preface 



The annual retail value of fish and shellfish sold to consumers in the 

 United States amounts to over one billion dollars. The cost of merchandising 

 fishery products from producers to consumers runs to hundreds of millions of 

 dollars annually. The function of marketing which is a part of this effort is 

 a fertile field of study for the purpose of effecting worthwhile savings which 

 would reduce this cost. In addition, means of increasing or better serving the 

 demands of consumers for fishery products should also be a primary object 

 of such marketing study. 



Accordingly, the survey herein reported upon was undertaken for the 

 purpose of improving marketing conditions for canned fishery products. It was 

 financed with funds made available by the Saltonstall-Kennedy Act, approved 

 July 1, 1954 (68 Stat. 377 1. This Act established a separate fund to be used 

 by the Secretary of the Interior to promote the free-flow of domestically 

 produced fishery products in commerce by conducting, among other programs, 

 marketing and economic research. 



A table of contents appears on page 46 



