A Newsletter for the Seafood Industry published by the Bureau of Seafood and Aquaculture Marketing
March 2009
Bureau Works to Obtain Funding
The Bureau of Seafood and Aquaculture Marketing is working hard to both find new sources of funds to continue our work and to make full use of existing resources at our disposal. During the past year, the bureau has received or will receive $387,613 in grants to conduct marketing and education efforts on behalf of the seafood and aquaculture industry. The work associated with the funds is varied. From identifying seafood preferences of consumers 55 and up, "educating the educators" to increase awareness about the Florida aquaculture industry among middle and high school teachers and students, to expanding world markets for seafood and developing markets for alligator hides in the emerging markets of Russia and China, the bureau has sought out additional funding sources for promoting Florida seafood and aquaculture products. We also have an additional $388,043 in pending projects or grants in which for we have applied, and are looking for more. Additional funding streams for projects we undertake in support of the seafood and aquaculture industry – to help you sell your products – are critical during these times of decreasing revenues as state government works to balance the budget.
Chef Justin Places Second in "First Fish" Recipe Contest
Chef Justin was one of five national chefs chosen to compete in Ocean Conservancy's online recipe contest called "First Fish" that launched January 9. Chef Justin's recipe, Spicy Snapper Tunisian, featuring Florida red snapper took second place going head to head with Chef Emeril Lagasse, the first-place winner with his Poached Chinook Salmon with Tomato Caper Vinaigrette, Chef Chris Keff of the Flying Fish Restaurant in Seattle, Chef Joey Altman of San Francisco, and the Ocean Conservancy's John Williamson.
Each chef's seafood recipe featured at least one of the sustainable seafood species that the Ocean Conservancy is working with fishermen to rebuild. These recipes were posted on the Ocean Conservancy web site where votes were tallied for the favorite. Click here to view the Ocean Conservancy website. Once votes were tallied, the winning recipe was sent to the new White House Executive Chef to promote using sustainable seafood in his menus and to highlight the importance of sustainable seafood to the new administration.
Chef Justin and the Bureau of Seafood and Aquaculture Marketing have worked closely with Ocean Conservancy in past events to promote Florida's sustainable seafood efforts. Ocean Conservancy is a national organization that opposes practices which threaten ocean life and human life while promoting healthy and diverse ocean ecosystems through research, education, and science-based advocacy. To view the Ocean Conservancy web site, click here
Catch of the Day
The Bureau of Seafood and Aquaculture Marketing is producing a pocket intel card to help inform consumers of the peak times that fish and shellfish are plentiful and most affordable. The card contains a chart of the top 10 species in consumer popularity and an indication of the best months to purchase these items. Keep in mind that Florida seafood is available year round, so anytime is a good time to "Go Native!" and eat Florida seafood. The card also lists interesting seafood and aquaculture facts. Cards will be available on our website and at seafood festivals throughout the state.
Extreme Makeover, Brochure Edition
Our point-of-purchase species recipe brochures are undergoing a makeover with a new look, new recipes and accompanying food shots. The new consumer brochures include more information about each finfish or shellfish species, nutritional values, buying, storing, safe handling and cooking tips, and topical health and mislabeling advisories. New recipes and photos are the result of a team effort among bureau staff and Chef Justin Timineri. We have printed new mullet, stone crab and spiny lobster posters, which will be companion pieces for the recipe brochures. Our photos are available to industry for publication and can be requested by contacting Barbera Turnbull at turnbub@doacs.state.fl.us. Click here to view recipes. At the bottom of recipes that have photos available, there is a link to download a high-resolution image. You can also order recipe brochures on our website. To view recipes, click here.
Heading to Boston
The Bureau of Seafood and Aquaculture Marketing is coordinating and hosting the Florida Pavilion at the International Boston Seafood Show, March 15-17, 2009, at the Boston Convention and Exposition Center. The participating Florida seafood and aquaculture companies are provided the means to present and promote their products to seafood buyers from all over the world. This year we are privileged to share the pavilion with the following Florida companies: Cox's Wholesale Seafood, Fishbusterz Fisheries, Florida Alligator Marketing and Education Committee, Incredible Fish, Leavins Seafood, Shaw's Southern Belle Frozen Foods, Southeastern Seaproducts and Wood's Fisheries.
Public Relations: An Important Part of Marketing
The bureau's public relations efforts for the first half of fiscal year 2008-09 continued to increase media and consumer awareness about Florida seafood and aquaculture products. The ongoing "Go Native! Eat Florida Seafood" campaign, which kicked off last year, is designed to entice consumers to eat Florida seafood like native Floridians. Over 150 Florida restaurants, retailers and organizations ordered over 50,000 of the promotional pieces for display in their establishments. This year's initiatives have included commodity-specific and informational press releases, event participation, distribution of promotional materials, television cooking segments and direct media contact. Over 411.9 million gross impressions and almost $33,500 in ad value were obtained by these initiatives during the first half of the year. This exposure was accomplished by utilizing a multimedia approach at minimal cost. In addition to the popularity of the promotional materials, almost 20 documented articles or features were published in print or online as a result of these efforts.
