Direct marketing of seafood is a promising avenue for seafood sales in the United States, utilizing local foods venues such as farmers markets and Community Supported Fisheries (CSFs). While interest in locally sourced seafood among local foods communities in Atlanta and Athens, Georgia is high, fishers from coastal Georgia have not filled this profitable niche. We investigate why this opportunity is not exploited by conducting qualitative interviews with twenty-one fishers. Fishers described numerous obstacles to direct marketing, focused on the simultaneous labor investment in on-shore and “on the water” efforts. In addition, fishers’ concerns reveal the financial and social risks that fishers would undertake by attempting to sell seafood outside of their existing economic arrangements with docks. This relationship echoes the understudied patron-client relationships described in fisheries in Southeast Asia. We conclude with a recommendation for modifying direct marketing expectations to accommodate successful integration of seafood.

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“你不能抓住他们并卖掉他们”：乔治亚州渔民对直销障碍的看法

利用当地的食品场所，如农贸市场和社区支持的渔业 (CSFs)，海产品的直接营销是在美国销售海产品的一个有前途的途径。虽然佐治亚州亚特兰大和雅典当地食品社区对当地采购的海鲜的兴趣很高，但来自佐治亚州沿海的渔民并没有填补这个有利可图的利基市场。我们通过对 21 名渔民进行定性访谈来调查为什么没有利用这一机会。Fishers 描述了直销面临的诸多障碍，主要集中在对陆上和“水上”工作的同时劳动力投资上。此外，渔民的担忧揭示了渔民试图在与码头的现有经济安排之外出售海产品所承担的财务和社会风险。这种关系呼应了东南亚渔业中描述的未被充分研究的赞助者-客户关系。最后，我们建议修改直销预期以适应海鲜的成功整合。