Salmon Audience Analysis

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Audience Profile and Brief Outline The audience I am targeting is adults ages 18 and older. I am looking at the average consumer who buys groceries for themselves or their family. They are single or in a relationship, with or without children. They are of middle to upper income levels and are able to buy more expensive protein on a regular basis. They are also of lower income level that will be able to afford expensive protein in the future. This section of the audience can be influenced against purchasing by farmed salmon when they can afford it in the future. This audience resides all over the world including Chile, Norway, Canada, and the United States. These consumers cook at home the majority of the time, but also eat out on occasion. …show more content…
By contrast, salmon are high on the ocean food web. In fact, they are both predators and carnivores. This means that they require large amounts of pelagic fish feed. Furthermore, it has been found that it takes the fish oil from approximately five pounds of fish to produce one pound of farmed salmon (NOAA).
Evidence: The pellets used to feed farmed salmon are 40 – 60% fish meal and 25% fish oil (Gillund & Myhr, 2010). The salmon industry takes 56% of the total fish meal created for all feed industries and 87% of the total fish oil (Gillund & Myhr). These extreme numbers are raising concerns about the ability of the wild fish population to sustain salmon farming as the industry continues to grow (Gillund & Myhr).
Evidence: Pressure is being placed on the lower trophic level fish because they are removed at such an alarming rate; researchers found that it takes up to four times the amount of wild fish input compared to farmed salmon output, meaning that salmon farming is depleting the overall fish population (Rozzi & Massardo, 2009). In addition, salmon feed is 45% fishmeal and 25% fish oil. Consequently, some salmon farms in Europe must ship wild fish stocks from South America in order to fulfil this requirement. This creates an extra cost and unnecessary time and effort (Rozzi &
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Joseph Mercola (2016) describes how dead zones created from salmon farming not only choke out marine life, but also introduce pollutants into the ocean. He explains that the dead zones, which can build up to 15 meters deep, contain drugs, bacteria, and pesticides that are washed into the oceans and poison marine organisms. He adds that up to 2 million salmon are packed into small cages which promote the spread of disease among stressed fish (Mercola).
3. Reason: Human health is at risk from eating farmed salmon.
Evidence: While many industries argue that farmed salmon is a healthful source of Omega-3 fatty acids, Dr. Joseph Mercola (2013) found that they contain half the Omega-3 content of wild salmon. The major factor that affects their Omega-3 content is the grain based diet they are fed. Furthermore, in that same feed, salmon are given antibiotics, vitamins and pigments. All of this, along with the toxins used to keep nets free of algae end up in human bodies (Mercola). The next concern is that wild fish used for salmon feed contain high levels of polychlorinated biphenyls (PCBs) and mercury. These toxins are concentrated in salmon that are then eaten by humans. When humans eat farmed fish, the toxins become even more concentrated through bioaccumulation and therefore harm humans the most

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