The Challenge of Reconstructing Coho Salmon Aquaculture after the Great East Japan Earthquake and Tsunami in 2011

The wholesale price of farmed salmon in local fish markets showed higher prices before the tsunami in 2011. Though farmed coho salmon started being landed again by the support of national funding in 2012, the price of the farmed salmon slumped. A higher price is necessary to maintain the farming facilities for management. This paper aims to clarify the causes of the price drop of Sanriku coho salmon and the issues in the reconstruction process of coho salmon aquaculture. The most important cause of the price drop of Sanriku coho salmon was that consumersʼ purchasing patterns changed from Sanriku coho salmon to imported salmon due to the lack of Sanriku coho salmon in 2011. We hope to supply fresh Sanriku coho salmon at prices between imported fresh Atlantic salmon and frozen rainbow trout in consumer markets. It is necessary to improve the traditional aquaculture system and to develop brand value for Sanriku coho salmon. Sales promotion is expected to drive the price of the fresh coho salmon up to a fair level.