The publication authored by Dan Kauffman, Seafood Business Specialist, and Martha Walker, Community Viability Specialist, Virginia Tech was published in the July/August 2014 Global Aquaculture Advocate and can be found at http://www.gaalliance.org/mag/2014/Jul-Aug/download.pdf.
A small test market at a high-end grocery store near Washington, D.C., USA, showed that farm-grown freshwater prawns would sell to high-income consumers who had not previously tried the product. About 83% of first-time buyers said the shrimp, presented less than 24 hours after harvest, tasted good or very good. About 62% of first-time buyers said they would buy again next year. Although both head-on and deheaded shrimp were offered, most customers were reluctant to try the head-on samples.