A Newsletter for the Seafood Industry published by the Bureau of Seafood and Aquaculture Marketing
December 2008
Tasty and Affordable Florida Mullet
Mullet is a great value in the current economic climate and has historically been one of the more wallet-friendly products. The bureau is currently working on a promotional campaign to highlight the great benefits and plentiful supply of this tasty fish.
A press release was distributed in October describing how mullet is high in Omega 3 fatty acids which are good for the heart. Mullet is delicious baked, barbecued, pan fried, broiled, deep fried or smoked and it doesn’t dry out easily when cooked. To coincide with the press release distribution, Florida Agriculture Commissioner Charles H. Bronson made a 60-second radio spot touting the high economic value of mullet. To hear the radio spot, click here. The radio program can is on our home page. To listen, click the button labeled “Peak season for mullet, listen now.”
The bureau is currently working on a new mullet recipe brochure and a mullet poster. These items will all be available to help you market mullet to your customers. To order these items or any of our brochures, please contact us at (850) 488-0163 or visit our website.
Atlantic and Gulf Swordfish Market Development Grant Proposal
The Florida Department of Agriculture and Consumer Services, Bureau of Seafood and Aquaculture Marketing, has submitted an “Atlantic and Gulf Swordfish Market Development” proposal to the National Marine Fishery Services Saltonstall-Kennedy grant program in the amount of $191,764. If awarded, the bureau will implement this two-year program on behalf of all the Atlantic and Gulf coast states in the continental U.S. from March 2009 through February 2011.
Over the last decade, the U.S. North Atlantic swordfish stock has significantly recovered. These swordfish have gone from an over fished status in 1998 with harvests from the U.S. Atlantic and Gulf coasts of over 4.8 million pounds, to a recovered status where they are no longer overfished and have landings of slightly over 2.1 million pounds. This is due, in part, to management measures implemented by the United States that have been effective in reducing juvenile harvest and associated by-catch species, and have allowed the swordfish population to recover. Unfortunately, fishermen are not even harvesting their allowable swordfish quota because they are unable to sell their product due to a decade of negative publicity. Consequently, the U.S. Atlantic and Gulf is in danger of losing their allowable quota to other countries where swordfish is not managed effectively or perceived negatively, thus reducing the economic potential for their families and for the United States.
The proposed program is designed to increase swordfish sales by educating targeted potential U.S. commercial buyers and consumers by highlighting the success of the rebuilding efforts of the last decade, the resulting sustainability of the species, safety issues and the positive health benefits. This program will encompass a multi-media educational approach including theme development, public relations initiatives, advertising, event marketing and direct contact with potential restaurant buyers in major metropolitan cities. All components will present a united approach of all the Atlantic and Gulf coast states.
Stone Crabs Available at a Retailer or Restaurant Near You
Lucky for us, the season for stone crab occurs this time of year. Given the current economic climate and in some cases slow sales, the bureau -- at the request of the industry -- has launched a stone crab marketing campaign. The campaign includes press releases, recipes, and eye-catching point-of-sale material. It began with a press release and a listing of Florida retailers selling stone crab claws via mail order or online. The stone crab press release and the online retailers listing can be seen by visiting our website. Free posters, table tents and staff buttons with the Florida stone crab theme will be available online soon. If you have questions please contact the bureau at (850) 488-0163.
Florida Seafood Festival 2008
Florida’s Oldest Maritime Event, the Annual Florida Seafood Festival in Apalachicola, hosted a record crowd during the October 31 through November 1 weekend. The festival draws thousands of visitors to the historic town of Apalachicola in scenic Franklin County. It was held at the mouth of the Apalachicola River under the shady oaks of 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 as well to enjoy the festivities.
On Saturday, some of the notable events that continued throughout the weekend included a 5K Redfish Run, parade, oyster eating and shucking competitions, blue crab races, and an abundance of local arts and crafts exhibits. The evening’s entertainment was provided by county singer Daryle Singletary and group Little Texas.
