INTRODUCTION 



The fishing industry is an important source of income in the 

 Pacific Coast States. The ex-vessel value (amoiint paid to fishermen) of the 

 Pacific Coast landings represented about 21 percent of the total value of 

 the United States catch in 1958. 



In recent years the fishing industry of the West Coast and other 

 sections of the United States has been faced with unsatisfactoiy prices for 

 many of its products. Biis situation has resulted from increased operating 

 costs, expanded competition from imported fishery products, and competition 

 from other food products. Overinvestment in boats and gear has added to 

 the industry* s difficulties. Problems of maintaining quality control havre 

 pyramided. Fishermen have ranged farther from port in order to reach better 

 fishing grounds. They have remained at sea for longer periods of time so as 

 to maximize catches while operating under restrictive fishing regulations. 



The growing need for research into the economic and other problems 

 confronting the fishing industry resulted in the passage of the Saltonstall- 

 Kennedy Act of 195ii. The Act makes funds available for marketing, consumption, 

 and production research (including biological studies) for the industry. Re- 

 search funds are administered by the United States Fish and Wildlife Service 

 of the Department of the Interior, The Service has contracted with various 

 firms, institutions, and agencies to conduct certain phases of the research 

 contemplated under the Act. 



This study was completed under contract between the Fish and Wild- 

 life Service and Oregon State College. Its purpose was to investigate the 

 marketing and consumption of fresh, frozen and cured fishery products on the 

 Pacific Coast. The West Coast was considered an appropriate area for stu(^ 

 because of the relatively low per capita consumption of fish in that area. 

 Estimates indicate the consumption there to be only slightly above the national 

 average. In contrast, consumption in some coastal areas of the North Atlantic 

 States is much greater than the national average. 



The primary objective of the project was to determine the impor- 

 tant reasons for the low per capita use of commercial fish and shellfish prod- 

 ucts in the Pacific Coast States of Washington, Oregon and California. The 

 stucfy was planned so as to investigate the influence upon consumption of (1) 

 population characteristics, (2) quality of fish and fish products, and (3) 

 availability of selected species of fish. Data relating to these factors were 

 collected by personal interviews with 97 wholesalers, 261 retailers, and 

 l,8ii3 consumers in the States of Washington, Oregon and California. Because 

 the various segments of the population were sampled at different rates, the 

 completed interviews were expanded to give a self -weighting sample. Thus, 

 in the analysis, a total of 2,061^ consumers, 90U retailers, and 307 whole- 

 salers were contacted. A different questionnaire was used for each of these 

 groups. In general the samples were drawn proportionate to the distribution 



