A Newsletter for the Seafood Industry published by the Bureau of Seafood and Aquaculture Marketing
March 2006
Apalachicola Oysters are Back and Better than Ever
World famous Apalachicola oysters are rolling into seafood restaurants and retail markets after months of the bay's closure due to red tide. Oystermen are making up for lost time and the harvest has been good. Local seafood retailers have received comments that the present batches of oysters coming in have been the best customers have ever had. About 90 percent of Florida’s oysters are harvested in Apalachicola, where oysters flourish when nutrient-rich fresh water meets the salt water in the historic bay.
Oysters are a wholesome and nutritious low-calorie, low-cholesterol source of protein and zinc, a mineral associated with strengthening the immune system. They are a prime source of Omega-3, a fatty acid linked to lowering the risk of heart attack, breast cancer, prostate cancer and stroke.
The Department of Agriculture and Consumer Services, which is responsible for ensuring the safe harvest of Florida shellfish, reminds certain Floridians to avoid consuming raw oysters, which often harbor the naturally occurring bacteria Vibrio vulnificus. Those at risk of developing serious illness, and possibly dying from the bacteria include heavy drinkers with liver damage, as well as people with certain health conditions including liver disease, diabetes, cancer, stomach disorders or any illness or treatment that weakens the immune system.
There are several cooking techniques that individuals in these high-risk groups can use to enjoy oysters while remaining safe. Thoroughly cooking oysters either by frying, stewing or roasting eliminates harmful bacteria and viruses in the meat. Eating raw oysters that have been post-harvest processed to eliminate the bacteria is another way to enjoy delicious Florida oysters. For oyster recipes visit www.fl-seafood.com.
East meets West with South Korea Reverse Trade Mission
Over 8,000 miles - that’s how far people will travel to find a good supply of seafood "Fresh from Florida." Ten seafood buyers from South Korea and a Foreign Agricultural Service representative from the United States Department of Agriculture in Seoul, South Korea, will visit the United States in March to meet with Florida seafood companies at the International Boston Seafood Show and in South Florida.
According to the International Trade Administration of the United States Department of Commerce, Florida exported $293,000 in seafood to South Korea in 2004. This visit from the South Korean seafood buyers will make those numbers grow.
This excursion will provide buyers an excellent opportunity to discover what "Fresh from Florida" really means and give Florida the chance to break new ground, make new friends and expand its markets to a sophisticated, historical, multinational region of the world.
For further details and information, contact Paul Balthrop, Bureau of Seafood and Aquaculture Marketing, Florida Department of Agriculture and Consumer Services, at 850-488-0163 or balthrp@doacs.state.fl.us.
Wild Florida Shrimp – A Super Star at Super Bowl XL Benefit
Wild Florida shrimp was a “super star” at the "Taste of the NFL" Super Bowl XL benefit in Detroit on February 4, 2006. With shrimp provided by the Florida shrimp industry, Chef Allen Susser prepared his signature entrée Wild Florida Garlicky Guava Shrimp for a crowd of 2,800 Super Bowl guests, sponsors, volunteers and community leaders. “The wild Florida shrimp were a big hit. Many guests came back for seconds and also were asking for the recipe,” Chef Allen reported. Color recipe handouts featuring Chef Allen’s recipe along with the "Wild and Wonderful Florida Shrimp" information, the “Ask for Florida Shrimp” logo and the Wild Florida Shrimp web site were provided to guests.
Super Bowl XL marked the 15th anniversary of "Taste of the NFL". This year’s event raised over $500,000 for hunger relief organizations involved in the effort to end childhood hunger in the United States. This premier food and wine tasting extravaganza during Super Bowl weekend featured a top celebrity chef from each of the 31 NFL cities paired with a current NFL player or alumnus from each NFL team. Chef Allen represented Miami and the Miami Dolphins. Attendees were able to sample specialty foods, meet the chefs, and get photos and autographs from the NFL players and special celebrity guests.
