MBA students work on catfish project

This past semester Dr. Danny Butler, Associate Professor of marketing in the College of Business, partnered with departments across the university to help Alabama’s catfish industry. Along with David Cline and John Jensen in FAA and Jean Weese in Nutrition and Food Sciences, Dr. Butler’s class conducted research projects in teams to help find ways for domestic catfish to better compete with an influx of imported catfish and other species into the United States. Student teams led focus groups and conducted surveys that showed that catfish has a perception problem among consumers and that other seafoods are taking market share away from U. S. catfish farmers.

The student teams developed a range of marketing strategies to help Alabama catfish farmers compete in a global market. Their final reports were presented to industry experts on May 1. Results from their research and marketing plans are being used to help government, universities and private enterprise implement plans that will help our domestic industry compete.

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