European seafood markets where demand has been increasing (James 2010). In the New Zealand market, the roe can reach NZ$70 per kg (NIWA 2005). However, because "E. chloroticus" is not well known in Japan and has a reputation for having a bitter taste, this sea urchin is unable to reach a high price in export markets (James 2010).