Consumer preference for altered color of rainbow trout (Oncorhynchus mykiss) fillet induced by Spirulina (Arthrospira platensis)

Growing global demand for fish in combination with stagnating capture fishery production challenges aquaculture. Aquaculture is dependent on fishmeal which is criticized for its overall environmental impact. Sustainable growth of aquaculture requires the integration of alternative protein sources. Spirulina has been found to be a viable fishmeal substitute in various fish species and it is known to elevate yellow pigmentation which results in an unusual yellow color for trout fillets. For this reason, the influence of fillet color and other attributes like, country of origin, price and feed claims have on consumer preferences for trout fillet was tested. A discrete choice experiment was conducted to assess German consumer preferences and willingness to pay for yellow fillet color compared to conventional white fillet. Results indicate that spirulina-fed yellow fillet color will not deter consumers away from the unfamiliar colored product, when informed about the potential benefits of spirulina as a fish feed. In fact, informed consumers prefer the spirulina colored product compared to the more usual white fillet. Furthermore, respondents revealed the strongest preferences for fillets of domestic origin (Germany) ahead of Denmark and Turkey. In contrast, feed claims showed no significant effect, except for the claim “fed with sustainable resources”, which had marginal impact. Marketing activities to successfully integrate sustainable feeds like spirulina for rainbow trout into the German fish market should foremost focus on consumers' interest in domestic or nearby production. It seems valuable to raise consumers' awareness of sustainable value chains and production methods in aquaculture through an effective transfer of information.