Lake Whitefish: Michigan’s Heritage Fish

Competitive marketing of Michigan Great Lakes whitefish—one of the state’s heritage foods—is a critical need of the commercial fishing industry. Sea Grant Extension is working with Michigan fish producers to improve their marketing practices and diversify their products.

Among the strategies being used or developed are:

Sensory testing. Consumers participating in tests conducted at Michigan State University in 2005 preferred Michigan’s fresh Great Lakes whitefish two to one, over a non-Great Lakes whitefish product. Sensory tests comparing frozen whitefish products are scheduled in February 2006.

Branding. Producers are developing stringent quality standards for Michigan Great Lakes whitefish to carry a brand label.

Consumer education. Consumers will be able to learn about various aspects of Michigan Great Lakes whitefish through a web site with health and nutrition information and point-of-sale materials such as recipe cards and posters.