Every NFL city's America's Second Harvest Food Bank will receive a portion of the net proceeds from this year's "Party with a Purpose." The "Taste of the NFL" has raised more than $5.7 million over the past 14 years dedicated to ending childhood hunger in the United States.
Public Relations Efforts Produce Results
Florida seafood continues to get the attention of the media and potential trade and consumer buyers via the implementation of a comprehensive public relations plan. Through the first seven months of fiscal year 2005-06, over 2.8 million gross impressions and almost $62,000 in ad value were obtained from earned media. This exposure was accomplished by utilizing a multimedia approach at minimal cost. Press releases, event participation, distribution of promotional materials, television cooking segments, and direct media contact were major components of the bureau’s targeted efforts.
To keep the message about Florida seafood consistently in the minds of the media and buyers, press releases were distributed to newspapers, consumer and trade publications and radio and television networks throughout the first half of the fiscal year. Topics of the seven different releases ranged from the state of the shrimp industry to the culinary attributes and facts and trivia about the top 25 Florida seafood species. To date, 27 documented articles or features were published as a result of these efforts. Some of the larger publications that printed the Florida seafood stories are the Orlando Sentinel, Pensacola News Journal and the Fort Myers News-Press. The press releases can be found on the www.fl-seafood.com web site.
One of the print media highlights was a letter to the editors of all Florida daily newspapers from Bob Jones, executive director of Southeastern Fisheries Association, in which he expressed gratitude for community and corporate support of the struggling shrimp industry. Another print initiative that gained a captive consumer audience included the publication of the “Ask for Shrimp from Florida” logo in an ad placed by the Wild American Shrimp Association in Delta’s in-flight magazine Sky.
Electronic coverage included a two-pronged approach. On the lighter side, Florida shrimp and blue crab recipe preparation were featured in cooking segments on WTVJ Miramar, WWSB Sarasota, WMBB Panama City and WCTV Tallahassee. The serious challenges the seafood industry faces due to the abundance of inexpensive imported farm-raised shrimp and the rising fuel costs were addressed by Bureau Chief Joanne McNeely during radio interviews on WCOA-AM Pensacola and WOKV-AM Jacksonville.
Seafood festivals and food service events proved to be an excellent means to educate individuals about Florida seafood by establishing face-to-face contact. Bureau staff hosted booths at the Cedar Key Clamerica Festival, Florida Seafood Festival in Apalachicola, Sebastian Lagoon Clambake Festival in San Sebastian, and Key West Festival. Shrimp and rock shrimp were served at the Florida Restaurant and Lodging Association’s board of directors meeting. Information and recipe brochures and other point-of-purchase materials were distributed to consumers during all of these events.
The public relations plan for the second half of the fiscal year continues to be multifaceted. A focus on inspiring the culinary professional and the consumer who enjoys gourmet cooking to use Florida seafood species will be featured through press releases, events and direct media contact. To educate and develop future markets a new Florida seafood coloring book is being designed for the younger set. On the other end of the spectrum, the over-55 population will be targeted to encourage the consumption of Florida seafood as a way to safeguard physical and mental health. This will be accomplished by developing contacts with the media that cater to this group.
Spotlight Shines on Florida Wild Shrimp at Florida Restaurant and Lodging Celebrity Chefs Golf Event The spotlight was shining on Florida wild shrimp at the Florida Restaurant and Lodging Association’s (FRLA) 2006 Celebrity Chefs Golf Invitational, February 24 at the Biltmore Golf Course in Miami. On Thursday night, the celebrity reception for over 200 foodservice industry professionals and FRLA members featured Florida Wild Shrimp Provencal prepared by the Florida Department of Agriculture and Consumer Services’ executive chef. As a surprise, Chef George Stella, Food Network celebrity chef and author of “Living Low Carb” and “Eating Stella Style” cookbooks, entertained the reception guests with additional Florida wild shrimp offerings as well as stories relating to his chef experiences. Sanso Foods also featured Florida shrimp at the reception with its chef preparing Florida rock shrimp and lobster in a ceviche-style dish.