The Bureau of Seafood and Aquaculture Marketing hosted a booth in the educational area of the festival under the bridge. Bureau staff distributed almost 1,000 recipe brochures and answered many consumer questions.
East meets West in South Korea
The Southern United States Trade Association (SUSTA), United States Department of Agriculture’s Agricultural Trade Office in Seoul, South Korea, and bureau staff helped facilitate the United States Pavilion at the 2008 Busan International Seafood and Fisheries Expo in Busan, South Korea. The expo was held at the Busan Exhibition and Convention Center from November 13-15, 2008. The expo was a great opportunity for D&D Seafood of Marathon and other SUSTA companies to showcase their products to the over 8,000 buyers in attendance. Chef John Maxwell cooked and served Florida spiny lobster, stone crab claws and other seafood products for the interested buyers. This expo enhances Florida’s seafood and aquaculture presence and strengthens our competitiveness in Asia and the Pacific Rim. The combined participating companies in the U.S. Pavilion report projected sales in excess of $2 million directly from this event. For information about participation in the 2009 Expo, please contact Paul Balthrop at (850)488-0163 or email balthrp@doacs.state.fl.us.
Florida Alligator Stars at Florida Restaurant and Lodging Show 2008
Florida alligator rocketed to star status with the Alligator Signature Recipe Competition at the Florida Restaurant and Lodging Association Show 2008 in Orlando, September 5-7. The Florida Alligator Marketing and Education Committee (FAME) sponsored the Florida alligator booth for the three-day show along with the Alligator Signature Recipe Competition on Saturday. Organized by the Central Florida Chapter of the American Culinary Federation (ACF), the -daylong cook-off featured 13 ACF-accredited chefs from Florida and the Bahamas competing for top honors with their best alligator recipes and presentations. For many of the chefs, this was their first time creating recipes for this exotic meat that is gaining popularity in restaurants across the country.
Chef Michael Priola of Apollo Beach Racquet Club in Brandon captured top honors with his Gator Cakes and Seasonal Vegetables in Key Lime Butter Sauce. Chef Jason Hall of Isleworth Golf and Country Club in Orlando placed second with his Alligator Florentine Roulade with Barley Risotto and Peter Olsacher of Bahama Breeze in Winter Park placed third with his Poached Stuffed Alligator Tail with Andouille Sausage.
The Florida Alligator booth was well attended and visitors were served a variety of tasty alligator bites prepared by a chef from the Florida Department of Agriculture and Consumer Services. Trade resources and recipe brochures were given out and Florida alligator industry representatives were on hand to provide information and answer questions. Attending were Allen Register from Gatorama in Palmdale, Genie Tillman from Parker Island Gator Farm in Lake Placid, Mike Fagan from Alligator Trading Company in Dade City, and Curtis Lucas from C&H Gators in Pierson. All reported increased interest and requests for alligator products as a result of this event and look forward to continued promotional opportunities for Florida alligator.
Need Extra Cash to Offset Printing Costs?
The “Fresh from Florida” Logo Incentive Program is available now through March 31, 2009. This program gives participating Florida Agricultural Program Campaign (FAPC) members the opportunity to offset a portion of the printing cost when they include the “Fresh from Florida” logo on their consumer packaging, cartons, labels and business vehicle signage. Eligible participants can receive up to $2,000. For more information on rules and eligibility requirements, call us at (850) 488-0163.
Florida Clams and Wine at the Lakeridge Jazz Festival
The bureau and Lakeridge Winery and Vineyards in Clermont jointly promoted Florida clams and wine at the Lakeridge Jazz Festival, September 20-21, 2008. Seafood marketing staff prepared and served Florida clams cooked with Florida wine to Festival attendees. Florida clams and wine will be prepared and served again in February at the Lakeridge Winefest Festival February 20-22, 2009.
