Will they buy this story?

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Salmon farmers in Iceland are planning to market salmon grown on land-based farms, in water filtered through lava rocks and with minimal impact on the environment. It’s a great story but, Dr Martin Jaffa asks, is it one for which consumers are willing to pay a potentially hefty premium?

Read the full article starting page 24 in the May issue of Fish Farmer, which you can read online or download here.