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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).