The Seafood Industry’s New Plot Line – In this story, we all rise together.
Every good story needs a turning point and, from where we’re standing, this might be it.
Seafood Expo North America wrapped up last week, and a common thread wove its way through almost every meeting, panel, and hallway chat we had: the future of seafood is collaborative.
Not performatively, and not in a “co-branded partnership announcement no one asked for” kind of way. What we experienced was truly collaborative engagement through resource-sharing, open communication, and collective category building. Whether it’s the conditions of adversity shaped by global events, or just being done with the constant defensive stance we’ve been locked in for so long, there has been a shift. We’re waking up to the realization that we don’t need to compete for the same slice of pie. We need to bake a bigger one.
We watched it happen in real time at SENA with small seafood brands pooling funds and effort to carve out a unified presence on the floor, legacy companies giving the mic to younger voices, and conversations that could have been turf wars turning instead into strategy sessions for category-wide growth.
In an industry that’s long been divided by species, region, sector, method, and supply chain complexity, this shift was powerfully refreshing to see playing out at one of the biggest global meetings of the seafood minds.
So how do we keep this plot line going?
Here’s what we think the seafood industry’s next chapter could include:
1. Campaigns that grow the whole category
Push species, not just companies. If you’re in the shrimp game, champion shrimp. If you’re in wild salmon, don’t be afraid to boost salmon education across the board. When consumers understand and love the product, can make an informed choice, and choose seafood, everyone wins.
2. Sharing the stage
Got resources? Social reach? Networking capacity? Use your strengths to lift others who align with your values. It builds trust and brings new voices into the room, and that pays back in unexpected ways.
3. Co-investment in storytelling
This is where we’re seeing the most potential. Groups coming together to co-create campaign materials, content libraries, and educational pieces that everyone can use to raise the bar. You don’t need to hoard your voice to be heard. If we raise the collective volume, the whole industry gets louder and we all benefit.
4. Make room for fresh perspectives
Bringing in the next generation is an investment in the evolution of the seafood industry. Let the future thinkers in your org shape the future of your org. And make some new friends! Hit “Like” on a competitor’s post if they’ve launched a great campaign or made a solid point. Slide into the comments with genuine curiosity and openness. The more we understand each other, the more creative we can be in solving our shared challenges.
Today’s consumers, and future seafood lovers, are watching how we treat each other in business as much as how we treat the planet and the resource. They’re making values-based decisions, and they want to know that the products they buy come from companies who work together, solve problems together, and actually give a damn about the bigger picture. The old model of lone-wolf dominance is dying off, and good riddance. It’s a rough sea right now and in a sector with so much common value, why should we go it alone?
The seafood industry’s next era will be shaped by those bold enough to break bread, share strategy, and ride new currents together. In this story, the rising tide lifts all boats.
Need help shaping a campaign that speaks to that future? We’re ready to get in the boat with you. Reach out to us and let’s build a strategy that lifts your voice and the industry.
