Resumen
The present study investigates through an integrated survey, for the first time in Greek shellfish market, the marketing distribution towards a new edible shellfish product that of the non-indigenous pearl oyster Pinctada imbricata radiata. The survey conducted through personal interviews on sector entrepreneurs/staff of the supply (i.e., shellfish producers, wholesalers, fishmongers, owners of restaurants). Internet-based quantitative research was also conducted to explore the market supply of the pearl oyster covering all nine regional units of Greece. The market for pearl oyster seems to be there as a substitute of the major commercial species in seasons of shortages. There is a specimen mislabeling throughout Greece, thus, extraction of significant information about the market supply of pearl oyster is deficient. Further knowledge on the bivalve shellfish value chain is needed, to define how the wild and the farmed species (mussels) interact in the market and in the distribution channels, toward a product-easy to use in the supply chain and friendly to the consumer. Findings also raises additional concerns as a priority for conservation, and the current practices do not satisfy the Common Fisheries Policy in terms of traceability.