Florida shrimp claimed the spotlight again Friday morning at the Celebrity Chefs Golf Tournament held at the famous Biltmore Hotel and Golf Course. Florida Wild Shrimp and Crab Spring Rolls were served on the golf course to approximately 200 celebrity golfers (chefs, business executives and professional sports team members). This event is the kick off of the South Beach Wine and Food Festival weekend event that is a world-class draw of the industry’s best chefs and provided an opportunity for Florida wild shrimp to capture the attention of those attending.
Florida Seafood Video Loop is Available for Retailers and Restaurants
While your customers are waiting to be served, have them enjoy the Florida seafood video. The video is designed to educate consumers on the proper care and handling, quality, benefits and availability of Florida seafood products. This video is available in DVD or VHS formats, and is offered to Florida seafood retailers/restaurants at no charge. To receive a copy, contact Paul Balthrop at (850) 488-0163 or balthrp@doacs.state.fl.us.
Southern Foodways Alliance Field Trip to Apalachicola May 18-20, 2006
The Southern Foodways Alliance 6th Annual Field Trip to Apalachicola will focus upon the culinary life and legacy of the Gulf South. They will taste shrimp, Tupelo honey, smoked mullet, and oysters, oysters, and more oysters. Receptions and meals featuring oysters, shrimp and other seafood are in the planning stage, as well as day trips out in the bay to harvest oysters, and trips to oyster and shrimp houses. Experiential learning and great eating is promised. For details visit www.southernfoodways.com.
Television Cooking Segments
Florida seafood is showcased on a local Tallahassee television station on a regular basis. Bureau of Seafood and Aquaculture Marketing staff prepare nutritious and delicious recipes on the local good morning TV show. If you have a favorite family seafood recipe to share with us, e-mail Ramsay Parham at parhamv@doacs.state.fl.us. View recipes at:
www.fl-seafood.com/recipes/ .
Mud Minnows
The Bureau of Seafood and Aquaculture Marketing is working with the Putnam County Extension Office on a rural business enterprise grant, mud minnow production and distribution. The bureau will assist with market feasibility study of the farm-raised mud minnows, also known as bull minnow and gulf killifish.
USDA Value-Added Product Grant Available
The primary objective of this grant program is to help eligible independent producers of agricultural commodities, agricultural producer groups, farmer and rancher cooperatives, and majority-controlled producer-based business ventures develop strategies to create marketing opportunities and to help develop business plans for viable marketing opportunities. Eligible agricultural producer groups, farmer and rancher cooperatives, and majority-controlled producer-based business ventures must limit their proposals to emerging markets. These grants will facilitate greater participation in emerging markets and new markets for value-added products. Grants will only be awarded if projects or ventures are determined to be economically viable and sustainable. No more than 10 percent of program funds can go to applicants that are majority-controlled producer-based business ventures.
Eligibility: Applicant must be an independent producer, agriculture producer group, farmer or rancher cooperative, or majority-controlled producer-based business venture as defined in 7 CFR 4284, subpart A.
Application deadline: March 31, 2006
Grant details and applications can be found at www.rurdev.usda.gov/rbs/coops/vadg.htm
For additional information, contact:
Joe Mueller
USDA Rural Development
4440 NW. 25th Place
Gainesville, FL 32606
Phone: (352) 338-3482
joe.mueller@fl.usda.gov
Food and Drug Administration Celebrates 100 years
The Bureau of Seafood and Aquaculture Marketing participated in the Food and Drug Administration (FDA) Centennial Celebration held January 31 at Florida A&M University’s College of Pharmacy. The workshop included a lecture on the history of the FDA, preventing childhood obesity and how to make healthy food choices. Southeastern Fisheries Association’s Executive Director, Bob Jones, gave a presentation on food safety and thanked FDA for the professional manner in which the HACCP Program has been implemented in Florida.
