Researchers at UF/IFAS have found that Florida oyster farmers could increase profits by adopting sales strategies used in other regions. The study discovered that Gulf oysters are priced lower and have fewer attributes advertised, leaving potential for increased value. Oyster consumers prefer farm-raised oysters and value various attributes such as flavor, production location, and smell. The researchers suggest that by extending the season and being a consistent supplier, Gulf farmers could tap into the opportunity of meeting demand during off-season periods from other regions. The project was funded by UF/IFAS SEEDIT and also looked into new genetics and recommendations to combat mortalities during production.