Man tager vad man haver: Introducera invasiva arter som hållbara livsmedel i Sverige? : Caset svartmunnad smörbult

The biodiversity of the world is facing multiple threats, one of the greatest being the spread of invasive alien species (IAS). To handle the spread different management strategies such as commercial use of the species can be used. This study aims to identify relevant marketing and communication strategies for future marketing of sustainable food products made from IAS, such as the round goby in the Baltic Sea. To answer this question, this study draws upon key insight from environmental communication, a synthesis of scientific literature examining the rhetoric surrounding invasive species and the perception of novel foods, as well as interviews with experts and practitioners to inquire insight into the possibilities and challenges surrounding the commercialization of the round goby in Sweden. Norms/values and cultural aspects were identified to be key factors that can increase consumer acceptance, when developing marketing and communication strategies for food products made from IAS. Using the word invasive should be avoided, because of its potential of being off putting for the customer. It is important to know the current market barriers and benefits to be able to formulate USPs that adhere with the current market environment and entice the customer. Future research should focus on consumer research, to gain a further understanding of how food products made from IAS might be received. It should also focus on other surrounding factors to the implementation of commercial management of IAS, such as ecological and socioeconomic effects.