Marketing Aquaculture Products — 1

customers.
If we close the window for Jackson Ranch
and return to the main map of Illinois, we
can further investigate other search functions
for profi ling producers. In the Select
by menu there are various options. Note
that the two menus Select a Category and
Select a Subcategory next to Select by are
blank for now. Th is will change if we select
a topic with additional information threads.
For example, let’s scroll down to Product
Attributes -3rd Party Certifi ed/Verifi ed.
Selecting this topic immediately populates
the Select a Category menu with several
grayed-out topics (which do not pertain
to our search) and few selectable certifi ed
and inspected options. Th e ones in blue are
selectable links. Th ese may or may not produce
more information in the Select a Subcategory
menu, depending upon whether
that information is available or applicable
for that state.
44 — Marketing Aquaculture Products
If for example, we are a buyer interested
only in purchasing source-verifi ed fi sh, and
prefer to have state environmental certifi cation
as well, we click on the boxes before
those attributes in the Select a Category
list. Immediately, MarketMaker generates
a window for those businesses with those
attributes and lists them in the left -hand
business listing menu. To our surprise
we see that the only business fi tting these
search criteria is Jackson Ranch of Bloomington,
Illinois. If this was a buyer interested
in purchasing source-verifi ed environmentally-certifi
ed fi sh, they probably
just completed their search in record time,
at minimal cost, and found a key producer
for follow-up discussions.
What if we want to identify a buyer for an
aquaculture product in MarketMaker? If
we type in “Find a Buyer” in the search
window, a map appears. We then select
Begin a New Business Search, this then
populates the Organization, Preferences
or Product Type windows
with contacts that also are
shown on the map. Under
each of these headings and
other specifi c selections that
go along with it. You also
can search by County, State
or Multistate. When your
selections are complete,
click on Map It. To zoom
in closer, hold down the
left mouse button and draw
a box around the area you
wish to enlarge.
Beyond just generating
the names of businesses
or suppliers, it cannot be
emphasized enough that
MarketMaker is an impor-