Vemillion Bay Sweet shrimp is a frozen product package project developed by Louisiana Sea Grant at LSU and the Port of Delcambre. It has evolved over the years but has not gained much traction outside of the area. The hand peeled shrimp is packed by Corina Seafood and is available via LA Direct Seafood Shop for national distribution. Photo: Ed Lallo/Gulf Seafood News
by Gulf Seafood News Staff
After the BP oil spill in the Louisiana Seafood Promotion and Marketing Board developed a national marketing campaign for their seafood in markets. Outside of Louisiana it never gained traction. Photo: Ed Lallo/Gulf Seafood News
The National Seafood Council Task Force (NSCTF) has released a report highlighting pathways to funding for a National Seafood Marketing Campaign and governing structure considerations for the National Seafood Council (NSC).
The Initial Findings Report is a result of a brainstorm session by the Task Force on ways to rally the industry, discuss the organizational infrastructure, and secure funding for a National Seafood Marketing Campaign. The Task Force is composed of industry leaders and advisors with unique expertise crucial for the success of the formation of the National Seafood Council, which will have a singular purpose of conducting a holistic National Seafood Campaign centered on Seafood for Health.
“This is a unique moment for the seafood industry to grow the seafood category by working together to secure funding for a National Seafood Campaign,” said said Judson Reis, former President and Chief Executive Officer of Gorton’s Seafood and founding Chair of Seafood Nutrition Partnership (SNP).
The SNP is incubating the National Seafood Council with advice and input from the Task Force. Its immediate objectives are:
- Secure federal policymakers’ support and Congressional appropriations of $25MM per year for at least 5 consecutive years to support the National Seafood Council and launch a unified, holistic national seafood marketing campaign that will drive increased seafood consumption across all seafood sectors in the U.S.
- Expand the NSC Task Force to be representative of the diverse seafood supply chain so that it will have the strength to garner Congressional and Industry support.
Enhanced electronic marketing techniques for seafood have not won favor with the consumer, like scanning bar codes with a phone on the back of products to find more information. Photo Ed Lallo/Gulf Seafood News
During its inaugural meeting the founding agreed to the following guiding principles:
- Vision: Working with stakeholders, policymakers and nonprofits, an industry-led National Seafood Council will develop and execute a holistic national seafood marketing campaign to build a more resilient seafood sector, improve public health and foster a healthier planet around consuming sustainable seafood.
- Mission: The National Seafood Council will conduct education, research, promotion, and marketing directly to American consumers that feature the benefits of sustainable seafood for health and nutrition, and will serve as an umbrella campaign that will help amplify existing U.S. seafood marketing efforts.
- Core Values: Bold Leadership. Diversity. Inclusion. Integrity. Positivity. Science Based. Sustainability. Unity.
The Report forges a path for federal policymakers, seafood stakeholders and environmental nonprofits to unify their interests to tell a more powerful story about the human and planetary benefits of increased seafood consumption.
“If Americans increased their annual consumption of sustainable seafood from 19 lbs. to 26 lbs. per year, per health recommendations, we could drastically improve public health, foster a healthier planet, and create new economic opportunities throughout the seafood supply chain,” said Jim Gossen of the Gulf Seafood Foundation, a supporter of the initiative and member of the Louisiana Fishing Community Recovery Coalition. “Due to COVID-19, consumers, funders, and policymakers are all focused on health and climate, and seafood is a solution to the major issues we face today. This is the watershed moment to act!”
Gulf Wild, an organization representing Gulf of Mexico Red Snapper Fisherman, had some success with their sustainability program in stores like Whole Foods, but faded after time. Photo: Ed Lallo/Gulf Seafood News
The NSCTF is currently seeking industry input into the proposed plan with the goal of building consensus around forming the National Seafood Council to conduct a National Seafood Marketing Campaign.
As the convening entity behind the development of the National Seafood Council, SNP will work to provide periodic opportunities for seafood supply chain stakeholders to be educated, informed and comment on the ongoing work of the NSC Task Force. Its intent is the transparent and deliberative process will help unify the diverse seafood industry around the generic seafood-marketing concept focused on the public health benefits of seafood.
“Fishermen, docks, processors and fish mongers are all held to high standards of conservation and gain a sense of pride in their commitment to the social, economic and environmental goals,” said sustainability Ewell Smith, of the Gulf Seafood Foundation and member of the Louisiana Fishing Community Recovery Coalition. “The new marketing mission should achieve brand purpose by incentivizing positive changes in the fisheries, as well as accent the value of fisheries to a healthy lifestyle. This is accomplished by showing a clear added value to the everyone participating in the program.”
The process will include consultation with SNP stakeholders, and communications outreach through emails, newsletters, meetings, webinars, conferences, town halls, and/or news media. Further, the intent of this process is to educate and help galvanize the seafood community around the concept of marketing seafood as a category, which will increase chances for securing federal funding needed to launch a National Seafood Council to conduct a National Seafood Campaign.
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