A Newsletter for the Seafood Industry published by the Bureau of Seafood and Aquaculture Marketing
December 2006
Retail Promotions Lift Sales of Florida Wild Shrimp
The WildFloridaShrimp.com marketing campaign increased Florida wild shrimp sales up to 2000 percent with its three-year retail incentive promotion. The Florida Department of Agriculture and Consumer Services, Bureau of Seafood and Aquaculture Marketing reports that over 2.7 million pounds of Florida wild-caught shrimp were purchased by supermarket chains during the ad incentive programs with reported sales increases from 12 percent to 2000 percent compared to the same periods in prior years. This state - and federally funded campaign focused on raising consumer awareness to the benefits of buying wild-caught Florida shrimp and highlighted the Florida shrimp industry’s economic value to the state.
“Florida shrimp is a premium-quality product with superior taste,” Florida Agriculture Commissioner Charles Bronson said. “When given a choice, we feel that consumers will choose shrimp from Florida.”
The advertising incentive program for retailers and restaurants required the use of the “Ask for Shrimp from Florida” logo in their advertising and encouraged in-store shrimp promotions. A total of 3,011 stores in 14 supermarket chains in 26 states and Washington, D.C., participated, including Florida supermarket chains Publix, Winn-Dixie and Kash 'N' Karry SweetBay. National stores included Kroger, Harris Teeter, HEB Grocers, Giant Foods and Schnucks. In addition to featuring Florida wild-caught shrimp and the shrimp logos in their advertising, all participants displayed point-of-purchase materials including static clings, recipe brochures and posters in their retail stores or restaurants.
With emphasis on the premium taste and superior quality of this wild-caught natural resource, consumers were encouraged to look for the “Ask for Shrimp from Florida” logo in supermarkets, seafood markets and restaurants when purchasing shrimp. These highly successful retail ad incentive programs with supermarkets, retail seafood markets and restaurants were instrumental in increasing sales of wild-caught Florida shrimp and creating consumer recognition.
For more information on Bureau of Seafood and Aquaculture Marketing programs, Florida wild-caught shrimp and Florida seafood, go to www.WildFloridaShrimp.com or
www.FL-Seafood.com.
Bullhead Minnow Project
The bureau continues the market feasibility study of bullhead minnows for bait, part of a Rural Business Enterprise Grant. Research is also being done by the University of Florida, Institute of Food and Agricultural Sciences, and the Putnam County Extension office.
To date, 6,200 minnows have been delivered to bait shops in the St. John’s River Basin, from Fernandina Beach to Daytona Beach, with one more delivery scheduled next year to coincide with the spring fishing season.
4th Annual Sebastian Clambake Lagoon Festival Celebrates Florida Farm-raised Clams
Bureau representatives greeted clam lovers at the Sebastian Clambake Lagoon Festival November 3 - 5 in near-perfect weather with blue skies and crisp breezes. Florida aquaculture information and seafood recipe brochures were provided to the estimated crowd of 45,000. The Indian River area is home to many of Florida’s clam farmers with production beds located just offshore in the Indian River. The festival, in its fourth year, focuses on the importance — past and present — of the Indian River Lagoon to the Sebastian River area. It also highlights the local seafood that has sustained the area’s residents for generations.
Educational exhibits, dubbed the “Clammers’ Expo,” rounded out activities for all ages including concerts, carnival rides, historical re-enactors of early area settlers. An abundance of Florida farm-raised clam offerings were provided including steamed clams, clam chowder and clam linguini. The Sebastian Clambake Foundation, a nonprofit coordinating area public service organizations and the business community, chooses a local charitable or public-purpose project to benefit from the proceeds of the clambake each year.
Florida Seafood Festival
In spite of a tornado that swept through the area only days before, the Florida Seafood Festival in historic Apalachicola hosted a record crowd during the November 4 - 5 weekend. In addition to delicious Florida seafood — including fresh Apalachicola oysters, alligator on a stick and delicious gumbo — the three-day event featured a variety of events at Apalachicola's Battery Park.
The festival kicked off on Friday with the colorful “Blessing of the Fleet,” by clergy leaders on the city’s dock. King Retsyo and Miss Florida Seafood were on hand to enjoy the festivities.
