Communicating the Seafood Supply Chain Part 4 : Empowering Front-Line Staff in Restaurants and Retail
“Was this caught today?”
We hear that a lot. And no, it wasn’t.
Also, no, your fish hasn’t been sitting in the cooler next to a 6 pack of PBR for the past week.
But how do you explain that to a customer?
In our series on seafood supply chain communication, we've explored strategies for businesses along the value chain to build consumer understanding and trust from harvest through transport. Now, we’re heading to the front lines and the critical communications role of consumer facing staff in restaurants and retail settings.
The fishmongers, the seafood counter staff at your grocery store, the servers delivering seafood from Michelin star masterpieces to dirty delicious fish n chips to your customers tables - these are the unsung heroes of seafood communication and are often the first point of direct contact for curious consumers.
When people have questions, these front-liners are the go-to source for answers, and their knowledge and communication skills can make or break consumer experience, perceptions, and choices.
This can be a lot for your staff, especially since most of them probably aren’t pursuing a graduate degree in fisheries science or aquaculture. With this in mind, educating your staff is an investment in your business that helps ensure that your customers have a positive experience without feeling foolish or left in the dark. Concurrently, investing in your staff’s knowledge base empowers them to be an engaged part of delivering these positive experiences to seafood consumers.
The more our front-line staff know about where it comes from, the better they can share that story with consumers.
Welcome to Seafood School
Here are some key points to consider when thinking about educating your staff of Seafood 101:
Seafood Origin:
Understanding Sources: Educate staff on the geographical origins of different seafood products and the methods used to harvest or farm them.
Transparency: Encourage transparency about sourcing practices, emphasizing the importance of traceability.
Sustainability Practices:
Sustainable Fisheries and Farms: Teach staff about sustainable fishing and aquaculture practices, including certifications and standards.
Environmental Impact: Provide information on how sustainable practices reduce environmental impact and support marine ecosystems.
Wild and Farmed Sources:
Differences and Benefits: Explain the differences between wild-caught and farmed seafood, including taste, texture, and nutritional value.
Debunking Myths: Prepare to address common misconceptions surrounding both farmed and wild seafood and highlight advancements in sustainable aquaculture methods and responsible fisheries management practices.
Freshness and Quality:
Indicators of Freshness: Train staff to recognize and communicate indicators of freshness, such as appearance, smell, and texture.
Storage and Handling: Ensure staff understand proper storage and handling practices to maintain seafood quality.
Now Say it Again, But Different
Knowing the things is great, actually communicating them is another. Here are some tips to guide staff in their responses to consumer queries:
Clear and Simple Language:
Avoid industry jargon and technical terms. Use clear, common language that everyone can understand.
Think of it like explaining seafood to a friend over coffee – easy and relatable.
For example, instead of saying "biodiverse marine environments," say "healthy ocean habitats."
Engaging Storytelling:
Share stories about the seafood's journey from ocean or farm to plate. Highlight the people and practices involved.
Storytelling makes information stick. Plus, it's way more interesting!
For instance, tell a story about a local fisher or an innovative aquaculture farm.
Visual Aids and Materials:
Break down complex info into bite-sized visual pieces
Use visual aids like infographics, brochures, and labels to provide quick, digestible information.
Display these materials prominently at seafood counters and on menus. Make them more grab worthy by adding a recipe that they can enjoy at home.
Answering Key Consumer Questions
Consumers are going to have questions – lots of them. Preparing staff with solid answers about the origins and movement of the seafood they are representing helps them handle these questions with confidence. Here are some common ones we’ve run into and examples of how to respond:
Is This Fresh? Here we are with this classic. Staff should be ready with a reassuring answer that highlights quality and communicates tight cold chain practices.
Answer: "Yes, this seafood is fresh. We follow strict guidelines for handling and storage to ensure it reaches you in the best condition."
Where Does This Seafood Come From? Consumers love to know the backstory. A little info about the seafood's origin can go a long way in building trust.
Answer: "This seafood is sourced from [specific location]. We work with trusted suppliers who follow sustainable practices to ensure quality and sustainability."
Is This Seafood Sustainable? Sustainability is a hot topic. Staff should be equipped to explain the sustainable practices behind the seafood.
Answer: "Yes, this seafood comes from sustainable sources. It is certified by [certification body], which ensures responsible fishing/farming practices."
What's the Difference Between Wild and Farmed? This will be on the exam, guaranteed. Staff should be able to explain the differences and benefits of both wild and farmed seafood. As we know, a lot of consumers have strong opinions surrounding either method. It is your staff's responsibility to answer their questions and offer education where requested. If your customer is dead set against one method, make sure to have another option to offer them that is more to their taste, and let them know that you are available to answer any other questions they may have.
Implementing Staff Education Programs
Comprehensive education programs are key to ensuring staff are well-prepared to handle consumer questions and share their seafood knowledge.
Training Sessions: Regular training sessions can keep staff up-to-date on the latest in seafood sourcing and sustainability. Plus, it's a great way to build team camaraderie!
Conduct regular training sessions on seafood origin, sustainability, wild and farmed seafood, and freshness indicators.
Invite experts, such as marine biologists or sustainable seafood advocates, to provide in-depth knowledge.
On-the-Job Learning: Sometimes the best learning happens on the job. Encourage continuous learning through mentoring and hands-on experience.
Encourage continuous learning through on-the-job training and mentorship.
Pair new staff with experienced colleagues who can share their knowledge and expertise.
Resource Materials: Having resources on hand can help staff quickly refresh their knowledge or learn new things. Think of it as their seafood cheat sheet.
Provide staff with resource materials, such as guides, manuals, and access to online courses or webinars.
Ensure these materials are easily accessible on site or in store for quick reference.
Feedback and Improvement: Feedback is a gift. Collecting feedback from staff and consumers can help improve training programs and communication strategies.
Collect feedback from staff and consumers to identify areas for improvement.
Use this feedback to refine training programs and communication strategies.
Empowering your front-line staff to effectively communicate the origin and journey of your seafood is vital for enhancing the consumer experience, which is really what this is about. By focusing on key topics, implementing effective communication strategies, and providing comprehensive education programs, businesses can ensure their staff are well-equipped to answer consumer questions and convey the value of sustainable, high-quality seafood. In doing so, they contribute to a more informed and empowered consumer base, ultimately benefiting the entire seafood industry.
