Blue mussels are widely distributed in European waters. Mussels are used in food industry and for animal feed; as well it is "green product" with growing consumption. This article analyses promotion activities in the digital environment, which have been implemented by mussel farmers or industry promoters. The aim of this article is to analyse academic publication findings, to evaluate the available digital marketing information about mussel farming and indicate the most efficient use of the digital marketing. Research methods: analysis of scientific publications, analysis of resources published on the Internet and social media in the field of mussel farming. The main findings of the research: researchers of blue mussel are those who occasionally update information on the websites about the topic; some of them have established specific blogs. In addition to researchers' publications, the information on mussels can be found in social media via photos and videos. Professional associations take part by publishing information in social media networks, making them more attractive for stakeholders and promoting their activities in the society. Direct marketing is not common form in this field. However, the lack of information published by mussel farmers in social media has influenced stakeholders' interest and might affect the development of the industry. The research has revealed the regional divergence in market players' behaviour. The results of published researches indicate that blue mussel industry has potential that has not been brought to light for the society in the global market.

Abstract. The paper covers research findings on mussel farming and the analysis of current situation in mussel farming in the Baltic Sea. The mussel farming has a development potential in the Baltic Sea region. Some developers have chosen progressive activities to achieve the aim. For example, in Sweden the development of mussel farming is suggested as one of the instruments for reducing eutrophication. Several countries in the Baltic Sea region are in the beginning phase of the mariculture development. The following research methods were used in the research: studies of scientific publications, case studies and document studies on some important factors impeding the development of mussel farming in the Baltic Sea.

Demand for marine products has been relatively high and is increasing in most of countries. With higher demand for higher-value and protein-rich products population is looking for other sources that could be protein-rich products and might be substitute for fish products. Blue mussel contains proteins and minerals therefore it might become as food and feed ingredient and supplement product for food. Experience in many countries worldwide where mussel production is more developed has indicated that important aspect in realisation of the production is effective marketing. The following research methods were used in the research: studies of scientific publications on blue mussel price and factors influencing the price, survey of different stakeholders in mussel farming-public administrators, entrepreneurs and researchers; expert interviews. The data obtained from the study were analysed by indicators of descriptive statistics, cross-tabulations, testing of statistical hypothesis with t-test and analysis of variance-ANOVA, as well as correlation analysis and one of the most applied multivariate analysis methods-factor analysis. Based on experts' survey the results indicated that experts are ready to pay more for fresh mussel rather for than for frozen mussel. The most of expert's answers indicated the purchase price 5 euros for kilogram of frozen blue mussel.