Resources for Seafood Producers
In the wake of significant pandemic-induced changes within the seafood supply system, alternative – direct-to-consumer – marketing has played a larger role for many in the seafood industry. Shifting consumer habits and a growing demand for transparency have prompted seafood producers to explore or expand alternative marketing strategies to connect directly with their customers.
To assist seafood producers with starting and enhancing sales of their products through alternative markets, the West Coast Sea Grant Programs (Alaska, Washington, Oregon and California) have joined forces to form a Sea Grant West Coast Seafood Marketing Team. Working together, the team has been updating and expanding the following resources to support seafood producers as they navigate new markets.
Market Your Catch
CA, OR, WA, NC and SC Sea Grant
The Market Your Catch website provides seafood producers with information and resources for establishing or expanding their alternative markets. California Sea Grant recently updated the website to include expanded information about digital marketing for seafood sales. New emphasis is placed on the use of digital marketing as a means of promoting products and increasing business visibility. Seafood producers can find user-friendly guidance on various digital marketing options, including websites, social media and email or SMS (text) marketing. This website complements the latest edition of the Seafood Direct Marketing Manual.
[Note: California fishermen and aquaculturists can schedule a seafood direct marketing port workshop or one-on-one training by contacting marketyourseafood@gmail.com]
Digital Marketing: A Guide for Seafood Producers
CA Sea Grant
The digital marketing guide serves as an educational resource for seafood producers wanting to add or expand digital marketing as part of their seafood marketing strategy. In addition to an in-depth review of digital marketing tools and their use for seafood sales, the guide breaks down each step in the digital marketing process, from setting goals and choosing your tools and platforms to expanding your reach and evaluating your success.
[Note: California fishermen and aquaculturists can schedule a seafood digital marketing port workshop or one-on-one training by contacting marketyourseafood@gmail.com]
Seafood Direct Marketing Manual, 6th Edition
AK, WA, OR and CA Sea Grant
The Seafood Direct Marketing Manual helps seafood producers think through the issues involved in selling their catch through a non-traditional distribution system, a practice commonly called direct marketing or alternative marketing. The 6th edition has been expanded to include new material on social media marketing and sales, packaging and shipping logistics, accounting and quality handling. The manual serves as the foundation for the Market Your Catch website.
Guides: Organizing and Participating in California Fishermen’s (Dockside) Markets
California Sea Grant and California Conference of Directors of Environmental Health
These guidance documents were designed to help commercial fishermen and aquaculturists navigate the process for starting and participating in California Fishermen’s markets. Refer to these guides to learn what is required by Environmental Health Departments and others for this type of dockside market.
Organizing a California Fishermen's Market
Participating in a California Fishermen's Market
Resilient Seafood Systems
CA Sea Grant
The Resilient Seafood Systems website contains the insights and results of California Sea Grant-conducted research aimed at identifying and addressing the practical needs of California seafood producers (fishermen and aquaculturists). Such needs range from supply and equipment needs to business training to educating others about seafood. A characterization of California’s seafood supply system before and during the COVID-19 pandemic demonstrates how seafood producers adapted to disruptions.