Communicating the Seafood Supply Chain Part 1: A Marketing Imperative for the Seafood Industry
Consumers are increasingly conscious about the origins of their food, and the seafood industry faces a unique challenge: communicating the complexities of the seafood supply chain in a way that is both engaging and easily understood.
With time and attention in short supply, consumers are seeking clear, concise information to help them discern what seafood is ‘good’, what isn’t, and why. This presents an opportunity for the industry to leverage modern techniques, trends, and social media to bridge the knowledge gap. We not only need to build trust with current consumers, we need to get ahead of the curve with the next generation who are already eyeing up their food with a sharp set of criteria.
Clarifying a Complex Web
The seafood supply chain is intricate, involving multiple stages from harvesting to processing, distribution, and finally, to the consumer's plate. Each stage carries its own set of best practices, challenges, and impact. Having an understanding of this process is crucial for consumers who want to make informed choices, and to assist their greater awareness of differences in affordability and sourcing. A brand that showcases transparency in the supply chain helps:
Build Consumer Trust: Transparency provides consumers proof that the seafood they purchase is sourced responsibly and sustainably.
Promote Sustainability: Educating consumers about sustainable practices encourages more responsible consumption and supports sustainable fishing and aquaculture practices.
Ensure Quality, Safety & Ethical Origin: Clear information about the journey of seafood from ocean to plate assures consumers of its quality, safety, and ethical origins.
Create a Higher Potential for Revenue: Consumer studies report that people have an increased willingness to spend on products that align with their environmental, health, and ethics standards.
Now Make it Simple
Given the complexity of the seafood supply chain, the challenge lies in communicating this information effectively and memorably. This is where it’s critical to remember that our consumers don’t sleep, eat, and breathe seafood the way we, in the industry, do. We need to meet them where they are, show up in their preferred spaces, share information in accessible language, and, dare we say, make it a little fun.
Leverage Social Media
Social media platforms are the best way to meet current and potential new consumers where they are, engage directly, and disseminate information quickly with the opportunity for it to be shared and spread.
Infographics and Visual Content: Use visually appealing infographics to break down the supply chain into easy-to-understand segments. Visual content is more likely to be shared and remembered.
Behind-the-Scenes Videos: Short videos showing the journey of seafood from the ocean to the consumer's plate can demystify the process and highlight sustainability practices. Linking to your site for more thorough information can provide the option for those who want to learn more to take a deeper dive.
Interactive Content: Create quizzes, polls, and interactive stories to engage consumers and educate them about the seafood journey from ocean to plate.
Storytelling
Humans are wired to respond to stories. By weaving narratives around the people and processes involved in the seafood supply chain, the industry can make the information more relatable and engaging.
Harvester Profiles: Share stories of the fishers and aquafarmers who harvest the seafood. Highlight their commitment to best practices, the challenges they face, and how they contribute to making the seafood on your consumers plate the peak of quality.
Sustainability Journeys: Create series that follow the journey of sustainably sourced seafood, from ocean to plate, emphasizing the importance of each step in the process.
Simplified Messaging
Complex information needs to be distilled into simple, digestible messages. This can be achieved through:
Clear Labeling: Develop straightforward labeling systems that indicate the sustainability and origin of seafood products. Labels like “sustainably sourced” or “wild-caught” provide quick, essential information at a glance, but challenge yourself to go further with a QR code linking to an engaging website.
Educational Campaigns: Run educational campaigns that focus on one key aspect of the supply chain at a time. Use simple language and focus on the benefits to the consumer and the environment.
4. Partnerships with Influencers and Chefs
Influencers, chefs, influencer chefs, these are the folks that are guiding many consumer perceptions and choices. By partnering with them, the seafood industry can amplify its message.
Chef Collaborations: Work with chefs to create content that showcases delicious recipes using sustainably sourced seafood, highlighting the importance of knowing the origin of the ingredients.
Influencer Relationships: Partner with influencers who are passionate about sustainability and traceability to spread the message to a wider audience. Influencers can create authentic content that resonates with their followers.
Communicating the complexities of the seafood supply chain in a way that consumers can and want to absorb is a marketing challenge that the seafood industry needs to embrace as an opportunity. Leveraging these strategies can help the industry effectively educate consumers on the structure of the seafood supply chain, building a base of understanding that helps to clarify other questions surrounding cost, origins, and ethical movement of seafood along the chain.
Transparency not only builds trust but also supports sustainability and ensures the quality and safety of the seafood that reaches our plates. In doing so, the seafood industry can foster a more informed and conscientious consumer base, ultimately benefiting the wellness of the resource, consumers, and the industry as a whole.
