This article investigates consumer preferences for Delacata catfish, a relatively new fillet of grade-A catfish, by conducting in-person choice experiments with tasting sessions. Panels were held at three white-tablecloth restaurants across the United States, featuring sample entrées of Delacata catfish along with sample entrées of other species of mild-tasting, white-fleshed fish. Results suggest that Delacata catfish may fare well in terms of search and experience attributes such as taste and texture, across all locations, but may face labeling challenges in certain locations. This study provides willingness-to-pay estimates and discusses possible marketing strategies to further increase market potential for the US fish industry.


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