Students and faculty were treated to seafood and produce "Fresh from Florida." Department Chef Travis Summers prepared baked shrimp with roasted tomatoes, grouper piccata, cucumber and tomato salad, fruit salad with honey and a Florida tossed salad. Cox Wholesale Seafood of Tampa and Gary’s Seafood Specialties of Orlando generously donated the fresh fish and pink shrimp.
Bureau staff served food and hosted a booth in the educational exhibit area with recipe brochures, cookbooks and bumper stickers.
Chef Allen Susser, Florida Wild Shrimp, South Beach Wine and Food Event
Chef Allen Susser rocked at the South Beach Wine and Food Festival in Miami Beach, February 26 with his signature recipe Florida Rock Shrimp and Feta Salsa Verde. Chef Allen worked his magic for a crowd of 5,000 Sunday afternoon attendees with sweet and succulent rock shrimp provided by Wild Ocean Seafood in Titusville. Colorful flyers complete with Chef Allen’s recipe, Florida wild shrimp information and the “Ask for Florida Shrimp” logo were provided by the bureau as handouts for the attendees.
“Our Wild Florida Rock Shrimp and Feta Salsa Verde was a big hit,” says Chef Allen. “We had one of the best and delightful dishes at the South Beach Wine and Food Fest. Over 5,000 guests were in the tent on Sunday afternoon, eating, tasting and sipping wine. With the crowd and the beach humidity our Florida shrimp presentation was bursting with flavor and was quite refreshing. The rock shrimp were sweet, easy to serve and quick to be devoured.”
The South Beach Wine and Food Festival, celebrating its fifth anniversary in 2006, is a national, star-studded, three-day weekend destination event showcasing the talents of the world’s most renowned chefs and culinary personalities and wine and spirits producers. It has become one of the largest and most well-known festivals of its kind in the country, attracting over 20,000 attendees over three days in 2005. Hosted by Southern Wine and Spirits of Florida and Florida International University (FIU), the festival benefits the Teaching Restaurant and the Southern Wine and Spirits Beverage Management Center both located at FIU.
Calling All Seafood Restaurants
If you own a Florida restaurant serving Florida seafood let us know so it can be included on our website www.fl-seafood.com/consumers/rest_retail.htm. The list is designed to assist locals and visitors to your area in locating restaurants that sell delicious Florida seafood products.
We also encourage restaurants to join the Florida Agricultural Promotional Campaign (FAPC), better known as “Fresh from Florida” promotional program. This program is free to restaurants and retailers, and is designed to boost the image of Florida agriculture and increase sales by helping consumers and potential buyers easily recognize Florida agricultural products. Restaurants serving Florida seafood or aquaculture are invited to join. Contact us at (850) 488-0163 to become a part of this beneficial program. You may also print an application from our web site at:
www.fl-seafood.com/industry/fapc_join.htm.
Marathon Seafood Festival
Gourmet delicacies from the waters of the Florida Keys, including lobster and conch, highlight the 35th annual Original Marathon Seafood Festival to be held March 18 and 19 this year. Bureau staff will host a booth at the event celebrating the fisherman, their catch and their history. There will be music, a boat show, and arts and crafts in addition to the wonderful food dishes made from fresh local seafood. Visit www.floridakeysmarathon.com for more information.
Isle of Eight Flags Shrimp Festival
Fernandina Beach will host the 43rd annual Isle of Eight Flags Shrimp Festival Friday, May 5, through Sunday, May 7th this year. As a part of local history, Fernandina Beach is credited with being the birthplace of the modern commercial shrimping industry early in the 20th century. The first Shrimp Festival was held in 1963 to celebrate the traditional blessing of the shrimp boat. Seafood and Aquaculture Marketing staff will host a booth at the event. For more information, visit www.shrimpfestival.com