Waterfronts Florida Partnership Program
Coastal communities can apply to become designated as a Waterfronts Florida Partnership Community and receive valuable assistance and funding. The Department of Community Affairs (DCA) has announced the Waterfronts Florida Partnership Program application cycle is open and available for coastal communities to apply for Waterfronts Florida Partnership designation. The statewide program provides technical assistance, training and small planning grants to working waterfront communities to assist in revitalization efforts. The deadline for submitting applications is May 19, 2009. Eligible applicants include local governments that are required to include a coastal element in their comprehensive plan. Non-profit organizations that can prove a strong partnership with their local government can also apply for designation. The community must recognize the waterfront as a special place and be committed to developing policies that encourage the preservation of recreational and commercial working waterfronts. Additional requirements are outlined in the application.
The program designates up to three communities every two years to receive state assistance that results in the formulation of a community-designed vision plan to guide the revitalization of traditional working waterfront communities. Each plan is designed to ensure public access to the waterfront area, prevent losses from disasters, protect environmental and cultural resources, and enhance the waterfront economy. Last year, the cities of Carrabelle and St. Marks, and the community of Steinhatchee joined 18 other Florida communities that have been selected for the program since its inception in 1997. Under current federal guidelines, each designated community receives up to $25,000 per year for two consecutive years to establish its local Waterfronts Florida Program. Communities must provide a dollar-for-dollar match, either cash of non-federal funds or in-kind services. Communities must also provide a local program manager.
The Waterfronts Florida Partnership Program is funded with federal grants provided by the Department of Environmental protection's Florida Coastal Management Program and the National Oceanic and Atmospheric Administration. DCA's Division of Community Planning provides staff to implement the program and provide hands-on technical assistance and training. Interested applicants can receive an application and more information by contacting the Program Coordinator at (850) 921-4801.
Visit Our New Blog
Visit the Division of Marketing and Development's new "Fresh From Florida" blog at www.freshfromflorida.wordpress.com. You'll find informal staff observations and musings about current marketing initiatives and events. Click on "Phyllis" to find out what's happening in the seafood and aquaculture world. We invite you to interact with the site by commenting, suggesting new ideas and sharing with friends and family.
Florida Seafood Industry Supports Super Bowl XLIII Taste of the NFL Benefit
Florida seafood was a "superstar" at the Taste of the NFL Super Bowl XLIII benefit in Tampa on January 31, 2009. With shrimp provided by Florida shrimp industry members Triar Seafood of Hollywood and Fishbusterz Fisheries of Key West, four celebrity chefs from four NFL cities prepared entrées for a crowd of Super Bowl guests, sponsors, volunteers and community leaders to raise funds to end childhood hunger in the United States. Participating chefs included Chef Allen Susser of Chef Allen's Miami representing the Miami Dolphins, Chef Debbie Gold from Kansas City's American Restaurant for the Kansas City Chiefs, Chef Nancy Longo of Pierpoint Restaurant for the Baltimore Ravens, and Chef Bill Cardwell from Cardwell's at the Plaza for the St Louis Rams. Super Bowl XLIII marked the 18th anniversary of Taste of the NFL, the premier food and wine tasting extravaganza during Super Bowl weekend. This annual event featured a top celebrity chef from the 31 NFL cities paired with a current NFL player or alumnus from each NFL team to raise funds for hunger relief organizations involved in the effort to end childhood hunger in the United States. 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 $8 million over the past 17 years dedicated to ending childhood hunger in the United States.
FAME in Las Vegas
The Florida alligator industry will be well represented at the Las Vegas Restaurant Show, March 3-4, 2009. Chef Justin Timineri of the Florida Department of Agriculture and Consumer Services will serve alligator meat prepared in a variety of ways. Last year, restaurant owners, managers, and buyers flocked to the booth to get samples. Florida alligator meat will also be featured in a culinary competition where chefs and culinary students vie for the best use of this exciting product. This ensures future executive chefs will be introduced to the qualities and versatility of Florida alligator meat. The booth will be sponsored by the Florida Alligator Marketing and Education Advisory Committee (FAME).
Country of Origin Labeling Law in Effect March 16
U.S. Agriculture Secretary Tom Vilsack announced that the final rule for the Country of Origin Labeling (COOL) program will go into effect as scheduled on March 16. Vilsack said USDA will be closely reviewing industry compliance with the rule. The COOL regulation requires country of origin labeling for muscle cuts and ground beef (including veal), pork, lamb, goat, and chicken; wild and farm-raised fish and shellfish; fresh and frozen fruits and vegetables; peanuts, pecans, macadamia nuts, and ginseng sold by designated retailers. These commodities must be labeled at retail to indicate the country of origin.
The final rule outlines requirements for labeling covered commodities and the recordkeeping requirements for retailers and suppliers. The rule prescribes specific criteria that must be met for a commodity to bear a "United States Country of Origin" declaration. The rule also contains provisions for labeling covered commodities of foreign origin. To view the USDA web site, click here
Boca Raton Student Volunteer Helps Feed Families with Educational Fishing Clinic
Sixteen-year-old Lucas Metropulos, a sophomore at St. Andrew's in Boca Raton, created the Fishing for Families in Need program that is helping to feed local families. His yearly volunteer work on a family farm in the Bahamas served as the impetus for starting his eight-week clinic at the Florence Fuller Child Development Center. In his clinic, Metropulos teaches economically disadvantaged children all about fishing. He said he wants to teach children through positive mentoring how they can provide food, have a job opportunity, help the environment, learn new skills and build goals. He has also started a program to procure donations of fish from charter, commercial, sport and resort fishermen for the Boca Helping Hands Soup Kitchen. His volunteers are available to catch, clean and transport the fish to the soup kitchen. For more information on how you can help, click here. To view the Fishing for Families in Need web site, click here
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