Promoting North Carolina seafood through Promoting North Carolina - - PowerPoint PPT Presentation

Promoting North Carolina seafood through Promoting North Carolina seafood through community and business partnerships community and business partnerships

Joint Legislative Commission on Seafood & Aquaculture January 27, 2010

Ten Most Popular Seafood Items

(National Fisheries Institute) 1.Shrimp

• 6. Tilapia
• 2. Canned Tuna
• 7. Crab
• 3. Salmon
• 8. Cod
• 4. Pollack
• 9. Clams

5.Catfish

• 10. Flounder

Another favorite: Oysters

National Statistics

• Local means “grown / harvested in my state.”
• Consumers believe local food is fresher, has

less chemical contamination and is of higher quality.

• When it comes to food quality, 52 percent of

consumers say they buy local whenever possible.

• Consumers are looking for authentic products

prepared in a “special place,” such as Copper River Salmon.

National Statistics

• Sixty-one (61) percent of consumers said they

would pay a premium of 30 percent or more for fresh seafood.

• Seafood is among the top 10 fastest-growing
• rganic categories for natural products retailers

− and was up 26.8 percent in 2008.

• USDA predicts seafood will have the largest per

capita gains through 2020.

• The National Restaurant Association says local

seafood is among its top culinary trends in 2010.

2005 NC Seafood Festival

• Total number of survey respondents: 175
• Eighty-four (84) percent expected seafood purchased at

the coast to be locally caught.

• Ninety (90) percent expected seafood in local

restaurants to be locally harvested.

• Ninety-two (92) percent said they were inclined to

purchase local seafood over imports if given a choice.

• Favorite commodities were shrimp, flounder, scallops,
• ysters and blue crabs

2006 Survey by Susan Andreatta, UNC-Greensboro (NC Fishery Resource Grant 06-ST-02)

• Total number of survey respondents: 295.
• Eighty-four (84) percent of respondents said it was

important that the seafood they were eating at the coast be locally harvested.

• Eighty-three (83) percent of respondents were willing

to pay a price premium for local seafood at restaurants.

• Favorite commodities were shrimp, flounder, scallops,
• ysters, hard-shell crab, tuna, grouper, soft-shell crab

clams, snapper, bluefish and trout

2007 Carteret County Survey by Rita O’Sullivan, UNC-Chapel Hill

• Total number of survey respondents: 57
• Sixty-eight (68) percent of respondents patronized

restaurants, 77 percent patronized retailers and 16 percent patronized supermarkets that offer local seafood.

• Ninety-five (95) percent said they would buy Carteret

Catch seafood if it were available in other North Carolina markets.

• Favorite commodities were shrimp, scallops, flounder,
• ysters, blue crab, grouper, tuna, clams and snapper.

2008 NC Seafood Festival Survey by Amy Anderson, UNC-Chapel Hill

• Total number of survey respondents: 339
• Eighty-one (81) percent expected coastal restaurants to

serve local seafood, 80 percent expected seafood retailers to sell it, and 44 percent expected supermarkets to offer it.

• Sixty-six (66) percent said they patronize restaurants

that serve local seafood, 71 percent select retailers who sell it, and 30 percent select grocery markets that offer it.

• Ninety (90) percent were willing to pay a premium

price to ensure the seafood they buy is of local

• rigin.

• Carteret Community College (CCC) in Morehead City,

North Carolina, was awarded a Rural Community College Initiative (RCCI) grant in January 2003.

• The RCCI Program is supported by the Ford Foundation

and administered by the Southern Rural Development Center at Mississippi State University.

• RCCI’s mission: Support economic development

initiatives that improve the livelihood of rural county residents.

Carteret Catch

The Need for Branding

• Market research indicates that consumers are eating

more seafood.

• Consumers seem more inclined to purchase local or

regional seafood commodities over imports.

• County fishermen were searching for better strategies to

sell their seafood.

• RCCI volunteers observed that the county restaurants

selling local seafood were not receiving a “market incentive” to do so.

Branding Objectives

Commercial:

• Create a stronger awareness of and a demand for local

seafood

• Improve revenues for fishermen, dealers and restaurants

Educational:

• Tellthe public when commodities are seasonally available
• Tell the public seafood is inspected for wholesomeness
• Tell the public marine resources are protected against
• verfishing by state and federal regulations
• Promote the heritage of the Carteret County fishing

communities

2008 NC Seafood Festival Survey by Amy Anderson, UNC-Chapel Hill

• Seventy-nine (79) percent purchase local seafood

because marine stocks are managed for continuity by state and federal regulators.

• Eighty-seven (87) percent purchase local seafood

because harvesters and processors comply with federal and state rules that protect food quality and safety.

• Ninety-four (94) percent purchase local seafood because

doing so supports local fishing communities.

Media Coverage

• The Washington Post

The Washington Post

• SeaFood Business

SeaFood Business

• National Sea Grant

National Sea Grant

• NC Sea Grant Coastwatch

NC Sea Grant Coastwatch

• Core Sounder

Core Sounder

• The News and Observer

The News and Observer

• National Fisherman

National Fisherman

• NOAA VADM Lautenbacher

NOAA VADM Lautenbacher

• NOAA Research, NOAA OAR

NOAA Research, NOAA OAR

• UNC

UNC-

• TV

TV

• Cable in Raleigh and

Cable in Raleigh and Greensboro markets Greensboro markets

• WRAL, Raleigh

WRAL, Raleigh

• North Carolina Public Radio

North Carolina Public Radio

• Our State Magazine

Our State Magazine

• Wildlife in North Carolina

Wildlife in North Carolina

• Carteret County News

Carteret County News-

• Times

Times

• Jacksonville Daily News

Jacksonville Daily News

• New Bern Sun Journal

New Bern Sun Journal

• NC State News Services

NC State News Services

• US Airways magazine

US Airways magazine

NC Seafood Marketing Workshops

• A NC Sea Grant project funded by the Southern Region

Risk Management Education Center (srrme.tamu.edu)

• Four workshops were held in 2008 and 2009.
• Ninety-seven (97) industry representatives attended.
• Forty (40) individuals made significant modifications to

their business models.

• Funds were available to assist the Ocracoke and

Brunswick County fishermen develop brand identities for their seafood: Ocracoke Fresh and Brunswick Catch

Parallel Programs

Queensland Seafood Industry Association, Australia

(http:/ / queenslandcatch.com.au/ )

Port Clyde Fresh Catch, M aine

(www.portclydefreshcatch.com)

Brunswick Catch: Fresh from local fishermen to you

(www.brunswickcatch.com)

Ocracoke Fresh: Caught today the traditional way Cape Ann Fresh Catch

(http:/ / www.gfwa.org/ programs/ cafreshcatch.html)

Walking Fish

(www.walking-fish.org)

Outer Banks Catch

2009 North Carolina Seafood Festival

“Cooking with the Chefs: A North Carolina Seafood Experience”

• The “Catch” programs should function as grassroots

education initiatives that create greater visibility for their regional seafood industries.

• The “Catch” groups should join the NC Department of

Agriculture’s (NCDA) “Freshness from North Carolina Waters” program (FFNCW).

• The “Catch” programs and their industry members should

co-brand with FFNCW to reinforce “locale” to the public.

• The “Catch” programs should collaborate with one

another to expand their outreach efforts across North Carolina.

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