On Saturday, some of the notable events that continued throughout the weekend included a 5K Redfish Run, a gala parade and oyster eating and shucking competitions. Crab races rejoined the festival this year much to the liking of kids and adults. For the shoppers, there was an abundance of local arts and crafts exhibits. The evening’s entertainment was provided by county singer and songwriter Aaron Tippin, who drew the largest crowd in 10 years.
Bureau of Seafood and Aquaculture Marketing staff hosted a booth in the educational exhibit area. Staff provided Florida seafood recipes, magnets and information.
Cedar Key Seafood Festival
Cedar Key welcomed over 50,000 visitors at the 37th annual Seafood Festival in October. Bureau staff attended the festival and offered information on Florida seafood and aquaculture to the public while distributing brochures and recipes.
The family-oriented festival featured over 200 arts and crafts exhibits and delicious fresh Florida seafood. Live musical entertainment was provided throughout the town over the weekend.
It's Not Too Late!
Seafood and aquaculture members of the Florida Agriculture Promotional Campaign (FAPC) are eligible to participate in the "Fresh from Florida" Logo Incentive Program through March 31. The purpose of the program is to provide participating agricultural entities with the opportunity to offset a portion of their consumer packaging, carton and vehicle label printing costs while promoting the “Fresh from Florida” message. If you are not currently a FAPC member, you will need to apply for membership prior to participating.
For information about becoming a FAPC member or the Logo Incentive Program, contact the Bureau of Seafood and Aquaculture Marketing at (850) 488-0163. You can also access details about the program and download an application to participate by visiting http://www.florida-agriculture.com/marketing/logo_incentive.htm.
Central Seafood in Orlando features the "Fresh from Florida" logo on five of its business vehicles including the van shown to the left. If you have the "Fresh from Florida" logo on any of your vehicles, please send us a photo and we will feature it in the next issue of
"sEa Notes."
Cooking Florida Seafood
Florida shrimp, oysters and stone crab were featured in live cooking segments on CBS affiliate WCTV in Tallahassee. Marketing staff demonstrated the ease of preparing fresh Florida seafood while reminding everyone of the health benefits.
Our seafood recipes can be found on www.FL-Seafood.com.
European Seafood Exposition
April 24-26, 2007, Brussels, Belgium
Seeking new markets in the Europe? One of the best ways to gain exposure for your seafood products and meet key European buyers is at the European Seafood Exposition (ESE). The Bureau of Seafood and Aquaculture Marketing with the Southern United States Trade Association is sponsoring a Southern United States Pavilion at ESE. The large pavilion provides prime space for eight seafood wholesalers from the Southern United States at the largest seafood exhibition in the world. Each participating company will have approximately 10 feet of space that includes overhead company signage, a tall cabinet/counter, table and chairs. To take advantage of this marketing opportunity, contact Dot Williamson at
(850) 488-0163 or williad@doacs.state.fl.us.
South Korean Seafood Initiative 2006
The Southern United States Trade Association (SUSTA), in cooperation with the Virginia Marine Products Board and the Bureau of Seafood and Aquaculture Marketing, sponsored a highly visible, very successful booth in the United States Pavilion at the Busan International Seafood and Fisheries Expo (BISFE) in Busan, South Korea. This activity received funding as a part of SUSTA’s FY 2006 United Export Strategy. This was the fourth year for the trade show and this regionally cooperative program. Diverse products from the southern United States were displayed and sampled. Florida displayed a brand new product — raw, bacteria-free, "Fresh from Florida" golden crab meat. A seafood chef conducted product sampling of the golden crab meat for the South Korean market.
BISFE, organized by Asia Pacific Fisheries Trade Association, is the largest seafood related show held in Korea and gives exhibitors an opportunity to meet with 70,000 professional buyers from more than 27 countries. These buyers are involved with seafood products in the South Korean market and around the world.
The Basics of Exporting – A SUSTA Guide
The Bureau of Seafood and Aquaculture Marketing has an exporting guide available courtesy of SUSTA, the Southern United States Trade Association.
International trade might appear to be a complex undertaking requiring extensive resources. The goal of this handbook is to lay aside these myths and open the world of exporting. Companies that are new to exporting and companies that have previously considered and abandoned an exporting plan can use the "Basics of Exporting" to get up to speed on terminology, processes, common pitfalls and strategies for success.
With guidance from the SUSTA handbook, international trade is simplified, streamlined and adapted to the unique strengths of your company or product.
