According to Chef Chris Hastings, “the Gulf is not one pallet, but a series of pallets. The minute I ate seafood from the Gulf it was a ‘mind-blower.’ Photo: Gulf Seafood Marketing Coalition
by Ed Lallo/Newsroom Ink
“Eat Gulf seafood,” said Joanne McNeely sitting in her Tallahassee, FL office. “The purpose of our organization is fairly simple, to develop a strategy to showcase the Gulf of Mexico’s great seafood.”
McNeely, the marketing coordinator for the Gulf Seafood Marketing Coalition, thinks she has found the perfect recipe for the organizations strategy. It is currently in the process of producing a number of high quality videos showcasing seafood experts along the Texas to Florida coast.
“Eat Gulf seafood,” said Joanne McNeely sitting in her Tallahassee, FL office. “The purpose of our organization is fairly simple, to develop a strategy to showcase the Gulf of Mexico’s great seafood.” Photo: Gulf Seafood Marketing Coalition
Formed by Gulf & South Atlantic Fisheries Foundation and funded by a grant from the National Oceanic and Atmospheric Administration to the Gulf States Marine Fisheries Commission, the coalition represents all components of the seafood distribution chain. It provides a cohesive vision and overarching strategy to showcase Gulf Coast seafood, especially on expanding global market share of wild seafood from the Gulf.
Using documentary style vignettes, the videos produced by Zehnder Communications of New Orleans, tell the story of “WHY” wild-caught Gulf Coast seafood is better.
“We are trying to bring into focus the seafood communities of the five Gulf States,” said McNeely. “We want to expose the culture in an engaging manner that entertains the viewers and gets them to share, all the while increasing the demand for wild-caught Gulf Coast seafood in restaurants and retailers. These videos elevate the allure of this “feel-good” product.”
The first in the series of videos was published on YouTube in July of this year. “The Catch – Tony Reisinger” features Reisinger, a Texan who is committed to protecting coastal habitats and ecosystems though his 26-years as a marine biologist and Gyotaku “fish painting” artist. Photo: Gulf Seafood Marketing Coalition
The main target audiences for the videos is a highly educated female with a higher income, is between 30 to 50-years-old is somewhat of a “foodie”and is the primary cook and grocery shopper.
According to McNeely secondary audiences include seafood buyers, retailers, restaurants and the media.
The first in the series of videos was published on YouTube in July of this year. “The Catch – Tony Reisinger” features Reisinger, a Texan who is committed to protecting coastal habitats and ecosystems though his 26-years as a marine biologist and Gyotaku “fish painting” artist. In just over two months the video has more than 4,000 views.
Reisinger loves Gulf Seafood and as an artists prints Gulf seafood. “I get to eat what I print,” he explained. Photo: Gulf Seafood Marketing Coalition
Reisinger loves Gulf Seafood and as an artists prints Gulf seafood. “I get to eat what I print,” he explained.
The organization has recently released it second video on YouTube featuring Hot & Hot Fish Club owner and chef Chris Hastings from Birmingham, AL. “The Catch – Chris Hastings” features the chef who has twice been a finalist for the James Beard “Best Chef in the South” award. Since its release the first of September it has almost 3000 view.
According to Hastings, “the Gulf is not one pallet, but a series of pallets. The minute I ate seafood from the Gulf it was a ‘mind-blower.’ You can eat Gulf seafood and taste that place, that searing kind of flavor, that sweetness, that delicious quality that is unmistakable to the Gulf.”
In addition to YouTube, the videos are being promoted on Facebook as well as posted on Eatgulfseafood.com and other various state websites. They are also featured in The Catch, a GCS monthly e-mail communication.
The organization has recently released it second video on YouTube featuring Hot & Hot Fish Club owner and chef Chris Hastings from Birmingham, AL. “The Catch – Chris Hastings” features the chef who has twice been a finalist for the James Beard “Best Chef in the South” award. Photo: Gulf Seafood Marketing Coalition
Deriving a direct correlation between a master marketing effort and its impact on sales in the marketplace is almost impossible. However, according to McNeely, what can be gauged is sentiment and demand.
“When research funds become available, our goal will be to conduct another round of surveys to garner perceptions the videos have had on the value and premium nature of Gulf Coast Seafood,” she explained. “We’ve tried to bring additional awareness to all species of seafood, though “shrimp is definitely king.” In the videos, we made special efforts to showcase the myriad of options, including oysters, finfish and crab. We would also like to see if the awareness of gulf species has grown over time as well.”
“With a reputation for great times and premium American seafood, the legacy of the country’s great seafood belongs to the Gulf coast. And with that great seafood also comes many great American stories. These videos are a way to bring our Gulf seafood fans with us into the rich culture of the Gulf Coast.”
Thank, Great Information