S.C. Sea Grant Consortium

South Carolina Shellfish Direct Marketing Map Application

Who Should Use This Mapping Application?

Those who commercially sell raw shellfish products including oysters, clams, crabs, and shrimp. This may include shellfish harvesters and/or seafood markets.

Where Do the Data in the Mapping Application Come From?

The data come from a survey of 1,008 seafood consumers in South Carolina, North Carolina, and Georgia. The types of shellfish included in the survey were presented to survey respondents as:

  1. Raw oyster singles
  2. Raw clams
  3. Raw whole softshell crabs
  4. Raw headed jumbo shrimp

What Can You Do With This Map?

This mapping application can be used by shellfish producers to examine and compare relative consumer preferences for directly purchasing* oysters, clams, crabs, and shrimp in zip codes across South Carolina, North Carolina, and Georgia that were included in our survey. This can be used to target and/or avoid various markets when determining the best methods for selling your product.

*What Does Directly Purchasing Mean?

Direct purchasing by consumers refers to seafood consumers buying product directly from the seafood harvester or directly from a local seafood market selling locally harvested seafood. These purchases can be in person, online, or over the phone.

How Can I View the Different Layers in the Map?

Click on the “Layer” button. It is in the upper right hand corner of the map. There is a row of 5 icons, and the “Layer” button is the left-most icon, outlined in a red square in the screenshot below.

How Do I Toggle the Layers On and Off?

You can toggle the layers on and off by using the checkbox next to the layer name.

You can toggle the layer legend on and off to see what the colors mean by clicking on the arrow next to the checkbox.

IMPORTANT: Only one “Preference” layer should be viewed at a single time. When viewing “Heat Map” layers in combination with “Preference” layers, or in combination with other “Heat Map” layers, we recommend only viewing up to two (2) layers at a time.

You can hide and unhide the layer list by clicking the double upward arrow button in the upper right corner of Layer window. Outlined in a red square in the screenshot below.

What Do Each of the Layers Mean?

In summary, the “preference” layers have 5 categories of relative preferences including very low, low, moderate, high, and very high based on survey responses. Zip codes with the light yellow color represent areas with a “very low” preference for that particular item, and zip codes with the dark blue color represent areas with a “very high” preference for that particular item. The categories are derived through natural breaks in the data.

The “Heat Map” layers are another way to examine the same set of data, except without defined categories. Warmer colors representing areas with higher preferences for that particular item, and cooler colors representing lower preferences.

Remember that only one “Preference” layer should be viewed at a single time. When viewing “Heat Map” layers in combination with “Preference” layers, or in combination with other “Heat Map” layers, we recommend only viewing up to two (2) layers at a time.

Oyster Preference by Zip Code area – This layer shows consumers’ relative preferences for directly purchasing raw oyster singles from South Carolina shellfish producers across zip codes included in the survey, based on categories of very low, low, moderate, high, and very high

Clam Preference by Zip Code area – This layer shows consumers’ relative preferences for directly purchasing raw clams from South Carolina shellfish producers across zip codes included in the survey, based on categories of very low, low, moderate, high, and very high

Crab Preference by Zip Code area – This layer shows consumers’ relative preferences for directly purchasing raw whole softshell crabs from South Carolina shellfish producers across zip codes included in the survey, based on categories of very low, low, moderate, high, and very high

Shrimp Preference by Zip Code area – This layer shows consumers’ relative preferences for directly purchasing raw headed jumbo shrimp from South Carolina shellfish producers across zip codes included in the survey, based on categories of very low, low, moderate, high, and very high

Shellfish Delivery Preference by Zip Code area – This layer shows consumers’ relative preferences for obtaining shellfish through delivery directly from South Carolina shellfish producers across zip codes included in the survey, based on categories of very low, low, moderate, high, and very high

Oyster Preference Heat Map – This layer shows consumers’ relative preferences for directly purchasing raw oyster singles from South Carolina shellfish producers across zip codes included in the survey, displayed as a continuous cool-to-warm color gradient in the map.

Clam Preference Heat Map – This layer shows consumers’ relative preferences for directly purchasing raw clams from South Carolina shellfish producers across zip codes included in the survey, displayed as a continuous cool-to-warm color gradient in the map.

Crab Preference Heat Map – This layer shows consumers’ relative preferences for directly purchasing raw whole softshell crabs from South Carolina shellfish producers across zip codes included in the survey, displayed as a continuous cool-to-warm color gradient in the map.

Shrimp Preference Heat Map – This layer shows consumers’ relative preferences for directly purchasing raw headed jumbo shrimp from South Carolina shellfish producers across zip codes included in the survey, displayed as a continuous cool-to-warm color gradient in the map.

Shellfish Delivery Preference Heat Map – This layer shows consumers’ relative preferences for obtaining shellfish through delivery directly from South Carolina shellfish producers across zip codes included in the survey, displayed as a continuous cool-to-warm color gradient in the map.

What About Zip Codes that are Blank or Have no Data?

We did not receive responses from these zip codes and cannot make conclusions about them from this survey. However, this does not mean that people in these zip codes do not eat shellfish.

Some Examples of How to Use this Map

Looking at “Clam Preference Heat Map” and “Oyster Preference Heat Map”:

If one clicks on these layers, and toggle them both on and off, with and without each other, one might conclude that in South Carolina, it seems that, on average, raw clams are consumed in more geographies when compared to raw oyster singles, but oyster consumers have stronger preferences in the geographies in which they are consumed, which are typically in more urbanized areas.

Looking at “Shellfish Delivery Preference Heat Map” and “Oyster Preference and by Zip Code Area”:

If one clicks on these layers, and toggle them both on and off, with and without each other, one might conclude that some inland, more urban, markets could be interested in getting raw oyster singles delivered.

Anyone contemplating an investment in direct-to-consumer seafood sales and marketing is encouraged to speak to licensed professionals such as attorneys, accountants, and marketing specialists to determine optimal marketing decisions. The use of this tool does not guarantee any specific returns or profitability for your business.