Abstract copyright UK Data Service and data collection copyright owner.

This is a mixed method dataset. The study is part of the Rural Economy and Land Use (RELU) programme. The research developed a small scale, warmwater production system for growing the fish, tilapia, as a diversification strategy for UK agricultural and arable farmers. A multidisciplinary approach incorporating Marketing, Public Health, Aquaculture and Entrepreneurial perspectives shaped the research which developed a "green" production system for this fish. The system utilises on-farm resources and simplified technology which can be readily adopted as a sustainable and practical approach for farmers unfamiliar with fish production, while niche market opportunities for tilapia were explored, public health and sustainability implications considered and a better understanding of the challenges that face UK farmers was gained. Research techniques used mixed methods drawn from qualitative, quantitative and case study approaches from all the disciplines involved. Further information for this study may be found through the ESRC Research Catalogue webpage: Warmwater Fish Production as a Niche Production and Market Diversification Strategy for Organic Arable Farmers.

Main Topics:

Warm water fish production, tilapia, diversification strategy, consumer attitude, public health, food safety, sustainability.

Purposive selection/case studies

Volunteer sample

Purposive selection (market stall holder and fishmonger discussions and observations; fish and tilapia supplier interviews; restaurant customer interviews); Volunteer sample (focus group participants; farmer interviews; consumer survey)

Face-to-face interview

Telephone interview

Observation

Focus group

Questionnaire survey