The U.S. trout industry is a mature, stable industry. Production of market-size rainbow trout, Oncorhynchus mykiss, averaged 25,000 metric tons per year between 1988 and 1999, with a range from 23,600 to 27,300 metric tons per year. Trout growers reported total sales in 1999 of $76.9 million, compared with an average value of $71.7 million ex-farm between 1988 and 1999. Total sales include food fish, fish for stocking, fingerlings, and eggs. Market-size fish (>30 cm and 340 g) comprised 84% of total sales in 1999.

The challenge for the trout industry is to at least maintain current production and possibly expand. Where can this growth come from? Additional growth can result from value-added products and increased productivity of existing operations. This paper will discuss the challenges faced by the trout industry, specifically, the market-size sector as it looks to expand, and suggest possible solutions that address these challenges.

Freshwater availability and environmental constraints, including effluent limitations and public concerns about environmental impacts, are the primary obstacles toward industry expansion. Given water quality and quantity requirements for trout, development of new facilities, based on current production techniques, is limited. Therefore, additional production must come from existing operations through greater intensification and increased efficiency. Development of improved strains, high-performance feeds, vaccines for disease control, and new production technologies will provide the potential for increased production.

Value-added products increase revenues without requiring increased production. Product development and marketing will be key to product diversification and sales. Consumers increasingly demand convenient products that are quickly and easily prepared. Marketing efforts will need to focus on perceived value, brand identification, promotion, and service.