Marketing Seafood to the 55+ Generation
By 2020, U.S. expenditures on seafood are projected to increase 6.2 percent due to demographic variables such as income, age and education. While significant research has been conducted on seafood consumption, up until now little has been done in regard to the 55-and-above age group. This is a growing population with much to gain from the consumption of seafood. The Florida Department of Agriculture and Consumer Services (FDACS) coordinated a study to identify the attitudes and preferences of this age group to eating seafood and farm-raised aquatic products. In 2007-08, this research was funded as a part of a grant from the United States Department of Agriculture, Federal-State Marketing Improvement Program. FDACS contracted with the University of Florida to conduct the research.
Key Findings:
During both the focus groups and telephone surveys, several key factors were identified as important to the seafood purchase decision for the 55+ consumer. These include freshness, health benefits, taste, texture, appearance and value in relation to price. Price was most often listed as the last consideration.
When asked who influenced their decision to purchase seafood, nearly three-quarters said nobody influenced their decision. Of those who did mention being influenced, immediate family, doctors, media, friends and extended family were discussed as the main influencers. Respondents were also asked who they trusted for information about seafood. The most mentioned person trusted was the person selling the seafood. This was followed by the media, immediate family, themselves, doctors and government.
Marketing Recommendations:
The University of Florida researchers made the following recommendations after analyzing the research results:
-- Emphasizing the health benefits of seafood is likely to be effective as the age group becomes increasingly more concerned about nutrition. Half of the respondents indicated they eat seafood because of nutrition and health. In addition, thirty six per cent indicated that promotion of health benefits would cause them to consume more seafood.
-- Focus on market penetration by targeting existing consumers over market development of new consumers.
-- Educate this segment about sustainable seafood practices and products. Though few people knew what it was prior to the survey, there appeared to be considerable interest in the product when it was explained. Additional information is needed about the costs of producing sustainable products and the consumer’s willingness to pay more.
-- Product development efforts would increase consumption. People who indicated a willingness to try new seafood products ate seafood considerably more frequently than others. This is an indication that efforts in bringing new products or forms of products to market would be rewarded with increased sales rather than just displacing current consumption. This correlates with over one hundred respondents indicating new packaging could increase consumption.
-- Increase seafood recipe and preparation brochures and other information at the point of sale in grocery stores and other outlets. A third of the respondents said that they would consume more seafood if they had knowledgeable seafood specialists who could answer their questions. They also indicated a high level of trust in the person selling the seafood. Therefore, continuing efforts to train seafood sellers to be more knowledgeable is worth investigating.
Based on the findings and recommendations, a booklet titled “Florida Seafood for the Savvy Generation” was developed. This booklet includes information about the nutritional content of seafood and the health benefits. Included in the information is a “How Much Seafood to Buy” table along with handling, buying and cooking tips. Three simple to prepare recipes for two along with information about getting other recipes are in the booklet.
To refine the distribution to the target market even further, letters were sent with a sample copy of the booklet and an order form to over 2,000 retirement centers within the state. The immediate response has been outstanding and exceeded the normal expectations for return on a direct mail education program. As of this article, over 35,000 booklets have been shipped to 203 retirement centers for distribution to their residents.
The “Identifying Attitudes and Preferences of the 55+ Age Group for Seafood and Aquaculture Products” research reports are available online. Click here to download the focus group report, and click here to download the telephone survey report. Click here to download the “Florida Seafood for the Savvy Generation” booklet.
Tell Us Your Success Stories
Has your company’s product become available at a national retail chain? Has your company recently gone global or won a special award? If you answered yes to either of these questions and your company is a Fresh from Florida member, email your accomplishments to Nicole Haugdahl at haugdhn@doacs.state.fl.us. These will be included in future editions of “sEa Notes.” Please remember to include your company name, contact name, address, telephone number, email address and website. Space is limited so all information submitted may not be used.
DACS-P-01458
