Sustainable Marketing for Aquaculture in Veracruz, Mexico: Vulnerabilities Assessment.

Employing interviews and participant observations during 2013, the present study examines three fish farms in the state of Veracruz, Mexico. The study’s aims were to ascertain how the farms’ stakeholders describe the socioeconomic and environmental vulnerabilities related to their operations and how, and to what extent, notions of sustainable marketing could contribute to mitigating such vulnerabilities. Vulnerabilities varied depending on farm size. The smallest farm exhibited the greatest vulnerability to financial and environmental risks due to a Federal decree prohibiting the usage of the river's water that it employs to operate. The medium size farm is exposed to social risks resulting from protests that prevented consumers from reaching the farm. The large farm demonstrated fewer vulnerabilities attributed to a governmental "macro-investment" in 2009. The results should assist aquaculture owners/managers, governments and other stakeholders in making informed decisions to ensure the sustainability of aqua farming in Veracruz Mexico and beyond.